Google Tag Manager (GTM)

Google Tag Manager (GTM) is a free container tool through which tags are placed and updated on a site: analytics counters, ad pixels, event and conversion tracking. The point is to change and add tags through the GTM interface, without editing the site code and without a developer for every change, via a single dataLayer. We set up the container, the dataLayer, events (forms, cart, clicks), passing data to analytics and ad systems, consent mode, testing and publishing. Honestly about the main point: GTM is a tag-management layer, not analytics in itself. It does not collect or show reports — the data is collected by Yandex Metrica, Google Analytics and the like, while GTM merely manages them neatly. If you have no analytics system, GTM alone is not enough — you need the pair (we often do them together, see the "Analytics integrations" service). An important RF nuance: GTM and related Google services load from Google servers, and their availability and legal side in Russia may change — for some tasks Yandex or server-side solutions are more practical, we will honestly pick. Tags work only as correctly as the dataLayer and the site events: when the site changes, the tagging may break or start double-counting — so we make a verifiable setup with documentation; maintenance of the tagging on later site changes is not included in the starting price and is discussed separately. And even with a perfect setup, some data is still lost on the collection side — ad-blockers, cookie rejection, browser anti-tracking (ITP); that is a limit of analytics itself, not GTM. A ready plugin places a basic tag but usually does not cover custom events, the dataLayer, consent mode and double-count protection — that is what the setup is for, not just installation. Cookie consent and user data (152-FZ) remain on you — we set up consent mode technically, the legal side is yours. Our price is for the setup; GTM itself is free. If you have one or two tags and a stable site, GTM may be excessive — a direct counter is simpler, and we will honestly say so. Picture this: a marketer needs to add a new ad pixel — it used to be a week-long task for a developer, but via GTM they add the tag themselves in an hour, without touching the site code. The base price starts from 25,000 ₽; it depends on the number of tags, events and your platform.

• Every new counter or pixel is a separate task for a developer.
• Tags are scattered in the code, no one knows what is there and why.
• Events (forms, cart) are not tracked or are counted incorrectly.
• You fear that extra tags slow the site and duplicate data.

• Installation and setup of the Google Tag Manager container
• dataLayer and event setup (forms, cart, clicks, scroll)
• Connecting analytics tags and ad pixels through GTM
• Consent mode and control of duplicates/tag order
• Testing in preview mode and publishing
• Documentation: which tags, what they count, how to change them
• Highlighting the Google-in-RF availability nuance and 152-FZ requirements
• An honest assessment of whether you need GTM or a direct counter is simpler

• Tags and pixels in one place, changed without editing the site code
• Events set up and counted correctly, without duplicates
• A marketer adds tags themselves, without a developer each time
• It is clear where tag management ends and analytics and data collection begin

• We clarify which tags and events are needed and what analytics is in place
• We install the container, set up the dataLayer, events and consent mode
• We test in preview, publish, and deliver documentation

• Is GTM analytics?

  No. GTM is a tag manager: it controls which counters and pixels are on the site and when they fire, but it does not collect data or build reports itself. Reports come from Yandex Metrica, Google Analytics and the like. Without an analytics system GTM alone makes no sense — we usually set them up together.

• Is it paid?

  Google Tag Manager itself is free. You pay only for our setup — the container, dataLayer, events, consent mode and verification. The systems connected through GTM can be paid if you exceed their free limits, but those are their tariffs, not GTM’s.

• Does GTM work in Russia?

  GTM and Google services load from Google servers, and their availability and legal side in the RF may change. For some tasks Yandex or server-side solutions are more practical. We will honestly assess your situation and pick a set that reliably works for your audience.