# Google Tag Manager: what it is and how it works · Zorraquino
> Google Tag Manager is a system for managing measurement and marketing tags through triggers and variables.
URL: https://www.zorraquino.com/en/dictionary/advertising/google-tag-manager.html

# Google Tag Manager

Google Tag Manager is a system for managing measurement and marketing tags through triggers and variables

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It makes implementations easier to organise, but requires version control, testing and coordination with development. It does not remove the need to manage consent or review what data is sent. A correctly installed tag can still measure a poorly defined event.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Google Ads](https://www.zorraquino.com/en/dictionary/advertising/google-adwords.html)
- [Google Analytics 4](https://www.zorraquino.com/en/dictionary/advertising/google-analytics.html)
- [Marketing mix modelling](https://www.zorraquino.com/en/dictionary/marketing-mix-modelling)