Google Tag Manager Glossary

Using Google Tag Manager makes it easy to add tags to your website and even send custom data to Google Analytics (or any other platform), but it can quickly become daunting, especially when you’re trying to get up-and-running quickly. That’s why I’ve created this glossary. I’m going to help you understand the most important terminology you’ll find inside Google Tag Manager. Think of this as your Google Tag Manager dictionary.

You can also download my Google Tag Manager Glossary PDF to print out or keep on your hard drive as a handy reference.

Download The Google Tag Manager Glossary

Glossary Contents

• Account
• Account Activity
• Account Settings
• Auto-Event Listener
• Cleanup Tag
• Container
• Container Activity
• Container Diagnostics
• Container ID
• Container Snippet
• Container Type
• Container Version
• Consent Mode
• Data Layer
• Data Layer Variable
• Debug Console
• DOM (Document Object Model)
• Enhanced Conversions
• Environments
• Event
• Event Parameters
• Exception
• Export Container
• Firing Trigger
• Folder
• GA4 Event Tag
• Google Tag
• Google Tag Manager 360
• Import Container
• Preview
• Regular Expression
• Server-Side Tagging
• Setup Tag
• Tag
• Tag Firing Options
• Tag Firing Priority
• Tag Firing Schedule
• Tag Sequencing
• Templates
• Trigger
• User-Defined Variable
• Variable
• Version
• Workspace

Okay, let's jump into the GTM glossary!

Account

An account is designed to store and manage all of the tags used by an individual organization. You can think of an account as the top-level folder structure inside Google Tag Manager. Each account (or folder) can be used to manage the tags for one website or multiple websites. See also container.

Account Activity

Account activity lets you view changes to user permissions for the account and the containers in the account. You can also see containers that have been created and deleted. To find account activity inside Google Tag Manager, navigate to ‘All Accounts’, click the configuration icon, and then select ‘Account Activity’ (or from ‘All Accounts’ select the three vertical dots, and then select ‘Account Activity’).

Account Settings

You can modify the name of individual Google Tag Manager accounts, adjust data sharing, adjust two-step authentication, and even delete accounts using the account settings. To find account settings inside Google Tag Manager, navigate to ‘All Accounts’, click the configuration icon, and then select ‘Account Settings’ (or from ‘All Accounts’ select the three vertical dots, and then select ‘Account Settings’).

Auto-Event Listener

Google Tag Manager can automatically detect actions taking place on your website. When you enable the built-in variables, Google Tag Manager will ‘listen’ for these events. For example, when you enable the built-in Click Classes variable, Google Tag Manager will automatically detect the class for any elements clicked on your website. See also variable.

Cleanup Tag

You can use tag sequencing in Google Tag Manager to help control the order tags are fired. The ‘cleanup tag’ refers to the tag that fires after your main tag has fired. See also tag sequencing and setup tag.

Container

Containers are created inside each Google Tag Manager account, and in most cases, an individual container is used to store and manage the tags for an individual website. Each container has its own dedicated Google Tag Manager code. Apart from tags, you can also create and configure triggers and variables in each container. You can create one or more containers in each Google Tag Manager account. See also tag, trigger, and variable.

Container Activity

Container activity lets you view top-level changes made to a container in Google Tag Manager. You can view different versions of the container that have been published to your website. You can also select different versions within the container activity to see granular details of the changes made to the tags, triggers, and variables. To view changes, open a container inside Google Tag Manager, then select ‘Admin’, and ‘Container Activity’. See also version.

Container Diagnostics

Container Diagnostics is a Google Tag Manager feature that helps you monitor and improve the quality of your container and tracking implementation. It includes Container Quality, which checks your existing tags, triggers, and variables for best practices, performance improvements, and security risks, and Tag Coverage, which scans your website to identify pages that are not being tracked by your container.

Container ID

Each container that you create inside a Google Tag Manager has a unique container ID. Each container ID starts with ‘GTM’, followed by a dash and a combination of numbers and letters, for example, GTM-1A2B3C. The container ID is included in the Google Tag Manager code that you implement on your website.

Container Snippet

The container snippet is the code that you need to add to your website to use Google Tag Manager. The main component of the container snippet is a piece of JavaScript that needs to be added to all the pages of your website. The container snippet includes your unique container ID. Along with the JavaScript, there is also an iframe that lets you add non-JavaScript tags to your website. See also container ID.

Container Type

Google Tag Manager can be used to manage tags on websites, in server-side containers, on AMP content, in Android apps, and in iOS apps. When you create a container in a Google Tag Manager account, you will be prompted to select where Google Tag Manager will be implemented; this is the ‘Container Type’.

Container Version

See version.

Consent Mode

Consent Mode lets you adjust how Google tags behave based on the consent choices your users make on your website. It is designed to help you stay compliant with privacy regulations like GDPR and CCPA while still collecting valuable data. Consent Mode includes seven consent signals that control how Google tags behave based on the consent choices your users make:

• ad_storage
• ad_user_data
• ad_personalization
• analytics_storage
• functionality_storage
• personalization_storage
• security_storage

Consent Mode works by dynamically modifying tag behavior, for example, only sending anonymous pings until users accept cookies. Google Tag Manager has dedicated settings and tag types to help you implement Consent Mode.

Data Layer

The data layer contains information that can be used by Google Tag Manager. This information can be used in tags, triggers, and variables. Google Tag Manager will automatically create a data layer and try to add information. For example, if you enable scroll depth tracking, Google Tag Manager will add details about scroll behavior to the data layer. You can also implement your own custom data layer to pass your own values to Google Tag Manager. The data layer can include static information that is pre-defined when the page loads or the information can be dynamic; this is where information is made available depending on the actions people take after the page has loaded.

Here is an example of a static data layer that contains product details which could then be used in tags, triggers, and variables:

<script>
dataLayer = [{ "name": "Green Cap", "category": "Hats", "price": "25.00" }];
</script>

Data Layer Variable

If custom information is being set in the data layer, then you will need to create a user-defined variable to access and use the information. Since information is stored as a key-value pair, you will need to define the key from the data layer to access the value. In the following example, setting the key to ‘type’ would return ‘Blog’ as the value of the data layer variable:

<script>
dataLayer = [{ "type": "Blog" }];
</script>

See also data layer, variable and user-defined variable.

Debug Console

After enabling the preview mode in Google Tag Manager, you can navigate to your website to see the debug console. The debug console lets you preview your container, including tags, variables, the data layer, and more. See also preview.

DOM (Document Object Model)

The HTML DOM or Document Object Model creates the structure of a web page by interpreting the HTML. The DOM is a tree structure that captures the content and properties of the HTML, and the relationship between the nodes. See also DOM ready trigger.

Enhanced Conversions

A feature available in Google Ads and Google Analytics 4 that improves conversion measurement accuracy by sending first-party user data, such as email addresses or phone numbers, alongside your standard conversion tags.

Environments

Environments allow you to have separate versions of your container deployed on your live website compared to your staging (or testing) site. To create a custom environment, load a container, then select ‘Admin’, and then select ‘Environments’. After you have created a new environment, you can add the container snippet to your testing site.

Event

Events are the different actions that Google Tag Manager uses to decide if a trigger should fire. Default Google Tag Manager events include; page views, DOM ready, and window loaded. Apart from the default events, other built-in events can be used for triggers (including click events, form submissions, etc.) and custom events can also be pushed to the data layer. See also trigger.

It’s important to highlight that events in Google Tag Manager are not the same as events in Google Analytics. Google Analytics events make data available in the reports, while Google Tag Manager events are all of the actions that take place (regardless of whether they are used in any reports).

Event Parameters

Event Parameters are used to send additional details about user interactions along with events in GA4. For example, when someone completes a purchase, you can send parameters like purchase value, item ID, and item name. Event Parameters help you capture rich, meaningful data for your reports. In Google Tag Manager, you can configure Event Parameters when setting up GA4 event tags or through the data layer.

Exception

An exception trigger prevents a tag from being fired. Exception triggers override any firing triggers. For example, if the ‘All Pages’ trigger is added to the tag and an exception trigger, then if the conditions for the exception trigger match, then the tag will not be fired. See also trigger.

Export Container

You can export a copy of a container as a JSON file. This allows you to save a backup of a particular version or workspace to your computer. The exported container includes all of the configurations that have been made inside Google Tag Manager, including tags, triggers, and variables. After opening a container, select ‘Admin’, then ‘Export Container’. You will then be prompted to select a version or workspace to export. See also import container, version, and workspace.

Firing Trigger

A trigger used to load a tag on your website. For example, if you create a trigger that only matches your homepage, then this trigger can be used to load (or ‘fire’) a tag on your website homepage. See also trigger.

Folder

You can organize tags, triggers, and variables using folders. Each tag, trigger, and variable can be added to a single folder at a time.

GA4 Event Tag

The GA4 Event Tag lets you send events to Google Analytics 4 using Google Tag Manager. You can configure the event name and add event parameters to capture additional details about the user’s actions. For example, you might create a GA4 Event Tag to track when someone downloads a PDF, watches a video, or completes a form. GA4 Event Tags provide a flexible way to send both recommended and custom events to your GA4 property.

Google Tag

In Google Tag Manager, the Google Tag is available as a built-in tag template and supports sending events, page views, and parameters to Google products. The Google Tag can also be implemented outside of Google Tag Manager. For example, instead of using Google Tag Manager to manage your tags, you can install Google Analytics on your website using the dedicated Google Tag. 

Google Tag Manager 360

Google Tag Manager 360 is the premium paid version of Google Tag Manager, designed for enterprise organizations. It includes additional features such as unlimited workspaces, approval workflows, and zones. Google Tag Manager 360 is part of the Google Marketing Platform and includes dedicated support and an SLA (Service Level Agreement).

Import Container

Importing a container into Google Tag Manager will bring in all of the tags, triggers, and variables that were configured in the original container that was exported. When you import into an existing container, you will be prompted to overwrite or merge tags, triggers, and variables. See also export container.

Preview

Enabling the preview mode lets you see the tags that are triggered (and not triggered) on your website, along with variables, and values stored in the data layer. You can preview the current workspace or other versions of the container (by selecting ‘Versions’). Once you’ve clicked ‘Preview’ you can then open a new window or tab in your current browser and navigate to your website. The debug console will load at the bottom of your website. See also debug console.

Regular Expression

An advanced method of pattern matching. Regular expressions can be used in trigger conditions and regex table variables.

Server-Side Tagging

Server-Side Tagging lets you move your tag execution from the browser to your own server environment. This approach improves website performance, enhances data security, and gives you more control over the information you share with third parties. In Google Tag Manager, you can create a server container to set up server-side tagging. Server-Side Tagging can also help improve tracking accuracy.

Setup Tag

You can use tag sequencing in Google Tag Manager to help control the order tags are fired. The ‘setup tag’ refers to the tag that fires before your main tag has fired. See also tag sequencing and cleanup tag.

Tag

Typically a piece of JavaScript that is managed inside Google Tag Manager and deployed to your website once the Google Tag Manager container has been published. You can add tags using the built-in tag templates, or by adding custom HTML tags. See also tag type.

Tag Firing Options

Lets you control how many times a tag will fire. You can select from ‘Unlimited’, ‘Once Per Event’, and ‘Once Per Page’.

Tag Firing Priority

Lets you set the order tags are loaded (fired). By default all tags will have a priority of zero (0), tags with a higher priority value will fire before tags with a lower priority value. When using tag firing priority in Google Tag Manager, it is important to remember that all tags will load asynchronously.

Tag Firing Schedule

You can set a start and end date (and time) for individual tags by selecting ‘Advanced Settings’ in the tag configuration. This will automatically enable and disable the tag.

Tag Type

Google Tag Manager lets you add a range of analytics and advertising tags to your website. You can select from a range of built-in templates that streamline the configuration of tags inside Google Tag Manager. You can also add additional tags using the custom HTML tag option.

Tag Sequencing

You can configure Google Tag Manager to fire another tag before (or after) a specific tag. For example, if you have a tag that relies on another tag to work correctly, like a GA4 event tag that requires a Google Tag to be configured and fired before it can send data correctly. When using tag sequencing, it is important to remember that all tags, even those defined in a sequence, will load asynchronously. If a tag relies on another tag, you should consider enabling the ‘Don’t fire… if the tag fails or is paused’ option. See also setup tag and cleanup tag.

Templates

Templates in Google Tag Manager let you create custom tag types and variables using a guided interface. You can build your own templates or use community templates from the Template Gallery. Templates make it easier to deploy custom tracking while keeping your container secure and standardized.

Trigger

A trigger lets you control when a tag should (or should not) fire. Google Tag Manager has a default trigger called ‘All Pages’ which will fire a tag on any page that includes your container snippet. Adding multiple triggers to an individual tag will mean any of the triggers can fire the tag (multiple triggers create ‘or’ statements). Triggers can also be used to prevent a tag from firing. See also exception.

Apart from the default triggers, you can create custom triggers using the following trigger types:

User-Defined Variable

A user-defined variable allows you to use custom information in your tags and triggers. Although Google Tag Manager does include a range of built-in variables, there are occasions when you will need to configure custom variables to meet your requirements. See also variable. User-defined variables include:

Variable

A variable is a placeholder for information. The information in a variable can then be used in tags and triggers. For example, we might want to create a trigger that only fires a tag on a single page on our website. We can use the ‘Page Path’ variable to check the page someone is viewing and check to see if it matches our desired page. When the variable matches our page, we can then trigger a tag. Google Tag Manager includes built-in variables that can easily be enabled inside each container, and there is the option of creating custom variables. See also user-defined variable.

Version

Google Tag Manager stores a history of all changes made to the container. If there is ever a problem with a version, then you can restore a previous version of a container. To access versions, open a container, and select ‘Versions’. Selecting a version will include any manually entered details for the version, along with the changes, and current tags, triggers, and variables.

Workspace

Allows teams to work on different versions of the Google Tag Manager container at the same time. When a workspace is updated a notification will appear, and any conflicts between the workspaces will need to be reviewed.

Get the Google Tag Manager Glossary PDF

You can also download our Google Tag Manager Glossary PDF to keep in on your hard drive or print out for a quick and handy desk reference.

Download the Google Tag Manager Glossary PDF

And check out our accompanying Google Analytics Glossary, Looker Studio Glossary, and Google Ads Glossary.

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