Google Tag Manager set-up
Google Tag Manager keeps all your tracking tags in one place, versioned and reviewed. New tags no longer need changes to the code.
One place for every tag
Scripts in the source code are hard to keep track of, and every change needs a deployment. Google Tag Manager (GTM) adds versioning, permissions and preview. IT and data protection can always see which services are running.
The data layer as foundation
The website passes relevant information to a data layer (dataLayer): page type, form submission, basket, log-in status. Tags read this data rather than page content, so tracking survives design changes.
What we set up
Container structure with clear naming of tags, triggers and variables
Google Analytics 4, ad conversions and tags from LinkedIn, Meta or Microsoft Ads
Consent Mode v2, with every tag tied to a consent category
Permissions and an approval process for reviewed changes
Server-side tagging with a dedicated tagging server, where needed
Approach
Inventory: the tags running today and the data they capture.
Measurement plan: the events and parameters required.
Implementation: data layer in the code, container in GTM.
Testing: preview mode with Tag Assistant, then a data check in GA4.
Documentation: an overview of all tags and events for your team.
Existing containers are cleaned up first: duplicate tags, orphaned triggers and scripts without consent checks.
Operations
Every new campaign or page leaves tracking a little more out of date. We maintain the container or train your team to run it. Regular reviews show which tags can go, as every script adds load time and can pose a data protection risk.