Google Tag Manager Implementation (Feestdagen website)

Launch date: November 2014.

It is a real challenge to manage the deployment of websites and web apps efficiently. It is not only limited to deploying the core backend code and the core client code. It also applies to for example how to deploy your Web Tracking, Web Analytics, Conversion Funnel logic and Ad Server Pixels. And you always want to minimize the dependencies between the analytics backend and the client code.

The time had come to use a tag management platform in order to further streamline the deployment of this WordPress website. We selected the Google Tag Manager platform.

We chose GTM mainly because:

  • It integrates so well with the existing Analytics platforms that we are using, for example Google Analytics and KissMetrics.
  • Provided by Google.
  • It offers extensive customizations and is therefore a platform for growth.
  • We can implement in GTM the most important features that are provided by the WordPress plugin “Google Analytics for WordPress by Yoast” which we are using today.

Project Implementation Document:

This project implements:

  • The GTM Data Layer to manage the data flow from the web client to the GTM backend.
  • The Google Analytics (Universal Analytics) tags, triggers, and a custom workflow solution using GTM Custom Events to issue Google Analytics Events in custom Javascript code of a web client.

The best way to demonstrate how to implement this is to give you the modded implementation document for that website (Google Sheet link).


  • This implementation uses Version 2 of GTM which was released in November 2014. It is conceptually-wise and administration-wise an improvement and very different of GTM Version 1.

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