Google Tag Manager

Inject your analytics projects with a new lease of life

Google Tag Manager is now fundamental to every analytics project that we undertake. With just one code, we can use Google Tag Manager to configure a wealth of neat and transparent tracking tags that can be previewed, debugged and tested before being executed.

Building on layers of customer data to fuel understanding of visitor behaviour

Not only are we a Google Analytics Certified Partner, we’re also a Google Tag Manager Certified partner – demonstrating our excellence and expertise in being able to get the most out of this product.

We’ve worked with clients such as VHI, Griffith College, Stage Entertainment, Chartered Accountants Ireland, Newstalk, Queen’s University Belfast, Today FM, AIB, Kainos and a number of other high profile clients across the banking and automotive sectors.
We set up tags for their website, ensuring their tracking requirements were met according to best practices – all via Google Tag Manager. So we know what we’re doing – check out our testimonials for proof!
Each of our clients has a unique website, with unique requirements. There’s no one-size-fits-all solution when it comes to web tracking (wouldn’t it be great if there was?!), so we’ll work with you to understand your requirements and ensure they’re met, in the most efficient and effective manner based on best practice. All of our work is carried out to fit your needs, ensuring your KPIs are measurable – and by using GTM, there’s usually little need for your developers to get involved beyond installing the basic code.
Typically, our GTM work consists of auditing an existing setup, full tag implementation for newly developed websites, tag implementation for specific projects or requirements, training and/or ongoing support for adhoc queries.

Tags We Have Created And Activated

Some of the tracking tags we’ve set-up for clients includes:

  • Cookie Configuration
  • Scroll Depth
  • Video Plays
  • Form Submissions
  • File Downloads
  • Tool Inputs and Outputs
  • Calculator Usage
  • Outbound Links
  • Ecommerce Tracking
  • Google Ads Tracking
  • Double Click Tags
  • Facebook Custom Tracking
  • Twitter Custom Tracking
  • Virtual Pageviews
  • Custom Marketing Tracking
    We’ve been working with Google Analytics data for over 10 years now and as Google Analytics certified partners, can connect to programme resources that allow us access to monthly feature releases, technical training and partner product forums. We also get access to the annual partner summit allowing us to speak to and hear directly from the Google Product teams who make exclusive pre-launch announcements

    Client Success...


    Client Success...

    GlowMetrics helped Northern Ireland's leading job portal, nijobfinder, move away from hard-coded Google Analytics tracking to the use of Google Tag Manager.
    By implementing an extensive tracking plan with 60+ custom variables and 10+ custom dimensions, we built a suite of real-time interactive reports in Data Studio to further enhance their data-driven decision making.

    custom variables


    YOY increase in application leads from mobile


    overall increase in applications Y-O-Y


    Client Success...

    We worked with Anthony Nicholas Group to implement all web tracking for their newly redesigned websites for renowned jewellers, Fraser Hart (UK) and Fields (IE). This project included creating a measurement plan to ensure the tracking of major and intricate user interactions across both websites - from browsing to researching to their purchase journeys; making sure this data is available in Google Analytics for analysis. We also supported conversion tracking across ad platforms including Bing, Google Ads and Facebook and ensured successful ecommerce tracking integration with third party payment platforms.

    Tags across two websites

    Tag Types covering a range of integrations

    Months ongoing consultancy

    Client Success...

    Stage Entertainment are a world-wide stage production company who produce live theatrical events from the Tina Turner musical to Anastasia, Mamma Mia to the Lion King.
    Stage Entertainment got in touch with us late 2018 to ask if we could help them transition into a more data-powered company using a suite of Google Analytics products, including Google Tag Manager, Google Analytics, Data Studio and Google Optimise. This also involved an over-arching move from the free version of these products to the 360 version. The project also included a custom-build training programme to upskill representatives across the Netherlands, Germany, Spain and France.

    tags across five websites

    successful GAIQ graduates

    suites of custom dashboards

    Digital Analytics Insights