About Tags

Tags are pieces of code provided by analytics, marketing, or support providers to help you integrate their products into your websites or mobile apps. With Google Tag Manager, you no longer need to add these tags directly to your projects. Instead, you configure and publish tags and how they fire from within the Tag Manager user interface.

Tag Manager natively supports many Google and 3rd party tag configurations. Custom tags may be used to implement any tracking codes that are not yet supported by Tag Manager's native templates.

Tags in the digital marketing and analytics context are similar to, but distinct from, the standard HTML tags that developers will use to code web pages. The analytics sense of the word tag is derived from the fact that the tracking codes provided by vendors are often encapsulated by HTML <script> tags.

In other words: When we speak of HTML tags, we refer to tags such as <body>, <p>, <li>, <blockquote>, and so on. When we speak of tags used in the analytics and marketing sense, we refer to code that an organization provides to install the desired  functionality onto a website or mobile app.

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