Google Tag Manager: Getting Started


Google Tag Manager (GTM) is a tool used by the University System of New Hampshire for marketing and communications use within Drupal websites. This article provides an overview of creating and utilizing Google tags.


What is Google Tag Manager?

Google Tag Manager (GTM) allows communications and marketing managers to easily track website actions and events such as:

  • Button or link clicks
  • Pageviews
  • PDF downloads
  • Video plays


How does Google Tag Manager work?

Drupal websites within USNH have been updated to include Google Tag Manager for data measurement and website tracking. There are two main components to GTM: tags and triggers.


Tags are set up in GTM to implement code snippets or tracking pixels from third-party tools. This allows the Software Development and Central Marketing teams to manage a variety of tools without having to add code directly to our sites.

Some examples of common tags include:

  • Google Analytics tracking code
  • Google Ads (AdWords) remarketing code
  • Google Ads conversion tracking code
  • LinkedIn pixel code
  • Facebook pixel code
  • Events for actions such as button or link clicks, video plays and PDF downloads


Triggers tell GTM when to fire a tag, such as when a specific page is viewed, a video is completed or a button is clicked.


Who has access to Tag Manager?

Central Marketing and Software Development administrators have access to and manage Google Tag Manager in our sites.

If you are an administrator within a school or college site, please contact your communications director to discuss using Google Tag Manager to track specific events.

Communications directors and other site administrators may request tracking by submitting a ticket through TeamDynamix.

If you are working with a third-party vendor, they should be informed that UNH uses Google Tag Manager, and any tracking requests should be submitted in a Tag Manager-friendly format.

Vendors may be granted GTM access at the “Approve” level, allowing them to create and test tags. A sponsored account is required and should be submitted through the Accounts Management System at Tags will be reviewed and published by a member of the Central Marketing or Software Development teams.


How to submit a tracking request

To request tracking, begin by completing a Software Development service request.

Please allow at least one week for the implementation of any new tracking code.

Your request should include the following information:

  1. Name of campaign.
  2. Name of third-party vendor, if involved.
  3. Duration of campaign.
  4. Contact information for person or agency managing the campaign.
  5. Information on the specific items to be tracked.
  6. Page(s) where tracking should be placed.
  7. If requesting the implementation of code from a third-party vendor, please request that the vendor optimize the code for GTM.

Please note: the code should be included as an attachment instead of being pasted into the request form.


GTM naming conventions

The following naming conventions should be followed in order to manage our Google Tag Manager accounts. Additional tag and trigger abbreviations may be approved for use by Central Marketing or Software Development.


Users should create an appropriately named workspace whenever creating or editing tags and triggers. Please do not use the default workspace. Which can result in delays in publishing.



Tag names must be descriptive and include information on the tag type, where the tag is used, and the name of the associated campaign or third-party vendor if applicable.

Tags typically contain two or three components and should be ordered as follows, using title case and dashes offset by spaces for the components of the name:

[tag type abbreviation] - [additional tag information if helpful] - [website/page(s)] - [campaign/vendor]

For example:

  • GA - Event - All Clicks Reunion 2020
  • FB - CPA Pixel - Admissions/Explore/Main
  • Ads - Paul Conversions - Mediaworks

Tag types

Type Abbreviation
Chat Chat
Custom HTML Cust
Facebook FB
Floodlight Counter FC
General pixels PX
Google Ads Ads
Google Analytics GA
LinkedIn LI
Twitter TW


Triggers also should be descriptive and include information about their function and how or where they will be used. The first component of a trigger name should consist of one of the abbreviations for common triggers functions listed below. Typically, only one additional naming component is needed.

Unlike tags, triggers should be written in lowercase letters. Use dashes offset by spaces between components of the name:

[trigger type abbreviation] - [website, page(s) or other details on trigger function]

For example:

  • click - button click - reunion 2020 only
  • click - external link
  • pv - admissions only
  • ytv - all - start/complete/progress

Trigger types

Type Abbreviation
Click click
Conversion conv
Custom event ce
Form submission form
Lead lead
Pageview pv
PDF download pdf
Scroll depth scroll
YouTube video ytv


Folders may be created for the individual schools and colleges or for third-party vendor tags tied to specific campaigns.


When publishing changes in Google Tag Manager, the new container version should be given a short name that references the changes made, and the description field should include a full list of the changes.

This makes it easier for others in Tag Manager to understand what changes have been made, and also makes it easier to revert to an older container version should there be issues with any tags.


Need additional help?

If you have any additional questions, please fill out the Software Development service request.

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Article ID: 2432
Fri 9/18/20 3:16 PM
Thu 5/23/24 5:51 PM
Applicable Institution(s):
Plymouth State University (PSU)
University of New Hampshire (UNH)
USNH System Office