Tools
GTM (Google Tag Manager)
Tag-deployment system for analytics + ads.
GTM (Google Tag Manager) is the dominant tag-deployment system. One snippet on the page, then deploy/remove individual analytics + ads + tracking tags from a UI without re-deploying code. Most affiliate sites and DTC stores run GTM. Server-side GTM (sGTM) is the more advanced setup — moves tag firing to your own server for ITP/ETP resilience.
Example
DTC store runs GTM with 14 tags (GA4, Meta pixel, TikTok, Pinterest, Google Ads, Klaviyo, etc.). Migrating to sGTM on a Cloudflare Worker recovered 18% of pixel events lost to iOS Safari ITP.