Google Tag Manager released about  5 years ago, (10/1/2012) and recent updates have made it a much more valuable addition to a digital marketer's toolkit, and here's why.

The real power of GTM is in being able to pull in customized data to your audience intelligence systems, like Google Analytics, without having to write any JavaScript. Now your business analysts can go ahead and identify the tracking requirements, and deploy the tracking code, without having to go through a programmer or the IT shop. As long as one GTM container tag is on the page, everything can be managed through the GTM Web interface.

Google Tag Manager Importance

In terms of Google's competitive position, GTM is very strategic because it will help to ensure the quality of data for Google customers, and it will also reduce the complexity, time, and cost barriers to deploying measurement capability across an organization's digital assets.