GTM integration


If you are using Google Tag Manager on your website, you are still able to install and use Retail Rocket platform.

How to install Google Tag Manager you can find in its documentation.

Variables and data Layer

Retail Rocket integration requires installing of 6 tracking codes, on different pages and events. You need to pass to these tracking codes some variables, for example product IDs.

Google Tag Manager has different ways of passing information to it, but the most simple method is using data layer.

The data layer is an object used by Google Tag Manager and gtag.js to pass information to tags. Events or variables can be passed via the data layer, and triggers can be set up based on the values of variables.

More information regarding data layer you can find here.


Google Tag Manager has such term as tag.

Tags are segments of code provided by analytics, marketing, and support vendors to help you integrate their products into your websites or mobile apps. Every Retail Rocket tracking code should be installed in separated tag.

All information about GTM tags is placed here.


In Google Tag Manager all tags fire based on events, such as when a form is submitted or when a button is clicked.

All Retail Rocket tracking codes must fires depending on some events, for example tracking code of adding product to the basket, should be executed when a customer clicks on "Add To Basket" button.

How to create trigger you can find here.

About instruction

In this instruction you will find example of integration Retail Rocket via using Google Tag Manager.

The instruction assumes, that the data layer has already been created, and contains all the necessary data, as variables for products/category IDs.

On every website triggers and variables for data layer may be different, it depends on platform and layout.