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Google Tag Manager

Initial Setup

Understanding the data layer

The data layer should have been implemented on your web page by your developers.

A data layer is an object that contains all of the information that you want to share with Google Tag Manager (GTM). Information such as events or variables can be shared to Google Tag Manager via the data layer, and triggers can be set up in Google Tag Manager based on the values of variables (e.g., fire a remarketing tag when purchase_total > $100) or based on the specific events. Variable values can also be shared through to other tags (e.g., add purchase_total into the value field of a tag).

Refer to the GTM developer guide for comprehensive details on how the data layer works.

Example of a data layer:

window.dataLayer = window.dataLayer || []

window.dataLayer.push({
'email':'jenny.smith@rokt.com',
'consumer': {
'firstname' : 'Jenny',
'lastname' : 'Smith'
},
'ecommerce': {
'transaction': {
'amount' : '12.36'
}
},
'event':'gtm.transactionComplete'
});

Identify your variable name

Variables are set up in your GTM and are matched to the data layer. Refer to the GTM developer guide for more details about variables.

The structure of your data layer on your page affects the data layer variable name in your GTM.

Example data layer script 1:

window.dataLayer.push({
'email':'jenny.smith@rokt.com'
});

Data layer variable name: email

Example data layer script 2:

window.dataLayer.push({
'consumer': {
'firstname' : 'Jenny'
}
});

Data layer variable name: consumer.firstname

Example data layer script 3:

window.dataLayer.push({
'ecommerce': {
'transaction': {
'amount' : '12.36'
}
}
});

Data layer variable name: ecommerce.transaction.amount

Set up variables in GTM

  1. Open Google Tag Manager.

  2. Click Variables,

  3. Under User-defined variables, click New.

    New user defined variable

  4. Name your variable.

    In the example below, the name is dl_email

  5. Set Variable Type as Data Layer Variable.

  6. Enter the Data Layer Variable Name. See the examples above to identify the variable name based on your data layer structure.

  7. Click Save.

Variables in GTM

Add Rokt integration

Add a trigger

Click Triggering.

Test the integration

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