Google Tag Manager (GTM) is a free tool from Google that simplifies the work with tags — small pieces of JavaScript or HTML code needed to connect analytics systems or third-party services to a website.
When using GTM, you don't need to add each tag separately to the website code, you just need to configure and publish the tags once inside the GTM container itself.
With the help of GTM on the site, you can:
Set up data transfer to Google Analytics 4 and other analytics systems.
Place remarketing tags for Google Ads, Facebook, etc. on the website.
Place custom HTML scripts on your website, for example, to display banners, run A/B tests, etc.
If necessary, quickly make changes to the tags installed through the GTM container.
Note: Cartum websites have the GTM container code installed and the transfer of standard event data to the DataLayer implemented by default.
To work with GTM, you only need to:
Create a container in the Tag Manager and get its unique ID.
Enter the container ID in the site settings.
Is the use of GTM mandatory?
No, you do not need to be connected to use Google Analytics GTM. GTM definitely makes the work of an experienced marketer and analyst easier, but at the same time, additional knowledge and skills are required to successfully work with it.
If you plan to include basic marketing systems and you do not have a dedicated specialist who will be setting up GTM, then it is enough to connect Google Analytics via the Google tag to track the main indicators of your store's performance.
If you need more advanced features and the ability to connect a large number of third-party scripts, it makes sense to use Google Tag Manager.
Unique container ID
To work with GTM, you need to create and configure a container in your Tag Manager account.
To activate the GTM connection to the website, you need to copy the unique container ID in the top panel of your Tag Manager account.
Connecting GTM to your website
The GTM container code is already installed on the website, you just need to enter the unique container ID in the website settings to activate the connection.
To set the tracking code correctly, GTM is divided into two parts, so you need to enter the ID twice.
In your website admin panel:
Go to Marketing → Marketing services.
Click GTM - Google Tag Manager (head) to enter the settings.
Enter the container ID in the Tracking ID field.
Check the Active box and click Save.
Click GTM - Google Tag Manager (noscript) to enter the settings.
Duplicate the container ID in the Tracking ID field.
Check the Active box and click Save.
DataLayer standard events
Cartum stores have implemented the transfer of information about standard events necessary for tracking customer behavior on the website and ecommerce in Google Analytics using the DataLayer.
The following standard events are currently transmitted:
Visiting a catalog page ("event": "view_item_list")
Visiting a product page ("event": "view_item")
Adding a product to the cart ("event": "add_to_cart")
Removing a product from the cart ("event": "remove_from_cart")
Starting checkout ("event": "begin_checkout")
Successful checkout ("event": "purchase")
Requesting callback ("event": "callbackRequest")
Events for enhanced ecommerce do not allow the transfer of data on the product category and brand, but we plan to improve this functionality.
Important: in Cartum, the Successful checkout event is dynamic and is triggered when buyer clicks on the Checkout button. This implementation is necessary for the correct recording of a successful order, if immediately after its placement the buyer is automatically redirected to the order payment page in the payment service.
How to connect Google Analytics 4 via GTM
After you have connected GTM to your website, you can proceed to setting up data transfer to Google Analytics. Read our instructions on how to do this.