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Guidelines for Google Tag Manager

This is a guide for the usage of Google Tag Manager with BotPenguin

What is Google Tag Manager(GTM)?

Google Tag Manager (GTM) is a free tag management system by Google that allows you to quickly and easily update tracking codes and related code snippets—called tags—on your website without modifying the codebase directly. It enables marketing and analytics teams to deploy tracking scripts (like Google Analytics, Facebook Pixel, etc.) independently of developers, improving agility and data accuracy.

Benefits of Google Tag Manager (GTM):

  • Event Tracking Without Code Changes: You can track user interactions with the website chatbot (e.g., button clicks, form submissions, lead generation) without altering the site or bot code manually.

  • Seamless Analytics Integration: Easily push chatbot events into platforms like Google Analytics or Meta Ads for deeper conversion funnel analysis.

  • Dynamic Retargeting Setup: Implement retargeting pixels to re-engage users who interacted with the bot, enhancing ad personalization and campaign ROI.

  • Faster Marketing Experimentation: Enables non-technical teams to deploy, test, and modify scripts related to the chatbot flow without engineering bandwidth.

Steps to Use Google Tag Manager (GTM):

  1. Login to your BotPenguin account. Now, select and click the chatbot you want to integrate with Google Tag Manager. Click on the “Third-party Apps Integration”.

  1. Go to Google Tag Manager integration either by:

    1. Searching for Google Tag Manager on the search bar available, or

    2. Scrolling down to Google Tag Manager.

  1. Now Click On The ‘Connect’ Button As Shown.

  1. Upon clicking connect, we will arrive on the following screen, where the user has to enter their tag body and head.

  2. To setup the Google Tag Manager Head and Body Tag snippets, go to Google Tag Manager site.

  3. You may be asked to login through Google, or sign up if you have not signed in before. Follow the due procedures and make the account.

  4. Click on "Create Account" to make a new tag.

  1. After clicking on the same, enter the information as below on the next screen:

    1. Company Name: Enter the name of the company tag.

    2. Country Name: Enter the country of operation of the company

    3. Container Name: Name of the website that the tag will be used on.

    4. Choose Web, since we will be using this on a website.

  1. Now, click Create on the bottom of the screen. If a privacy policy page comes up, click on accept to accept the policy.

  2. Post clicking the same, a screen showing the head and body scripts will open up.

  1. Copy the <head> and <body> code as is and paste it into the corresponding sections in BotPenguin. You can also add a test website to see the tag.

  1. Click on Save Changes.

And you're done! You have successfully integrated Google Tag Manager with BotPenguin. Now, the whole world of tag manager is open to you!

FAQ's:

Here are some frequently asked questions for Google Tag Manager:

Can I track when a user opens or closes the BotPenguin chatbot using GTM?

Yes. By configuring custom events within GTM, you can track bot visibility toggles (open/close actions) and send those interactions to platforms like Google Analytics or Meta Pixel for behavioral analysis.

How do I differentiate between bot interactions and regular website activity in GTM reports?

You can configure custom variables in GTM to tag bot-specific events (e.g., "bot_click", "bot_lead_capture") and use triggers to isolate them in your analytics or retargeting campaigns.

Can GTM help me identify which chatbot questions are causing drop-offs?

Yes. By tagging specific user interaction events (like message_sent, option_selected), you can map the funnel within Google Analytics and identify where users are exiting the bot flow.

Will GTM still track bot events if the website layout changes?

If your bot and GTM are correctly configured using event-based or CSS selector-based triggers, they will continue to track unless class/ID structures are altered. Regular QA is advised after design updates.

If everything is correct and you are still unable to move forward, write to us at [email protected]. We will respond back within 48 business hours.

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