How to Add Google Tag Manager to Shopify: A Step-by-Step Guide

Google Tag Manager is a powerful tool transforming how online stores manage tracking codes.

It helps businesses organize marketing pixels without needing deep technical website knowledge. Store owners can now control complex tracking systems with simple clicks.

Shopify merchants appreciate GTM for simplifying their digital marketing tracking needs.

The platform removes technical barriers that traditionally block the growth of smaller online businesses. Entrepreneurs can now manage website performance metrics without hiring expensive technical experts.

Smart online sellers understand the critical role of accurate website tracking today. GTM provides merchants with clear insights into customer behavior and sales patterns.

What is Google Tag Manager?

Google Tag Manager (GTM) is a free tag management system that allows website owners and marketers to manage and deploy marketing tags (small snippets of code) on their website or mobile app without requiring complex code changes.

It acts as a container where users can add, edit, and update tags—such as tracking scripts for analytics, advertising, and other third-party services—without needing to modify the website’s underlying code directly.

Key features of Google Tag Manager include:

• Simplified Tag Management: It centralizes the process of adding and managing tags, which simplifies the deployment of third-party tools, such as Google Analytics, Google Ads, Facebook Pixel, and other marketing technologies.
• No Coding Required: GTM provides an intuitive user interface that allows marketers and developers to work together, enabling marketers to manage tags independently of developers.
• Version Control and Debugging: GTM supports versioning, so you can track changes, test tags, and easily revert to previous configurations if needed.
• Triggers and Variables: GTM allows users to set triggers (conditions for when tags should be fired) and use variables (dynamic data used in tags) to fine-tune tracking and marketing efforts.

Benefits of Using GTM with Shopify:

Integrating Google Tag Manager (GTM) with your Shopify store offers numerous advantages that streamline data management, improve marketing efforts, and improve overall performance tracking.

Here are the key benefits:

• Centralized Tag Management: GTM allows you to manage all your tracking codes (Google Analytics, Facebook Pixel, Hotjar, etc.) from one platform, eliminating the need to edit Shopify’s theme code manually.
• Faster Implementation: Adding or updating tracking tags becomes quick and hassle-free, even for non-developers.
• Improved Website Performance: By managing scripts asynchronously, GTM minimizes the risk of slowing down your Shopify store, ensuring a smoother user experience.
• Enhanced Tracking and Analytics: Easily set up advanced tracking for events such as button clicks, purchases, form submissions, and more, giving you deeper insights into customer behavior.
• Version Control and Debugging: GTM provides a version history and a preview/debug mode, allowing you to test changes safely before publishing them live on your Shopify store.
• Seamless Integration with Marketing Tools: GTM supports a wide range of third-party tools and analytics platforms, ensuring seamless integration without custom coding.
• Reduced Developer Dependency: Marketers and store owners can add, edit, or remove tracking tags independently, saving time and reducing reliance on developers for minor updates.

How to Add Google Tag Manager to Shopify:

In this article, we’ll show 2 methods to add Google Tag Manager to Shopify.

Let’s start.

Method #1: Implementation Using Apps:

The easiest way to add GTM to your Shopify store is through a dedicated app.

Here’s how:

A Google Tag Manager account and container. Your GTM container ID (format: GTM-XXXXXX)

Step #1: Prepare Your GTM Account:

Go to Google Tag Manager and create a new account if you don’t have one.

Add “Account name” and “Country”.

Set up a new container by entering the container name (Website name).

Select “Web” as the target platform and click “Create”.

Accept the Terms of Service.

Step #2: Choose and Install a GTM Code:

Several apps in the Shopify App Store can help you implement GTM. Choose an app based on your needs and budget. For this guide, we’ll use GroPulse GTM & Data Layer.

Install the GroPulse GTM & Data Layer.

Visit the Shopify App Store. Search for “GroPulse GTM & Data Layer”.

Click “Install” and follow the installation prompts to add to your Shopify store.

Activate and configure GroPulse GTM & Data Layer.

From the app dashboard, click “Activate” to enable the app.

A popup will appear: “Activation steps”.

In this window, you will see two steps to activate GTM.

Activate the app from the theme customizer and click “Activate” in the theme customizer.

Click “Save” to confirm changes.

Copy the code to the customer events and click the “Copy Code” button to copy the required code.

Navigate to “Settings > Customer Events” to configure the customer event.

Click “Add Custom Pixel” button.

Enter a name for your custom pixel and click “Add Pixel”.

Paste the previously copied code into the custom pixel code section.

Click “Save”.

Click “Connect” to complete the app activation.

Return to the app dashboard, check the box labeled “I have completed all of the steps”, and then click the “Save” button.

Now, go to the GTM account and copy the GTM container ID.

Paste your GTM ID into the field of the app.

Click Save to complete the setup. A window will pop up containing “Congratulations!”. You have successfully added your GTM Container ID.

You can easily set up a data layer for Google Tag Manager using the GroPulse GTM and Data Layer app.

If you’re a beginner and don’t have enough knowledge to configure tags and triggers in GTM, the app provides pre-designed templates to simplify the setup process.

Here’s How It Works:

Go to the Templates option in the app. Enter the destination ID’s, such as Google Analytics, Facebook Pixel, Google Ads, and others.

Download the template directly from the app.`

Import the template into your Google Tag Manager account.

After importing the template, click on the add to workspace button.

Publish it, and you’re all set!

Verify Implementation:

• If you are using Chrome Browser, install the “Tag Assistant” Chrome extension.
• Visit your store’s frontend and click the Tag Assistant icon
• Verify that GTM is properly loading
• Your GTM implementation is complete and ready for tag configuration if everything works well.

Method #2: Manual Installation:

For those comfortable with code or requiring more control, here’s how to manually implement GTM:

Step #1: Get Your GTM Code:

Log into your Google Tag Manager account. Select your container from the dashboard. Click on your Container ID in the top navigation.

You’ll see two code snippets that you need to copy:

Step #2: Add GTM to Your Theme File:

Sign in to your Shopify admin panel > Go to Online Store > Themes.

Find your active theme and click “Actions” > “Edit code”.

In the Layout section, locate and click on “theme.liquid”.

Find the <head> tag (usually near the top of the file) and paste the first GTM code snippet (the one with <script>) immediately after the opening <head> tag.

Find the <body> tag (below the head section) and paste the second GTM code snippet (the one with <noscript>) immediately after the opening <body> tag.

Click “Save” to apply your changes.

Important Safety Tips:

• Always backup your theme before making any code changes
• Test your store thoroughly after implementation

Troubleshooting Google Tag Manager (GTM):

If your Google Tag Manager (GTM) is set up but not loading on your store, follow these steps to resolve the issue:

1. Verify Your GTM Setup:

• Double-check the GTM setup on your store to ensure it’s correctly configured.
• If you’re using the GroPulse GTM and Data Layer app, confirm that the app is activated properly in your store.
• If you’ve added GTM code directly to your theme files, ensure the code is correctly implemented in the theme.liquid file. Save all changes to your theme after making updates.

2. Check for Ad Blockers:

Ensure that no ad blockers are active in your browser, as they can sometimes prevent Google Tag Manager (GTM) from loading properly.

Disable any ad-blocking extensions or software and reload your store to confirm if the issue is resolved.

3. Fixing Data Layer Issues:

If the data layer is not working with GTM, here’s what to check:

• Enable the data layer in the app for stores using the GroPulse GTM Data Layer app, make sure the data layer is enabled in the app settings.
• Verify manual setup if you’ve set up the data layer manually, ensure the code is correctly implemented without errors.
• Avoid conflicts from multiple GTM sources data layer issues can occur if GTM is set up from multiple sources, such as directly in your theme files and through an app.

To avoid conflicts, ensure GTM is configured using only one source. By following these steps, you can troubleshoot and resolve common GTM and data layer issues effectively.

Conclusion:

Adding Google Tag Manager to your Shopify store is crucial in establishing proper tracking and analytics.

Whether you choose the app-based or manual implementation method, following this guide will help you set up GTM correctly and leverage its benefits for your eCommerce business.

Remember to regularly maintain your GTM setup and update your tags to ensure optimal performance and accurate tracking of your store’s metrics.