Google Tag Manager helps teams deploy and manage website measurement and marketing tags through a container. It supports configuring when tags run and which data they use.
A visible GTM container does not prove that every tag in it fired. Public scans observe the loaded page and cannot inspect private container versions, permissions, or unpublished changes.
Scan your site Learn more ↗Based on 146 publicly scanned websites.
of scanned websites have observable Google Tag Manager signals (99 websites).
Monthly share of eligible publicly scanned websites. Each month has its own sample.
| Month | Adoption | Websites scanned |
|---|---|---|
| 2026-07 | 69.9% | 103 |
| 2026-08 | 63.3% | 30 |
| 2026-09 | 66.7% | 18 |
| 2026-10 | 57.1% | 7 |
| Technology combination | Share |
|---|---|
| Google Tag Manager + Google Analytics 4 | 82.8% |
| Google Tag Manager + Google Ads | 52.5% |
| Google Tag Manager + Meta Pixel | 49.5% |
| Google Tag Manager + Adobe Target | 6.1% |
| Google Tag Manager + Amplitude | 3.0% |
These statistics are based exclusively on websites scanned through the GA Auditor public web scanner. GA Auditor detects technologies using publicly observable website signals such as HTML, JavaScript, network requests, cookies, endpoints, IDs, and other technology fingerprints.
Private GA Auditor customer workspace data is not included in these statistics.
Learn more about our methodology →Scan your site for free and get a detailed report of the analytics, marketing, advertising, consent, and tracking technologies detected.
Scan your site now