You have set up Google Tag Manager (GTM), but are unsure how to actually configure it? This article covers the fundamentals of how to use Tag Manager, then walks you through 5 of the most frequently used tag configuration patterns in real-world practice. Master these five, and you will be able to handle almost any web marketing measurement setup.
Before diving into specific tag configuration patterns, let's review the basics of Tag Manager. Every configuration in Tag Manager is built from a combination of three elements: "Tags (what to execute)," "Triggers (when to execute)," and "Variables (what information to use)."
The basic tag configuration flow works as follows. First, click "Add a new tag" in the Tag Manager management interface. Next, select a tag type (Google Tag, Google Ads Conversion Tracking, Custom HTML, etc.) and fill in the required information. Then, set up a trigger to define "on which pages" and "on which actions" the tag should fire. Once configuration is complete, verify the setup in Preview Mode (Tag Assistant), and if everything checks out, click "Publish" to push it to production. This flow is the same regardless of which tag you are configuring.
Now let's look at the five most commonly used tag configuration patterns.
The very first thing to do after setting up Tag Manager is to configure GA4 basic measurement. This enables automatic tracking of fundamental user behaviors such as page views, scrolls, and outbound clicks on your website.
In the Tag Manager management interface, click "New" under the "Tags" section. Select "Google Tag" as the tag type, and enter your GA4 Measurement ID (G-XXXXXXX format) as the Tag ID. Set the trigger to "All Pages." Name the tag something clear like "Google Tag - GA4." After saving, verify in Preview Mode that the tag appears under "Tags Fired" and confirm data is being captured in GA4's Realtime report, then publish.
This tag type was previously called "GA4 Configuration Tag" but was renamed to "Google Tag" in September 2023. If older guides reference "GA4 Configuration Tag," it refers to the same thing as the current "Google Tag." Also, if you have GA4's tag placed directly in HTML, make sure it doesn't conflict with Tag Manager's deployment—unify your approach to one method only.
If you run Google Ads, accurately measuring ad-driven conversions (contact form completions, purchases, etc.) is essential for understanding your ROAS. Tag Manager lets you easily set up Google Ads conversion tags using built-in templates.
First, create a conversion action in the Google Ads management interface and obtain the Conversion ID and Conversion Label. Next, add a new tag in Tag Manager, selecting "Google Ads Conversion Tracking" as the tag type. Enter the Conversion ID and Label you obtained. For the trigger, set a page view trigger filtered by the thank-you page URL. For example, select "Some Page Views" and set "Page Path" "equals" "/contact/thank-you" to measure conversions only on the contact completion page.
The conversion tag's trigger is a critical setting that determines measurement accuracy. Filtering by thank-you page URL is the simplest approach, but if there is no thank-you page (e.g., Ajax forms), you will need to use form submission triggers or custom event triggers. Also, don't forget to set up the Conversion Linker (Google Tag). The Conversion Linker collects Google Ads click data (GCLID) across the entire site and must fire on all pages. The Google Tag configured in Pattern 1 serves this role as well, so no additional setup is needed if Google Tag is already properly configured.
If you run Meta Ads (Facebook Ads / Instagram Ads), you need to install the Meta Pixel. Tag Manager offers a Meta Pixel template in the Community Template Gallery, but knowing how to set it up using a Custom HTML tag is also useful.
First, obtain your Pixel ID and base code from Meta Business Manager (or Events Manager). Add a new tag in Tag Manager, selecting "Custom HTML" as the tag type. Paste the pixel base code obtained from Meta into the HTML field. Set the trigger to "All Pages" and save. This fires the Meta Pixel's PageView event on every page, enabling remarketing audience building.
To track Meta Ads conversions, create a separate Custom HTML tag that fires on thank-you pages. This tag should contain Meta's standard event code (events like "Lead" or "Purchase" using the fbq function). Set the trigger to a page view trigger filtered by the thank-you page URL. Using Tag Sequencing on the base code tag (Pattern 3's tag) to ensure the base code fires first will help prevent measurement gaps.
To measure user behaviors that can't be captured by page views alone—such as document downloads (PDF link clicks) or external site transitions—you can use a combination of GA4 Event tags and click triggers. This can be accomplished with a simple Tag Manager configuration, no engineer required.
First, in Tag Manager's "Variables" section, enable the built-in variable "Click URL." Next, create a click trigger. Select "Just Links" as the trigger type, choose "Some Link Clicks," and set the condition to "Click URL" "contains" ".pdf." Then create a GA4 Event tag. Select "Google Analytics: GA4 Event" as the tag type and enter your GA4 ID for the Measurement ID. Set the event name to something clear like "file_download," and add an event parameter called "file_url" with the "Click URL" variable as its value. Assign the PDF click trigger you created earlier.
With this setup, you can check in GA4's event reports which PDFs were downloaded and how often. By changing the Click URL condition to "does not contain your domain," you can apply the same approach to track external link clicks.
When tracking conversions from forms that don't have a thank-you page (i.e., forms that complete submission without a page transition), URL-based triggers can't be used. In these cases, pushing an event from the site to the data layer and capturing it with Tag Manager's Custom Event trigger is the effective approach.
This pattern requires both site-side implementation and Tag Manager configuration. First, on the site side (request to your engineer), implement a dataLayer.push to fire a custom event upon form submission completion. Name the event something clear like "form_submit." Next, in Tag Manager, create a Custom Event trigger. Select "Custom Event" as the trigger type and enter the event name configured on the site side (form_submit). Finally, create a GA4 Event tag or Google Ads Conversion tag using this trigger, and conversions will be measured upon form submission completion.
The custom event approach requires site-side implementation, so collaboration with engineers is necessary. However, it is also the most accurate method for measuring conversions. By including additional variables in the data layer (such as purchase amount or order ID), it can be used for e-commerce revenue tracking and ad ROAS calculation. Creating "Data Layer Variables" in Tag Manager lets you pass values stored in the data layer as tag parameters.
To make the most of these five patterns, here are some tips for running Tag Manager more efficiently.
Standardize the names for tags, triggers, and variables using a "Tool - Type - Purpose" format. For example, tags might be named "GA4 - Event - File Download" or "Google Ads - CV - Contact," while triggers might be "Click - PDF Link" or "Page View - Thank You Page." This naming convention ensures that roles are immediately clear at a glance, even as the number of tags grows. If operating as a team, document and share the naming rules.
No matter how simple the configuration, always verify in Preview Mode before publishing. There are three key checkpoints: whether the tag appears under "Tags Fired," whether the trigger evaluation result is "true," and whether variable values match expectations. Checking these three points will prevent the vast majority of configuration errors.
Tag Manager offers four permission levels: "Read Only," "Edit," "Approve," and "Publish." When operating with multiple people, grant "Publish" permissions to only a limited number of members to minimize the risk of incorrect configurations going live. When granting permissions to external partners such as advertising agencies, it is recommended to limit them to "Edit" permissions and have your own team verify and publish.
This article covered the basics of how to use Tag Manager (GTM) and introduced five commonly used tag configuration patterns. By mastering GA4 basic measurement (Google Tag), Google Ads conversion tracking, Meta Ads pixel, click event tracking, and custom event-based form submission tracking, you can handle nearly any web marketing measurement setup.
For efficient Tag Manager operations, standardized naming conventions, habitual preview verification, and proper permission management are essential. By following these practices, you can manage tags efficiently while preventing configuration errors.
To further leverage the measurement data collected through Tag Manager, combine it with a cross-media analytics tool like NeX-Ray to visualize and comparatively analyze advertising performance across multiple channels—Google Ads, Yahoo! Ads, Meta Ads, and more—all in one place. Build your data-driven marketing on a foundation of accurate tag configuration.
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