Google Tag Manager

Google Tag Manager (GTM) is a tag management system that lets you deploy and manage tracking tags on your website from an easy-to-use web-based interface.

You can install the AnyTrack Tracking Tag in your GTM container in two ways:

• Automatic install from the AnyTrack wizard (recommended). Select your GTM container in the AnyTrack onboarding wizard, and AnyTrack adds the Tracking Tag and publishes the container for you through the Google Tag Manager API. No manual GTM configuration is needed.
• Manual install with the GTM Template. Add the official AnyTrack Template from the GTM Community Template Gallery and configure the tag, trigger, and publish steps yourself.

Before you begin

• You have a Google Tag Manager account with a container installed on your website
• You have an AnyTrack account

How AnyTrack Compares to Google Tag Manager

If you’re currently using Google Tag Manager, you know that you need to configure various triggers that will fire your tags according to the events you want to track.

Depending on the complexity of your setup, these triggers can be hard to configure.

With AnyTrack, event tracking functions such as outbound clicks and form submissions are automatically triggered and the variables associated with these events are automatically collected and sent to the AnyTrack servers.

Install Automatically from the AnyTrack Wizard

The fastest way to install AnyTrack through Google Tag Manager is the Install via Google Tag Manager option in the AnyTrack onboarding wizard. AnyTrack connects to your GTM account through the Google Tag Manager API, adds the AnyTrack Tracking Tag to the container you select, and publishes the container — your Property ID, the tag configuration, and the trigger are all set up for you.

1. Open the AnyTrack onboarding wizard

   In the wizard step that asks you to install the AnyTrack Tracking Tag, select Install via Google Tag Manager.

2. Select your Google account

   Sign in with the Google account that has access to your Google Tag Manager container, and grant AnyTrack the requested access.

3. Select your GTM account, container, and workspace

   Choose the GTM account, then the container that is installed on your website, then the workspace you want AnyTrack to use. Click Continue.

4. Add the tag

   Click Add Tag. AnyTrack adds the AnyTrack Tracking Tag, preconfigured with your Property ID, to the selected workspace.

5. Apply and publish

   Click Apply, then Publish Now. AnyTrack publishes a new container version, and the Tracking Tag goes live on your website immediately.

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Publishing permission required

The Publish Now step publishes a new version of your GTM container. The Google account you select must have permission to publish that container. If your team reviews container changes before they go live, coordinate with your GTM administrator first, or use the manual template method below and submit the change through your normal workflow.

After publishing, verify the installation with the AnyTrack Pixel Helper as described in the Validation section below.

Install the AnyTrack GTM Template Manually

If you prefer to configure GTM yourself, or your Google account cannot publish the container, install AnyTrack via the official Google Tag Manager Template available in the Google Tag Manager Template Gallery. For this method, keep your AnyTrack Property ID ready — you find it in Property Settings.

Follow the step-by-step guide to install the AnyTrack GTM Template.

1. Navigate to Google Tag Manager

2. Click on the “New” button to add tag

3. Click on the TAG icon to select a Tag

4. Click on the Community Template Gallery option

5. Search for the AnyTrack Template

6. Select the “AnyTrack Tracking Tag”

7. Click on the “Add to workspace” button.

8. Click on the “Add” Button

By clicking on the Add button you confirm your selection.

9. Switch to AnyTrack Property Settings

   Locate the property ID and copy it to your clipboard (ctrl+c)

10. Switch to Google Tag Manager

    Switch to the AnyTrack Tag Configuration

11. Now Paste the Property ID

    Now paste the Property ID in the selected field.

12. Click on Add Trigger

    Now Click on Add Trigger configure the rule that will load the AnyTrack Tag.

13. Select All Page Views

    Select the “All Pages” option so that the AnyTrack Tag will load on every page where your container loads.

14. Save the Tag

Now Save the AnyTrack Tag.

15. Submit your container

16. Click on the “Publish” button

17. Save the new Container Version

    Update the Container version name and description if you wish to and Click on Continue.

Video Tutorial: Install AnyTrack Tag via GTM

Watch this video for another detailed overview of how to install the AnyTrack Tag on your website using a Google Tag Manager container and trigger.

Play YouTube video

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Trigger AnyTrack Events via GTM

If you use an eCommerce platform that is not natively integrated with AnyTrack but already pushes eCommerce events to the GTM dataLayer, you can use your existing GTM triggers to fire AnyTrack event snippets. This lets you send standard events like Purchase, AddToCart, or ViewContent to AnyTrack without writing any additional tracking code on your site.

When to Use This Approach

Use GTM to trigger AnyTrack events when your eCommerce platform already emits dataLayer events through GTM, but does not have a built-in AnyTrack integration. Common examples include:

• Shopware
• BigCommerce
• Adobe Commerce (Magento)
• PrestaShop
• Any platform with a GTM eCommerce dataLayer implementation

If AnyTrack already has a native integration for your platform (such as Shopify or WooCommerce), use that instead. Native integrations handle event tracking and attribution automatically.

How It Works

Your GTM container already has triggers that fire when eCommerce events occur (for example, when a purchase completes). You create a new Custom HTML tag that calls the AnyTrack event snippet, and attach it to those same triggers. AnyTrack receives the event with all the event attributes you pass, then sends the conversion data to your connected ad platforms.

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Important

The AnyTrack Tracking Tag must load before any event snippet fires. If the Tracking Tag has not loaded yet, the AnyTrack() function will not be available and the event will not be tracked. Use GTM tag sequencing to guarantee the correct load order.

Step 1: Set Up Tag Sequencing

Tag sequencing tells GTM to fire the AnyTrack Tracking Tag before your event snippet tag. This is required because the event snippet depends on the AnyTrack() function that the Tracking Tag loads.

1. Open the Custom HTML tag that will contain your AnyTrack event snippet (created in Step 2 below)
2. Scroll down to Advanced Settings and expand Tag Sequencing
3. Check “A tag that fires before [this tag]”
4. Select your AnyTrack Tracking Tag from the dropdown
5. Check “Don’t fire [this tag] if the setup tag fails or is paused”

This ensures the Tracking Tag is fully loaded before the event snippet runs.

Step 2: Create the Event Snippet Tag

Create a new Custom HTML tag in GTM that calls the AnyTrack event snippet. Use the standard event names that AnyTrack supports, such as Purchase, AddToCart, InitiateCheckout, or ViewContent.

Map your existing GTM dataLayer variables to AnyTrack event attributes using GTM variable references ({{variable_name}}).

Example: Purchase Event

<script>
  AnyTrack('trigger', 'Purchase', {
    value: {{dlv - transaction total}},
    currency: {{dlv - currency}},
    transactionId: {{dlv - transaction id}},
    email: {{dlv - customer email}},
    items: {{dlv - items array}}
  });
</script>

Replace the {{dlv - ...}} placeholders with the actual GTM variable names from your dataLayer configuration. For example, if your platform pushes the total purchase value to a variable called ecommerce.purchase.value, create a Data Layer Variable in GTM for that path and reference it here.

Example: AddToCart Event

<script>
  AnyTrack('trigger', 'AddToCart', {
    items: {{dlv - items array}},
    value: {{dlv - item value}},
    currency: {{dlv - currency}}
  });
</script>

Example: ViewContent Event

<script>
  AnyTrack('trigger', 'ViewContent', {
    items: {{dlv - items array}}
  });
</script>

Step 3: Attach Your Existing Triggers

Attach the same triggers you already use for your eCommerce tracking. For example, if you have a trigger that fires on the purchase dataLayer event, use that same trigger for your AnyTrack Purchase event snippet tag.

There is no need to create new triggers. The triggers you already have in your GTM container for events like purchase, add_to_cart, or view_item work with the AnyTrack event snippet tags.

Step 4: Test and Publish

1. Open GTM Preview mode and complete a test transaction on your site
2. Verify in the GTM debugger that the AnyTrack Tracking Tag fires before the event snippet tag
3. Check the Conversions Report in your dashboard for the incoming event
4. Install the AnyTrack Pixel Helper Chrome extension to confirm events fire in the browser
5. Once verified, Submit and Publish your GTM container

Supported Standard Events

You can trigger any standard event through GTM. The most common eCommerce events are:

Event Name	When to Trigger	Required Attributes
ViewContent	Product page view	items (with product id and price)
AddToCart	Item added to cart	items, value, currency
InitiateCheckout	Checkout started	items, value, currency
Purchase	Order completed	value, currency, transactionId, items

For the full list of supported event attributes, including customer data (email, name, phone) and product data (id, name, price, quantity), see the Event Attributes documentation.

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GTM Tips and Tricks

Retrieve the atclid and Push It to the dataLayer

Use this snippet to collect the AnyTrack click ID and make it available as a GTM variable. You can then use it to decorate forms, links, or pass it to other tags.

<script>
(function checkAtclid(attempts) {
  if (typeof AnyTrack === 'function' && typeof AnyTrack.q === 'undefined') {
    window.dataLayer = window.dataLayer || [];
    window.dataLayer.push({
      event: 'atclid_ready',
      atclid: AnyTrack('atclid')
    });
  } else if (attempts < 50) {
    setTimeout(function() {
      checkAtclid(attempts + 1);
    }, 100);
  }
})(0);
</script>

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Validation

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Install the AnyTrack Pixel Helper Extension

Install the AnyTrack Pixel Helper Chrome extension to verify the AnyTrack Tag is installed on your website. It also shows connected ad platforms and browser-side events. View the Pixel Helper guide.

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FAQ and Troubleshooting

FAQ was last reviewed on 2026-08-09

What is the difference between the automatic install and the GTM Template?

Both methods install the same AnyTrack Tracking Tag. The automatic install runs from the AnyTrack onboarding wizard: AnyTrack connects to your Google Tag Manager account through the GTM API, adds the Tracking Tag with your Property ID and trigger already configured, and publishes the container. The manual method uses the official AnyTrack Template from the Community Template Gallery, and you configure the tag, Property ID, trigger, and publishing yourself.

Does the automatic install publish my GTM container?

Yes. When you click Publish Now, AnyTrack publishes a new version of the container you selected, and the Tracking Tag goes live immediately. The Google account you select must have permission to publish that container. If your team reviews container changes before publishing, use the manual template method instead.

Do I need to disable my current Facebook, Google Ads, and other tracking tags?

Yes. Disable the tags for any ad platform you have connected in your AnyTrack account. AnyTrack loads those tags on your behalf, so keeping them active would create duplicate events.

Do I need to create triggers for standard events like AddToCart or FormSubmit?

It depends on the platform. If your platform has a native AnyTrack integration (like Shopify), AnyTrack tracks standard events automatically. If you are using a platform without a native integration, use your existing GTM triggers to fire the AnyTrack event snippet as described in the Trigger AnyTrack Events via GTM section above.

How do I test my GTM implementation?

Use the GTM Preview mode to step through your tags and verify firing order. Then check the Conversions Report in your dashboard to confirm events are arriving. The AnyTrack Pixel Helper Chrome extension also shows browser-side events in real time.

When should I use GTM to trigger AnyTrack events instead of a native integration?

Use GTM when your eCommerce platform does not have a built-in AnyTrack integration but already emits eCommerce events to the GTM dataLayer. Platforms like Shopware, BigCommerce, Adobe Commerce (Magento), and PrestaShop are common examples. If a native AnyTrack integration exists for your platform, use that instead.

Can I pass dataLayer variables to the AnyTrack event snippet?

Yes, and it is recommended. Map your GTM dataLayer variables to AnyTrack event attributes like value, currency, transactionId, email, and items. Use the standard GTM variable syntax (double curly braces) in your Custom HTML tag.

Why is my AnyTrack event snippet not firing?

The most common cause is that the AnyTrack Tracking Tag has not loaded before the event snippet fires. Set up tag sequencing in GTM so the Tracking Tag fires first. Open GTM Preview mode and verify the Tracking Tag appears before your event snippet in the firing order.

What standard events can I trigger through GTM?

You can trigger any AnyTrack standard event through GTM, including Purchase, AddToCart, InitiateCheckout, ViewContent, Lead, and more. Use the exact event names from the standard events documentation.

Can I trigger custom events through GTM?

Yes. If you have custom events that are not part of the standard event list, you can trigger them the same way. Use a Custom HTML tag with the AnyTrack event snippet and pass your custom event name. For example: AnyTrack('trigger', 'MyCustomEvent'). Attach it to whatever GTM trigger fits your use case.