Every pixel, analytics script, or marketing tool is another piece of code on the site. Without a management system this quickly turns into chaos, and every change requires a developer. Google Tag Manager solves this problem once and for all.
Why GTM?
GTM is the intermediary layer between your site and all measurement tools:
- Separating marketing from IT: A marketing specialist adds and modifies tags on their own, without involving a developer.
- A single source of truth: All tags, triggers, and variables in one container — you know exactly what loads and when.
- Fewer errors: Central management eliminates duplicate tags and conflicts that distort data.
- Speed: A new ad campaign with pixel configuration can start the same day.
What do we do at Tesserakt?
Audit and container design
- Tag inventory: We check what you already have implemented directly in the code, what is duplicated, and what slows the site down.
- Container structure: We design the naming, folder, and variable logic so the container is readable and easy to maintain.
- Tagging plan: A document specifying which events and tags are needed — linked to business goals.
Implementation and configuration
- Migration from hardcoded tags: We move tags from the site code into GTM, slimming down the site and handing control back to marketing.
- Tag configuration: GA4, Google Ads, Meta Pixel, LinkedIn, Hotjar, and more — configured and tested.
- Triggers and variables: Precise rules for when a tag should fire, and dynamic variables collecting data from the data layer (dataLayer).
- Events and conversions: We build a data layer that feeds analytics with events relevant to sales.
Server-side tagging
For demanding implementations, we move tags to the server:
- Better performance: The site loads fewer scripts, so it runs faster.
- More accurate data: Bypassing some ad blockers and ITP/ETP restrictions.
- Greater control: For you, full visibility into which data leaves your infrastructure.
Consents and GDPR
- Consent Mode integration: Tags react to the user's decisions, and data modelling fills the gaps without breaking the rules.
- CMP platform compatibility: We connect GTM with consent management systems (e.g. Cookiebot, CookieYes) so consents work automatically.
GTM + analytics + advertising
GTM is the binder of the entire marketing infrastructure:
- GA4 — we install it through GTM so measurement is clean and centrally managed.
- Google Ads / Meta — conversion and remarketing tags work consistently, and the data is complete.
- DataLayer — a shared data layer that all tools use without duplication.
When is GTM not enough?
GTM is a foundation, but it won't replace strategy:
- No measurement plan: GTM is a tool, not a goal. Without defined events and conversions it will remain an empty container.
- Very complex integrations: Deep integrations with your own systems (CRM, ERP) often require custom development and APIs beyond GTM.
- Full data sovereignty: If you don't want any external scripts, we recommend self-hosted analytics and your own data pipeline.
Summary
Google Tag Manager is the foundation of an efficient marketing infrastructure. Tesserakt doesn't just set up a container: it designs it, migrates existing tags, implements events, and connects everything with analytics and GDPR consents. The result? Marketing works independently, and the data is complete and reliable.
