Tags are tiny bits of website code that let you measure traffic and visitor behaviour, understand the impact of online advertising and social channels, use remarketing and audience targeting, test and improve your site, and more. it works by Google Tag Manager keeping track of a set of tags and tag-firing rules that define when those tags should be made available on your site. When a user visits the site, the most up-to-date tag configuration is sent over to the end-user’s browser with instructions for which tags should fire.
Tags are important in Search Engine Optimisation because adding tags without efficient management prompts big problems. All that code bogs down your site. Redundant or incorrectly applied tags can distort your measurement and result in duplicate costs or missing data. It can also be time-consuming for the IT department or webmaster team to add new tags, which means important marketing and measurement programs can be delayed. With Google Tag Manager, you eliminate these problems—and run your campaigns when you need them.