What is Google Tag Manager?

Google Tag Manager (GTM) is a tag manager that allows you to deploy and manage tracking scripts without directly modifying the site code.

It centralizes tags (Analytics, advertising pixels, various scripts) in a web interface, with a logic of triggers and variables.

GTM helps keep site code cleaner and gives marketing teams autonomy.

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GTM serves as a control layer for all site tracking scripts.

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Key features for B2B teams

• Adding and updating tags without putting the site into production
• Triggers based on site events (page views, clicks, forms, scroll, etc.)
• Variables to retrieve information (URLs, attributes, custom data)
• Pre-production environments and preview mode for testing before release
• Native integrations with Google Analytics, Google Ads, and numerous third-party scripts

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Tag Manager makes it possible to deploy advanced tracking while limiting dependence on the development team.

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For whom and in what contexts?

GTM is for marketing, analytics, and product teams that manage an increasing number of tags and events.

It is particularly useful on sites where tracking must change frequently.

• B2B sites that track complex conversions (multi-steps, micro-conversions)
• Organizations that work with multiple advertising agencies and analytics tools
• Agencies that manage tracking for several customers

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Google Tag Manager quickly becomes essential as soon as tracking goes beyond a few basic tags.

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Google Tag Manager Price

Google Tag Manager is free in its standard version.

There is a 360 version for large organizations, integrated with Google Marketing Platform offerings.

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For most B2B sites, the free version of GTM is more than enough.

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We-R review on Google Tag Manager

For a Webflow site, GTM is an excellent way to structure tracking without multiplying scripts in the project.

It allows GA4, conversions and advertising tags to be correctly implemented without systematically going through a developer.

• Set up a clean and documented tagging plan
• Test triggers in preview before publication
• Limit the number of scripts directly injected into Webflow

On the other hand, a bad configuration can degrade performance or create inconsistent tracking.

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GTM is powerful, but requires a real discipline of naming, documentation and governance.

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Alternatives and tools similar to Google Tag Manager

A few alternatives exist depending on the needs:

• Tealium, Segment: more business-oriented tag management solutions
• Direct implementation of scripts into the code: simple, but quickly unmanageable
• Other proprietary TMS: rarer in standard B2B environments

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Google Tag Manager remains the default choice for most sites, thanks to its power and its free nature.