TABLE OF CONTENTS


What is Google Tag Manager?

Google Tag Manager is a tool that helps you manage tags (e.g. tracking pixels for marketing) without having to touch the source code. You are in the driver seat and can manage your own tags without needing ACME development. In addition, you can configure the ACME user-defined variables to send product and revenue information from ACME eCommerce (B2C) to Google Analytics. 


For those with a custom API eCommerce site, please jump to Custom API eCommerce Sites.


What is the difference between Google Analytics and Google Tag Manager?

  • Google Analytics - Tool for collecting, processing, and analyzing website data, such as:
    • Who is visiting your website?
    • Which pages do they view?
    • What hardware are they using (e.g. Mobile phone or Desktop)


  • Google Tag Manager - Tool that enables you to configure tags to track/collect additional data without needing ACME development, such as:
    • Which Event did the visitor purchase?
    • Did the user come from your Facebook ad and finish their purchase?


What types of tags can be configured on Google Tag Manager?

  • Facebook Pixel
  • Google Ads Conversion Tag
  • Google Ads Remarketing Tag


Please note, due to changes to Apple's User Privacy and Data Use policy, Facebook is now limiting the number of conversion events per domain. This will affect any eCommerce clients that have configured a Facebook conversion pixel through their individual Google Tag Manager (GTM) account. As ACME holds the domain for any clients using the ACME hosted eCommerce site, any individual domain verification requirements cannot be met. Clients with a custom API website should be able to complete domain verification. See more about When to Use Domain Verification to Verify Your Business in Facebook's Business Center.

You can read more about this change on Facebook's Business Help Center:
Facebook Pixel Updates for Apple's iOS 14 Requirements
How Apple’s iOS 14 Release May Affect Your Ads and Reporting

Google Tag Manager Setup

  1. Create an Account and Container(s)
  2. Add a new container to an existing account
  3. Configure your Containers to work with ACME Note: Do the following for each container if you created both a production and test container
    1. Configure Built-In Variables
    2. Set up User-Defined Variables 
      1. Navigate to the "Variables" section on the left hand pane.  
      2. Under "User-Defined Variables" click "NEW" and a new pane will open up.
      3. Rename "Untitled Variable" to "Event Action" and a new pane will open up.
      4. Select "Data Layer Variable"
      5. Set the "Data Layer Variable Name" field to "eventAction"
      6. Repeat the process above to create the following variables:  
  • Note that the text below is formatted as "Title (variableName)" for each "Data Layer Variable"
  • Event Category (eventCategory)
  • Event Label (eventLabel)
  • Event Value (eventValue)
  • Page Title (Page Title)
  • Price (Price)
  • Product Category (Product Category)
  • Product Id (Product Id)
  • Product Name (Product Name)
  • Product Variant (Product Variant)
  • Product Brand (Product Brand)
  • Quantity (Quantity)


4. Set up ACME Triggers

Note: Do the following for each container if you created both a production and test container


  1. Navigate to the "Triggers" section on the left hand pane.  
  2. Create standard triggers
    1. Click "NEW" and a pane will open up. 
    2. Rename "Untitled Trigger" to "VirtualPageview Trigger"
    3. Click "Trigger Configuration" and a pane will open up. 
    4. Select "Custom Event"
    5. Set the "Event name" field to "VirtualPageview"
    6. Set "This trigger fires on" to "All Custom Events"
    7. Save
    8. Repeat the process above to create the following additional triggers:
      1. Product Trigger
      2. Interaction Trigger
  3. Create a conversion trigger that fires only when the visitor successfully completes a purchase
    1. Click "NEW" and a pane will open up. 
    2. Rename "Untitled Trigger" to "Checkout Trigger" (or a name of your choosing)
    3. Click "Trigger Configuration" and a pane will open up. 
    4. Select "Custom Event"
    5. Set the "Event name" field to "Interaction"
    6. Set "This trigger fires on" to "Some Custom Event"
    7. Set "Fire this trigger when  ..." to "Event Action” "equals" “Purchase::Complete"
    8. Save

5. Set up Tags


Connect Google Tag Manager with ACME



  • Log into ACME Back Office
  • Navigate to the "Themes" section on the left hand pane.
  • Under "Text Variables" add the following line after the opening bracket
    • "gtm-tracking-code": "YOUR PRODUCTION GTM CODE HERE",
    • "gtm-tracking-code-test": "YOUR QA/TESTING GTM CODE HERE",
  • Update and wait for the success confirmation to show and dismiss
  • Navigate to https://buy.acmeticketing.net/events/{TENANT_ID}/list
    • Note: It may take a moment the first time but it will speed up thereafter.

Custom API eCommerce Sites

The GTM tracking codes configured in the ACME Theme simply trigger the necessary scripts to be placed on all ACME eCommerce (B2C) pages. If you have implemented a custom API site, you do not need to configure these tracking variables in ACME.


For those implementing a custom eCommerce site with the ACME APIs, refer to the Google Tag Manager documentation to implement this on your end.