Google Tag Manager on Shopify - Technical SEO Playbook

Intermediate Recommended

Method 1: Customer Events (Standard)

The modern, future-proof way (Pixel API).

1

1

Settings > Customer Events > Add Custom Pixel.

2

Name: 'Google Tag Manager'.

3

Paste the GTM loader script (wrapped in Shopify's analytics.subscribe syntax).

4

Note: This runs in a Sandbox (iframe), so some standard DOM scraping triggers in GTM won't work perfectly.

Intermediate

Injecting into theme.liquid. Works for storefront but NOT checkout (unless Plus).

1

1

Online Store > Themes > Edit Code.

2

Open theme.liquid.

3

Paste GTM <head> script as high as possible.

4

Paste GTM <body> script after opening <body> tag.

Easy Recommended

Paid apps that handle the datalayer complexity for you. Highly recommended for E-commerce.

1

1

Install 'Elevar' or 'Analyzify'.

2

Follow their wizard to connect GTM.

3

They automatically push robust Data Layer events (view_item, add_to_cart, purchase) compatible with GA4 E-commerce.

4

This solves the 'Checkout Extensibility' tracking gap.