5 reasons why Google Tag Manager (GTM) is a great tool for small businesses


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GTM was initially conceived as an enterprise tool, to help those large websites manage their numerous tags all in one place and allow their numerous users to test and deploy tags in a safe environment without breaking their money-making site.

But today, even if you have a small site and a single tag to add to your website, using GTM to implement it is still a good idea. Here are 5 reasons why you should still use GTM.


Your website and business may grow in the future. If you run a business, isn’t that a main goal? As the number of pages and tags increase, GTM is the right tool for the job.

Tight integration with Google

There are many tag managers out there but GTM is free and benefits from a close integration with the rest of Google’s solutions. Adding any of Google’s own tags on GTM would be easier than on other tag manager platforms. Furthermore, some of Google’s own solutions are only available in GTM, for example Consent Mode implementation, otherwise, be ready to mess with coding.

No coding required

One big benefit of GTM is that you don’t need to know any coding. Most of the changes within are point and click. Where advanced knowledge and coding may be needed, often there are scripts and containers available out there that you can easily import into your GTM account.

Need to track revenue? Yes, you’ll need to get your hands dirty with data layers but if you’ve got a WP website, even that’s done for you via the GTM4WP plugin.

Need to track clicks on buttons and form submissions? Easily done within GTM without any coding required on the website.

Testing and preview

Once you have all your tags and triggers on GTM, before publishing, you can test them. Strictly speaking, the test is carried out using Tag Assistant, another of Google’s tool, but you do need GTM to launch it.

This debug tool is very powerful and contains a lot of useful information. It shows you exactly what is happening, what action is triggering which tag and the values being passed.


If you need to employ someone to add or modify a tag, previously you’d have to give them access to your website, with all the risks that this entails. With GTM, not only do they not work directly on your site but you can also control the level of access they get within GTM. If the new work does break your website, you can always roll back to the previous version of GTM.


There you have it, even if you're not an enterprise user, you can still benefit massively from GTM. Whether it’s to easily implement tags, test them, keep your website secure and not require any coding knowledge, Google Tag Manager can help smaller websites.

So even if you have one tag to add to your site, you should still consider doing it via this powerful tool.