How to Install Google Tag Manager on Shopify: A Step-by-Step Guide
By Sam Thomas Davies Head of Content
@ Sleeknote

In today’s digital landscape, having a well-functioning and efficient online store is crucial for businesses. One essential component of an effective e-commerce website is the ability to track and analyze user behavior, conversions, and other key metrics. This is where Google Tag Manager (GTM) comes into play. By implementing GTM on your Shopify store, you can simplify the process of adding and managing tracking codes, such as Google Analytics and Facebook Pixel, without the need for manual coding. In this step-by-step guide, we will walk you through the process of installing Google Tag Manager on your Shopify store and explore how you can maximize its potential to enhance your online business.

Understanding the Importance of Google Tag Manager for Shopify Websites

Before diving into the installation process, it is essential to grasp the significance of Google Tag Manager for your Shopify website. GTM is a free tool offered by Google that allows you to deploy and manage various tracking codes and scripts on your website, all from one centralized platform. By using GTM, you can save time and effort by eliminating the need to manually edit code whenever you want to add or modify tags. Instead, you can implement and manage tags through the GTM interface, making it a user-friendly and efficient solution for tracking and analytics on your Shopify store.

Not only does GTM streamline the tag implementation process, but it also offers a range of features that are valuable for e-commerce businesses. With GTM, you can easily add and manage tags for tracking user interactions, such as page views, clicks, form submissions, and more. Additionally, GTM provides powerful customization options, allowing you to track specific events and goals on your Shopify store, such as tracking product impressions, adding items to cart, and completing purchases. By leveraging the capabilities of GTM, you can gain valuable insights into your customers’ behavior, optimize your marketing campaigns, and improve your overall online business performance.

Furthermore, Google Tag Manager offers advanced integration capabilities with other Google marketing tools, such as Google Analytics and Google Ads. This integration allows you to seamlessly track and analyze the performance of your marketing campaigns, monitor conversion rates, and make data-driven decisions to optimize your advertising efforts. By combining the power of GTM with these tools, you can create a comprehensive tracking and analytics system that provides a holistic view of your Shopify website’s performance.

Preparing Your Shopify Store for Google Tag Manager Installation

Before you begin installing Google Tag Manager on your Shopify store, it is essential to take some initial steps to ensure a smooth and successful implementation. Firstly, make sure you have administrative access to your Shopify store. You will need this access to make the necessary changes to your store’s code and settings. Additionally, ensure that you have created a Google account (if you don’t have one already) that you will use to set up and access Google Tag Manager.

Next, it is helpful to familiarize yourself with the concept of tags, triggers, and variables within Google Tag Manager. Understanding these terms and how they work together will make it easier for you to configure and manage your tracking codes effectively. Tags are snippets of code that collect and send data to analytics platforms, triggers specify when and where tags should be fired, and variables store and pass values to tags and triggers. By comprehending these elements, you will have a better grasp of the configuration process within GTM.

Once you have completed these initial steps, it is important to conduct a thorough audit of your existing tracking codes and scripts. This includes any existing Google Analytics or other tracking codes that are currently implemented on your Shopify store. Take note of the specific tracking codes and scripts that are currently in use, as well as their placement within your store’s code.

By conducting this audit, you can identify any potential conflicts or redundancies that may arise when implementing Google Tag Manager. It is crucial to ensure that there are no duplicate or conflicting tracking codes that could lead to inaccurate data collection or tracking issues.

Creating a Google Tag Manager Account and Container

Now that you have completed the preliminary preparations, it is time to create a Google Tag Manager account and set up a container for your Shopify store. Start by visiting the Google Tag Manager website and signing in with your Google account. If this is your first time using GTM, you will need to accept the terms of service before proceeding.

Once you have accepted the terms, you will be prompted to create an account name. Choose a descriptive name that reflects your Shopify store to help you easily identify it in the future. After entering the account name, you will need to specify the container’s name. This can be the name of your Shopify store or any name that makes sense to you. Finally, select your desired target platform, which, in this case, is “Web.”

With these initial configurations complete, click on the “Create” button, and Google Tag Manager will generate a unique container ID that you will need to integrate with your Shopify store. This container ID is a combination of letters and numbers that uniquely identifies your GTM container and distinguishes it from others.

After creating the container, you will be directed to the container overview page. Here, you can access various features and settings to customize your GTM container. You can add tags, triggers, and variables to track specific events or actions on your Shopify store. These elements allow you to collect data and implement various marketing and analytics tools.

Additionally, Google Tag Manager provides a preview mode that allows you to test and validate your tags before publishing them live on your Shopify store. This ensures that your tracking and analytics are working correctly and capturing the desired data. To use the preview mode, simply click on the “Preview” button in the top right corner of the container overview page. This will open a new window where you can navigate your Shopify store and see how the tags are firing in real-time.