[peter_mcrae]

In the simplest terms, Google Tag Manager (GTM) is a script you load on your site that then loads additional (arbitrary) code based on conditions (which are executed client side). In the case of something like GA, let's say you want to track a new website activity or maybe want to pass data to a new custom dimension. Without GTM, you would update your GA javascript file. With GTM, you would make the update within their interface and that new code would get injected into your site. This enables (for right or wrong) the analytics team to manage what / how data gets collected in GA.

Within GTM you have the ability to inject html, javascript, css OR in many cases they have a wizard where someone less technical can put in some info and the code is generated. You can also use conditions to determine which code should load. For example, if page URL matches "orderConfirm" then execute this. Moreover, it gives you the option of when the code should run (immediate, DOM ready, onLoad).

Aside from GA, most companies have a shit load of 3rd party scripts that run on their pages, so GTM provides a central place to manage everything.

One problem is that anyone with editor access to GTM can inject just about anything (unless you block custom scripts within GTM which has other implications) and those deployments are real-time and done directly within the GTM web interface. I'm a developer on the marketing team, so I'm a fan, but it's risky in the wrong hands.

[codingdave]

Thanks, that makes sense, and while I do like to trust my team, that sounds like something I want to keep an eye on. Appreciate the info...