Google Tag Manager

Google Tag Manager (GTM) lets site owners add and update website tags - including tags for conversion tracking, site analytics and remarketing - without needing to edit your website’s code.

To access and configure GTM:

  • Sign up using your team’s Google account
  • Create and name your account then create and name your first container. We suggest you use the following naming convention; domain - subdomain - environment e.g. mygov - www - live
  • Select the type of property for which you intend to use the container for. In most instances you’ll select ‘web’
  • Two code snippets will appear on screen, along with instructions on where to place them: place the code as instructed on all of your pages (this might require help from a developer)
  • Repeat the previous 3 steps for any additional containers i.e. for test environments. Follow the same naming convention as your other container, e.g. ‘ - www - test’
  • Add the dataLayer snippet to your site (advanced). Here’s a guide on the dataLayer and here are instructions from Google on implementation for your developer.

Once GTM has been deployed to all pages, it lets you deploy your analytics tool/Google Analytics, enhanced tracking capability and any other tags where applicable, e.g. advertising floodlight tags/pixels, etc.

The Design System performance team have created a Google Tag Manager container which can be imported if you are building a site with the Design System. Download the Google Tag Manager container or contact the performance team.

If you are setting up your own event tracking we recommend adding document/download tracking, email link tracking and external link tracking.

Google Tag Manager - additional reading

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