Course Outline 

Module 1: Introduction to Google Tag Manager

• What is GTM and why it matters

• GTM vs hard-coded tags

• GTM account, container setup, and interface overview
  Case Study: Migrating hard-coded tags into GTM

Module 2: GTM Fundamentals – Tags, Triggers & Variables

• Core components of GTM

• Types of tags: GA4, Ads, remarketing, social pixels

• Basic triggers (page view, clicks, forms)
  Exercise: Deploy a GA4 pageview tag with a trigger

Module 3: Event Tracking with GTM

• Creating event tags for button clicks, form submissions, video views

• Passing custom event parameters

• Debugging and validating events in real time
  Practical: Track file downloads with GTM and send to GA4

Module 4: Advanced Triggers & Variables

• Regex, DOM element variables, custom triggers

• Scroll depth, timer, and element visibility tracking

• Data layer variables: pushing and pulling data
  Exercise: Configure a scroll depth trigger with custom variable

Module 5: E-commerce & Conversion Tracking

• Enhanced E-commerce setup with GA4 via GTM

• Tracking add-to-cart, checkout, purchases

• Conversion tracking with Google Ads, Facebook Pixel, LinkedIn Insight Tag
  Case Study: Implementing multi-channel e-commerce tracking

Module 6: Data Layer Mastery

• Understanding data layers in GTM

• Working with developers to push data

• Setting up dynamic values for transactions, users, and products
  Practical: Configure a transaction tracking data layer

Module 7: GTM Debugging & Testing

• GTM Preview Mode & Debug Panel

• Chrome extensions: Tag Assistant, Dataslayer

• Troubleshooting broken or duplicate tags
  Exercise: Debugging a non-firing conversion tag

Module 8: GTM & Tool Integrations

• Integrating GTM with GA4, Google Ads, Floodlight, CRM

• Passing GTM data into Power BI & Looker Studio

• Using GTM with marketing automation (HubSpot, Mailchimp)
  Case Study: Unified campaign tracking across GA4 and Ads

Module 9: Governance, Compliance & Best Practices

• GTM user permissions and workflows

• Version control and publishing best practices

• GDPR, CCPA, and consent mode setup in GTM
  Exercise: Implement Google Consent Mode with GTM

Module 10: Capstone Project – Advanced GTM Setup

• Design a GTM container with GA4, Ads, and social pixel integrations

• Configure event tracking and data layers for a simulated business

• Debug, test, and publish with version control
  Capstone Project: End-to-end GTM deployment for a multi-channel campaign