But liberation is not ease. When I first encountered GTM, I thought it would now be easy for everyone to manage their own analytics. It’s true, GTM makes it easier to install and do custom analytics. But “easier” is not synonymous “cake-walk.” GTM is still very much an analytics tool. It requires analytics thoughts. And yes, you still may need to do some coding. It takes planning. It still takes an understanding of how code works. You need to learn its syntax. You need to know its secrets. And some understanding of the DOM. And its most powerful feature, the data layer, is going to require some amount of coding.
Developers, rejoice that GTM has given analysts more power. But don’t disappear. We still need you.