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All you need to know: Google Tag Manager for OTT streaming apps


Johan Alfvén

Head of Product Management

January 19, 2024

Best practices



What is Google Tag Manager?

Google Tag Manager (GTM) is a tag management system that allows you to quickly and easily update tags and code snippets on your website or mobile app, such as those intended for traffic analysis and marketing optimization. 

When you use GTM, you're essentially adding a single container to your website or app. Within this container, you can manage numerous tags – snippets of code or tracking pixels from different third-party providers. These tags can range from analytics trackers, like Google Analytics, to advertising conversion pixels, social media buttons, or even chatbots and customer service tools.

What are the benefits of using GTM?

The primary advantage of GTM is its user interface, which allows you to add, edit, and organize these tags easily. You can set up triggers in GTM, which are essentially rules that determine when and how these tags should be activated. For example, you might want an analytics tag to fire every time a user views a product page, or an advertising pixel to activate after a purchase is completed.

This method streamlines the process of deploying and updating tracking and marketing tools. Traditionally, making these changes would require direct modifications to the website's code, often necessitating developer involvement. With GTM, however, marketers and website managers can manage these tasks independently, quickly reacting to new requirements or changes in marketing strategy.

Moreover, GTM's built-in debugging tools, version control, and preview modes allow for efficient testing and deployment of these tags, ensuring they work as intended before going live. This reduces the risk of errors that could impact website functionality or data collection accuracy.

In essence, GTM acts as a bridge between your website and various marketing and analytics services, enabling you to harness powerful tracking and marketing capabilities with minimal technical overhead. 

Using GTM for tracking and collecting data on OTT Platforms

For OTT applications and platforms, GTM can be used to track user interactions and gather analytics data, which is crucial for understanding viewer behavior, preferences, and engagement. Here's a quick summary of its capabilities and how it can be particularly useful for third-party tracking and gaining insights for businesses that build SaaS B2B video streaming applications:

1. Tag Management: GTM allows you to quickly add and update tags for conversion tracking, site analytics, remarketing, and more. This is particularly useful for businesses that frequently need to update their tracking codes or experiment with new marketing strategies.

2. Third-Party Integration: GTM supports a wide range of third-party tags, including those from platforms like Facebook. This means you can easily implement Facebook's tracking pixels to measure the effectiveness of your ads, understand user behavior, and gather data for retargeting campaigns. (see the list of possible integrations below)

3. Enhanced Data Collection for Analytics: By integrating GTM with Google Analytics, you can collect more detailed data about how users interact with your streaming application. This includes tracking user behaviors like video plays, pauses, and completions, which is vital for understanding engagement on a video streaming platform.

4. Custom Event Tracking: GTM allows the creation of custom events based on specific user interactions. For a video streaming service, this might include tracking how often users watch certain genres, how long they watch, or how they interact with different elements of the application.

5. Conversion Tracking: If your platform includes subscription models or additional paid features, GTM can help track conversions and sign-ups, providing insight into the effectiveness of your marketing efforts and the user journey.

6. Audience Insights and Segmentation: The data collected through GTM can be used to gain insights into your audience, helping you segment them based on behavior, preferences, or engagement levels. This is crucial for targeted marketing and improving user experience.

7. Compliance and Consent Management: GTM supports compliance with various data privacy regulations by managing user consent for cookies and tracking, which is essential for businesses operating globally.

GTM Integrations for OTT Video Streaming Apps

GTM serves as a versatile and user-friendly platform that simplifies the process of implementing and managing various tracking and marketing tools on your website or mobile app. The essence of GTM's functionality lies in its ability to integrate with a multitude of third-party services without requiring extensive coding knowledge.

Here's a list of some notable providers that offer out-of-the-box tracking with GTM:

Google Analytics

Tracks website traffic, user behavior, and various other metrics

Facebook Pixel

Tracks conversions from Facebook ads, optimizes ads, builds targeted audiences, and remarketing

Google Ads Conversion Tracking

Tracks conversions from Google Ads campaigns, such as sales or leads

Google Ads Remarketing

Enables ads to users who have previously visited your website

HubSpot Tracking Code

Integrates with HubSpot to track visitor behavior and capture leads

Marketo Munchkin Code

Tracks visitors to your website and associates their actions with lead records in Marketo

Google Optimize

For A/B testing and personalization

These are just a few examples, and there are many more integrations available. The ease of use of GTM makes it a popular choice for businesses looking to gather data from multiple sources and streamline their digital marketing efforts.

In summary, Google Tag Manager is a versatile tool that can significantly enhance your ability to track user interactions, manage third-party tags like those from Facebook, and gather actionable insights. For a SaaS B2B video streaming service, GTM can provide a deeper understanding of user behavior and preferences, leading to better decision-making, improved user experiences, and more effective marketing strategies.


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