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Tag Management Systems were developed in order to support website publishersin installing multiple third-party JavaScript scripts (Tags) on their websites.Google developed its own TMS called ``Google Tag Manager'' (GTM) that iscurrently present on 42\% of the top 1 million most popular websites. However,GTM has not yet been thoroughly evaluated by the academic research community.In this work, we study, for the first time, the Tags provided within the GTMsystem. We propose a new methodology called ``detecting privacy leaks inisolation'' and apply it to multiple Tags to analyse the types of data thatTags collect and contrast them to the legal and technical documentation, incollaboration with a legal expert. Across three studies - in-depth analysis of6 Tags, automated analysis of 718 Tags, and analysis of Google ``Consent Mode''- we discover multiple hidden data leaks, incomplete and divergingdeclarations, undisclosed third-parties and cookies, personal data sharingwithout consent and we further identify potential legal violations within EUData Protection law.

You Can't Trust Your Tag Neither: Privacy Leaks and Potential Legal Violations within the Google Tag Manager