# Introduction

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**What's new:** Incorporate Google Tag Manager with Advocate. Learn how to leverage your GTM integration to [run your referral program on your website](https://integrations.impact.com/impact-brand/docs/integrate-google-tag-manager-with-advocate).
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Google Tag Manager (GTM) is a tag (pixels, scripts, and tracking code) management system that allows web developers to deploy marketing tags to track advertising performance. It is a free tool used to deploy tags on websites and mobile apps.

For example, information from one data source (your website) is shared with another data source (impact.com) through GTM.

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**Note:** This guide assumes GTM is configured on your website with the necessary variables outlined in your technical integration plan. The code used in this guide is intended to guide your integration efforts and your developer team should change the code (or use custom code) to best integrate impact.com's tags via GTM for your website.
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## How it works

With GTM, your website communicates with GTM servers. You can then use the UI to set up tags, establish triggers that cause tags to fire when certain events occur, and create variables for simplifying and automating tag configurations.

The collection of these tags, triggers, variables, and related configurations you've installed on your website or mobile app, is called a container. Containers are used to gather data you want to track or information you want to collect.

## What to expect

This integration guide is simplified into two main steps.

1. Complete the [Installation steps](https://integrations.impact.com/impact-brand/docs/implementation) on your site.
   * This involves publishing the container, and taking your tags live.
2. Complete an [End-to-End Test](https://integrations.impact.com/impact-brand/docs/end-to-end-testing) on your site.
   * This involves testing the conversion tracking tag, completing a conversion, and previewing the changes.


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