Google Tag Manager Web Device Mode Integration

After you have successfully instrumented Google Tag Manager as a destination in RudderStack, follow this guide to correctly send your events to Google Tag Manager in device mode.

Find the open source JavaScript SDK code for this integration in the GitHub repository.

Identify

You can use the identify call to identify a user, and send their information like name, email, etc. to Google Tag Manager.

A sample identify call is shown:

rudderanalytics.identify("1hKOmRA4GRlm",{
"name":"Alex Keener",
"gender":"Male",
"city":"New Orleans"
})

The above call populates Google Tag Manager with a traits object containing all user traits (like name, gender, city, etc.)

Page

You must call the page event to load Google Tag Manager.

The page call allows you to record whenever a user visits a page of your website, along with the properties associated with that page.

When you make a page call, RudderStack sends an object to the GTM data layer containing your page-related properties and an event name with its associated value. All properties you pass in the page call are spread into the data layer object.

Event naming logic

The integration automatically generates an event name for the GTM data layer based on the page name and category you provide. The event naming logic is explained below:

Some examples of how event names are generated based on the above conditions are shown below:

rudderanalytics.page("Home", {
  path: "/home",
  url: "https://example.com/home",
  title: "Home Page",
  search: "",
  referrer: "https://example.com"
});

rudderanalytics.page("Products", {
  category: "Electronics",
  path: "/products/electronics",
  url: "https://example.com/products/electronics",
  title: "Electronics Products"
});

rudderanalytics.page({
  path: "/about",
  url: "https://example.com/about",
  title: "About Us"
});

Track

The track call lets you record any user actions along with the properties associated with those actions.

Use the track events to populate the Google Tag Manager data layer once you have set up and enabled Google Tag Manager in RudderStack.

Calling the RudderStack SDK track method with the event and its properties similarly passes the data to GTM as seen in the page section above.

rudderanalytics.track("Track Event", {
  category: "category",
  label: "label",
  value: "value",
});

The above call populates Google Tag Manager with the following properties:

• event (Track Event)
• userId
• anonymousId
• traits (traits persisted from previous identify calls, if any)
• category
• label
• value
• messageId