git-native governance for google tag manager

Your GTM container is production code. Put it under version control.

Tagora exports your Google Tag Manager container to Git, so every change is a reviewable diff in your own system of record — and gives security and code owners controls over the custom scripts GTM lets marketing publish.

Join the waitlist Check your container →

  example.com — container check
  ────────────────────────────────────────
  Published versions   823
  Delivered size       683 KB to every visitor
  Tags 296   Variables 70   Triggers 245

  59 custom HTML tags (19.9% of tags), 31.1 KB of JavaScript
  39 paused tags still present in the delivered container

The gap Tagora closes

GTM has permissions and, at the enterprise tier, an approval workflow. The problem is who holds them: marketing owns the container, while the people who review code — security and engineering — usually have no access. Vendor tags are sandboxed, but Custom HTML and custom templates are real JavaScript on every page, and that custom-code surface has no review anyone downstream can see. Tagora puts it in Git and in the hands of the people accountable for it.

Export to Git. Your container becomes deterministic JSON in your own repository — tags, triggers, variables, with their names.
Review before publish. Every change is a real diff you can open as a pull request, the same way you gate application code.
Flag unsanctioned scripts. Detect new or changed custom code, and require a change, a revert, or an approval before it stays live.
Deploy from code. Manage container config the way you manage infrastructure — Git as the source of truth, tested in staging, released with your app instead of from a separate system. (in development)
Monitor execution. Know when a tag stops firing — not just whether it's configured. (cloud, in development)

What we found in production containers

every one

of the containers we examined shipped custom HTML — real JavaScript on every page

up to 77%

of a single container's tags were custom HTML; many had published 600+ versions

1,566

published versions on one regulated fintech's container — each a production publish

Analyzed from public containers delivered to any visitor. Check any site yourself →

Join the waitlist

The CLI (export, diff, review) ships first and stays free. Tell us your biggest pain with GTM today — it shapes what we build.