FAQ Implementation What is the advantage of implementation with Google Tag Manager?

What is the advantage of implementation with Google Tag Manager?

The implementation via Google Tag Manager or other Tag Management Systems is often easier and faster for complex website code. When integrating the script directly into the website, the website code needs to be adapted. When integrating via a Tag Management System, only data layer variables and triggers need to be created and configured, which can be in many cases done by the marketing department directly. However, we recommend integrating the script straight into the head section of the website for the following reasons:

  1. The CMP will act independently from the Tag Manager. From a legal point of view this is important, as a CMP falls under a separate legal basis and is therefore required for GDPR compliance. 
  2. Embedding and iFrames can be controlled on a direct basis when implemented directly, also known as the Usercentrics Privacy Shield
  3. Some browsers and Ad Blockers block the Google Tag Manager, causing  the CMP to be blocked as well if implemented in the Tag Manager.
  4. Through the direct integration, you can avoid possible race conditions from occurring in the Tag Manager.