The majority of our web analytics are implemented using GTM.


There are two snippets of code to implement:

  • In the head tag, as high as possible (after the meta charset, title, data layer declarations)
  • Immediately after the body tag.

Any data layer needs to be defined before container tag.


<!doctype html>
<html lang="en">
  <meta charset="utf-8">

  <!-- data layer -->
    dataLayer = [{
      'pageCategory': 'signup',
      'visitorType': 'high-value'

  <!-- Google Tag Manager -->
  new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
  <!-- End Google Tag Manager -->

  <link rel="stylesheet" href="main.css">

    <!-- Google Tag Manager (noscript) -->
    <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"
    height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
    <!-- End Google Tag Manager (noscript) -->

  <p>Some paragraph text.</p>