Google Tag Manager

We use Google Tag Manager for managing a number of third party tags on the support site. Google Tag Manager (GTM) is a free tool provided by Google that allows website owners to manage and deploy various types of tags on their websites without having to modify the site code directly. Tags are snippets of code or tracking pixels that collect data and send it to third-party tools, such as analytics platforms, advertising platforms, or other marketing tools.

Benefits of using Tag Manager include:

• Granular consent checks for each tag.
• Tag configuration accessible to non-engineers.
• Tag version history is available through the GTM console.
• GTM preview mode is available, which is useful for debugging.

Active Tags in GTM

Name	Description	Type	Triggers	Exception
AdWords Conversion Linker	Conversion linker tags are used to help tags measure click data so that conversions are measured effectively. Deploy a conversion linker tag on any page where visitors may land after they click an ad or promotion.	AdWords Conversion Linker	All Pages - DataLayerReady (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Conversion Tracking - Paper	Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads.	Google Ads Conversion Tracking	Paper Checkout - SuccessfulConversion (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Conversion Tracking - Guardian Weekly	Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads.	Google Ads Conversion Tracking	Weekly Checkout - SuccessfulConversion (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Conversion Tracking - Single Contribution	Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads.	Google Ads Conversion Tracking	Single Contribution - SuccessfulConversion (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Conversion Tracking - Monthly Contribution	Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads.	Google Ads Conversion Tracking	Monthly Contribution - SuccessfulConversion (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Conversion Tracking - Annual Contribution	Google Ads conversion tags help to build reports that show you what happens after a customer clicks on your ads.	Google Ads Conversion Tracking	Annual Contribution - SuccessfulConversion (Custom Event)	vendorConsentsLookup - Google Ads
AdWords Remarketing	Enable basic remarketing to re-engage with potential customers by adding your website and app visitors to remarketing lists	Google Ads Remarketing	All Pages - DataLayerReady / Client side page load (via gtm.historyChange)	vendorConsentsLookup - Google Ads
GA Base Tag	Google Analytics tag	Google Analytics: Universal Analytics	All Pages - DataLayerReady / Client side page load (via gtm.historyChange)	vendorConsentsLookup - Google Analytics
GA Event	Google Analytics event tracking	Google Analytics: Universal Analytics	GAEvent	vendorConsentsLookup - Google Analytics
Twitter Universal Website Tag	Twitter Universal Website Tag	Twitter Universal Website Tag	All Pages - DataLayerReady / Client side page load (via gtm.historyChange)	vendorConsentsLookup - Twitter

Managing User Consent

Logic for pushing events sits in the googleTagManager.ts module. On page load we interrogate a users consents via the CMP, based on their consents we set the value of vendorConsentsLookup to be a comma delimited string of vendor names (eg. "google-analytics") that have had consent granted to them. This variable vendorConsentsLookup is pushed to Google Tag Manager (GTM), and will look something like "google-analytics,twitter,bing".

In GTM we set a conditional check for each tag that must be met for the tag to be enabled. We have the ability to use a regular expression as part of this condition. For each tag we can therefore query vendorConsentsLookup in GTM using a regular expression. Eg. For Google Analytics to run we check the condition vendorConsentsLookup.match(new RegExp("(?:^|,)"+"google-analytics"+"(?:,|$)")). GTM uses javascript regular expression syntax.