Google Tag Manager

Overview

Google Tag Manager (GTM) is a free tool that lets you add and manage tracking tags, like the Meta Pixel, Google Ads conversion tags, or analytics snippets, without editing your page code every time. You install one container on your pages, then add and change tags from the GTM dashboard.

If you only ever need a single pixel, you can paste it straight into Custom Code and skip GTM. GTM earns its place once you are juggling several tags, want to map SuperFunnel events to platform-specific conversions, or want marketers to manage tracking without touching the funnel.

Three concepts make up every GTM setup:

• Tag — the code that runs, such as a Google Ads conversion or a Meta Pixel Lead event.
• Trigger — the condition that fires a tag, such as a page view, button click, time spent watching a YouTube video, or any other custom event you define.
• Variable — a reusable value a tag or trigger can read.

Step 1: Get your container snippet

Step 2: Install GTM in SuperFunnel

Add the container globally using Custom Code. Enable for relevant pages and quizzes, then publish.

Step 3: Choose a SuperFunnel event streamer

Installing a GTM container lets you run Google Ads, Meta Pixel, and other tags. A SuperFunnel event streamer has a separate job: it sends selected GTM events back to SuperFunnel analytics and associates them with the visitor session that produced them.

You only need an event streamer when GTM owns events that should also appear in SuperFunnel. If you use GTM only to fire ad-platform tags from SuperFunnel's built-in events, skip to Step 4.

Choose one template

Download the templates

These files are published directly from the canonical SuperFunnel application repository:

Import a template into GTM

Configure Web v2

• Leave Custom Event Name empty to use the current data layer event name, or enter a fixed replacement.
• Add only the Event Properties SuperFunnel needs. Do not send names, email addresses, phone numbers, or other personal data.
• The tag reads supported click IDs from the current URL automatically. Under Attribution, map GTM variables only when those values are stored somewhere else.
• To capture a landing-page click ID before navigation, the same tag can also fire on an Initialization trigger. Initialization captures attribution but does not send an event.
• The tag writes _sf_click_ids for one day with SameSite=Lax and respects ad_storage consent.

Configure Server v2

• Leave Custom Event Name empty to use event_name from Common Event Data.
• Add only the Event Properties SuperFunnel needs. Do not send personal data.
• The tag automatically checks top-level Common Event Data and query parameters in page_location for supported click IDs.
• Under Attribution → Identifier Overrides, map a GTM variable when the identifier has another name. For example, map a {{subid}} variable to shortVisitHash.
• Leave Advanced → Collector API URL empty in production. That field is only for an approved testing endpoint.
• Fire the tag only after the Server GTM client has produced the Common Event Data needed by the tag.

Supported identifiers

Both v2 templates support these advertising click IDs:

gclid, fbclid, msclkid, ttclid, li_fat_id, epik, twclid, sclid, tblci, ob_click_id, and rdt_cid.

Server v2 also supports these existing SuperFunnel identifiers:

hash, sessionHash, sessionId, visitHash, shortHash, shortSessionHash, and shortVisitHash.

Step 4: Fire an ad-platform tag on a SuperFunnel event

SuperFunnel emits an event when a visitor submits a form, that is, reaches the final step of a quiz or form. You catch that event in GTM with a Custom Event trigger, then fire whatever tag you want.

This ad-platform tag is independent of the optional SuperFunnel event streamer in Step 3. Both can use the same Custom Event trigger because they send the event to different destinations.

The two examples below use the same trigger; only the tag differs, and you do not need both. Example A (Google Ads) is the most common setup, and it does not involve Meta or the Pixel at all. Use Example B only if you also advertise on Meta.

Create the trigger (shared)

Both examples reuse this one trigger. Create it once.

Example A: Form submission → Google Ads conversion

If you advertise on Google, get Conversion ID and Conversion Label from Google Ads.

Example B: Form submission → Meta Lead

If you run Meta ads and want the submission to count as a standard Meta Lead event, follow this example. It assumes the Meta Pixel base code is already installed on your pages, see Meta Pixel.

<script>
  fbq('track', 'Lead');
</script>

<script>
  fbq('track', 'Lead', { value: 25.0, currency: 'USD' });
</script>

Step 5: Test and verify

Streamer troubleshooting

• The v2 tag fails immediately — Confirm the event has a supported click ID or, for Server v2, a supported SuperFunnel identifier. Check the tag's Attribution overrides for an empty or incorrectly mapped variable.
• The event appears twice — Web v2 and Server v2 are probably firing for the same event. Disable one delivery path.
• Initialization succeeds but no event appears — This is expected. Web v2 uses Initialization only to persist attribution; attach the conversion trigger to send the actual event.
• No event is sent when consent is denied — This is expected. The v2 templates respect ad_storage denial.
• An existing Legacy Web tag works — Leave it in place until you plan and test a migration. Do not replace it only to rename the template.

What's next