Google Tag Manager (GTM) is a tool that enables you to manage marketing and tracking tags (snippets of code) on your website without requiring any changes to the website’s code. Instead, you place a single GTM code snippet onto your website, and then you can add and modify tags through GTM’s web-based user interface.

GTM is used by marketers and website owners to streamline the process of adding and managing tags, which are used to track user behavior and measure the effectiveness of marketing campaigns. With GTM, you can add tags for various tracking and analytics tools, such as Google Analytics, AdWords, and third-party tools, all in one place. You can also customize when and where tags fire, based on specific triggers, such as clicks or pageviews.

Overall, Google Tag Manager simplifies the process of adding and managing tags on a website, making it faster and more efficient for marketers to track and measure user behavior and campaign performance.