Don’t confuse Google Tag Manager (GTM) with the latest version of Google Analytics, as it helps to set up the GA and any other code.
Magento 2 GTM relatively consists of 3 main parts:
The app eliminates the need to have deep knowledge in JavaScript and make everything manually. Instead of it, you can add a container tag (a custom-generated tracking code) to your website and add, change, debug tags, of course, if you have the appropriate user permissions.
You can easily add Google Tag Manager in Magento 2 without third-party extensions. All you need is to add the GTM code to your active theme. The GTM code is divided into two parts: script and noscript.
You need to put the GTM snippet into these two phtml templates for head and body:
To load the files correspondingly you should use the default .xml file:
<!-- YourTheme/Magento_Theme/layout/default.xml -->
<referenceContainer name="head.additional">
<block class="Magento\Framework\View\Element\Template" name="gtm.head" before="-" template="Magento_Theme::html/gtm_head.phtml" />
</referenceContainer>
<referenceContainer name="after.body.start">
<block class="Magento\Framework\View\Element\Template" name="gtm.body" before="-" template="Magento_Theme::html/gtm_body.phtml" />
</referenceContainer>
After Magento 2 Google Tag Manager adding process is finished, you can set up Google Analytics and other tools for tracking and reporting about website traffic.
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If connecting 3rd-party extensions to your Magento 2 isn't really an option right now, check out this Advanced Reports extension: 20+ marketing reports, sales performance reports, real-time reports, create custom reports, customizable data grids.
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