The Convert + Google Tag Manager integration enables marketers and developers to manage all experiment tracking and goal firing through a centralized tag management system. GTM provides the flexibility to insert the Convert Experiences script, fire conversion triggers, and pass experiment & variation data to downstream tools — all without editing source code.
By pushing Convert events and metadata into the GTM dataLayer, you can filter, segment, and forward experiment data to other platforms (e.g. Google Analytics, data warehouses) easily. This integration makes experiment instrumentation more modular, maintainable, and scalable.
One caveat: injecting the main Convert script via GTM can introduce flicker or delay issues since GTM loads asynchronously — so best practice is to use GTM only when direct script insertion isn’t feasible. Convert’s support docs include mitigation strategies.
Key Capabilities
Benefits
Google Tag Manager (GTM) is a tag management system that allows you to quickly and easily update tags and code snippets on your website or mobile app. You can manage all your tracking and analytics logic from one interface, without modifying code.
Problem: You can’t edit site source (e.g. client site, CMS with limited access). Solution: Insert Convert Experiments script via GTM Custom HTML tag. Outcome: You can launch tests without needing direct access to site code.
Problem: You want to trigger experiment goals (e.g. form submit, button click) but don’t want to embed every trigger in page templates. Solution: Use GTM triggers to fire Convert goal JS when the event occurs. Outcome: Goal firing is centralized in GTM, easier to update or adjust.
Problem: You want to analyze how each variant performs, across marketing channels and datasets. Solution: Convert pushes experiment_id and variation_name into dataLayer; you map those to GA custom dimensions or forward to data warehouse. Outcome: You get richer attribution and deeper analysis across variant groups.
Problem: You want to change which pages or events trigger tests, but altering templates is slow. Solution: Adjust GTM rules (e.g. trigger conditions) to control when Convert experiments run. Outcome: You adapt experiments faster, decouple from deployment cycles.
Problem: On legacy CMS or older templates, updating code is risky or slow. Solution: Use GTM injection + goal firing as a safer layer. Use Convert’s recommended mitigations for flicker. Outcome: You maintain experimentation ability even on constrained platforms.