Google Tag Manager (GTM) is a free tag management system that allows website owners to add, update, and manage tracking scripts without modifying website code directly. Through GTM, site owners deploy tools such as Google Analytics, Meta Pixel, LinkedIn Insight Tag, and other third-party scripts by adding a single GTM container snippet to the site. GTM is a deployment tool — it does not determine whether consent is needed for the tags it loads. A consent management platform must integrate with GTM to block non-essential tags from firing until the user has given valid consent for the relevant cookie categories.