How to Add Google Tag Manager to Shopify

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This guide highlights the importance of integrating Google Tag Manager (GTM) with Shopify to enhance your control over marketing and analytics tags. With the help of GTM, you can install new services and adjust existing scripts through the Tag Manager interface.

Google Tag Manager Explained

GTM is a complimentary service provided by Google that simplifies the management of HTML tags on websites or mobile apps.

With GTM, inserting code snippets into your site becomes unnecessary, as it allows centralized management of all marketing tags.

GTM’s Key Features

Facilitates quick connection to analytics services like Google Analytics.
Eases the setup of data collection codes for social platforms such as Facebook and Twitter.
Tracks user interactions and relays this information to desired services.
Enables data sending for remarketing purposes in platforms like Google Ads.
Allows swift modifications across all tags.
Supports call tracking and cross-domain tracking.
Integrates with Google Optimize for visitor satisfaction assessment.

GTM is used to add the following tags:

Codes for remarketing contextual advertising in search engines and social networks.
Increasing the number of reviews of previous pages and content.
Pressure of any buttons.
Scrolling.
Administration of forms.
Google reports on customer satisfaction with the site.

Google Tag Manager Structure

Tag Manager Account: The environment where containers are managed.

Container: A piece of JavaScript code added to site pages, holding all other tags.

Tag: Code snippets from external sources that track visitor behavior and test site optimization.

Trigger: Determines when a tag should execute.

Variables: Used for passing parameters and setting tag execution conditions.

Integrating GTM with Shopify

Create a GTM Account: Start by setting up a Google Tag Manager account.
Set Up a New Container: Click “Create Account”, fill in your details, and select “Web” as your platform.
Obtain Your GTM Container Code: After setting up, copy the provided script codes.
Access Your Shopify Store: Log in to the Shopify admin and navigate to “Online Store” > “Themes”. Select “Edit Code” from the “Actions” menu.
Embed the GTM Code: In the “theme.liquid” file, place the GTM scripts as instructed. Save your updates.
Test and Publish: Use GTM’s preview mode to ensure correct tag operation before publishing.
Adding Google Analytics (Optional): For Google Analytics users, GTM offers a simplified tagging process.

Common Integration Challenges

Checkout Page Access: Shopify’s limitation for non-Plus accounts affects tag management at checkout.
Site Performance: Overloading your Shopify site with tags can slow down page loading times.
Tracking Dynamic Events: Capturing actions like AJAX cart updates may require custom coding.
Compatibility with Shopify Apps: Some apps may not integrate well with GTM, causing tracking inconsistencies.

Overcoming Challenges

Develop a concise tag strategy and keep your GTM container organized.
Limit tags and use asynchronous loading to enhance site performance.
Collaborate with skilled developers for intricate setups, particularly when customizing data layers.
Periodically review and adjust your GTM setup to align with new Shopify features, app updates, or tracking objectives.

Problems that may arise when working with Google Tag Manager

If you are working with Google Analytics through GTM, you must ensure you have removed the GA code you installed earlier.
Incorrect Google Tag Manager code or its absence on the site. If you work through GTM with many sites, you might accidentally mix up the code of the correct container.
Forgot to make changes in the preview mode. For example, an error was seen when checking the correct operation of new tags before publication. So, they returned to Google Tag Manager to fix it. After that, they returned to the site, but the error remained. Most likely, you forgot to update the preview mode.
They did not publish the settings. For example, you have configured tags, triggers, and variables and ensured the work is correct. After some time, you go to Google Analytics and cannot find the statistics of the new configuration through Google Tag Manager. You probably forgot an important thing – to publish the settings changes to GTM.

Pay attention and remember that after making any changes, you must always press the “Send” button. In the new window, enter the name of the latest version and press “Publish.” Only after these actions will the new settings work on your site

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