Google Tag Manager is a tool management system wherein you can centralize all your tags that can be used to track and analyze several parameters on your website, including conversion rates, visitor behaviour, and the like. It also provides the ability to update and customize the tags to suit your requirements - all of this can be performed using the UI without having to depend on a coder.

Integrating GTM with your VWO account can facilitate easier integration of certain third-party applications with your VWO account.

Enabling the Integration

If you’re looking to integrate your VWO account with a third-party application using GTM, you first need to integrate GTM with your VWO account via the following steps:

1. Log in to your VWO account.
2. From the main menu panel on the left, navigate to Configurations > Integrations.
3. Use the search bar to search for “Google Tag Manager”, and click on the Google Tag Manager tile.
4. Under the Info tab, click on Enable Now to enable the integration. Once enabled, it appears like this:
   

Now, you will be able to use GTM to integrate other third-party applications. You can access the following articles for reference:

• Integrating VWO With Google Analytics 4
• Integrating VWO With Universal Analytics (Custom Dimensions)
• Integrating VWO With Universal Analytics (Custom Events

Targeting Visitors Based on GTM Data Layer

By integrating GTM with your VWO account, you will also be able to target the visitors in your VWO campaigns based on any GTM Data Layer. You can create a simple targeting condition by specifying one of the GTM Data Layers or use multiple data layers and combine them to create a complex condition. To use a GTM Data Layer as a targeting condition, perform the following steps:

1. Login to your VWO account.
2. Using the Testing section, create a test campaign.
3. In the URL(s) page, expand the More Options section and select the Enable campaign for a specific visitor group option.
4. Go to the Custom Segment and create a segment using the GTM Data Layer condition. Here's an example of how you can put it to use.
   
5. To add multiple conditions, click Add another condition. Also, you can define the logical relationship between the different conditions using the and/or operators and use brackets to organize the segment condition.
6. Once done, click Save Segment.

Now, VWO will be able to target the visitors that qualify for the condition as specified for the GTM Data Layer.