How to set up and use custom templates in Google Tag Manager

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Custom templates in Google Tag Manager (GTM) allow you to extend the functionality of the platform by creating reusable, custom tags, triggers, and variables. These templates help streamline tag management and enhance the flexibility of your GTM setup. Below is a detailed guide on how to set up and use custom templates in Google Tag Manager.

Step 1: Access Google Tag Manager

Before you start, you should have a Google Tag Manager account and a container created for your website or app.

  1. Log in to Google Tag Manager:
    • Go to Google Tag Manager and log in with your Google account.
    • Select the container for the website or app you want to configure custom templates for.

Step 2: Navigate to Templates in GTM

To create and manage custom templates in Google Tag Manager:

  1. Go to the “Templates” section:
    • In the left-hand sidebar, click on Templates. Here you’ll find the options to create custom tags, triggers, and variables.

Step 3: Create a Custom Tag Template

Custom tag templates let you define specific tags that are reusable across your container. Here’s how to create one:

  1. Click on “Tag Templates”:
    • Under the Templates section, click Tag Templates to start creating your custom tag.
  2. Click “New”:
    • Click on the New button to create a new custom tag template.
  3. Define the Tag Configuration:
    • In the custom tag editor, you’ll be able to set up the configuration for your tag. This is where you define the parameters and logic specific to your tag. You can include form fields that allow users to enter their own values when setting up the tag.
  4. Set Up User Inputs:
    • You can define input fields such as text boxes, dropdowns, checkboxes, etc. to make your tag configurable when the user sets it up in their GTM account. To add a user input, use the Variables tab in the editor to define parameters that can be filled by the user.
    • Example inputs: API keys, URL paths, or any custom configurations your tag needs.
  5. Define the Tag Logic:
    • Write JavaScript or use the GTM templating language to specify the behavior of your tag. This is where you can add the logic that will be triggered when the tag is fired.
  6. Save the Tag Template:
    • After setting up your tag, click Save to save the custom template.

Step 4: Create Custom Trigger Template

Just like tag templates, trigger templates allow you to define reusable triggers. These triggers can be added to tags later in GTM.

  1. Go to “Trigger Templates”:
    • In the Templates section, click on Trigger Templates.
  2. Create a New Trigger Template:
    • Click New to create a new trigger template.
  3. Define the Trigger Configuration:
    • Specify the conditions for when your trigger should fire. For example, you can set up triggers based on page views, clicks, form submissions, or custom JavaScript events.
  4. Add User Input Fields:
    • Similar to tag templates, you can allow users to provide input for the trigger configuration. For instance, you might allow them to specify URLs or specific events that should trigger the action.
  5. Save the Trigger Template:
    • Once the trigger template is ready, click Save.

Step 5: Create Custom Variable Template

Variable templates in GTM help you create custom variables that can be reused throughout your container.

  1. Go to “Variable Templates”:
    • In the Templates section, click on Variable Templates.
  2. Click “New” to create a new variable template.
  3. Define the Variable Configuration:
    • Configure the variable to extract data from the page or app, such as custom JavaScript values, URL parameters, or other dynamic content.
  4. Set Up User Inputs:
    • Like tag and trigger templates, you can define the user input fields to allow users to configure the variable when setting up the template.
  5. Save the Variable Template:
    • Once the variable template is configured, click Save.

Step 6: Using Custom Templates in Google Tag Manager

Once you have created your custom templates, you can use them just like any other built-in tag, trigger, or variable in Google Tag Manager.

  1. Create a New Tag:
    • Go to the Tags section in GTM and click New.
    • Under Tag Configuration, you will see your custom tag templates listed. Select your custom tag template to use it in your tag configuration.
    • Fill in any required fields based on the template configuration.
  2. Create a New Trigger:
    • In the Triggers section, click New.
    • Under Trigger Configuration, you will see the custom trigger templates you’ve created. Select your custom trigger template to use it with your tag.
  3. Create a New Variable:
    • In the Variables section, click New.
    • Select your custom variable template to create and configure variables for use within tags and triggers.
  4. Preview and Test the Custom Template:
    • Always test your custom templates to ensure they work correctly. Use the Preview mode in GTM to check if your custom tag, trigger, or variable behaves as expected when added to the live website.

Step 7: Publishing Your Container

Once you have created and tested your custom templates and associated tags, triggers, and variables, you can publish the changes.

  1. Submit and Publish:
    • In Google Tag Manager, click Submit in the top right corner of the container.
    • Add a version name and description, then click Publish to make your changes live.

Step 8: Manage Custom Templates

You can always edit or delete your custom templates as needed:

  1. Edit Custom Templates:
    • Go to the Templates section and select Tag Templates, Trigger Templates, or Variable Templates.
    • Click on the template you want to edit and make the necessary changes.
  2. Delete Custom Templates:
    • If you no longer need a custom template, you can delete it from the Templates section. Deleting a template will not affect existing tags, triggers, or variables that were already configured with that template.

Benefits of Using Custom Templates in GTM

  1. Efficiency:
    • Custom templates allow you to create reusable configurations, saving time and effort in implementing complex tags, triggers, and variables across multiple containers or websites.
  2. Consistency:
    • By using custom templates, you can ensure consistency in how tags, triggers, and variables are implemented across your site.
  3. Simplification:
    • Custom templates allow you to abstract away the complexity of the underlying code, making it easier for non-technical users to implement tracking tags.
  4. Enhanced Functionality:
    • Custom templates offer enhanced flexibility by allowing you to add specific logic or functionality tailored to your unique needs.

Conclusion

Custom templates in Google Tag Manager provide a powerful way to extend the capabilities of GTM by allowing you to create reusable, configurable, and flexible tags, triggers, and variables. By using custom templates, you can streamline your tag management processes, ensure consistency across your website, and simplify complex tracking setups. Whether you’re building tags for third-party platforms, custom triggers, or variables specific to your site’s needs, GTM’s custom templates are an essential tool for any advanced user looking to maximize the power of Google Tag Manager.

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