50+ Google Tag Manager Interview Questions Answers in 2023

Attending a Google Tag Manager interview and unsure about which questions to expect? Whether you are interviewing specifically for a Tag Manager role or a position in Web Analytics, being thoroughly prepared for the Google Tag Manager interview questions is essential to demonstrate your expertise and proficiency in the field.

Google Tag Manager (GTM) is a powerful tool for digital marketers, web analytics professionals, and SEO specialists. With the increasing dependence on data-driven decision-making, knowledge of GTM has become a must-have skill in the digital marketing field. Therefore, if you are preparing for a job that requires familiarity with GTM, you can expect a handful of questions revolving around this tool in your interview. Let’s check out the most important Google Tag Manager interview questions and answers to help you prepare.

Top Google Tag Manager Interview Questions Answers

To do well in your interview, you need to have a solid understanding of the fundamental concepts and functionalities of Google Tag Manager. Let’s go over some fundamental and advanced Google Tag Manager questions that anyone working with this tool should be comfortable answering.

1. What is Google Tag Manager and why is it important?

Google Tag Manager is a tag management system that allows us to easily install and manage marketing tags (snippets of code or tracking pixels) on our website or mobile app without having to modify the code. It’s important because it simplifies the process of implementing tags, reduces errors, allows for faster deployment of changes, and does not require heavy reliance on a developer.

2. How does Google Tag Manager work?

GTM works by storing all the code for your tags in one central container that you place on your website. When a user visits your site, the container code fires, sending information to GTM. Based on the rules you’ve set up within GTM, different tags get activated and send their respective information back to the relevant platforms (like Google Analytics or Facebook Pixel).

3. What is the difference between Google Tag Manager and Google Analytics?

Google Analytics is a web analytics tool that helps you understand how visitors engage with your website. On the other hand, Google Tag Manager is a tool that helps manage and deploy marketing tags on your website. GTM can integrate with Google Analytics and many other third-party platforms, allowing you to collect specific data and send it to these platforms.

4. What are ‘tags,’ ‘triggers,’ and ‘variables’ in GTM?

Tags are snippets of code or tracking pixels from various platforms (like Google Analytics, Google Ads, Facebook Pixel) that you can deploy on your website via GTM.

Triggers are rules that determine when a tag is fired on your website. They are based on specific events like clicks, form submissions, or page views.

Variables are additional information that GTM might need for the tag and trigger to work. For example, you can use a variable to specify the exact URL where a tag should be fired.

5. What are the advantages of using Google Tag Manager?

Using GTM offers several advantages. It:

Simplifies tag management and reduces errors
Allows for quicker implementation of tags
Reduces the need for developer intervention
Improves website load times as tags are fired asynchronously
Enhances data security through built-in tag templates and permissions

6. How do you set up Google Tag Manager on a website?

Here are the basic steps to set up GTM:

Create a new GTM account or use an existing one
Set up a new container for your website
Install the GTM container code on every page of your website. It has two parts: one part goes into the `<head>` of your site, and the other goes right after the opening `<body>` tag.
Set up your tags, triggers, and variables within GTM
Use the ‘Preview’ mode to test your setup
Once everything is working correctly, ‘Publish’ your changes to make them live on your site

7. Can you explain the importance of the ‘Data Layer’ in GTM?

The data layer is a JavaScript object that is used to store and retrieve data in GTM. It allows you to pass custom event data from your website to your GTM container and then to your analytics or marketing platforms. The data layer is critical because it ensures the accurate capture and transfer of event data.

8. What is ‘Preview’ mode in GTM and why is it used?

Preview mode in GTM allows you to test your tags before they go live. It enables you to see which tags fire on which events, helping you troubleshoot and verify your setup. It’s a critical step in ensuring the accuracy of your tag implementation.

9. What is the difference between a container snippet in the <head> vs. the <body>?

The container snippet is the piece of code that you place on every page of your website to implement Google Tag Manager. When you install it, you’ll notice that it has two parts: one that goes in the `<head>` and one that goes in the `<body>`. The `<head>` part initiates GTM and is responsible for firing tags as early as possible, while the `<body>` part ensures that GTM still works even if the JavaScript in the `<head>` is blocked or fails.

10. Can you explain what an ‘Event’ is in GTM?

In GTM, an event refers to the user interactions that you want to track on your website. These could be link clicks, form submissions, page views, or even custom events that you set up, like scrolling to a certain part of the page. GTM ‘listens’ for these events and then fires tags based on the triggers you’ve set up.

11. How can you track conversions with GTM?

You can track conversions by setting up conversion tags in GTM and then firing them based on specific triggers. For example, if you want to track form submissions as conversions, you would set up a form submission trigger and connect it to your conversion tag (such as a Google Ads Conversion Tracking tag or a Facebook Pixel Event tag). When a user submits a form on your website, the trigger fires the conversion tag, and the conversion is recorded in your analytics or ad platform.

12. What is the importance of version control in GTM?

Every time you make changes and publish them in GTM, a new version is created. This version control system is vital because it allows you to keep track of what changes were made, who made them, and when they were made. If a problem arises with a new version, you can easily revert to a previous one.

13. Can you explain ‘Tag Sequencing’?

Tag sequencing is a feature in GTM that lets you specify the order in which tags fire. This can be essential when one tag is dependent on another. For example, you might want a tag that sets a first-party cookie to fire before a tag that reads that cookie.

These additional questions should provide a more comprehensive overview of Google Tag Manager during an interview. Be sure to familiarize yourself with these concepts to demonstrate your GTM expertise.

14. What is ‘Tag Firing Priority’ in GTM?

Tag firing priority is a feature in GTM that allows you to determine the order of tag firing when multiple tags are set to fire on the same trigger. Tags with higher priority numbers fire before those with lower numbers. If two tags have the same priority number, they fire based on their order in the page’s source code.

15. How can you debug a tag that is not firing correctly?

GTM offers several debugging options. The ‘Preview’ mode is the most common way to troubleshoot tags. It allows you to see which tags are firing on each page of your website, and under what conditions they’re firing. You can also use the browser console to check for JavaScript errors, or use a network sniffer like Google Developer Tools’ ‘Network’ tab to verify if the tag request is sent correctly.

16. What is ‘Cross-Domain Tracking’ and how can you set it up in GTM?

Cross-domain tracking allows you to track user behavior across multiple domains in a single Google Analytics session. It’s useful when your website spans multiple domains, and you want to see a user’s path through your sites as a single journey. In GTM, you can set up cross-domain tracking by configuring the ‘Auto Link Domains’ field in your Google Analytics tag and enabling the ‘Decorate Forms’ option.

17. What is a ‘Lookup Table’ variable in GTM?

A Lookup Table variable in GTM is used to simplify complex tag setups. It allows you to match input values (like page URLs or click classes) with output values (like Google Analytics tracking IDs or event categories). For example, you might use a Lookup Table variable to send page views to different Google Analytics properties based on the page URL.

18. How can you use GTM to track custom events like video plays or scroll depth?

GTM provides built-in triggers for YouTube video interactions and scroll depth. You can use these to fire tags when a user plays a video or scrolls to a certain point on the page. For other types of custom events, you might need to use the Custom HTML tag to write JavaScript code that pushes an event to the data layer when the desired interaction occurs. Then you can set up a Custom Event trigger to fire a tag based on that data layer event.

19. How can you ensure data privacy and compliance with GTM?

GTM provides several features to help with data privacy and compliance. For example, you can block certain tags from firing until a user has provided consent. You can also anonymize IP addresses in Google Analytics tags, or block tags from firing in certain countries. It’s important to understand the data privacy regulations in the regions where your website operates and configure your GTM setup accordingly.

20. What is the ‘All Pages’ trigger in GTM?

The ‘All Pages’ trigger is a built-in trigger in GTM that fires a tag on every page of your website. It’s commonly used for tags that need to run universally, like the Google Analytics Pageview tag.

The more you understand about Google Tag Manager, the more effectively you can leverage it to meet your organization’s goals. Use these questions to enhance your preparation and feel confident in your GTM knowledge. Good luck with your interview!

21. What are the benefits of using the ‘Built-In Variables’ in GTM?

Built-in variables are pre-configured variables in GTM that are commonly used in most implementations. They can extract data from various places, including the URL, referrer, click elements, form elements, and more. The main benefit of using these variables is that they simplify and speed up the setup process. You don’t need to create these variables from scratch—they’re ready to use.

22. What are ‘Blocking Triggers’ in GTM?

Blocking triggers are used to prevent a tag from firing under certain conditions. If the conditions of both an enabling and a blocking trigger are met, the tag will not fire.

23. Can you use GTM to implement schema markup?

Yes, GTM can be used to implement schema markup using the Custom HTML tag. However, it’s not always the best method because schema added via GTM might not get picked up by search engines in time. It’s often better to add schema directly to the website’s code if possible.

24. How would you use GTM to track button clicks on a website?

To track button clicks, you can use the built-in Click triggers in GTM. You’ll need to set up a trigger that fires on ‘Click – All Elements’ and then specify the conditions under which the trigger should fire (like ‘Click ID’ or ‘Click Text’). You can then connect this trigger to a tag (like a Google Analytics Event tag) that tracks the button clicks.

25. How can you ensure that your GTM setup is GDPR compliant?

To ensure GDPR compliance, you might need to set up your tags to fire only after a user has given consent. GTM’s Consent Initialization trigger and Consent API can help with this. Additionally, you should make sure you’re not collecting personally identifiable information (PII) in your tags.

26. What is the ‘Custom Image’ tag in GTM and when would you use it?

The Custom Image tag in GTM allows you to send a GET request to a specified URL. This can be useful for tracking pixels that require a specific URL request to be sent when an event occurs.

27. How can you use GTM to track form submissions?

You can track form submissions by setting up a trigger that fires on ‘Form Submission’. However, this might not work with all types of forms, particularly if they use AJAX. In those cases, you might need to use a ‘Click – All Elements’ trigger or set up a custom event trigger with the help of a developer.

28. What’s the difference between the ‘All Pages’ and ‘DOM Ready’ triggers in GTM?

The ‘All Pages’ trigger fires as soon as the GTM container code loads, while the ‘DOM Ready’ trigger fires when the DOM (Document Object Model) is fully loaded. This means that ‘DOM Ready’ fires later and can be used to trigger tags that depend on elements that might not be available when ‘All Pages’ fires.

29. What is a ‘First-Party Cookie’ and how is it used in GTM?

A first-party cookie is a cookie set by the domain a user is visiting. In GTM, first-party cookies can be accessed using the ‘First-Party Cookie’ variable. This can be useful for capturing and using cookie data in your tags.

30. How can you use GTM to track ecommerce transactions?

To track ecommerce transactions, you’ll need to set up ecommerce tracking in your Google Analytics tag. This usually involves setting up a data layer variable that captures transaction data and passes it to the Google Analytics tag.

31. What is a ‘Timer’ trigger in GTM and when would you use it?

A ‘Timer’ trigger in GTM fires a tag after a specified interval of time. It can be useful for tracking things like time spent on page or interaction with a certain element after a certain amount of time.

32. What is the difference between ‘Auto-Event Tracking’ and ‘Data Layer’ tracking in GTM?

Auto-Event Tracking tracks interactions like clicks or form submissions without the need for additional code on your website. Data Layer tracking, on the other hand, requires you to set up a data layer on your site that pushes data to GTM based on user interactions. Data Layer tracking is more flexible and can capture more complex interactions, but it also requires more setup.

33. What is a ‘Macro’ in GTM?

‘Macro’ is an older term from previous versions of GTM. In the current version of GTM, what used to be called macros are now referred to as ‘variables’. They are used to capture and store information in GTM.

34. Can you use GTM to inject CSS into a webpage?

Yes, you can inject CSS into a webpage using the Custom HTML tag in GTM. However, this should be done with caution and only if necessary, as it can potentially cause issues with page rendering or conflict with existing CSS.

35. What is the ‘Referrer’ variable in GTM and when would you use it?

The ‘Referrer’ variable in GTM captures the URL of the page that referred the user to the current page. This can be useful for tracking how users are finding your site or tracking user behavior across multiple pages of your site.

36. What are Custom Dimensions and Custom Metrics in Google Analytics, and how do you implement them through Google Tag Manager?

Custom Dimensions and Custom Metrics are ways to collect and analyze data that Google Analytics doesn’t automatically track. Custom Dimensions are characteristics of users or sessions that you define, while Custom Metrics count instances of a specified behavior. They can be implemented through Google Tag Manager by using a Google Analytics tag and defining the Custom Dimension or Metric in the tag configuration.

37. How do you set up cross-domain tracking using Google Tag Manager?

Cross-domain tracking is used to track user behavior across multiple websites as a single session in Google Analytics. This can be set up in Google Tag Manager using the autoLinkDomains field in a Google Analytics tag.

38. How do you manage version control in Google Tag Manager?

Version control in Google Tag Manager is managed through the ‘Versions’ tab. Each time you publish changes, a new version is created. You can roll back to previous versions if needed, and you can add notes to each version to describe the changes made.

39. What is Firing Priority in Google Tag Manager, and why is it important?

Firing priority in Google Tag Manager determines the order in which tags are fired when their triggers occur at the same time. A tag with a higher firing priority will fire before a tag with a lower firing priority.

40. How can you test and verify Google Tag Manager implementations?

Google Tag Manager’s preview and debug mode allows you to test and verify your tags, triggers, and variables on your site before they go live. Additionally, you can use tools like Google Tag Assistant and Google Analytics Real-Time reports to verify your implementation.

41. What is the purpose of a Data Layer Push in Google Tag Manager?

A data layer push in Google Tag Manager is used to add information to the data layer on your website. This can be used to track complex user interactions that can’t be captured with automatic event tracking, or to pass information from your website to your tags, triggers, and variables.

42. How can you track the performance of Google Tag Manager containers?

The performance of GTM containers can be tracked by monitoring the load times of your tags and the impact they have on your site’s performance. Tools like Google’s PageSpeed Insights or WebPageTest can be used to see how your GTM implementation affects page load times.

43. Can you use custom JavaScript within Google Tag Manager?

Yes, you can use custom JavaScript within Google Tag Manager by using a Custom JavaScript variable or a Custom HTML tag. This allows you to add complex functionality to your GTM setup, but should be used carefully to avoid causing issues on your site.

44. What is the benefit of using Google Tag Manager’s Version History?

The benefit of GTM’s Version History is that it allows you to see what changes have been made to your GTM setup over time. You can roll back to previous versions if needed, and add notes to each version to keep track of the changes made.

45. Can you use Google Analytics without Google Tag Manager?

Yes, you can use Google Analytics without Google Tag Manager. GTM is just a tool to implement and manage the Google Analytics code (and other types of code) more easily, but it’s not necessary to use Google Analytics.

46. What are data attributes in Google Tag Manager, and how are they used?

Data attributes are HTML attributes that can be used to store data. In Google Tag Manager, they can be used to pass data from your website to your tags, triggers, and variables. They can be accessed in GTM with the ‘Click Element’ variable and ‘Element Visibility’ trigger, among others.

47. How can you test Google Tag Manager implementations across different environments (e.g., development, staging, production)?

You can test GTM implementations across different environments by using environments in GTM. Environments are different versions of your GTM container that can be used on different versions of your site (like development, staging, and production).

48. How can you track social media interactions using Google Tag Manager?

Social media interactions can be tracked using the social tracking setup in Google Analytics, which can be implemented through GTM. You can also use custom event tracking to track interactions with social media widgets on your site.

49. How can you set up event tracking for specific elements, such as buttons or form submissions, using Google Tag Manager?

Event tracking can be set up in GTM by using the built-in click and form submission triggers. You can specify the conditions under which the trigger should fire, and connect it to a tag that sends the event data to Google Analytics or another analytics tool.

50. What are ‘User-Defined Variables’ in GTM?

User-defined variables are custom variables that you create in GTM to capture specific information. This could be anything from custom dimensions in Google Analytics to data layer variables that you’ve set up on your website.

Preparation is the key to success in Google Tag Manager interviews. By understanding and confidently answering these top 40 crucial Google Tag Manager interview questions, you’ll demonstrate your proficiency in using this essential tool for efficient tag management, data tracking, and website analytics.

Also, remember to stay updated with GTM’s latest features and best practices to optimize your tag management and data tracking efforts effectively. Good luck with your GTM interviews!