google-tagmanager_skill

Overview

This skill is a comprehensive Google Tag Manager (GTM) guide that walks through container setup, tag/triggers/variables configuration, data layer patterns, debugging, custom templates, and API automation. It is opinionated and practical: focused on implementation steps, common workflows, and constraints you must know (ES5, RE2 regex). Use it to implement, troubleshoot, or optimise GTM across web, mobile, and server containers.

How this skill works

The skill inspects and documents the end-to-end GTM workflow: creating containers, adding tags, defining triggers and variables, and pushing/reading the data layer. It includes debugging workflows (Preview/Tag Assistant), custom template guidance, and automated tasks using the GTM REST API. It highlights technical constraints and quick-reference lists for built-in variables and common triggers.

When to use it

• Setting up a new GTM account or container (Web, iOS, Android, Server).
• Configuring or auditing tags, triggers, and variables for analytics or marketing tools.
• Implementing or validating a structured data layer for events and ecommerce.
• Debugging tags that don’t fire or validating event parameter mapping.
• Building custom templates or automating deployments using the GTM API.

Best practices

• Write custom JS in ES5 for Custom HTML/JS Variables; use templates for safer code where possible.
• Design a consistent naming convention for containers, tags, triggers, and variables to simplify audits.
• Keep the data layer structured and versioned; push event objects with clear keys for analytics mapping.
• Use Preview mode and GA4 DebugView for iterative testing before publishing.
• Minimise tag duplication and use trigger exceptions to avoid multiple firings; monitor performance and consent signals.

Example use cases

• GA4 page view and event tracking: create GA4 Configuration and Event tags, map data layer variables, test in Preview, publish.
• Form submissions: use Form Submission trigger, capture form ID via a variable, send a GA4 event with form metadata.
• Ecommerce: implement ecommerce data layer pushes for add_to_cart and purchase, create data layer variables, map to GA4 event parameters.
• Debugging tag not firing: enable Preview mode, inspect Tags Fired/Not Fired, validate data layer values and trigger conditions.
• API automation: use the GTM REST API to create/update containers, import/export workspaces, and automate deployments.