How to implement Google Tag Manager on a WordPress site

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Implementing Google Tag Manager (GTM) on a WordPress site is a straightforward process, and it can be done in several ways, such as manually adding the GTM container code to your theme’s files or using a plugin. Here’s a step-by-step guide to help you implement GTM on your WordPress website.

Step 1: Create a Google Tag Manager Account and Container

Before adding GTM to your WordPress site, you need to set up a Google Tag Manager account and create a container for your website.

  1. Sign up for Google Tag Manager:
    • Go to Google Tag Manager.
    • Sign in with your Google account, or create one if you don’t have one.
  2. Create a Container:
    • Click on Create Account and fill in the necessary details.
    • Select Web as the platform for your container.
    • Click Create.
  3. Get the GTM Container Snippet:
    • After creating the container, you will be provided with two code snippets. One goes in the <head> section and the other goes in the <body> section of your website.
    • Copy both snippets as you’ll need them for your WordPress site.

Step 2: Add Google Tag Manager to Your WordPress Site

You can implement GTM on WordPress in two primary ways:

Option 1: Add GTM Snippets Manually to Your Theme

  1. Access WordPress Admin:
    • Log in to your WordPress admin panel.
  2. Edit the Theme’s Header File:
    • From the left sidebar, go to Appearance > Theme Editor.
    • In the right-hand panel, select the header.php file under Theme Files.
  3. Insert the GTM Container Code:
    • Paste the first GTM code snippet (head section) immediately after the opening <head> tag in the header.php file.
    • Paste the second GTM code snippet (body section) immediately after the opening <body> tag.
  4. Save the Changes:
    • After adding both snippets, click Update File to save your changes.

Note: Editing the theme’s files directly may lead to issues if the theme is updated, as customizations can be overwritten. To avoid this, it’s recommended to use a child theme.

Option 2: Use a Plugin to Add Google Tag Manager

If you’re not comfortable with editing theme files manually, you can use a plugin to add Google Tag Manager to your WordPress site.

  1. Install and Activate a Google Tag Manager Plugin: There are several plugins available that simplify the process of adding GTM to WordPress. Some popular plugins include:
    • DuracellTomi’s Google Tag Manager for WordPress
    • Insert Headers and Footers

    For example, using DuracellTomi’s Google Tag Manager for WordPress:

    • From the WordPress admin panel, go to Plugins > Add New.
    • Search for DuracellTomi’s Google Tag Manager and click Install Now.
    • Once installed, click Activate.
  2. Configure the Plugin:
    • Go to Settings > Google Tag Manager.
    • Paste your GTM container ID (which you copied earlier) into the field provided by the plugin.
    • Save the changes.

Using a plugin is often simpler and ensures that the GTM code is properly added to all pages without the risk of code being overwritten when you update the theme.

Step 3: Verify the GTM Installation

After adding GTM to your WordPress site, you’ll want to verify that it’s properly installed and working.

  1. Use Google Tag Assistant:
    • Install the Google Tag Assistant browser extension for Chrome.
    • Visit your WordPress site, and click on the Google Tag Assistant icon in your browser.
    • The extension will check if the GTM container is present and firing correctly. If it’s working, it should show your GTM container ID and indicate that the container is active.
  2. Use Google Tag Manager Preview Mode:
    • Go back to your GTM account and click Preview in the top right corner.
    • Enter your website URL and click Start.
    • A debug panel will appear on your website, showing you which tags are firing as you interact with the site. This can help you ensure that your tags are set up correctly.

Step 4: Add Tags, Triggers, and Variables

Once GTM is installed on your WordPress site, you can start setting up tags, triggers, and variables to track events like pageviews, clicks, form submissions, and more.

  1. Create Tags:
    • Go to your GTM dashboard, and under Tags, click New to create a new tag.
    • For example, to track page views in Google Analytics, select Google Analytics: Universal Analytics as the tag type and configure it with your tracking ID.
  2. Create Triggers:
    • Create triggers to define when your tags should fire (e.g., when a page loads, a button is clicked, a form is submitted).
  3. Publish Changes:
    • Once you’ve set up your tags and triggers, click Submit to publish your changes in Google Tag Manager.

Step 5: Monitor and Debug Your Tags

Use Preview Mode in GTM to test and debug your tags, ensuring they fire as expected when users interact with your website. You can also use Google Analytics or other analytics platforms to monitor the data from your tags.

Best Practices for Google Tag Manager on WordPress

  1. Use a Child Theme (for manual installation): If you choose to manually add the GTM code to your theme files, consider using a child theme to avoid losing your changes when updating the theme.
  2. Test Before Going Live: Always test your tags using GTM’s Preview Mode before publishing them live. This helps you avoid potential errors and ensures your tags are firing correctly.
  3. Keep It Organized: As you start adding more tags, triggers, and variables, make sure to keep your GTM workspace organized. Naming conventions for tags, triggers, and variables can help you quickly identify and manage them.
  4. Ensure Fast Loading: GTM is generally lightweight, but adding too many tags or poorly configured tags can slow down your site. Regularly review your tags and remove any unnecessary or outdated ones.

Conclusion

Implementing Google Tag Manager on a WordPress site is an efficient way to manage your website’s tracking scripts without needing to manually edit code each time. By adding GTM through a plugin or directly in the theme files, you can easily control tags and track user interactions such as page views, clicks, and form submissions. Proper testing and monitoring are essential to ensure your tags are firing correctly and that you’re collecting accurate data for analysis.

Categories: Digital Marketing