Git Version Control for Google Tag Manager: Using GTM CLI in CI/CD Pipelines
Learn how to automate GTM container exports with GTM CLI and GitHub Actions for full audit trails and compliance.
owntag Web Analytics & Marketing Tech Blog
Insights and tutorials on web analytics, marketing technology, Google Tag Manager, and server-side tagging.
TCF Check: How to Verify if TCF is Active
Learn how to check if TCF is enabled and how to extract information from the TCF string.
Guide: Set up Meta Conversion API (CAPI) with Server Side GTM
Learn how to set up Meta Conversion API (CAPI) with Server Side Google Tag Manager (SGTM) for better data quality.
How to revoke (delete) a Meta Conversion API access token
It's easy to create a Meta Conversion API access token, but how do you revoke it?
How to Make Your Server-Side GTM Accessible for Free via Cloudflare on Your Main Domain and Bypass ITP
Cookie lifetimes in Safari / WebKit are limited to 24 hours for cookies from external servers. We'll show you how to bypass these restrictions using Cloudflare Workers and Server Side GTM.
Server Side Tagging vs. Tracking: Understanding the Difference
Server Side Tagging vs. Tracking: What do the terms mean and what's the difference?
dataLayer & Google Tag Manager with Shopify Checkout Extensibility
Shopify's new checkout with its JavaScript sandbox requires these adjustments to implement the Google Tag Manager and dataLayer.
dataLayer Proxy: How to modify events before Google Tag Manager processes them
A proxy for the dataLayer object that allows you to modify events before they are pushed to the dataLayer.
Tracking Hubspot's Meeting Scheduler with GTM through dataLayer
Here's how you can track Hubspot's Meeting Scheduler with dataLayer, Google Tag Manager and the tools therein, e. g. GA4, Facebook/Meta Pixel, TikTok, etc.
What the 'gcs' parameter means in GA4's Consent Mode
The 'gcs' parameter in GA4's Consent Mode encodes the current state of the user's consent. This article explains what it means
How to generate a Facebook / Meta Conversions API access token
Here are the two easy steps to generate a Facebook / Meta Conversions API access tokenn
Triggering a dataLayer event when the user accepts cookies with Cookiebot
It's undocumented, that's why I had to write this article. Here's how to trigger a dataLayer event when the user accepts cookies with Cookiebot.
How to use Puppeteer in Google Cloud Functions v2
Here's how to get Puppeteer up and running in Cloud Functions v2
How to forward events to another dataLayer
Your devs implemented lots of Matomo events but now you've migrated to GTM & dataLayer. Here's how to forward those events.
The gtm.start dataLayer variable in Google Tag Manager
The gtm.start variable is a part of the GTM container snippet. Here's how to use it.
What is a referral on Google Analytics?
What they are, how they work how you can use them to your advantage
How GA4's conversion tracking works behind the scenes
Unlike in Universal Analytics, GA4's conversion tracking works through the frontend! These are the implications.
About the gtm.uniqueEventId dataLayer variable
Something you'll probably never need, but here's how gtm.uniqueEventId works.
How to track Custom Events with Google Tag Manager and GA4
Standard events are cool, but what really matters is unique to your business. Here‘s how you can track that.
The "JavaScript Variable" type in Google Tag Manager
The easiest way to access global JavaScript variables in GTM.
Custom JavaScript Variables in Google Tag Manager
What they are, how they work how you can use them to your advantage
The gtm.historyChange-v2 dataLayer event
Where it's coming from, what it does, how you can turn it on and off.
How to fix self-referrals in Google Analytics 4
In Google Analytics 4's campaign tracking self-referrals can hide where your traffic is really from. Find out how to get rid of it.
Why organic Google Analytics & Search Console data doesn't match up
Confused about different data in tools that appear to measure the same thing? Why GA and GSC are fundamentally different.
How to track JavaScript errors with Google Tag Manager and Sentry
Google Analytics is NOT the right place to keep track of your JS errors. Read here how to use Sentry instead.
How to track ezoic Ads impressions with Google Tag Manager
ezoic Ads are so dynamic, you don't know for sure what they show to your users. Here's how you can find out.
How to track Dark Mode usage with Google Tag Manager
Find out how many of your users merely adopted the dark. Should you build CSS to make sure your site is not blinding anyone?
How to measure Core Web Vitals metrics with GA & GTM
Web Vitals are the new speed metrics on the block. Read here how you can measure them right in your Analytics