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Google Tag Manager (anciennement aussi connu sous le nom de Google Gestionnaire de balises), est un outil gratuit de gestion de balises développé par Google. Google Tag Manager permet de n'inclure qu'un seul script JavaScript sur son site et de gérer l'intégralité de la configuration sur le back office de l'outil. Ainsi, un utilisateur pourra, par exemple, facilement inclure Google Analytics sur l'ensemble de ses pages, un script de conversion Google Ads sur la page de remerciement après l'achat et, par exemple, un deuxième script de mesure d'audience.