Google Tag Manager (GTM)

Google Tag Manager (GTM) is a tag management system (TMS) that allows marketers and developers to deploy, manage, and update JavaScript tags — including analytics, advertising pixels, and conversion tracking — on websites and apps without modifying source code. GTM uses a container-based architecture: you add a single GTM container snippet to your site, then manage all tags, triggers, and variables through the GTM web interface. GTM comes in two variants: client-side GTM (the standard web container that runs in the user's browser) and server-side GTM (sGTM), which processes tags on a server you control. Server-side GTM is increasingly important for privacy compliance because it routes data through your own first-party domain before forwarding to third-party platforms, giving you control over what data is shared. For consent management, GTM plays a critical role. Google Consent Mode v2 integrates directly with GTM — when a CMP fires consent signals, GTM automatically adjusts tag behavior based on the consent state. Tags configured with consent checks will only fire when the appropriate consent categories are granted. Arqam360 integrates with both client-side and server-side GTM, forwarding consent-aware events through the sGTM container with proper Google Consent Mode v2 parameter mapping.