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. 


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?


Google Tag Manager Setup

Create an Account and Container(s)



  1. In Google Tag Manager, click Accountsand thenCreate account.

  2. Enter an account name (e.g. your venue name)

  3. Click Continue.

  4. Enter a descriptive container name (e.g. "Production") and select the type of content: Web

  5. Click Create.

    1. Note: When your new container first loads, you will be prompted to "Install Google Tag Manager". You do not need to do anything with this code. Simply tap "OK" to continue. 


Add a new container to an existing account

Perhaps you would also like to add a Test Container, for sandbox testing. 

  1. In Tag Manager, click Accounts and then More next to the relevant account name.

  2. Choose Create Container.

  3. Enter a descriptive container name (e.g. "Sandbox" or "Test") and select the type of content: Web

  4. Click Create.

    1. Note: When your new container first loads, you will be prompted to "Install Google Tag Manager". You do not need to do anything with this code. Simply tap "OK" to continue. 


Configure your Containers to work with ACME

Configure Built-In Variables

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

  1. Navigate to the "Variables" section on the left hand pane.  

  2. Under "Built-In Variables" click "CONFIGURE" and a new pane will open up.

  3. Select "Environment Name" (this will allow you to determine where the hit came from (development or production)


Set up User-Defined Variables

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

  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)


Set up 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



Set up Tags

  1. Navigate to the "Tags" section on the left-hand pane. 

  2. Click "NEW" and a pane will open up. 

  3. Rename from "Untitled Tag" to "Your Custom Tag"

  4. Click "Tag Configuration" and a pane will open up. 

  5. Search for Integration (e.g. AdRoll) and select

    1. For a Facebook pixel, see Pixel tracking with Google Tag Manager (GTM)

  6. Input your Advertisable ID (adroll_adv_id)

  7. Input your Pixel ID (adroll_pix_id)

  8. Click Trigger and select:

    • VirtualPageview Trigger

    • Product Trigger

    • Interaction Trigger

  9. In the top navigation, there is a publish button with a dropdown arrow click the arrow

  10. Select "PREVIEW"




Connect Google Tag Manager with ACME

Set up the GTM codes in Back Office



  • 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.


Because GTM supports preview and versioning there is no danger in using the same test code and production code, however, this is only recommended for power users. If your code is not published then you will not see any data flowing, only after placing the tag in preview mode will you be able to see the debugger show up on the website. Once the code is published you will not need to turn on preview but data will be flowing to your published tag.