The Essential Guide to Google Tag Manager (GTM) for Your Website

Modified on Fri, 17 May at 1:43 PM



In the digital landscape, tracking and managing website data is crucial for informed decision-making and optimising online performance. Enter Google Tag Manager (GTM) – your key to simplified and efficient tag management. GTM empowers you to effortlessly deploy and update tags on your website, eliminating the need for manual code changes. 

This powerful solution not only streamlines the process but also provides flexibility and control, allowing you to stay ahead in the dynamic world of online analytics and marketing. Let's dive into why GTM is a must for anyone serious about maximising their website's potential.

If you are using any part of our 'Direct Booking Website', then you will require a GTM account. In fact if you have a website at all then you must have a GTM account.   Your GTM account MUST be added to the iPRO CMS so that you can manage all your website event and conversion tracking and manage your custom scripts such as Chat, Pixels, Cookiescript policy, etc...

What is Google Tag Manager?

Google Tag Manager (GTM) is Google's tool for efficiently managing tags on a website. Tags are snippets of code that track user interactions. GTM simplifies this process by providing a centralized platform. It works with three main components: tags (code snippets for tracking), triggers (conditions for when tags should be activated), and variables (dynamic elements that can be customized). Think of it as a control center for managing and optimizing your website's analytics and marketing tags without the need for manual coding. In short, GTM is the go-to solution for streamlining and enhancing your website's data tracking capabilities.

Why Use Google Tag Manager?

Unlock the true potential of your website by embracing Google Tag Manager (GTM). Why use GTM, you ask? Well, imagine bidding farewell to the days of tedious manual code changes. GTM serves as your beacon of efficiency, eliminating the need for hand-coding and replacing it with a centralized platform for tag deployment. This alone revolutionizes your workflow, saving you time and headaches.

But the magic doesn't stop there. GTM offers a level of flexibility that's a game-changer. Say goodbye to dependence on developers for every little tag tweak. With GTM, you wield the power to add, edit, or remove tags at will, putting you in control of your website's destiny. The agility it provides ensures quick implementation of tracking codes for your marketing and analytics tools. So, if you're ready to streamline your tag management, boost flexibility, and take charge of your website's destiny, GTM is your must-have ally in the digital realm. Your website's future is now in your hands. Seize it with Google Tag Manager!

This video will walk you through the value of utilising the inbuilt tracking within the iPRO checkout pages:

Further reading on Google Tag Manager:

Common Use Cases

1/ Google Analytics Tracking:

2/ Conversion Tracking:

  • Implement conversion tracking for marketing campaigns.

3/ Event Tracking:

  • Track specific user interactions on the website.

4/ Marketing Tracking Codes

  • Add custom tracking codes i.e. Meta Pixels

5/ Central hub for website scripts

  • Add your compliancy scripts, chat systems or custom javascript to your website from one easy to use control panel

Getting Started with Google Tag Manager

  1. Sign up for a GTM account
  2. Install the GTM container on your website

How to install the GTM container on the iPRO website

1/ Within your GTM account, you can click the GTM code in the main navigation bar, as shown below:

2/ This will then load the modal, which is shown below on the right hand side, copy the two snippets of code into the iPRO CMS.

i. Paste this code as high in the <head> of the page as possible:

This snippet goes into the box labelled 'Google Tag Manager Container Code'

ii. Paste this code immediately after the opening <body> tag:

This snipper goes into the box labelled 'Google Tag Manager Body Tag'

3/ Once you have copied the two code snippets across to the iPRO CMS click 'Save & Publish'

4/ You will now want to test that you have configured it correctly by adding your homepage url into the test bar.

If the implementation has been successful, you will see the following success message, which is a green tick within the URL.  You can test further urls i.e property page, checkout page, enquiry page etc....

If however the implementation has been unsuccessful you will see the following warning message:

In this scenario please ensure you have carried out the steps above correctly if you are sure this is correct please do contact support.

Create your iPRO custom tags within GTM

You can create the following custom tags for your iPRO checkout pages and enquiry success pages.

Click here to see a guide on some of the tirggers / events we will be using

1. GA4 - Enquiry_Success

Tag Configuration

Tag Trigger

The event triggering this Tag is: generate_lead


This event will track the value of the lead generated, this is based on the property and if they have selected any dates

gtag("event", "generate_lead", {

  currency: "GBP",

  value: 2052.00


2. GA4 - Booking Start

Tag Configuration

Tag Trigger

The event triggering this Tag is: begin_checkout

3. GA4 - Booking Billing

Tag Configuration

Tag Trigger

The event triggering this Tag is: add_shipping_info

4. GA4 - Booking Payment

Tag Configuration

Tag Trigger

The event triggering this Tag is: add_payment_info

5. GA4 - Booking_Success

Tag Configuration

Tag Trigger

The event triggering this Tag is: purchase

Additional Resources To Maximise Google Tag Manager (GTM)

As discussed above, every 3rd party script that you require on your website should be implemented through GTM. Here are some further guides to help you implement additional scripts.

  1. How to add Cookie Script compliance to GTM
  2. How to add GA4 to GTM
  3. How to add Meta Pixels to GTM
  4. How to add my chat system to GTM
  5. How to add custom script to GTM i.e. Hubspot, HotJar, Crazy Egg, Disable download images, add a weather widget, etc...
  6. How to track conversions against Adword campaigns
  7. How to test your tracking via GA4 and Tag Assistant

HELP! I’ve followed the guides but it still doesn’t work!

If, after reading this guide, you're still struggling with GTM, why not ask for our help? It's an ideal use of your support credits - book them here:

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