Getting started with Google Tag Manager (GTM)

Google Tag Manager Logo

What is Google Tag Manager?

You may have used Google Analytics (GA). You asked your developer to install GA code snippet on your website. And then you have found cool heat map service (or some another service you can’t leave without), and again asked your developer to install code for it. And then it repeated again, and again. GTM manages all these code snippets in one place, so you don't need to disturb your developer.

These code snippets are called tags in Google Tag Manager.

So, Google Tag Manager is a system that allows you to manage tags with user-friendly interface. And it’s done without the need to edit your website every time you want to add or change some code snippet. This makes marketing process more efficient and convenient.


Benefits of Google Tag Manager:


The steps to get GTM working is simple:

1. Create google tag manager account

GTM account creating screenshot

In order to use Google Tag Manager, it’s needed to create account for your website. It’s a simple process where you set your country, account name and container name.

2. Install GTM code snippet into your website

Google Tag Manager code snippet screenshot

After you have created a new account, GTM shows you snippet which is needed to install into your website. You may install it by yourself or ask your developer.

3. Add needed tags in GTM

GTM tags list screenshot

It’s easy to create a new tag. You do it in a few clicks.

There are plenty predefined tags, such as Google Analytics, Google Ads Remarketing, Hotjar, Twitter Universal Website Tag and much more. And, of course, you can create custom tags, which are not listed in GTM.

You can configure through GTM everything that you would configure without it.

4. Publish changes in tag manager

GTM submit changes screenshot

And the last step is to submit changes. This creates a new version of Google Tag Manager configuration. So, you can revert changes or see when a change was made, who made the change and what was changed. It’s very convenient.

After you’ve submitted changes, all created tags are added to your website.



In order for GTM to know order id, transaction total or any information, it is needed some way to pass that data from your website to Google Tag Manager. There is dataLayer to handle this. It’s filled with data on your website and than GTM reads that data from it.

example of dataLayer for transaction

As an example, let’s see how this works with Google Analytics transaction (purchase) tracking. You create a tag, tell it to read transaction’s data from dataLayer, and send that data to Google Analytics. And then GA displays that transaction. The image above shows how dataLayer for transactions tracking looks like.

Also, you can use that dataLayer’s data for another tag. For example, send conversion to Google Ads. Once generated data can be used for different tags. Without tag manager you would set that information for each code snippet.


Google Tag Manager and Magento

magento logo

There are plenty of CMS and other systems which have extensions/plugins/modules for Google Tag Manager. So, you even don’t need to install GTM code snippet by yourself. All you have to do is install extension and set your container ID to extension’s configuration. Besides, such extensions generates dataLayer, which makes your life even more easier and allows you to track purchases, checkout steps, product clicks, adding products to shipping cart and so on. Some plugins have additional features, like tracking refunds. We provide google tag manager extension for magento 2, which supports all previously mentioned benefits, including refunds tracking.



We’ve seen what google tag manager is and what can be achieved with it. It’s a powerful tool and, in fact, it’s a standard tool to install on every website.

In case you use Magento, it’s definitely worth to consider using GTM and use our extension which makes all work for you.


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