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Setting up the Google Tag Manager and Global Site Tag

Both the Google Tag Manager and the Global Site Tag are easy to set up within the Lightspeed back office. This article explains how to link them correctly. 

Google Tag Manager

Google Tag Manager is perfect for marketers who want to add external codes and tracking pixels from online marketing tools to their websites. You add the Google Tag Manager code once to the web shop and then you link all kinds of external applications to it. Think for example of Hotjar, Facebook, Google Analytics, or even a CRM system. 

This way of working has several advantages. First of all, it is convenient for all those who do not have access to the <head>code of their webshop where these kinds of applications have to be linked. Moreover, if you want to link many external applications, it is also best to choose Google Tag Manager. If you put too many things in your <head> code, your website will load slower.

Setting up Google Tag Manager

1. In the Lightspeed back office, go to Web Extras via Settings.
2. To set up the Tag Manager, a part must be placed in the <head> of the web store and a part in the <body>.

3. The part to be placed in the Head is placed via Custom Head code > Add Code > Code. You place the Tag Manager without the following parts:

“<!—Google Tag Manager —><script>” & “<—Google Tag Manager —></script>“.


4. The part to be placed in the Body can be placed in its entirety under 'Custom JavaScript'.


5. Make sure the status is enabled on both and then save again via save at the top right.
6. The Google Tag Manager is now set up!


Google Global Site Tag

The global site tag is a tool for measuring conversions in Google Ads and works in conjunction with another code snippet (an event snippet or phone snippet) to track conversions.

The global site tag sets new cookies in the shop, storing a unique ID for the user or the ad click that brought a user to the shop. Google Ads can thus measure conversions more accurately. With the global site tag, you can specify which interactions on your website should be counted as Google Ads conversions.

Google Global Site Tag setup

A global site tag looks like this, only the bold code needs to be entered into Lightspeed:

<!-- Global site tag (gtag.js) - Google Ads: CONVERSION_ID -->

  <script async src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>

    window.dataLayer = window.dataLayer || [];
   function gtag(){dataLayer.push(arguments);}
   gtag('js', new Date());


1. In Lightspeed's back office, go to Web extras via Settings.
2. Scroll to the heading Custom Head Code and click on 'Add code'.
3. Under External script URL, add the link from the script


4. Save it
5. Click 'Add Code' again
6. Add everything there between the <script> tags


7. The general site tag has now been added!

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