Google Tag Manager

Google Tag Manager capabilities

GTM lets you collect analytics and track customer behavior on the checkout page. It’s a tool marketers use to evaluate ad performance and increase sales.

GTM allows you to quickly connect and manage tools such as:

• Google Analytics and Google Ads
• Meta Pixel (Facebook)
• TikTok Pixel
• Hotjar

And it’s not just analytics: with GTM you can add live chat, feedback and review forms, call tracking, run A/B tests on the payment page, and connect your sales to your CRM.

From a technical standpoint, GTM is a container that is embedded in the checkout page and the success page (the page a customer sees after payment), and you add the necessary scripts (tags) into it. These tags are triggered on certain events, for example, when the page loads.

At the moment, Allpay allows using GTM only for payment links created in the Allpay dashboard.

Setup steps

<span class="u-richtext-counter">1</span> Activate Google Tag Manager in <span class="u-richtext-element">Settings</span> ➙ <span class="u-richtext-element">Integrations</span>.

<span class="u-richtext-counter">2</span> In your Google Tag Manager account, create a new account. For Target platform, select <span class="u-richtext-element">Web</span>.

<span class="u-richtext-counter">3</span> When creating a payment link, expand the “Advanced” section, find the Google Tag Manager block, enable it, and paste your container ID (it starts with “GTM-”).

While this option is active, the GTM container will be injected into the code of the checkout page and the success page for this payment link.

<span class="u-richtext-counter">4</span> In your GTM account, add the required tags to the container and publish it so the changes take effect.

Video tutorial

To learn how to use GTM, refer to the official documentation and publicly available guides.

<span id="security">Security and responsibility</span>

GTM integration offers great possibilities but also carries risks: third-party tags can interfere with checkout, mislead customers, or collect unnecessary data. Card data is not available to GTM tags; however, any tags can still affect page behavior, especially if malicious actors gain access to them.

Add scripts only from trusted sources and grant access to your Google Tag Manager account only to trusted people. If in doubt, do not enable a tag and consult a specialist first.

Under the Terms of Service, you are responsible for the legality and security of all tags added via your GTM and Allpay account, as well as for access control and correct configuration.

Allpay may disable your GTM integration at any time if it creates a security risk, violates requirements, or interferes with payment.