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.

Before you start

You need a Google Tag Manager account and a Web container. Create one for free at tagmanager.google.com. Have at least Edit and Publish permissions on the container.

Step 1: Get your container snippet

Create or open a Web container

In Google Tag Manager, create a new Web container (or open an existing one). Each container has an ID in the form GTM-XXXXXXX.

Copy the install code

Open Admin → Install Google Tag Manager. GTM shows two snippets: one for the <head> and one for the <body>. Copy both.

Step 2: Install GTM in SuperFunnel

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

Open global Custom Code

Go to Settings → Website → Custom Code.

Add the head snippet

Click + Add Code, name it "GTM Container — Head", paste the <head> snippet, and set the injection location to Header. Enable it.

Add the body snippet

Add a second snippet named "GTM Container — Body", paste the <body> snippet, and set the injection location to Body.

Save and publish your pages

Save your changes so the container goes live on your pages.

Wait

Add a 1 ms delay to your snippets so they run after page elements render. See Custom Code for details.

Confirm the container loads

Open a live page, then check Preview mode in GTM (see Step 4). If the container connects, GTM is installed correctly.

Step 3: Fire a 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.

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.

Two default events to choose from

SuperFunnel emits two built-in events you can use as the Custom Event trigger: superfunnel-form-submission (the visitor reached the Final Step) and the broader superfunnel-conversion (any conversion, including click-outs). The examples below use superfunnel-form-submission. If your funnel converts before the final step, swap in a custom event. See Default conversion events.

Create the trigger (shared)

Both examples reuse this one trigger. Create it once.

Create a Custom Event trigger

In GTM, go to Triggers → New.

Trigger type: Custom Event
Event name: superfunnel-form-submission
Name it "SuperFunnel Form Submission" and save.

Example A: Form submission → Google Ads conversion

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

Create the tag

Go to Tags → New and name it "GAds — Popup Form Submission".

Tag type: Google Ads Conversion Tracking
Conversion ID: your Google Ads Conversion ID
Conversion Label: your Google Ads Conversion Label

Configuration of a Google Ads conversion tag in GTM

Attach the trigger

Under Triggering, select the "SuperFunnel Form Submission" trigger, then save the tag.

Submit and publish

Click Submit in the top right to publish the container so the tag goes live.

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.

Create the tag

Go to Tags → New and name it "SuperFunnel Form Submission → Meta Lead".

Tag type: Custom HTML
Paste the Lead event code:

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

To attach a value for revenue reporting, add it inline. Here is an example where the lead is worth $25 USD:

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

Attach the trigger

Under Triggering, select the "SuperFunnel Form Submission" trigger, then save the tag.

Submit and publish

Click Submit in the top right to publish the container so the tag goes live.

Step 4: Test and verify

Open GTM Preview

In GTM, click Preview, enter your live page URL, and connect. A debug panel opens alongside your page.

Trigger the event

Complete and submit the form on the page. In the GTM debug panel, confirm the superfunnel-form-submission event appears and your tag fires.

Confirm in the ad platform

Google Ads (Example A): open Goals → Conversions and check the conversion registers. It can take time to appear.
Meta (Example B): open Events Manager → Test Events, refresh, and confirm the Lead event arrives after you submit the form.

Done

When your tag fires once in GTM Preview with no duplicates and the conversion shows up in the ad platform, the setup is working and you can use it in your campaigns or ad sets.

What's next

Debugging Events

Inspect the page-load dataLayer event and fix the most common tag pitfalls.

Meta Pixel

Install the Pixel and learn how SuperFunnel events map to standard events.

Online Event Tracking

Fire your own on-page events with the SuperFunnel JavaScript API.

Offline Conversion Tracking

Report backend conversions to Meta and Google for server-side accuracy.

Custom Code

Where and how to inject scripts into your pages and quizzes.