Why use Google Tag Manager in 2025?

What is Google Tag Manager and why should you use it in 2025?

If you've ever wondered what is Google Tag Manager and how it can help you improve your digital campaigns, you've come to the right place. Below, we'll show you the key benefits of using this tool in 2025 to optimize your marketing strategy and make data-driven decisions:

• Facilitates the management of tags and scripts without having to modify the code.
• Allows for advanced tracking and efficient organization of tags.
• Empower marketing teams to act quickly without relying on developers.
• Provides change control and auditing to maintain data integrity.

Table of contents

• What is Google Tag Manager?
• How does it work and what can it do?
• Main benefits of using Google Tag Manager in 2025
• Why should you use Google Tag Manager in 2025?
• Common challenges when using Google Tag Manager
• Practical actions for the correct use of Google Tag Manager
• Conclusion

What is Google Tag Manager?

Google Tag Manager is a free tool developed by Google in 2012, designed to facilitate the management of tags and scripts on websites without having to directly modify the code. This allows marketers and web analysts to add, update, and manage tags—small snippets of code for tracking and analysis, such as Google Analytics tags, Facebook pixels, Google Ads conversion codes, among others—in a simple and centralized way. source.

How does it work and what can it do?

GTM is characterized by its ease of use and its ability to optimize processes. Below are some of its key features:

• Simple installation: You only need to place a GTM code on your website once. From there, everything is managed from the GTM dashboard, eliminating the development team's dependency on implementing or updating tags source.
• Tag organization: It allows you to implement and manage multiple tags related to digital marketing, analytics and advertising, thus avoiding common errors derived from manual code manipulation source.
• Advanced tracking: Facilitates tracking of a wide range of events such as link and button clicks, form submissions, conversions, downloads, video playback, scrolls, personalized interactions, and cart management in e-commerce source.

“Google Tag Manager allows us to track everything that happens on a website… and to start working with its own interface within Google. This allows us to not depend on a programmer…” source.

Main benefits of using Google Tag Manager in 2025

Using GTM provides several key benefits that are becoming increasingly relevant in the digital landscape of 2025. These include:

• Time saving and autonomy: Marketing teams can make changes directly without waiting for developers, enabling a more agile response to new tracking needs or campaigns source.
• Error reduction: By managing from a single platform, the risk of overwriting code or compromising website functionality is reduced. source.
• Scalability and flexibility: GTM allows you to manage tags from different suppliers and for different digital platforms from a central hub, which is key for websites, online stores and evolving digital projects source.
• Control and audit: GTM keeps a record of changes and versions, allowing changes to be reverted if an error occurs, which is essential to ensure data integrity source.
• Speed and performance: GTM loads tags only when necessary, optimizing site performance and avoiding unnecessary slowdowns source.

Why should you use Google Tag Manager in 2025?

The digital ecosystem is constantly evolving, and reliance on technical processes can slow down campaign implementation and the ability to respond to market changes. Here are some key reasons to adopt Google Tag Manager in 2025:

• Marketing empowerment: GTM enables marketing teams to act quickly and with less reliance on technical resources, which is vital in an environment where agility can be a competitive advantage source.
• Advanced measurement and decision making: GTM's ability to integrate with the latest technologies, including Google Analytics 4 (GA4), ensures that marketers have access to accurate, real-time data for decision-making source.
• Free and robust plugin: GTM is completely free and backed by Google, which means it stays up-to-date with emerging technologies and privacy regulations source.

Common challenges when using Google Tag Manager

Although GTM offers numerous advantages, there are certain challenges that companies may face when implementing it:

• Learning curve: Although GTM is accessible, novice users may encounter a learning curve, especially when creating custom triggers and variables.
• Change management: As more tags and features are added, managing and auditing changes can become complicated, making it essential to follow organizational and documentation practices.
• Third-party integration: Integrating GTM with other tools and platforms may require additional technical knowledge, especially in advanced configurations.

Practical actions for the correct use of Google Tag Manager

To maximize the benefits of Google Tag Manager, consider these practical tips:

1. Plan your tags: Before implementing GTM, create a detailed plan of the tags you need and how they relate to each other.
2. Use descriptive folders and tags: Organize your labels into folders and be sure to use descriptive names that make them easy to identify.
3. Establish a review process: Before publishing changes, establish a review process to verify that there are no negative impacts on site functionality.
4. Train your team: Invest in training your marketing team on GTM so they feel comfortable using the tool.
5. Perform periodic audits: Schedule regular checks to ensure tags are working properly and that no code changes affect them.

Conclusion

In short, Google Tag Manager is an essential tool for any digital strategy in 2025 that requires agility, advanced measurement, and reduced technical dependencies. By allowing marketing teams to focus on campaign creation and optimization, GTM maximizes operational efficiency and helps generate valuable insights for data-driven decision-making.

If you're looking to implement GTM in your digital strategy or need advice on best practices in analytics and measurement, don't hesitate to contact us! Our team of experts is ready to help you make the most of your data and optimize your marketing campaigns.