It’s easiest to think of GTM as a mechanism for delivering your tags, but the tags themselves are “content”.
Floodlight tags (FLC) are loaded by default into the pageview. But over time, you are likely to find this FLC limitation element.
GTM allows you to run searchlight tags in the following situations:
- On pages where you won’t be able to add the tag itself (possibly to someone elses CMS where you don’t have permission to edit HTML)
- In case, rather than viewing pages, it is often required when integrating with third-party systems, where you cannot get the tracking code in another system.
- At the same time as the other tags, you can trigger the Analytics event, the FLC and Adwords remarketing tag based on the same situation.
GTM gives you the flexibility to plan, implement and manage your tags without the need to add additional code to your pages.
I find that this allows me to display tracking through the site, developing the points at which I want tracking to be implemented (track site performance or campaign performance), and then set all the rules in GTM.
This often helps me find the easiest way to keep track of what I need. Instead of navigating through the pages and manually executing several separate pieces of code, I can define a rule and run tags with minimal changes to the HTML.
For me, the difference between GTM and FLC is the same as HTML and content. One forms the delivery of the other.
Phil