Tag Manager is either the tidiest room in your marketing stack or a junk drawer of forgotten pixels, and it drifts toward the second without discipline. Old agency tags still firing, duplicate triggers double-counting conversions, and nobody willing to delete anything because nobody knows what breaks. Meanwhile every tag is code running on your customers’ browsers.
I build and rehabilitate containers to a standard your next hire can read: consistent naming, a documented data layer, version notes that say what changed and why, and a test-then-publish workflow instead of edit-in-production bravery.
GTM work includes
- Container audit: every tag, trigger and variable accounted for or removed
- Naming convention and folder structure that stays legible
- Data layer design for the events your measurement plan needs
- Consent-aware firing rules for UK and EU visitors
- Preview-tested deployment with documented versions
- Handover notes so the container outlives any one person