GTM Tag Configuration

GTM Tag Configuration

Sources:

• https://support.google.com/tagmanager/answer/6106716
• https://developers.google.com/tag-platform/tag-manager/web

Last Updated: 2025-01-09

Overview

Tags are snippets of code that execute on your website when triggered. They send data to third-party platforms like Google Analytics, Google Ads, Facebook, and other marketing and analytics tools. This guide covers tag configuration, types, and best practices.

Tag Fundamentals

What Tags Do

Tags perform actions such as:

• Sending pageview data to analytics platforms
• Firing conversion pixels for advertising
• Loading third-party scripts
• Setting cookies
• Sending custom events

Tag Structure

Every tag has three components:

1. Tag Type: The template or custom code
2. Configuration: Settings specific to the tag
3. Trigger(s): When the tag should fire

Built-in Tag Templates

Google Analytics 4 (GA4)

GA4 Configuration Tag

Sets up the GA4 measurement and should fire on all pages:

Tag Type: Google Analytics: GA4 Configuration
Measurement ID: G-XXXXXXXXXX
Trigger: All Pages

Common Settings:

• Send page view: Yes (default)
• Debug mode: Enable for testing
• User properties: Set user-scoped dimensions

GA4 Event Tag

Sends custom events to GA4:

Tag Type: Google Analytics: GA4 Event
Configuration Tag: {{GA4 Configuration}}
Event Name: button_click
Event Parameters:
  - button_text: {{Click Text}}
  - button_id: {{Click ID}}
Trigger: Button Click

Event Naming Best Practices:

• Use snake_case (e.g., form_submit, video_play)
• Be descriptive but concise
• Follow GA4 recommended events where applicable

Google Ads

Google Ads Conversion Tracking

Track conversions for Google Ads campaigns:

Tag Type: Google Ads Conversion Tracking
Conversion ID: AW-123456789
Conversion Label: AbCdEfGhIjKlMnOp
Conversion Value: {{Transaction Total}}
Currency Code: AUD
Transaction ID: {{Transaction ID}}
Trigger: Purchase Confirmation

Google Ads Remarketing

Build remarketing audiences:

Tag Type: Google Ads Remarketing
Conversion ID: AW-123456789
Custom Parameters:
  - ecomm_prodid: {{Product ID}}
  - ecomm_pagetype: {{Page Type}}
  - ecomm_totalvalue: {{Cart Value}}
Trigger: All Pages

Facebook Pixel

Facebook Pixel Base Code

Tag Type: Custom HTML
HTML:
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '{{FB Pixel ID}}');
fbq('track', 'PageView');
</script>
Trigger: All Pages

Note: Consider using a Custom Template from the Community Gallery for better security and maintainability.

Facebook Conversion Event

Tag Type: Custom HTML
HTML:
<script>
fbq('track', 'Purchase', {
  value: {{Transaction Total}},
  currency: 'AUD',
  content_ids: {{Product IDs}},
  content_type: 'product'
});
</script>
Trigger: Purchase Confirmation
Tag Sequencing: Fire after Facebook Pixel Base Code

Custom Tags

Custom HTML Tag

For scripts not supported by built-in templates:

<script>
  // Your custom JavaScript code here
  console.log('Custom tag fired');

  // Access data layer values
  var userId = {{DL - User ID}};

  // Send data to third-party service
  thirdPartyTracker.track('event', {
    userId: userId,
    page: {{Page Path}}
  });
</script>

Best Practices:

• Minimise Custom HTML usage - prefer templates
• Always use ES5 syntax (no const, let, arrow functions)
• Test thoroughly in Preview mode
• Document what the code does

Custom Image Tag

For simple pixel tracking without JavaScript:

Tag Type: Custom Image
Image URL: https://tracking.example.com/pixel.gif?event=pageview&url={{Page URL}}
Trigger: All Pages

Tag Configuration Options

Tag Firing Options

Once per event: Tag fires once per trigger event (default) Once per page: Tag fires maximum once per page load Unlimited: Tag fires every time trigger conditions are met

Tag Sequencing

Control the order tags fire:

Setup Tag: Fire a tag before the current tag Cleanup Tag: Fire a tag after the current tag

Example use cases:

• Load vendor library before event tags
• Send data to multiple platforms in sequence
• Execute cleanup code after main tag

Tag Priority

Higher priority tags fire first (default is 0):

Priority 100: Essential tags (consent, error tracking)
Priority 50: Analytics tags (GA4, Adobe)
Priority 25: Marketing tags (ads pixels)
Priority 0: Default

Exception Triggers

Block a tag from firing even when trigger conditions are met:

Tag: GA4 - Pageview
Firing Triggers: All Pages
Exception Triggers: Internal Traffic

Tag Templates from Community Gallery

Accessing the Gallery

1. Click "Tag Configuration"
2. Scroll down to "Custom" section
3. Click "Discover more tag types in the Community Template Gallery"
4. Search and import templates

Popular Templates

• Consent Mode: Google Consent Mode integration
• LinkedIn Insight: LinkedIn conversion tracking
• Twitter Pixel: Twitter/X conversion tracking
• Pinterest Tag: Pinterest conversion tracking
• TikTok Pixel: TikTok conversion tracking
• Hotjar: Session recording and heatmaps

Template Benefits

• Pre-built and tested
• Sandboxed JavaScript for security
• Configurable through UI
• No Custom HTML security risks

Advanced Tag Patterns

Conditional Tag Firing

Use variables in tag configuration for conditional behaviour:

Tag: GA4 Event - Dynamic
Event Name: {{Event Name Variable}}
Event Parameters:
  - value: {{Event Value Variable}}
Trigger: Custom Event

Data Layer Event Tags

React to data layer pushes:

// Website code pushes event
dataLayer.push({
  'event': 'video_play',
  'videoTitle': 'Product Demo',
  'videoDuration': 120
});

GTM Tag:
Tag Type: GA4 Event
Event Name: video_play
Parameters:
  - video_title: {{DL - Video Title}}
  - video_duration: {{DL - Video Duration}}
Trigger: Custom Event - video_play

E-commerce Tags

GA4 E-commerce Purchase

Tag Type: GA4 Event
Event Name: purchase
Parameters:
  - transaction_id: {{DL - Transaction ID}}
  - value: {{DL - Transaction Value}}
  - currency: {{DL - Currency}}
  - items: {{DL - E-commerce Items}}
Trigger: Purchase Event

Tag Debugging

Preview Mode Verification

1. Enable Preview mode
2. Navigate to pages where tag should fire
3. Check "Tags Fired" section
4. Verify tag configuration in tag details

Common Issues

Tag Not Firing:

• Check trigger conditions
• Verify data layer values exist
• Look for blocking triggers

Tag Fires Multiple Times:

• Check for duplicate triggers
• Review History Change triggers on SPAs
• Verify tag firing options

Data Not Reaching Platform:

• Check Network tab for requests
• Verify platform credentials (IDs, keys)
• Test in platform's debug tools

Tag Naming Conventions

Recommended Format

[Platform] - [Type] - [Description]

Examples

• GA4 - Config - Main Property
• GA4 - Event - Form Submit
• Google Ads - Conversion - Purchase
• FB - Pixel - PageView
• LinkedIn - Insight - All Pages
• Custom - Hotjar - Initialisation

Performance Considerations

Minimise Tag Load Impact

1. Use asynchronous loading (default for GTM)
2. Limit number of tags per page
3. Use built-in templates over Custom HTML
4. Defer non-essential tags
5. Use tag firing options appropriately

Tag Audit Checklist

• Remove unused tags
• Consolidate duplicate tracking
• Review Custom HTML for efficiency
• Check tag sequencing necessity
• Verify all tags have appropriate triggers

Resources

• GTM Tag Types Reference
• GA4 Event Reference
• Community Template Gallery