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To use measurement and advertising products such as Google Analytics, Ads conversion measurement, remarketing, and more, you add Google tags to your website. You can write tags in JavaScript, using the global site tag, or add them with configuration, using the graphical Google Tag Manager user interface. Tag Manager supports both websites and mobile apps. If you use Firebase to build mobile apps, an API is available to provide the required information to Google measurement and advertising products.

What is a "tag"?

What is the global site tag?

What is Google Tag Manager?

In Google documentation, global site tag examples consist of gtag.js code, while Tag Manager examples provide the steps necessary to configure tags.

Usage example

The following example illustrates the difference between use of the global site tag and Tag Manager. This global site tag shows a snippet that you could add to each page of your website to enable analytics:

<script async



  window.dataLayer = window.dataLayer || [ ] ;

  function gtag(){dataLayer.push(arguments);}

  gtag( 'js', new Date () ) ;

  gtag( 'config', 'GA_TRACKING_ID');


Then to enable conversion tracking for ads, you would need to insert the following in the global site tag on each page: gtag( 'config', 'AW- CONVERSION_ID');.

In contrast, to use Tag Manager to enable measurement of ads conversions, you enable the same functionality by configuring a tag in the UI and publishing it with one click to all pages of a website. See Google Ads conversions for the full list of steps to enable ad conversions.

Tags supported by global site tag and Tag Manager

Global site tag and Tag Manager provide the following tag support:

Tag Type gtag.js Tag Manager
Google Analytics 4 Yes Yes
Google Analytics: Universal Analytics Yes Yes
Google Ads Conversions Yes Yes
Google Ads Remarketing Yes Yes
Floodlight Yes Yes
Google Optimize Yes Yes
Google Surveys Website Satisfaction No Yes
Third-party tags No Yes

In addition to the Google measurement products listed here, Tag Manager supports a wide variety of third-party tags. The Community Template Gallery contains additional tag and variable templates maintained by third parties. You can also create and share your own tags with custom templates.