Refactor remaining skills for progressive disclosure
Phase 2 refactoring of skills >500 lines and medium-sized skills: - paid-ads: 553 → 297 lines - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md - analytics-tracking: 541 → 292 lines - Extract ga4-implementation.md, gtm-implementation.md, event-library.md - ab-test-setup: 510 → 264 lines - Extract test-templates.md, sample-size-guide.md - copywriting: 458 → 248 lines - Extract copy-frameworks.md (headline formulas, section types) - page-cro: 336 → 180 lines - Extract experiments.md (experiment ideas by page type) - onboarding-cro: 435 → 218 lines - Extract experiments.md (onboarding experiment ideas) All skills now use progressive disclosure with references/ folders, keeping SKILL.md files focused on core workflow while detailed content is available when needed. Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
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Corey Haines
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skills/analytics-tracking/references/gtm-implementation.md
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skills/analytics-tracking/references/gtm-implementation.md
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# Google Tag Manager Implementation Reference
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Detailed guide for implementing tracking via Google Tag Manager.
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## Container Structure
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### Tags
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Tags are code snippets that execute when triggered.
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**Common tag types:**
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- GA4 Configuration (base setup)
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- GA4 Event (custom events)
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- Google Ads Conversion
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- Facebook Pixel
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- LinkedIn Insight Tag
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- Custom HTML (for other pixels)
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### Triggers
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Triggers define when tags fire.
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**Built-in triggers:**
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- Page View: All Pages, DOM Ready, Window Loaded
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- Click: All Elements, Just Links
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- Form Submission
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- Scroll Depth
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- Timer
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- Element Visibility
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**Custom triggers:**
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- Custom Event (from dataLayer)
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- Trigger Groups (multiple conditions)
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### Variables
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Variables capture dynamic values.
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**Built-in (enable as needed):**
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- Click Text, Click URL, Click ID, Click Classes
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- Page Path, Page URL, Page Hostname
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- Referrer
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- Form Element, Form ID
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**User-defined:**
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- Data Layer variables
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- JavaScript variables
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- Lookup tables
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- RegEx tables
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- Constants
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---
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## Naming Conventions
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### Recommended Format
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```
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[Type] - [Description] - [Detail]
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Tags:
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GA4 - Event - Signup Completed
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GA4 - Config - Base Configuration
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FB - Pixel - Page View
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HTML - LiveChat Widget
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Triggers:
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Click - CTA Button
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Submit - Contact Form
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View - Pricing Page
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Custom - signup_completed
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Variables:
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DL - user_id
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JS - Current Timestamp
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LT - Campaign Source Map
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```
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---
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## Data Layer Patterns
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### Basic Structure
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```javascript
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// Initialize (in <head> before GTM)
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window.dataLayer = window.dataLayer || [];
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// Push event
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dataLayer.push({
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'event': 'event_name',
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'property1': 'value1',
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'property2': 'value2'
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});
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```
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### Page Load Data
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```javascript
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// Set on page load (before GTM container)
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window.dataLayer = window.dataLayer || [];
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dataLayer.push({
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'pageType': 'product',
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'contentGroup': 'products',
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'user': {
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'loggedIn': true,
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'userId': '12345',
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'userType': 'premium'
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}
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});
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```
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### Form Submission
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```javascript
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document.querySelector('#contact-form').addEventListener('submit', function() {
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dataLayer.push({
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'event': 'form_submitted',
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'formName': 'contact',
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'formLocation': 'footer'
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});
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});
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```
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### Button Click
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```javascript
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document.querySelector('.cta-button').addEventListener('click', function() {
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dataLayer.push({
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'event': 'cta_clicked',
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'ctaText': this.innerText,
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'ctaLocation': 'hero'
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});
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});
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```
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### E-commerce Events
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```javascript
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// Product view
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dataLayer.push({ ecommerce: null }); // Clear previous
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dataLayer.push({
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'event': 'view_item',
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'ecommerce': {
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'items': [{
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'item_id': 'SKU123',
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'item_name': 'Product Name',
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'price': 99.99,
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'item_category': 'Category',
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'quantity': 1
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}]
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}
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});
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// Add to cart
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dataLayer.push({ ecommerce: null });
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dataLayer.push({
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'event': 'add_to_cart',
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'ecommerce': {
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'items': [{
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'item_id': 'SKU123',
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'item_name': 'Product Name',
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'price': 99.99,
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'quantity': 1
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}]
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}
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});
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// Purchase
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dataLayer.push({ ecommerce: null });
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dataLayer.push({
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'event': 'purchase',
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'ecommerce': {
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'transaction_id': 'T12345',
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'value': 99.99,
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'currency': 'USD',
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'tax': 5.00,
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'shipping': 10.00,
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'items': [{
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'item_id': 'SKU123',
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'item_name': 'Product Name',
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'price': 99.99,
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'quantity': 1
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}]
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}
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});
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```
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---
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## Common Tag Configurations
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### GA4 Configuration Tag
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**Tag Type:** Google Analytics: GA4 Configuration
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**Settings:**
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- Measurement ID: G-XXXXXXXX
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- Send page view: Checked (for pageviews)
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- User Properties: Add any user-level dimensions
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**Trigger:** All Pages
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### GA4 Event Tag
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**Tag Type:** Google Analytics: GA4 Event
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**Settings:**
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- Configuration Tag: Select your config tag
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- Event Name: {{DL - event_name}} or hardcode
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- Event Parameters: Add parameters from dataLayer
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**Trigger:** Custom Event with event name match
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### Facebook Pixel - Base
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**Tag Type:** Custom HTML
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```html
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<script>
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!function(f,b,e,v,n,t,s)
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{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
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n.callMethod.apply(n,arguments):n.queue.push(arguments)};
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if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
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n.queue=[];t=b.createElement(e);t.async=!0;
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t.src=v;s=b.getElementsByTagName(e)[0];
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s.parentNode.insertBefore(t,s)}(window, document,'script',
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'https://connect.facebook.net/en_US/fbevents.js');
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fbq('init', 'YOUR_PIXEL_ID');
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fbq('track', 'PageView');
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</script>
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```
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**Trigger:** All Pages
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### Facebook Pixel - Event
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**Tag Type:** Custom HTML
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```html
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<script>
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fbq('track', 'Lead', {
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content_name: '{{DL - form_name}}'
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});
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</script>
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```
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**Trigger:** Custom Event - form_submitted
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---
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## Preview and Debug
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### Preview Mode
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1. Click "Preview" in GTM
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2. Enter site URL
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3. GTM debug panel opens at bottom
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**What to check:**
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- Tags fired on this event
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- Tags not fired (and why)
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- Variables and their values
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- Data layer contents
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### Debug Tips
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**Tag not firing:**
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- Check trigger conditions
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- Verify data layer push
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- Check tag sequencing
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**Wrong variable value:**
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- Check data layer structure
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- Verify variable path (nested objects)
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- Check timing (data may not exist yet)
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**Multiple firings:**
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- Check trigger uniqueness
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- Look for duplicate tags
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- Check tag firing options
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---
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## Workspaces and Versioning
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### Workspaces
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Use workspaces for team collaboration:
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- Default workspace for production
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- Separate workspaces for large changes
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- Merge when ready
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### Version Management
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**Best practices:**
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- Name every version descriptively
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- Add notes explaining changes
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- Review changes before publish
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- Keep production version noted
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**Version notes example:**
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```
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v15: Added purchase conversion tracking
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- New tag: GA4 - Event - Purchase
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- New trigger: Custom Event - purchase
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- New variables: DL - transaction_id, DL - value
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- Tested: Chrome, Safari, Mobile
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```
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---
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## Consent Management
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### Consent Mode Integration
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```javascript
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// Default state (before consent)
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gtag('consent', 'default', {
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'analytics_storage': 'denied',
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'ad_storage': 'denied'
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});
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// Update on consent
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function grantConsent() {
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gtag('consent', 'update', {
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'analytics_storage': 'granted',
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'ad_storage': 'granted'
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});
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}
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```
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### GTM Consent Overview
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1. Enable Consent Overview in Admin
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2. Configure consent for each tag
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3. Tags respect consent state automatically
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---
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## Advanced Patterns
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### Tag Sequencing
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**Setup tags to fire in order:**
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Tag Configuration > Advanced Settings > Tag Sequencing
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**Use cases:**
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- Config tag before event tags
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- Pixel initialization before tracking
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- Cleanup after conversion
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### Exception Handling
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**Trigger exceptions** - Prevent tag from firing:
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- Exclude certain pages
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- Exclude internal traffic
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- Exclude during testing
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### Custom JavaScript Variables
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```javascript
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// Get URL parameter
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function() {
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var params = new URLSearchParams(window.location.search);
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return params.get('campaign') || '(not set)';
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}
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// Get cookie value
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function() {
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var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
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return match ? match[2] : null;
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}
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// Get data from page
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function() {
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var el = document.querySelector('.product-price');
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return el ? parseFloat(el.textContent.replace('$', '')) : 0;
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}
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```
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