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Dev GTM guide v3 7.pdf

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Foreword: Who is intended audience for this guide?
This guide was written based on the learnings from 15 enterprise level GTM installations. It is
designed for developers, analysts and project managers.
It assumes a basic level of knowledge of Google Analytics and JavaScript and covers a
summary of lessons learned; for specific examples please watch this video playlist.

Growth & adoption of GTM
GTM is rapidly being adopted and it is used by some of the largest websites on the internet.


Only Adobe Dynamic Tag Manager (Satellite), Tealium and Mezzobit are growing - all other
TMS are remaining static or declining.


GTM is on 10% of all big websites - its usage has doubled in 12months.