Google Tag Manager

Google Tag Manager (GTM) is Google's free tag container — a single integration that lets you add tracking scripts like Google Analytics 4, Google Ads conversion tracking, or the Meta Pixel without touching your store's code. In Putiikkipalvelu you connect GTM with one container ID and your store immediately starts sending pre-built e-commerce events.

Before you start

• A Google Tag Manager account at tagmanager.google.com
• A container created in that account — its ID looks like GTM-XXXXXXX
• Access to Plugins in the Putiikkipalvelu dashboard

1. Get the container ID from Google Tag Manager

1. Sign in at tagmanager.google.com
2. Pick the container you want (or create a new Web-type one)
3. The container ID appears in the top-right corner as GTM-XXXXXXX
4. Copy it

2. Connect the container to Putiikkipalvelu

1. In the dashboard, go to Plugins → Google Tag Manager → Configure
2. Paste the container ID into the Container ID field
3. Click Save

A green confirmation appears, and back in the Plugins view the Google Tag Manager card now shows Configured.

3. Verify GTM is firing

In the GTM dashboard:

1. Open the container
2. Click Preview in the top right
3. Enter your storefront URL and click Connect
4. Browse the site — events such as view_item and add_to_cart should appear in the GTM debug panel

If no events appear, check that:

• You have accepted analytics in the cookie banner on the storefront (consent is denied by default)
• The container ID was saved correctly in the dashboard
• Your browser's ad blocker isn't blocking the GTM script

What events your store sends

Your store pushes pre-built Google GA4 Enhanced E-commerce events to GTM's dataLayer. You can use these directly in Google Analytics, Google Ads, or any GTM-compatible tool.

Event structure

All events follow the same shape:

{
  event: "purchase",
  ecommerce: {
    transaction_id: "1042",
    currency: "EUR",
    value: 49.90,
    shipping: 5.90,
    coupon: "SUMMER20",
    items: [
      {
        item_id: "abc123",
        item_name: "Blueberry Jam 250g",
        price: 6.50,
        currency: "EUR",
        quantity: 2,
        item_category: "Jams",
        item_variant: "250g / Glass jar"
      }
    ]
  }
}

• Prices are in euros with decimals (not cents) — they match the totals shown on the order
• Variations appear in item_variant as "Size / Color"
• Category is taken from the product's first category

Recommended use cases

Google Analytics 4

The most common use of GTM is wiring up GA4 measurement.

1. In GTM: Tags → New → Google Analytics: GA4 Configuration
2. Paste your GA4 measurement ID (G-XXXXXXX)
3. Trigger: All Pages
4. Add separate tags for Enhanced E-commerce events (purchase, add_to_cart, etc.) — GA4 reads the events your store sends with no extra config
5. Publish the container (Submit)

In GA4's Conversions section, mark purchase as a conversion so it shows up separately in reports.

Google Ads conversion

If you run Google Ads:

1. In GTM: Tags → New → Google Ads Conversion Tracking
2. Paste the conversion ID and conversion label
3. Trigger: Custom Event → event name purchase
4. Use variables {{ecommerce.value}}, {{ecommerce.transaction_id}} and {{ecommerce.currency}} to pass the value and order ID

Meta Pixel (Facebook/Instagram ads)

1. In GTM: Tags → New → Custom HTML
2. Paste the Meta Pixel install code (you'll find it in Meta Events Manager)
3. Trigger: All Pages
4. Add separate tags for Purchase, AddToCart, and ViewContent pixel events — use the events your store sends as triggers (purchase, add_to_cart, view_item)
5. Set the tag's Consent Settings → require ad_storage

Cookie banner and consent

Once GTM is enabled, a cookie banner appears automatically on your storefront with three categories:

• Necessary — always on, can't be toggled off
• Analytics — e.g. Google Analytics
• Marketing — e.g. Google Ads, Meta Pixel

GTM uses Google's Consent Mode v2: before consent is given, scripts load without cookies, so your store is GDPR-compliant by default. As soon as a customer accepts:

• Analytics → analytics_storage: granted → GA4 starts collecting stats
• Marketing → ad_storage: granted → Google Ads and Meta Pixel get full tracking

Removing the plugin

1. Go to Plugins → Google Tag Manager
2. Click Remove
3. Confirm

After removal:

• The container ID is dropped from your store on the next page load
• E-commerce events stop being sent
• The cookie banner disappears automatically if GTM was the only consent-requiring plugin

Troubleshooting

Related topics

• Plugins overview
• Visitor stats (Umami)