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Integration with Google Tag Manager for a website and online store

Google Tag Manager gathers all counters and ad scripts in one container. The code is added to the website once, and you change the Google Analytics 4, Google Ads, Meta Pixel and other services' tags in the GTM interface without touching the website code.

  • one container instead of separate code snippets in the website template;
  • GA4, Google Ads and Meta Pixel tags with firing rules;
  • a dataLayer with store events: product, cart, checkout, purchase;
  • preview mode to check tags before publishing;
  • container version history with the option to roll back to a previous version;
  • access rights for contractors without sharing the account password.

Why a website or store needs Google Tag Manager

Every new counter or pixel used to mean an edit to the website code and a task for a developer. Google Tag Manager (GTM) moves tags into a separate container: the marketer adds, changes and disables them on their own, and the website code stays clean. Integration with Google Tag Manager is done once and serves all later setups.

Owners search for Google Tag Manager setup, dataLayer for an online store and how to add Meta Pixel via GTM. Most often these queries come from the need to connect analytics and ads without breaking anything on the website.

What Google Tag Manager setup includes

  • a GTM container in your Google account and installation of the code on every page;
  • tags for GA4, Google Ads conversions, Meta Pixel and other services from your list;
  • triggers: form submissions, clicks on the phone number and messengers, scrolling;
  • a dataLayer for product, cart, checkout and purchase with the amount and currency;
  • consistent names for tags, triggers and variables so the container stays clear;
  • alignment with the cookie consent banner;
  • a table of tags with their purpose and trigger for your team.

After launch we hand over a short guide on how to add new tags and check them in preview mode.

How we connect Google Tag Manager

From you we need access to the Google account that will hold the container, access to the website settings and a list of services to connect. On Horoshop, GTM is turned on in the platform settings, and we add the store events with scripts, since there is no access to the theme code. On WordPress and a custom website the website template builds the data layer.

The work consists of four steps:

  1. an audit of existing code and counters;
  2. container, tags and triggers;
  3. a check in preview mode on real requests and orders;
  4. publishing and documentation.

Cost of Google Tag Manager setup

The cost of GTM setup depends on the number of tags and store events, so we calculate it after a free consultation and a review of your website. We register the container and all accounts to you and state the final amount in the contract. A new project with analytics connected starts from $500 for a template website or an online store. You can book a consultation on the contacts page.

Questions and answers

Does GTM slow down the website?

The container itself is small; the load comes from the tags. We remove unnecessary ones, load scripts asynchronously and check page speed after changes.

Who has access to the container?

You are the owner. We receive the rights needed for the work, and you can revoke them at any time.

Is a dataLayer necessary?

A store needs one: it passes product, cart and purchase data to the tags. For simple events, triggers on clicks and forms are enough.

Can I do without GTM?

Yes. For a website with a single counter a direct connection is enough. GTM pays off when there are several tags and they are changed without a developer.