Google Tag Manager

This section shows an overall description of the GTM plugin, how it works and description of its variables.


Which variation has a higher conversion rate based on the results of your experiments? Do they work equally well? You require our Google Tag Manager (GTM) plugin, to choose which component to track and to gauge the success of your test.
Additionally, you can send tracked events or actions, for example, page visits, scroll depth, purchases, clicked links, form submissions, and more performed by the user on your personalized website.

What Is Google Tag Manager

Google tag manager is a system that helps deploy marketing tags on your website, without having to modify the code. Furthermore, with these tags, you can track events and send the data received to tools like Google Analytics, to measure performance.

How It Works

When the Google Tag Manager is integrated with your website, the tags are injected into every personalized component, and when they get triggered by certain conditions like clicked buttons or time spent on a page, or when the component is in view, these actions, called events are sent to the Google Tag Manager through our GTM plugin that takes in the following parameters
  • event name
  • experience Id
  • variant (name)
The GTM plugin requires these parameters to get the data it needs to send to your analytics tool.

GTM Properties

  • Tag: Tag can also be called actions, which should be done when an event is triggered. In the experimentation scenario, the tags send events to your analytics tool for metrics.
  • Triggers: This is a timing property that states when a particular tag should occur. For example, a tag can be fired when the personalized link is clicked or when a personalized comment is in port.
  • Variables: These are the metadata needed by the GTM to track events on your website. This metadata could include the component Id, audience Id, etc.
  • Data Layer: This is a JavaScript object used to make information about events available to the tags. The data layer can be set to make the required metadata available to your tags for that event when a personalized component is in the viewport.