---
title: "Google Tag Manager"
description: "Run your Google Tag Manager container on every storefront page, checkout included, with Consent Mode v2 and the full GA4 ecommerce data layer."
url: "https://docs.poltura.com/en/apps/gtm/"
lang: en
alternates:
  en: "https://docs.poltura.com/en/apps/gtm/"
  hu: "https://docs.poltura.com/hu/apps/gtm/"
---

# Google Tag Manager

Run your Google Tag Manager container on every storefront page, checkout included, with Consent Mode v2 and the full GA4 ecommerce data layer.

- Where: App Store → Google Tag Manager

The Google Tag Manager app runs your Tag Manager container on every page of your storefront, checkout and the order confirmation included. It also pushes shop events to its data layer in Google Analytics 4 ecommerce format. From there you run your own tags: Google Analytics, Google Ads, Meta, TikTok or any other tag you manage in Tag Manager. The app follows the shopper's cookie choice through Google's Consent Mode v2.

The app works on every plan and in every country.

## Before you start

- A Google Tag Manager account with a web container. You create one at tagmanager.google.com.
- The container ID. It looks like `GTM-XXXXXXX` and stands at the top of your container's workspace in Tag Manager.

## Set up Google Tag Manager

1. Open the **App Store** and open **Google Tag Manager**. New stores have the app installed already. If you see **Install**, select it first. See [App Store](https://docs.poltura.com/en/apps/#install).

   ![The Google Tag Manager app page in the App Store, switched on and Active, with the Setup guide and Settings sections folded](https://docs.poltura.com/screenshots/en/apps/gtm.webp)

   _Open Settings on the page to reach the Container ID field._

2. Under **Settings**, paste your container ID into **Container ID**. You can also paste the whole install snippet Tag Manager shows. The field finds the ID in it and shows **Found GTM-…** under it.

3. Select **Save**.

4. If the app is off, select **Turn on**. See [App Store](https://docs.poltura.com/en/apps/#turn-on).

5. Open your storefront and start preview mode in Tag Manager. The container connects and you see the shop's events arrive, on checkout too.

The **Setup guide** section on the app page lists the same steps with a link to Tag Manager.

## Settings

- **Container ID**: the ID of the container to load, in the form `GTM-` followed by letters and digits, or the install snippet that holds it. Only the ID is saved. Tracking stays off until it is set, and a paste without a container ID is refused.

### Consent

The container loads only after the shopper accepts analytics cookies. Until then nothing from Tag Manager runs, and events of the page wait: once the shopper accepts, the container loads and receives them in order.

Before the container loads, the storefront sets Google's Consent Mode v2 defaults, all denied, and then the shopper's choice:

- analytics cookies grant `analytics_storage`;
- marketing cookies grant `ad_storage`, `ad_user_data` and `ad_personalization`;
- preference cookies grant `functionality_storage` and `personalization_storage`.

When the shopper changes their choice, the storefront updates the signals and pushes a `consent_update` event, so a tag that waits for marketing consent can fire on it. Every event also carries a `consent` object with `analytics`, `marketing` and `preferences` set to `true` or `false`. See [Cookie consent](https://docs.poltura.com/en/online-store/cookie-consent/).

> **Warning**
>
> Google's own tags read the consent signals by themselves. For any other tag, such as a Meta or TikTok pixel, set its consent requirement in Tag Manager or trigger it on `consent.marketing` being `true`, or it fires once analytics cookies are accepted.

### Events in the data layer

- `page_view` on every page, with `page_location`, `page_title`, `page_referrer` and `page_type`.
- The GA4 ecommerce events with an `ecommerce` object: `view_item_list`, `select_item`, `view_item`, `add_to_cart`, `remove_from_cart`, `view_cart`, `begin_checkout`, `add_shipping_info`, `add_payment_info` and `purchase`.
- `search` with `search_term`, `sign_up` and `login` with `method`, and `generate_lead` with `contact_method` when a shopper sends a contact form or subscribes to the newsletter.

Every event has an `event_id`. The same purchase always has the same `event_id`, also when the order page is reloaded, so use it as the event ID of your Meta and TikTok tags to count each sale once. Before each ecommerce event the app pushes `{ ecommerce: null }`, as Google recommends, so items never carry over from one event to the next.

The `ecommerce` object holds `currency`, `value`, `transaction_id`, `tax`, `shipping`, `coupon`, `shipping_tier` and `payment_type` where they apply, and the `items`. On cart, checkout and purchase events `value` is what the shopper pays, shipping and tax included; on product and list events it is the price of the items. Amounts are always in the cart's or order's own currency. A purchase also carries the order number as `order_number`.

Each item has `item_id` (the product), `item_variant_id` (the chosen variant, the ID in your product feeds), `item_name`, `item_variant`, `item_brand`, `item_category`, `sku`, `price` and `quantity`. The app never puts the customer's email address, phone number or address into the data layer.

### Checkout and the order pages

Your container runs on every page, the checkout steps and the order pages included, on your own storefront address, so preview, sessions and ad clicks work as everywhere else. The checkout steps send `begin_checkout`, `add_shipping_info` and `add_payment_info`, and the thank-you page sends `purchase`.

On checkout and the order pages, where shoppers pay and see their order, Tag Manager runs under its own restriction:

- Google's tags (Google Analytics, Google Ads, Floodlight) and tags made from community templates run as usual.
- Custom HTML tags and custom JavaScript variables do not run. This keeps code that could read what a shopper types or their order details off these pages.
- Tags load only from the services Poltura allows there: Google, Meta, TikTok, Pinterest, Microsoft and Klaviyo.

If your Meta or TikTok pixel is a Custom HTML tag, it misses checkout and the purchase. Turn on the [Facebook & Instagram](https://docs.poltura.com/en/apps/meta/) or the [TikTok](https://docs.poltura.com/en/apps/tiktok/) app for them instead: they run on every step and also send the steps and the purchase from the server, with the same event ID, so nothing is counted twice. **Settings → Tracking** shows the tags it found in your published container, offers to move them into these apps with one click, and lists the Custom HTML tags that do not run there. See [Tracking](https://docs.poltura.com/en/settings/tracking/).

### What shoppers see on your storefront

Nothing changes on the page. Shoppers only see the cookie bar that the storefront shows anyway, and what your own tags add.

## If something goes wrong

- **The container does not load.** Check that the app is on and that **Container ID** has the `GTM-` form with no spaces around it. Save the settings again and reload the storefront.
- **Tag Manager preview does not connect.** The container loads only after analytics cookies are accepted. Accept them in the cookie bar of your test window.
- **A Custom HTML tag does not fire on checkout.** That is the checkout restriction. Use a template tag or the matching Poltura app. See [Checkout and the order pages](https://docs.poltura.com/en/apps/gtm/#checkout).
- **A marketing tag fires before the shopper accepts marketing cookies.** The tag has no consent requirement. Add one in the tag's consent settings in Tag Manager, or fire it on the `consent_update` event when `consent.marketing` is `true`.
- **A change in Tag Manager does not show on the storefront.** Publish the container in Tag Manager. Preview mode shows unpublished changes only to you.
- **Meta counts purchases twice.** A Meta pixel runs both from your container and from the [Facebook & Instagram](https://docs.poltura.com/en/apps/meta/) app. **Settings → Tracking** warns about it. Remove the pixel from your container, or send the data layer's `event_id` as its event ID.

## Related

- [Cookie consent](https://docs.poltura.com/en/online-store/cookie-consent/)
- [Facebook & Instagram](https://docs.poltura.com/en/apps/meta/)
- [Google](https://docs.poltura.com/en/apps/google/)
- [Analytics](https://docs.poltura.com/en/analytics/)
- [App Store](https://docs.poltura.com/en/apps/)