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Send events from Google Tag Manager (GTM) to Unless

How to pass on website events to Unless, using Google Tag Manager (GTM) and the Unless GTM Monitor.

If you are using Google Tag Manager to create and manage custom marketing tags, you can use the GTM Monitor template to capture trigger events.

By default, the Unless Monitor will automatically export the name of its trigger event to the Unless platform, so you can use it for audience segmentation and goal tracking. Optionally, you can send associated monetary values or email addresses as well.

Monetary values

If you have a variable to keep the monetary value of an event (like the value of a shopping cart), you can add it to the tag. Unless will then capture the monetary value for each event. Monetary values will be used to calculate the effect of your personalization effort in terms of money. It may also be used for lead scoring, and to predict which visitors will be most valuable to you.

Email address

If you have a variable that contains the email address of a visitor, you can explicitly tell the tag as well. If you send an email address, it will identify the current user in Unless. Identified users can be enriched with external data, found by email address or exported to your other services.

Installation instructions

  • Go to Google Tag Manager.
  • Click "Tags" and create a new Tag using the "New" button.
  • Click on Tag Configuration and use the "Discover more tag types in the Community Template Gallery" link at the top.
  • From this list search for "Unless Monitor" and click "Add to workspace"
  • Add a custom trigger for this Tag. For example, this is an event you already configured in GTM like 'clicked demo button'.
  • Optionally, if you have a variable that contains a monetary value, you can pass it to Unless as well.
  • Optionally, if you have a variable that contains an email address you can identify the visitor.
  • Save and publish a new version of your GTM workspace.

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After installing, our Monitor will automatically send the event to the Unless platform. You can use this event to configure a Goal or an Audience in Unless. The events will automatically appear in the dropdowns once a visitor triggers the event on your website.