These are terms you'll see often when using GTM, so it's important to understand them. Put simply: Containers are where your tags go – each website should have its own container, though you can manage multiple containers on the same account Triggers control when tags are 'fired' – some tags may be active as soon as someone arrives on the page, but others are triggered by actions they take Variables are the instructions for triggers – you'll have to configure triggers manually if you're not using presets