How to Create Custom Templates in Google Tag Manager

Creating custom templates in Google Tag Manager (GTM) allows you to extend its functionality beyond the built-in tags, triggers, and variables. Custom templates are especially useful for integrating with specific third-party services or for creating complex tag configurations that are reusable across multiple tags. Here’s a step-by-step guide on how to create custom templates in GTM:

1. Access Google Tag Manager

First, log in to your Google Tag Manager account at tagmanager.google.com.

2. Navigate to Templates

• Go to your GTM container where you want to create the custom template.
• Click on “Templates” in the left sidebar menu.

3. Create a New Custom Template

• Click on the “New” button to create a new template.
• Choose “Tag,” “Trigger,” or “Variable” based on what you want your custom template to be. For example, if you’re creating a custom HTML tag, select “Tag.”

4. Configure the Template

• Give your template a name and optional description to explain its purpose.
• Configure the fields and settings for your template. This typically involves defining the inputs (parameters) that users will fill out when they use the template.
• Use JavaScript to define how the template processes the inputs and generates the necessary tag, trigger, or variable configuration.

5. Define Parameters

• Add parameters that users will fill out when they use this template. Parameters could include things like account IDs, URLs, or any other information needed for the template to function correctly.

6. Validate and Test

• Use the “Preview” mode in GTM to test your custom template in a controlled environment before publishing it live.
• Validate that the template behaves as expected and that the output meets your requirements.

7. Publish

• Once you’re satisfied with the template, publish your changes to make the custom template available for use in your GTM container.

8. Use the Custom Template

• When creating a new tag, trigger, or variable, select “Custom” from the list of available templates.
• Choose your custom template from the list and fill in the parameters as defined.

Additional Tips

• Documentation: Provide clear documentation within the template or in accompanying documentation on how to use the template effectively.
• Versioning: Consider versioning your custom templates to track changes and updates.
• Community Templates: Explore GTM’s community templates for inspiration or to see how others have implemented custom solutions.

Creating custom templates in GTM requires a good understanding of JavaScript and GTM’s data layer model. It allows you to streamline tag deployment, enforce consistency, and integrate with services that may not have native GTM support.