The Analysts

Google Tag Manager (GTM) Consultancy Services

Google Tag Manager (GTM) is a free* tool offered by Google that allows business to add and manage marketing and analytics tags on their website or mobile app without requiring changes to the underlying code.

Tags are small snippets of code that are used to collect data or track user behavior on a website or mobile app. Examples of tags include Google Analytics tracking code, Facebook Pixel, and AdWords conversion tracking code.

GTM simplifies the process of adding and managing tags by providing a user-friendly web interface for creating and managing tags, and it allows users to add, edit, and delete tags without needing to access the website’s code. It also has built-in tag templates, which eliminates the need to manually enter code.

GTM also allows for the creation of triggers, which are rules that determine when a tag should fire, and variables, which are used to store data that can be used by tags and triggers. This allows for more flexibility and advanced tracking capabilities.

Google Tag Manager is widely adopted by digital marketers, digital operations teams and analysts as it allows them to easily manage and implement tracking and marketing tags, without the need to involve a  development team every time, also it provides a level of control and flexibility over the data collection and tracking process.

* Check with Google on their terms

Technical Skills

GTM requires a certain level of technical knowledge to properly implement and manage tags, especially for more advanced tracking and marketing scenarios where advanced javascript is required.

Data Accuracy

Ensuring that data is being collected and reported accurately can be difficult, as it requires a thorough understanding of the implementation and the ability to identify and fix any issues that may arise.

Data Validation

It is important to validate the data that is being collected by GTM to ensure that it is accurate and that it matches the expected results.

Data Security

GTM allows users to add and manage tags on their website or mobile app, which can be a potential security risk if not properly configured and managed.

Version Control

GTM allows multiple users to access and make changes to the container, which can be a challenge to keep track of different versions and changes made by different users.


It is important to test the implementation and configuration of tags, triggers, and variables to ensure that they are working as intended and to avoid any errors or inaccuracies in the data.

Complex Setup

Depending on the complexity of the use case and the number of tags, triggers

We can support you on your GTM setup to ensure an efficient and optimised workflow which integrates with your existing agile delivery process for BAU (business as usual) and funded projects. 


We are a Data Analytics Studio based in London with global reach. We use data to to help your organisation reach its business objectives.

Requirements Capture

We start by ensuring you have a good intake process then start to capture the business requirements in an open and transparent way.


We can implement your MarTech and Analytics tags with multiple triggers and events so you can start to join up your data and solve challenges much faster and move forward.

Tag Management

You may have an existing implementation but no intake and delivery process or clear tag management. We can implement an efficient workflow for your team.

Audits of Web and Apps

We can audit your existing implementation, complete a gap analysis and make recommendations.


We take a holistic approach and ensure your GTM workflows are working to the best they can be getting the most of out GTM. 


We can check what integrations you may have or need and update GTM accordingly.