Google Tag Manager

Overview

The Data Layer is one of the key concepts in the world of GTM. It ensures maximum flexibility, portability, and ease of implementation. A data layer is like a spreadsheet of information you want to capture about the pages and activities that your users are viewing and performing. You collect all of the information in a data layer and send it along to other tools like Google Analytics through Google Tag Manager.

For each experiment, the integration uses 3 keys of the Convert object (event, experiment_id, variation_name) to pass along the experiment id and variation name that the visitor is currently bucketed into (if any).

Instructions for the integration:

• push convert data to gtm data layer
• use gtm data layer to send convert data to ga
• create the custom dimension in ga
• create the experiment id data layer variable in gtm
• create a dimension index lookup table in gtm
• create the variation name data layer variable in gtm
• create a new gtm tag
• disable integration on convert settings
• create a custom report in ga