Google Tag Manager
Google Tag Manager, Organised and Maintainable
We set up or clean up your Tag Manager container with a proper data layer, clear naming and tested tags, so tracking changes stop being risky.
- Clean naming convention
- Data layer based
- Version history kept
What's included
- Container setup or full cleanup
- Data layer specification
- Tag, trigger and variable structure
- Consent Mode configuration
- GA4, Google Ads and Meta tags
- Workspace and publishing process
Overview
Why the Container Structure Matters
Most Tag Manager containers grow one tag at a time. After a year there are duplicate tags, click triggers that depend on CSS classes and nobody wants to touch anything in case it breaks.
We build the container around a data layer your developers push to, use a consistent naming convention and remove what is no longer needed. The result is a container that someone new can understand in an afternoon.
Signs you need this
- Tags fire twice or on the wrong pages
- Triggers break when the site design changes
- Several tracking codes are hard-coded
- Nobody knows what each tag does
- Changes are published without testing
What we deliver
Features and Deliverables
Data Layer Design
A specification of events and values for developers, independent of any vendor.
Container Cleanup
Duplicate, paused and unused tags removed, with a record of what changed.
Naming Convention
Consistent names for tags, triggers and variables so the container is readable.
Consent Mode
Consent defaults and updates wired to your consent platform before tags fire.
Platform Tags
GA4, Google Ads, Meta and other vendor tags built from shared variables.
Publishing Process
Workspaces, version notes and Preview testing before anything goes live.
How It Fits Your Tracking Architecture
Tag Manager sits between the data layer and every platform, turning one set of website events into correctly formatted tags for each destination.
Visitor
Website
Data Layer
GTM
Server
GA4
Google Ads
Meta CAPI
Other Platforms
Process
How We Deliver It
01
Audit
Export and review the existing container.
02
Specify
Write the data layer and naming spec.
03
Build
Rebuild tags, triggers and variables.
04
Validate
Test every tag in Preview and the network log.
05
Document
Deliver the container map and change log.
Use cases
Where This Makes the Biggest Difference
Ecommerce
Ecommerce data layer for Shopify, WooCommerce or custom stores.
Agencies
A standard container template across client sites.
Custom Websites
A data layer spec your developers can implement.
Site Migrations
Tracking kept intact through a redesign or replatform.
Do we need developers to implement a data layer?
Usually a small amount of development is needed to push events and values to the data layer. We write the specification and support your developers, and many platforms already provide part of it.
Can you clean up our container without breaking tracking?
Yes. We export the current container, document what each tag does, rebuild in a separate workspace and compare results in Preview before publishing.
Is click tracking based on CSS classes a problem?
It works until the site design changes. Where possible we move important actions to data layer events, which are more stable.
Can Tag Manager handle Consent Mode?
Yes. Consent defaults are set with the Consent Initialization trigger and updated when the visitor makes a choice, and tags are configured to respect those states.
Will you give us access and ownership?
Yes. The container stays in your account. We work with user access you grant and you keep full ownership.
Related services
Works Well With
We set up a server-side Tag Manager container on your own subdomain.
Not Sure Where Your Tracking Stands?
Start with a free tracking audit. We review your current setup and tell you what to fix first.