{"id":68154,"date":"2022-10-22T12:31:00","date_gmt":"2022-10-22T12:31:00","guid":{"rendered":"https:\/\/morningtrain.dk\/google-tag-manager-setup\/"},"modified":"2026-04-17T12:57:15","modified_gmt":"2026-04-17T12:57:15","slug":"google-tag-manager-setup","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/google-tag-manager-setup\/","title":{"rendered":"Google Tag Manager setup"},"content":{"rendered":"\n

Data insights<\/p>

22. oktober 2022<\/p>

Google Tag Manager setup<\/h1><\/div>

This post is structured as a guide on how to set up Google Tag Manager (GTM). In the guide, we cover event tracking in Google Tag Manager, as well as how it can then be connected to Google Analytics. <\/p><\/div>\n\n

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\n Indhold\n <\/p>\n \n Ops\u00e6tning\n <\/a>\n \n Konfigurering\n <\/a>\n \n Eventsporing\n <\/a>\n \n Konklusion\n <\/a>\n \n Undg\u00e5 faldgrupper\n <\/a>\n <\/div>\n

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The 3-step rocket<\/h2>\n\n\n\n

The events you have set up in Google Tag Manager (GTM) can be used to create and track goals and give you more control over tracking any conversion you may want to collect data on.<\/p>\n\n\n\n

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  1. First, you will find a 5-step guide on how to set up your Google Tag Manager.<\/li>\n\n\n\n
  2. Next, you will be taken through 24 points on how to set up tracking in GTM.<\/li>\n\n\n\n
  3. Finally, we guide you through how to import your goals into Google Ads<\/a>.<\/li>\n<\/ol>\n\n\n\n

    Setting up Google Tag Manager<\/h2>\n\n\n\n

    This section is a detailed guide to setting up tracking via GTM\u2014so if you already have that under control, simply skip ahead to the next chapter.<\/p>\n\n\n\n

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    1. Go to https:\/\/tagmanager.google.com\/<\/a><\/li>\n\n\n\n
    2. Sign up for a free account by clicking \u201cCreate account\u201d on the right-hand side.<\/li>\n\n\n\n
    3. Fill in the fields about your company, your website address, and whether it is an app, a website, or something else you want to track.<\/li>\n\n\n\n
    4. Tick the \u201cAccept\u201d checkbox at the bottom of the terms of service, and then click \u201cYes\u201d in the top-right corner.<\/li>\n\n\n\n
    5. A modal box will now appear with two pieces of JavaScript that you need to add to your website\u2019s code in your CMS backend<\/a>.One tag must go in the <head> file, before the final <\/head> tag. And the other in <body>, so that in the future you can insert scripts into these files via GTM. <\/li>\n<\/ol>\n\n\n\n

      That\u2019s it\u2014GTM is set up. Now for setting up tracking. <\/p>\n\n\n\n

      Configuring GTM and setting up tracking<\/h2>\n\n\n\n
        \n
      1. Start by going to \u201cVariables\u201d, then click \u201cConfigure\u201d.<\/li>\n\n\n\n
      2. Tick the following in the menu that appears on the right:– Click Element– Click Classes– Click ID– Click Target– Click URL– Click Text– Form Element– Form Classes– Form ID– Form Target– Form URL– Form TextYou can also tick more, so you can track, for example, scroll and video views, but this is not important for lead generation.<\/li>\n\n\n\n
      3. Click the X in the left corner of the box.<\/li>\n\n\n\n
      4. Click \u201cSubmit\u201d in the top-right corner, then \u201cPublish\u201d, and finally \u201cContinue\u201d.<\/li>\n\n\n\n
      5. To track events via GTM, you first need to find a unique parameter to track. Start by creating a \u201cPreview\u201d with the landing page you want to track. <\/li>\n\n\n\n
      6. Click \u201cPreview\u201d on the right-hand side.<\/li>\n\n\n\n
      7. Enter the URL of the page you want to track.<\/li>\n\n\n\n
      8. Tag Manager will now open the page you want to track. Here you can click buttons, fill out forms, etc., so you can see which events are fired when you do so. <\/li>\n\n\n\n
      9. Once you have clicked around the page and performed conversion actions, you can go back to GTM and see which events were fired, so you can find something unique to track.In the example below, we have filled out a contact form. Now we know a unique variable that only occurs for this event. Then we can set up tracking for the event. <\/li>\n\n\n\n
      10. Go to \u201cTags\u201d in the menu on the left, and click \u201cNew\u201d in the top-right corner.<\/li>\n\n\n\n
      11. Give the \u201ctag\u201d a name, and start by creating a \u201cTrigger\u201d.<\/li>\n\n\n\n
      12. Click the small blue \u201c+\u201d in the top-right corner.<\/li>\n\n\n\n
      13. Give your trigger a meaningful internal name, then click \u201cTrigger Configuration\u201d.<\/li>\n\n\n\n
      14. A box will now appear on the right, giving you a range of tracking options based on the action you performed. In the case of this contact form, it was a \u201cClick\u201d event, and no link was clicked, so we choose \u201cAll Elements\u201d. <\/li>\n\n\n\n
      15. Since you do not want to track all clicks, choose \u201cSome Clicks\u201d.<\/li>\n\n\n\n
      16. Fill in the box that now appears based on the unique event you found. Our event was a so-called \u201cClick Classes\u201d that contains \u201cwpcf7-form-control has-spinner wpcf7-submit button default\u201d. <\/li>\n\n\n\n
      17. You have now finished the trigger\u2014i.e., the event that triggers an event. Now you can define what happens when this event is triggered.Now click \u201cTag Configuration\u201d. <\/li>\n\n\n\n
      18. Another list of options will now appear. Here you choose GA4 Event (this of course requires that you have set up GA4). <\/li>\n\n\n\n
      19. Select \u201cGA4 \u2013 Configuration\u201d in the first dropdown, and give the event a meaningful internal name (this is the name the conversion will have in Google Analytics, so choose carefully). \ud83d\ude09<\/li>\n\n\n\n
      20. Click \u201cSave\u201d in the top-right corner.<\/li>\n\n\n\n
      21. You will then return to the overview. Now click \u201cSubmit\u201d, then \u201cPublish\u201d, and finally \u201cContinue\u201d, just like last time. <\/li>\n\n\n\n
      22. You can now go to \u201cPreview\u201d mode and perform the conversion action again to see whether the tag you just created is fired now\u2014if yes, then tracking works.You can check in the \u201cTags\u201d tab which tags are fired for a given event. In the example below, we clicked a phone number, and the event that tracks clicks on phone numbers is correctly fired. <\/li>\n\n\n\n
      23. Now go to GA4 at analytics.google.com and log in with your user.<\/li>\n\n\n\n
      24. Select \u201cConfigure\u201d in the left-hand column, then click \u201cEvents\u201d.<\/li>\n\n\n\n
      25. Below, your newly created GTM event will automatically appear after 48 hours.<\/li>\n\n\n\n
      26. Now simply tick \u201cMark as conversion\u201d for it to become a conversion event.<\/li>\n<\/ol>\n\n\n\n

        Import conversions into Google Ads<\/h2>\n\n\n\n

        BOOM\u2014you have now set up tracking for a contact form. Now you need to repeat the process x times to cover all your conversion events. Yes, it takes a bit of time, but it is also something you only need to do once. <\/p>\n\n\n\n

        To use your tracking for lead generation, the conversion events you set up in GA4 must be imported into Google Ads or LinkedIn.<\/p>\n\n\n\n

        Below is a guide to importing conversions in Google Ads:<\/span><\/strong><\/p>\n\n\n\n

          \n
        1. Log in to your Google Ads at ads.google.com<\/a>, and select the profile you are working from.<\/li>\n\n\n\n
        2. Click \u201cTools and settings\u201d in the menu at the top right (the one with the wrench).<\/li>\n\n\n\n
        3. Navigate to the \u201cMeasurement\u201d column and click \u201cConversions\u201d.<\/li>\n\n\n\n
        4. Click the large blue button in the top-left corner, \u201cNew conversion action\u201d.<\/li>\n\n\n\n
        5. Then select \u201cImport\u201d.<\/li>\n\n\n\n
        6. Click \u201cGoogle Analytics 4 properties\u201d and then \u201cWeb\u201d.<\/li>\n\n\n\n
        7. You will now see an overview of conversion events that you can import into Google Ads. Tick the events to be imported, then click \u201cImport and continue\u201d. <\/li>\n<\/ol>\n\n\n\n

          Conclusion<\/strong><\/h3>\n\n\n\n

          That\u2019s it\u2014now you have the tracking foundation in place. You have now come this far: <\/p>\n\n\n\n