Magento Commerce 2.1.x

Google Tag Manager

Google Tag Manager helps you manage the many tags, or snippets of code, that are related to your marketing campaign events. Google Tag Manager gives you the ability to add tracking tags to your site to measure the audience, or to personalize, retarget, or conduct search engine marketing initiatives. The tags “listen” for events, and push the needed data to Google Analytics.

Magento uses a data layer to define the data that is sent to Google Analytics and Google Tag Manager. A data layer is an object that contains all of the information that you want to pass to Google Tag Manager.

Google Tag Manager directly transfers data and events to Google Analytics, Enhanced Ecommerce and other third-party analytics solutions, to produce a clear picture of how well your site, products, and promotions are performing.

To configure Google Tag Manager, you must have a valid account for each of the following:

The following instructions walk you through the process of setting up a Google Tag Manager account, and configuring your Magento store.