Google Tag Manager guides
Practical Google Tag Manager guides, from the first setup to tracking and reporting, written from the accounts we manage.
Get started
- What Is Google Tag Manager? Hierarchy, Container Types & Setup (2026)
Google Tag Manager explained: how accounts, containers, workspaces and versions fit together, when to pick GTM over gtag.js, and web container setup.
Advanced techniques
- Google Consent Mode v2 in GTM: Signals, Setup and EEA Compliance
Google Consent Mode v2 in GTM: the four consent signals, Basic versus Advanced mode, the Consent Initialization trigger and server-side tagging in the EEA.
Client-Side Tagging
- GTM Debugging, Testing & Performance: Tag Assistant Guide (2026)
Debugging Google Tag Manager with Tag Assistant: what each debug panel shows, validating in GA4 DebugView, common tag errors and container speed fixes.
- GTM Tags, Triggers, and Variables: The Complete Reference (2026)
How tags, triggers and variables work together in Google Tag Manager, with every web trigger type, built-in and user-defined variables, and tag sequencing.
- GTM Data Layer and GA4 Enhanced Measurement: 2026 Implementation Guide
What the GTM data layer is, how dataLayer.push() works, and exactly which GA4 enhanced measurement events GTM controls vs. GA4 Admin controls. 7 tables, 10 events mapped.
Server-Side Tagging
- Server-Side Tagging (sGTM): Architecture, Cost & Setup Guide 2026
sGTM moves tag execution to Cloud Run. GA4 client, first-party cookies up to 2 years vs 7-day ITP cap, ~$90/month production floor. Architecture, cost tables & 8-step setup guide.
- Server-Side vs. Client-Side GTM: Architecture, Trade-Offs & Decision Guide (2026)
Server-side versus client-side tagging in GTM: where tags run, the hybrid model, Safari ITP rules, ad blocker limits, and when sGTM is worth the cost.
Integrations
- Server-Side GTM Implementation: GA4, Meta CAPI & Validation 2026
Route GA4 events through a server container, validate with 7 checkpoints, and extend to Meta Conversions API, Google Ads, and TikTok Events API. Full implementation reference, 2026.