Will Everett
Jan 3, 2025
One of the most versatile and valuable features within GTM is the ability to create Custom HTML tags.
What is a Custom HTML Tag in GTM?
A Custom HTML tag in Google Tag Manager is a tag type that allows you to insert any HTML, JavaScript, or other script into your website. Unlike predefined tag templates for tools like Google Analytics, Facebook Pixel, or LinkedIn Insight Tag, Custom HTML tags provide a blank canvas where you can add any code snippet you need to execute on your site.
Benefits of Using Custom HTML Tags
Flexibility and Versatility
Custom HTML tags allow you to implement tracking codes and scripts from any third-party service, even if GTM doesn’t have a built-in template for them. This flexibility is crucial for integrating new or niche tools into your tracking setup. For example, you can add a custom heatmap tracking script to understand user behavior on specific pages or implement A/B testing tools that require specific code snippets to run experiments.
Custom Event Tracking
With Custom HTML tags, you can create bespoke event tracking that goes beyond the standard tracking capabilities of predefined tags. This allows for highly specific data collection tailored to your business needs. Examples include tracking interactions with dynamic content that changes based on user behavior or capturing detailed form submission data that includes user input fields not typically tracked by default form tracking.
Advanced Data Layer Interactions
Custom HTML tags can interact with the GTM data layer in sophisticated ways. This is particularly useful for sending detailed user interaction data to your analytics platforms or other third-party tools. For instance, you can send custom event data, such as product details from an e-commerce transaction, directly to Google Analytics for enhanced e-commerce tracking or trigger tags based on complex conditions, such as specific user actions combined with data layer variables.
Enhanced Control Over Tag Execution
Using Custom HTML tags gives you precise control over when and how tags are fired. You can incorporate logic within the script to ensure tags are executed under very specific conditions. For example, you might implement conditional logic to only fire a tag if a user meets certain criteria, such as being logged in or having completed a specific sequence of actions, or delay tag execution until critical elements on the page have fully loaded, ensuring accurate data collection.
Integration with Custom Tools and APIs
Custom HTML tags allow for seamless integration with proprietary tools or third-party APIs, enabling advanced functionalities that are not supported by default GTM tags. This includes integrating with a custom CRM system to send user interaction data directly from your website to your CRM database or implementing third-party marketing automation scripts that require custom parameters and settings.
How to Create a Custom HTML Tag in GTM
To start, access your GTM account and select the container where you want to add the Custom HTML tag. Create a new tag by clicking on “Tags” in the left-hand menu, then click “New.” For the tag configuration, select “Custom HTML” from the list of tag types and paste your HTML, JavaScript, or other script code into the provided field.
Next, set up triggers to define when the tag should fire. You can choose from existing triggers or create a new one that fits your needs. Once your tag and trigger are configured, save your tag and use GT
M’s Preview mode to test it. Ensure the tag fires correctly and captures the desired data. After testing, click “Submit” to publish your changes.
Best Practices for Using Custom HTML Tags
Security Considerations
Ensure that any code you include in a Custom HTML tag is secure and does not expose your website to vulnerabilities. Only use trusted sources for your scripts to protect against malicious code.
Performance Optimization
Be mindful of the performance impact of your scripts. Avoid heavy scripts that can slow down your website and negatively affect user experience. Optimize your code to ensure it runs efficiently.
Documentation
Document the purpose and details of each Custom HTML tag you create. This practice helps maintain clarity and ease of management, especially in complex setups with multiple tags. Clear documentation is crucial for troubleshooting and onboarding new team members.
Regular Audits
Regularly audit your Custom HTML tags to ensure they are still necessary and functioning correctly. Remove any tags that are no longer needed to keep your GTM setup clean and efficient. Regular reviews help maintain optimal performance and data accuracy.
Custom HTML tags in Google Tag Manager are an indispensable tool for any marketer or developer looking to implement advanced tracking and integrations. They offer unparalleled flexibility, allowing you to customize your tracking setup to meet specific business needs and integrate seamlessly with third-party tools and APIs. By understanding the importance and best practices of using Custom HTML tags, you can enhance your data collection capabilities and make more informed decisions to drive your digital marketing success.