“The training was excellent, we were really impressed by the trainer's knowledge and enthusiasm.”
Growth Marketing Manager
Octopus Electric Vehicles
Training
Google Tag Manager training
Tags, triggers, variables and the data layer, normally over two three-hour sessions and taught in your own container.
Train your team from £2,250 +VAT
Enquire about the courseCourse details
- What you'll learn
- How to effectively use Google Tag Manager to implement Google Analytics and other marketing and advertising tracking tags on your website.
- Who it's suitable for
- Marketers and analytics teams looking to expand their skills in data collection, or developers looking to learn how to implement tags through GTM.
- Course structure
- Six hours in total. Normally two three-hour sessions on different days, live online and recorded so anyone who misses one can catch up. We can do it as a single day in person instead if you would rather.
Google Tag Manager training course details
We typically run our Google Tag Manager training course over two live 3-hour sessions, with each session comprising two modules. This content can also be delivered as a one-day in-person training course if you prefer.
Session 1
3 hours
Module 1GTM fundamentals
A look at what GTM is and how to install it on a website. We'll be exploring the core building blocks and concepts of GTM – tags, triggers and variables, the data layer and consent management. Then looking at becoming comfortable navigating the UI to know what's where and where to go.
Topics covered
- Account structure and orientation – how to get set up and navigate your way around the tool.
- Tags, triggers and variables – explaining the core building blocks of GTM and how they interact.
- The data layer – how the data layer fits into GTM and what it's useful for.
Module 2Pageview tagging in GTM
How to deploy template and custom tag to all pages of your site. We'll then look at expanding this setup to only trigger tags on specific pages only.
Topics covered
- Templated tags – deploying some of the predefined out-of-the-box templated tags on all pages.
- Custom tags – deploy custom HTML tags when there is no template available to be used.
- Page targeting – trigger tags on a specific page, or set of pages by creating new custom triggers.
Session 2
3 hours
Module 3Dynamic tagging in GTM
Learn how to use built-in as well as custom variables to populate your tags with dynamic information. This includes how to trigger your tags when a number of triggering conditions in trigger groups, as well as setting up trigger exclusions.
Topics covered
- Using variables – exploring how to use the built-in and user-defined variables.
- Click-based triggers – looking at how to add tags that fire when links have been clicked.
- Triggers groups and exclusions – building new multifaceted triggers based inclusion and exclusion conditions.
Module 4Systemising tag deployment
Understand the QA process and how Preview Mode is used to minimise errors. Then explore a very important part of tagging – consent management – and how that plays a part in tag deployment. We'll also look at general best practices when tagging in terms of the process, workflow, administration, etc.
Topics covered
- Versioning and QA – using Preview Mode to test your changes before publishing.
- Consent management – learning how GTM handles and respects user consent choices across your tags.
- Best practices – how to effectively manage and deploy your GTM containers.
How attendees rate our training
What teams say after our GA4, GTM and Data Studio courses.
“Course pace and topics were spot on for what we needed and Daniel was very flexible.”
Head of Digital Growth
Starling Bank
“Daniel was a true expert of this subject and the course was extremely interesting.”
Account Manager
TBT Marketing
“Although a few things were familiar to me, it was explained in such a way as to make it easier.”
Head of Digital Marketing
Clear
“Very impressed by the pace of delivery: rattled along without ever feeling rushed.”
Head of Web, External Relations
University of Glasgow
“Delivery of the course was great, Daniel was clearly very knowledgeable and took time.”
Content Manager (Commercial)
FindAUniversity
“Trainer was excellent, well paced, clearly very technically competent, patient with questions.”
Digital Director
itineris
“Everything surpassed our expectations, most trainers left us with many unanswered questions.”
Acquisition Marketing Manager
Princess Casino
“George was very knowledgeable and clear. It was great to ask specific questions.”
Marketing Coordinator
British Film Institute
Further reading
Recent insights from our team on Google Tag Manager.
Blog
You can't buy data strength. You build it.
Google made data strength central at GML 2026 and now measures it in Google Ads. But it is not a setting you switch on. Here is what actually builds it.
21 Jun 2026
Podcast
#133 The role of AI in analytics (with Juliana Jackson at Jellyfish)
Dara and Matthew chat with Juliana Jackson on her journey, product mindset, and how AI is shaping modern analytics.
13 Nov 2025
Podcast
#130 GenAI in action: Cloud DevOps and Tagassistant.ai (with Mark Edmondson)
In this episode of The Measure Pod, Dara and Matthew sit down with Mark Edmondson, AI Engineer, founder of Sunholo, Aitana, and board member at 8-bit-sheep.
3 Oct 2025
Questions about our Google Tag Manager training?
Complete the form below and we'll get right back to you. Or call +44(0)20 3920 0387 to discuss your training needs and suitable dates.