About GTM

Google Tag Manager is a tag 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 behavior, 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 depending 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 can use GTM to integrate VWO with other third-party applications, such as GA4. For more information, see Integrating VWO With GA4 via Google Tag Manager.

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 variable/event. You can create a simple targeting condition by specifying one of the GTM Data Layer variables/events or combine multiple data layer variables/events to create a complex condition. To use a GTM Data Layer variable/event as a targeting condition, perform the following steps:

1. Log in to your VWO account.
2. Using the Testing section, create a test campaign.
3. Go to Configuration > Audience and Traffic > Target Audience > Custom Segment.
4. 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 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 can target the visitors who qualify for the condition specified for the GTM Data Layer variable/event.