Google Tag Manager
tagmanager.google.comGoogle Tag Manager (GTM) is Google’s tag and variable management platform for websites. It helps teams centrally organize and deploy tracking tags, configure reusable variables, and manage how analytics and marketing pixels fire—without repeatedly editing site code. Widely used across organizations, GTM supports safer, more flexible measurement updates and versioned rollout practices as websites and campaigns change.
With Google Tag Manager connected, BOBs can handle the “measurement ops” work that often gets delayed—creating new tags, updating existing ones, and keeping variables current so your tracking stays consistent. Instead of manual coordination between marketing and engineering, BOBs can quickly apply changes and verify what’s already configured by retrieving tag details.
This unlocks broader use cases like ongoing campaign setup at scale, faster iteration when landing pages or tracking requirements change, and cleaner maintenance of measurement configurations across environments. BOBs can also support governance by standardizing how tags and variables are named and updated over time, reducing the risk of outdated tracking firing rules.
Actions and events available:
- Create Tag
- Update Variable
- Update Tag
- Get Tags
- Get Tag
What can BOBs do with Google Tag Manager?
Perform actions
- Create Tag
- Get Tag
- Get Tags
- List Account ID Options
- Update Tag
- Update Variable