Introduction to Google Tag Manager

Billy Fluck
Billy Fluck
  • Updated

Google Tag Manager (GTM) is a free tool that makes it easy to gather meaningful data about users visiting your website. You can integrate GTM with your website and Spektrix to gather analytics on the entire patron journey from first visit to checkout.

This article is designed to help you understand some key terms that you’ll hear when working with GTM, and where you can find out more about what’s involved in getting GTM setup to work with your website. We’re not going to cover anything really in-depth, as all of the technical documentation is detailed on our Integrations Portal.

A glossary of Google Tag Manager terms

Google Analytics
A free tool used to track and report upon website traffic, gathering data from a website and providing analytics to help you understand the performance of the website.

Google Tag Manager (GTM)
A free tool allowing you to add a range of tags to a website quickly and easily, and determine for each tag:

  • When it should fire
  • Where it should fire
  • What it should do when it fires

Compared to manually adding tags to a website, GTM makes the process simpler and quicker - instead of adding a tag to every page, you only need to add the tag into GTM.

A single snippet of code from GTM used to store all of your tags (one container per site) instead of having to add tags to each page of a website. The container code needs to be added to each page, after which tags only need to be added to the container.

A tag is a small section of code which executes on a web page, generally sending information from your website to a third party.

Tags can be added to a website by including a small snippet of code on each page of the website, either individually or via a tag management solution such as Google Tag Manager.

When a tag runs on a page, it’s said to have fired. How and when a tag fires is determined in GTM by triggers and variables.

Triggers govern when tags should fire - i.e. a tag should fire when a certain event takes place. Every time an event takes place, GTM checks which (if any) tags should fire based on what triggers have been set up.

Triggers are made up of various elements:

  • Event: the action which activates the trigger.There are various types of event, including Page View and Click
  • Trigger Type: greater detail on the type of event, adding increased specificity
  • Fire On: the option of whether the trigger should fire on All or Some of the events
  • Conditions: if set to Some, the specific criteria by which the trigger should fire
    • Broken down into [Variable] > [metric] > [condition]
    • The metric might be contains or less than
    • Such as [URL] [contains] []

Here’s a specific example for a trigger to run only on a Spektrix Confirmation iframe:

  • Event: Page View
  • Trigger Type: Page View
  • Fire On: Some Page Views
  • Fire the tag when these conditions are true:
    • URL contains website/secure/Confirmation.aspx

Variables are used help define triggers and what data they send, or to pass dynamic data to your tags (such as basket information).

An example variable might be Page URL - the full address of the current page.

There are a number of built-in variables that are always available in GTM, but you can add in new variables manually. Variables can also be pulled from a Data Layer.

An iframe is essentially a website within a website. It allows you to insert content from another source into your website - for example to embed standard Spektrix pages (event information, seating plan, basket etc.) into your site. This way customers don’t have to leave your website to see the other content.

Data Layer
An optional section of code which helps manage the information you gather from a website, passing information to Google Tag Manager.

A Spektrix confirmation iframe has a Data Layer which holds information on items in a transaction. These can be set as Data Layer variables.

If you have any further questions, please get in touch with the Support team.

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