Google Tag Manager is a tool from Google that allows you to place scripts and various tags on website pages. Tag Manager allows you to add and update fragments of code (tags, scripts) and set conditions under which these scripts must be activated. The Tag Manager was originally designed to manage code snippets from various analytical services and advertising tools. This tool is a great solution for marketing professionals in a single interface. Because GTM has so many possibilities, at the moment it is used not only for website analytics and conversion tracking but also for more complicated tasks. Quite often this term is used in contextual advertising setup.