GTM

What GTM does

One container on your site in which you manage all your tracking: analytics, ad pixels and conversions. New tracking becomes a matter of configuring rather than having it built in.

What we look out for

• Naming — so you still know what is what a year from now
• Data layer — passing data from the site in a structured way
• Version control — every change can be rolled back
• Clean-up — tags from services you no longer use

Containers fill up

After a few years, a container holds tags from tools that were cancelled long ago. Every tag loads third-party code on your site: that costs speed and creates a privacy risk. We clear out whatever is no longer used.

Consent belongs in it

Under the GDPR, advertising and analytics tags may only load after consent. You set that up in GTM itself, not in each tag separately — that way you know for certain nothing fires before it is allowed to.

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