Google Tag Manager is a tag management system (TMS) that allows you to update measurement codes and related code fragments collectively known as tags on your website or mobile app. It is a free tool that enables you to install, store, and manage marketing tags without modifying website code. Some key features of Google Tag Manager include:

• Tag deployment: Once the small segment of Tag Manager code has been added to your project, you can deploy analytics and measurement tag configurations from a web-based user interface.

• Tag organization and version control: Tag Manager features support for tag organization and version control, 3rd party and community-developed tag templates, and enterprise collaboration and security features.

• Easy to use: The intuitive design of Tag Manager lets you change tags whenever you want, and easy-to-use error checking and speedy tag loading ensure your data is collected reliably and accurately.

• Collaboration: Workspaces and granular access controls allow your team to work together efficiently, while multi-environment testing lets you publish to different environments to ensure things are working as expected.

Google Tag Manager can be used to manage tags (such as measurement and marketing optimization JavaScript tags) on your site, and supports all tags and offers easy-to-use turnkey templates for a wide range of Google and third-party tags for web and mobile apps. It can also be used to manage analytics and advertising tools in your apps without having to rebuild and resubmit the applications binaries to app marketplaces.