Google Tag Manager is a powerful, free tool that will enhance your marketing analytics. From this one central platform, you can track a variety of actions on your website (page views, clicks, etc.) and share that data with platforms like Facebook or Google Analytics.
Many social media marketers do not have access to their business’s site—perhaps it is hosted on a blog that will not allow you to modify the CSS, or it is with a developer who charges you to make changes. Facebook is aware that sometimes you can’t install their code, or may be using a more complex CMS on a website and don’t want to fiddle with it. So, they’ve made sure that several of their features integrate with software like Google Tag Manager.