What is Google Tag Manager?
Google Tag Manager (GTM) is a tag management system that allows you to quickly and easily create and manage tracking codes and related code snippets known as tags. For example, a tag is a piece of code from Google Analytics or Facebook. Without GTM you would have to stick all these pieces of code separately in your ticket shop, with GTM you paste the codes in GTM and you only have to add the GTM ID to your ticket shop.
You can load the tags in your ticket shop by means of a trigger. A trigger is the condition that the tag must meet before it is fired. You can see the collated information in, for example, Google Analytics or Facebook Ads.
Starting with Google Tag Manager
In this article we assume that you already have a Google Analytics and a Facebook Business Manager, and Facebook Ads Manager account. If this is not yet the case, we recommend that you create it first. You can read how to do this in the following articles:
Google Analytics
Facebook Business Manager
Go to Google Tag Manager and log in with your Google Account. Click on 'create account' in Google Tag Manager.
Give your account a name. Enter your country. Give the container a name and click on 'internet' under the target platform. This is how you create a container for desktop and mobile web pages. A container is the place where all tags and codes are collected. Then click on 'create' and accept the terms. You will now see a screen from which you can copy the code. You don't have to do this and can click the screen away.
Integrate Google Tag Manager into Stager
Now we will integrate the Google Tag Manager code into Stager. We do this as follows:
Go to 'administration' and then copy the container ID. It looks like this: GTM-XXXXXXX.
Open a new tab and go to the Stager backstage.
Navigate to Settings > Ticketing > ticket shops > select a ticket shop.
Scroll to Marketing and select Choose marketing tool > Google Tag Manager.
Paste the container ID in Google Tag Manager ID.
Enter your own website domain at Primary Domain if you use an integrated ticket shop.
Your Google Tag Manager container is now linked to the ticket shop.
If you want to quickly check if there is a Google Analytics or Google Tag Manager code on a website, use Google Tag Assistant. This is an extension in your taskbar within Google Chrome. This also allows you to see whether something is duplicated.
Our online marketing partner Afdeling Online has created a container for you that you just load into your Google Tag Manager account. Most settings have already been set for you, so you can quickly get started with collecting data in Google Analytics. The container contains tags and triggers for showing conversion in your Facebook Ads Manager and Google Ads account. If you do not use one or both, that is not a problem, the data will not be passed on. You can always supplement the containers yourself with more tags and triggers or have this done by your online marketing agency.
Read more about how to import the container: