On-site, private training
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Why Google Tag Manager training with ivantage?

ivantage has been teaching digital professionals about Google Tag Manager since 2012, when Google awarded us with Google Tag Manager certified status. Every year we attend the annual Google Analytics Summit (which also covers Google Tag Manager in some detail) in California to ensure what we teach is up to date, accurate and industry leading. Our course aims to teach a complex, technical topic to marketers and technicians alike in an easy to understand and useful way. Key highlights of our training are:

  • Experienced practitioner leading and teaching
  • Use your own Google Tag Manage account
  • Updated for the latest features
  • Google Tag Manager Certified since 2012
  • Last Google Analytics Partner Summit attended - June 2015
  • Key theory, backed up by slide and whiteboard sessions

Google Tag Manager Training Curriculum

Google Tag Manager is a natural accompaniment to Google Analytics. It allows you to add Google Analytics tracking to your site and mobile application easily and quickly. Not only that, but Google Tag Manager can enable you to use Google Analytics advanced features like event tracking, e-commerce, custom dimensions and custom metrics and more with little or very often no coding. With our Google Tag Manager course you will learn:

  • The basic GTM architecture, implementation and basic tags
  • JavaScript basics, event listeners and advanced tags
  • The GTM loading order , execution and debugging process
  • How to extend GTM with additional variables and event pushes

Google Tag Manager can manage other tags too, not just Google Analytics. However, Google Tag Manager was really designed with the implementation of Google Analytics in mind and as a consequence the two work very well together. We therefore recommend attending Google Tag Manager 101, once you have attended Google Analytics 301 – Architecture, processing, configuration, extending and auditing. This will enable you to understand all the options in Google Tag Manager that relate to Google Analytics tagging.

Day Class or Masterclass?

Our courses are designed to take you from novice to expect over a period of days because they are in-depth, in-detail and taught by practitioners, not trainers. For an intensive and immersive learning experience combine day classes into a masterclass around the topics most relevant to you.

Google Tag Manager - Course Stream
Analytics 301 Tag Manager 101

What is the training format?

Log-on to your Google Analytics account using your computers as you follow the instructor showing you how to use key Google Analytics features and reports, backed-up by key theory sessions using slides and white-board explanations.

What is the training format?

During the Google Tag Manager 101 course, each attendee will create their own Google Tag Manager account in order to create, edit and delete tags in a safe, non-production environment. You can also log-on to your Google Tag Manager account using our computers (or feel free to bring your own) as you follow the instructor showing you how to use key Google Tag Manager features and settings, backed-up by key theory sessions using slides and white-board explanations.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

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Fundamentals, key concepts, basic tagging and advanced event listener tagging

Google Tag Manager 101 is an in-depth, hands-on training day that starts with the basics of Google Tag Manager deploying basic tags and moves on to advanced event listener based deployment and tagging.

How will you benefit?

You will end the day feeling confident about navigating the user interface, be comfortable understanding Google Tag Manager - its components, architecture, possibilities and limitations. You will be confident deploying and using Google Tag Manager on your site and configuring advanced event listeners to tag buttons, banners and other website interactions.

What is the Syllabus?

The day is split into four sessions, separated by a fifteen-minute break in the morning and afternoon, with a one-hour break for lunch. Registration opens at 9:00am and training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Architecture, implementation, understanding the user interface and deploying basic tags

  • Introductions, your objectives and building your 101 action plan
  • GTM history, components and architecture
  • Exploring and understanding the GTM user interface
  • Defining and understanding tags, triggers and variables
  • Creating an account and installing the GTM container
  • Deployment planning and considerations
  • Adding and managing users and their permissions
  • Deploying, testing and managing basic tags
  • Editing, versions and rolling back
  • Deploying Google Analytics page tags
  • Best practice implementations with constant string variables
  • Understanding the Google Tag Manager debugger
  • Understanding and exploring the GTM datalayer
  • Understanding Google Tag Manager internal events and loading priority
  • Exploring and understanding the Google Tag Assistant
  • Exploring and understanding more tools and techniques for debugging tags

Session 2 – JavaScript, event listeners, variables and tracking website interactions

  • Defining and understanding JavaScript, history, structure and components
  • Defining and understanding HTML elements and attributes
  • Defining and understanding JavaScript event handlers
  • Defining and understanding Google Tag Manager auto-event listeners
  • Configuring and deploying click listeners
  • Understanding and capturing the status and properties of a click
  • Deploying Google Analytics event tracking to measure clicks on banners, buttons, links and PDFs
  • Configuring and deploying link click listeners
  • Exploring and understanding GTM variables related to clicks, page and utilities

Session 3 – More listeners, variables and tracking website interactions

  • Configuring and deploying form submit listeners
  • Understanding and capturing the status and properties of a form submit
  • Deploying Google Analytics event tracking to measure submissions on forms
  • Configuring and deploying the Time Listener
  • Configuring and deploying the JavaScript Error Listener
  • Configuring and deploying the History Listener

Session 4 – Extending GTM with additional variables, pushes, custom events and 3rd party code

  • Understanding the additional GTM variables such as auto-event variables, 1st party cookies, lookup tables and DOM elements
  • Placing data into the GTM data layer with data layer variables
  • Pushing data into the GTM data layer with data layer variables and custom events
  • Deploying Google Analytics Enhanced E-commerce event tracking to track sales
  • Advanced options for Google Analytics tags
  • Extending GTM with 3rd part event listeners
  • Wrap up, conclusions, your action plan and feedback

What are the prerequisites for attending?

A prerequisite of attending the Google Tag Manager 101 course is having completed the Google Analytics 301 course or possessing equivalent knowledge.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

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Four days of in-depth, in-detail, hands-on Google Analytics training with Matt Trimmer, Google Seminar Leader.

Google Analytics 101:

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Google Analytics 202:

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Google Analytics 301:

Architecture, processing, configuration, extending and auditing


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A day of in-depth, in-detail, hands-on Google Analytics training with Matt Trimmer, Google Seminar Leader.

Google Tag Manager 101:

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Optimising search campaigns through analysis, structure and control

Google Adwords 301:

Extending search campaigns with display advertising and remarketing

Google Adwords 302:

Extending search campaigns with feeds, dynamic remarketing and shopping


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All your team trained!

£1,450 per day* No matter how many attendees!

*£1,450 per day, no matter how many attendees!


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