Does Google Tag Manager Use Cookies?

You probably landed on this page because you’re worried about all the privacy-related regulations and you want to be sure that your website is compliant. Therefore, it’s totally natural to ask whether GTM uses cookies.

The answer is NO, but there is one case where cookies are actually used. Let me explain.

By default, Google Tag Manager does NOT use cookies because GTM is just a middle man between your website and marketing/analytics tools you have installed. Google Tag Manager does not store any personal data about visitors. On the other hand, those 3rd party tools you’ve installed via GTM are most likely storing cookies and process PII (personally identifiable information).

There is one case where Google Tag Manager uses cookies by default

However, there is one situation where GTM sets cookies on your browser. It’s Preview and Debug mode. Once you enable it, an orange banner appears in the GTM interface. What happens in the background is that Google Tag Manager sets several first-party cookies that are essential for the preview mode to work.

If you have those cookies, the preview mode will be able to display what is happening on your website and what tags are firing. It is a necessary component for the Preview mode to work. Only you (or someone who also enabled the preview and debug mode) get those cookies.

And once you exit the preview mode, those cookies are deleted too.

So if you’re worried about setting unnecessary cookies to your visitors’ browsers and are guessing whether Google Tag Manager uses cookies or not, relax. GTM is not causing any troubles here.

 

GTM is capable of setting and reading cookies

One more thing. Google Tag Manager is a very flexible tool and it is capable of setting, reading and deleting 1st party cookies. This does not happen by default but you can configure it to do so. Here’s a guide about that.

 

Summary

So does Google Tag Manager use cookies? No, it does not. The only exception is Preview and Debug mode. Once you enable it, GTM sets several first-party cookies on your browser. They are necessary for the preview console to appear on the screen. Your visitors are not affected by that.

On the other hand, tools that you implemented via GTM (for example, Google Analytics) are using cookies.

 

Related resources:

• Implement GDPR cookies consent notification via Google Tag Manager
• Set, read and delete cookies with Google Tag Manager