How to Install Google Tag Manager on Shopify [2023]

How to Test GTM Installation on Shopify?

The Top Three Favorite Apps for GTM on Shopify

Shopify DataLayer
for GTM

GTM - Shopify Free Course

FAQ on GTM Installation on Shopify

Latest Update: 21 June 2023


This step-by-step tutorial will guide you on how to seamlessly add Google Tag Manager (GTM) to your Shopify website.

Google Tag Manager (GTM) allows non-technical users and beginners to easily add and modify tags on Shopify without the need for code editing. By installing GTM on Shopify, anyone can effortlessly track important actions on their website, such as adding products to the cart, making purchases, and more.

Tracking is not the only objective; you also want to share this information with third-party platforms like Facebook Pixel and Google Ads to enhance the return on investment (ROI) of your advertisements.

GTM is your best friend for all of this, and you can connect Google Tag Manager with Shopify seamlessly even if you are a non-Shopify Plus customer.

As a globally trusted analytics partner to Shopify merchants, we have successfully executed over 700 Google Tag Manager integrations in the last 10 months.

Now, we are excited to share everything we have learned along the way! The best part is that you don’t even need to be a client of Analyzify or any other Shopify app to benefit from adding Google Tag Manager on Shopify. We have covered all the cases for you!

Effortlessly integrate Shopify & GTM, including advanced data layers.

Key Takeaways

Here are the key takeaways and best practices for installing Google Tag Manager on Shopify. Just take this as a summary, as we will delve deeper into each of these points in the following sections.

Our research has confirmed that all top Shopify stores install Google Tag Manager to achieve the best possible outcomes.

Chapter 1

How to Setup Google Tag Manager on Shopify [2023]


Note: To prevent duplicate events, make sure to remove the Google Analytics 4 (GA4) tracking code (gtag.js) from both your theme.liquid file and the order confirmation page.

We are more than happy to assist you in adding the Google Tag Manager container to your Shopify store. Since Shopify does not have native integration with Google Tag Manager (GTM), there are two options available for you to benefit from: 


  • Adding the GTM container code directly to your Shopify store 
  • Using an app to set up GTM on Shopify.


Before the question comes up, let’s answer it: Yes, you can set up GTM on regular Shopify plans as well; it is not exclusive to Shopify Plus. We provide comprehensive video and text tutorials covering the following topics:

Method 1: Install GTM on Shopify Without an App


If you choose this method, you will manually add the GTM container code to your theme.liquid file and the Additional Scripts section in your Checkout settings on the Shopify store. We have prepared a comprehensive step-by-step guide and a series of instructional videos for you.

Our GTM Installation on Shopify tutorial covers the following:

  1. Creating a GTM account.
  2. Locating your Google Tag Manager container ID/code.
  3. Injecting GTM into your Shopify store (theme.liquid, checkout.liquid, additional scripts).
  4. Adding purchase data layers on your thank-you page.
  5. Including product view data layers for single product pages.
  6. Creating tags, triggers, variables, and configuring conversion tracking through GTM.

By following our tutorial, you will have a clear understanding of how to set up GTM for your Shopify store. To access the tutorial and start installing Google Tag Manager on your Shopify store, please click on the following link:

Method 2: Using an App to Set Up GTM on Shopify

You might find it technically challenging to properly install Google Tag Manager on Shopify, especially when seeking advanced integrations and reporting. Fortunately, there are Shopify apps available that can assist you in easily installing GTM on your store.

These apps not only simplify the installation process but also offer advanced data layers and a GTM container, eliminating the need for you to handle codes or hire developers or data specialists.

If you have plans to actively use GTM on your Shopify store, we highly recommend this method. To learn more about it and compare the available apps, please check out the section below titled “Shopify – Google Tag Manager Apps.”

Can non-Shopify Plus Shopify stores use Google Tag Manager?


Definitely, yes; but with some limitations. The only limitation is the lack of the checkout.liquid file. At the moment, only Shopify Plus stores have access to this file – and it allows editing the checkout steps.

As regular Shopify stores don’t have the possibility to edit the checkout steps; the GTM won’t work there. However, 7 out of 8 e-commerce tracking events happen out of the checkout steps. So it is still so beneficial to use GTM for regular stores as well. You can learn more on this topic on our documentation: GTM for Regular Shopify vs. Shopify Plus

That’s the reason Shopify says “Google Tag Manager is available only to stores on the Shopify Plus plan.” in the related documentation.

Chapter 2

How to Test GTM Installation on Shopify?


After installing GTM on your Shopify store, it’s crucial to ensure that it’s functioning correctly. Verifying the GTM installation ensures that your tags are firing correctly and collecting data accurately. 

Without proper validation, you may face issues where data is not even being tracked or is being tracked incorrectly. Therefore, it can lead to data loss and inaccurate analytics. 

Follow our step-by-step guide to set up Google Tag Manager (GTM) on Shopify. You’ll learn how to verify your GTM Shopify setup within the steps.

Chapter 3

The Top Three Favorite Apps for GTM on Shopify


Google Tag Manager (GTM) is a fantastic tool that allows you to collect data and manage marketing/tracking tags all in one place.

If you want to have a solid, accurate, and in-depth reporting, measuring, and data-processing structure, Shopify Google Tag Manager apps are very important and useful for you.

Here are the top-ranked and loved apps:




We’re getting straight to the point: Analyzify is definitely the #1 choice on the Shopify app store for GTM installation and integration. It is also ranked #1 in the “Google Tag Manager” search on the app store.

Our solution offers:

  • A stable connection between your store and GTM
  • A solid and accurate data analytics setup with the support of our expert team.

It is the most reviewed solution among the GTM apps with an overall score of 5.0 out of 190+ reviews. 

To access additional information, please click here for further product details.

Analyzify App

Google Tag Manager App


Google Tag Manager app is ranked #2 in the same query. It has an overall score of 3.5 out of 20 reviews.




It’s another solution with totally positive reviews. EasyTag has a 5.0 score out of 33 reviews and it seems Shopify merchants are quite happy with this solution as well.


Chapter 4

Shopify dataLayer for GTM


dataLayer is one of the most important concepts of data tracking & analytics. Your GTM integration will be useless without proper data layers injected into your Shopify store.

We prepared and open-sourced Shopify data layers – special code blocks for you which will allow Google Tag Manager to read/process your purchase data. You will find the details and sources below.


Analyzify – Shopify Purchase Data Layer


Our purchase data layer is prepared to be triggered on the thank-you page and it covers the following data points:

  • Full Order Data (Order ID, Revenue, Currency, Tax, Shipping, Coupon Code)
  • Purchased Products including the product data (Product Name, ID, Category)

This data layer can be used in:

  • Google Ads & Facebook Pixel & Bing Ads Conversion Tracking
  • Google Analytics 4 & Universal Analytics Purchase event
  • All other tags that aim to reach your purchase data

On our data layer instructions page, you will find:

  1. Analyzify’s open-source and free data layer codes,
  2. How you can insert the related data layers into your Shopify store,
  3. How to customize the data layers according to your needs,
  4. Adding the related data layer variables into GTM,
  5. Using the data layer variables in the tags,
  6. Setting up Google Ads Conversion tracking using our tutorials.


Analyzify – Shopify Product View Data Layer


We have prepared our product view data layer to be triggered in your product pages. It transfers the product-level data to GTM including the product data such as Product ID, SKU, Price, Variant ID, Category.

You can use this data layer for:

  • Google Ads & Facebook Pixel remarketing events.
  • Google Analytics 4 E-commerce tracking Product reports.
Feel free to check out our detailed step-by-step tutorial on setting up the Shopify product data layer.
Chapter 5

GTM - Shopify Free Course

We love sharing & teaching! That’s why we have prepared this FREE Shopify – Google Tag Manager Course. We’d like to provide you with a complete solution – from intro to advanced – in using Google Tag Manager for your Shopify store by shedding light on how to get the best out of this fantastic tool.

The Shopify GTM course is straight to the point and actionable. Here is the lesson list:

  1. Intro to Google Tag Manager and Why Shopify Stores Need GTM [Lesson 1]
  2. Install Google Tag Manager on Shopify – Complete GTM Setup [Lesson 2]
  3. Install Google Analytics 4 on Shopify (with GTM) – GTM Essentials [Lesson 3]
  4. Set up Shopify dataLayer on Checkout – GTM Custom Events & Variables [Lesson 4]
  5. Shopify Google Ads Conversion Tracking – Complete Setup with GTM [Lesson 5]
  6. Shopify Facebook Pixel Complete Setup with GTM (Conversion + Events)- [Lesson 6]
  7. Set up Google Analytics 4 E-commerce Tracking on Shopify with GTM [Lesson 7]


Chapter 6

FAQ on GTM Installation on Shopify

Shopify Conversion Tracking Chapter FAQ

Yes! GTM has the Google Ads conversion tracking tags, and you just need to add the data layers on your “thank you” page, and then use GTM’s Google Ads conversion tag to pass the relevant data.

We also have a video tutorial series on Youtube for this specific topic, so be sure to check it out.

You can view your store’s source and search for a line starting with “GTM-”. The container’s code snippet should be visible if you have GTM already installed in your store.

If you do have it installed, just mark the related section during your onboarding, and Analyzify will take care of the rest.

If you don’t have it installed, worry not, as Analyzify will do it for you.

Alternatively, you can verify your GTM installation by yourself. Please refer to the section above titled ‘How to Test GTM Installation on Shopify’ for instructions.

GTM has countless benefits, but its main purpose is to help you manage your marketing / tracking pixels from one place without needing a developer.

By using the same data sets, you can set up Google Analytics 4, Google Ads conversion tracking, Bing pixels, and many others. Check out our related post to learn even more benefits.

Just like the regular version of Analyzify, our server-side tagging setup will be implemented within your properties. We will not collect or transmit any data to our own properties. 

Instead, all the data will seamlessly flow into your own Google Analytics 4, Google Cloud, and GTM accounts. Our expert team will handle the setup and validation process.

Technically no, but practically, yes. You can use GTM without using data layers, but if you do that, you won’t be able to pass specific data (e.g. product ID, name, order total revenue, etc.).

You can only use the general tags like Google Analytics 4 – which works on all pages. However, you can’t use Google Ads Conversion Tracking properly, because you again need some information like the order ID, revenue, currency, and a few others.

Analyzify provides open-source data layers for Shopify merchants.

You can set up GTM on Shopify’s checkout pages using the “checkout.liquid” file. However, this is only possible and available for Shopify Plus merchants at the moment.

The good news is, Shopify announced that this will soon be available for all plans!

But the greatest news is that you can easily set up Analyzify & Shopify Pixels Checkout Module without the need for the checkout.liquid file. Please take a look at our documentation about Shopify Pixels Checkout.

Firstly, Enhanced E-commerce (EE) is a Universal Analytics feature, and you do not need to use Google Tag Manager to set up Enhanced E-commerce on Shopify.

Because of the “checkout.liquid” file limitations, setting EE through GTM is only possible for Shopify Plus clients. If you are one and still wish to set it up, you can use Analyzify to achieve this.

Definitely yes. GTM is usable for non-Shopify Plus stores as well. You can add the GTM container to the theme.liquid file and order processing additional scripts.

The only limitation that regular Shopify stores have is NOT being allowed to edit the checkout process due to checkout.liquid file limitations.

Purchase tracking and other user behavior metrics/reports are so crucial and you will still have a majority of the events/reports.

Google Tag Manager and all other tracking codes will still WORK on every page + order processed (thank you page) but the checkout steps won’t be included.

GA4 collects data from your Shopify store, while GTM can be utilized to set up and configure event tracking in GA4. Although GA4 can technically be used without GTM, you may not be able to gather all the desired data. On the other hand, GTM can be used independently of GA4.

Yes, you can use both Google Tag Manager (GTM) and gtag.js on your website. GTM and gtag.js serve specific purposes and can enhance your tracking and analytics capabilities. 

However, it is worth noting that Google suggests using either one of the two techniques, rather than both simultaneously.

Final Thoughts


To make the most out of your Shopify store and enhance your data tracking and analytics, we recommend considering Analyzify as the top choice for GTM installation and integration. With the stable connection and accurate data analytics setup, Analyzify is highly regarded among Shopify merchants.

Take action now and visit Analyzify’s website to access the free resources, including tutorials, code blocks, and instructions for setting up GTM on Shopify. By implementing Google Tag Manager, you’ll be able to track conversions, improve marketing efforts, and optimize your online store for better results.

Don’t miss out on the benefits of Google Tag Manager – start using Analyzify and take control of your Shopify store’s tracking and analytics today!