Google Tag Manager Course

About The Google Tag Manager Course

Most courses teach you how to use Google Tag Manager, but this course is different. This course teaches you how to think about measurement.

When you jump straight into setting up tags and triggers without a plan, you end up with tracking that doesn't connect to your objectives. Sure, events fire, but your data isn’t telling you anything useful. You're collecting information, not insights.

This course is different. You'll start by defining what you need to measure. You'll plan your implementation. Next, you’ll set up Google Tag Manager. The result? A custom tagging setup that meets your needs, aligns with your business, can be adjusted to new requirements, and most importantly, a setup that provides reliable data.

As you progress through the course, you'll move from GTM fundamentals to advanced topics. You’ll learn about server-side containers, consent mode, trigger logic, and other topics most beginner courses skip. You'll get to apply your skills with a live demo website. You'll get to implement Google Analytics and Google Ads tags. And you'll be ready to solve tracking problems if they pop up.

This course is for marketing professionals and freelancers who need to be self-sufficient with their tracking. You can't call a developer every time you need to add a tag or fix event data. You're working across different platforms (like Shopify, WordPress, WooCommerce, Squarespace, Wix, and custom sites), and you need to understand why GTM works the way it does, not just follow a checklist. This course teaches you the thinking behind measurement, so when you encounter a new situation, you can find a solution.

What Will You Learn?

By the end of this course, you'll be able to:

• Define a measurement strategy that guides your implementation before you start working in GTM
• Set up and configure GTM across different platforms (like WordPress, Shopify, WooCommerce, Squarespace, Wix, and custom sites) without relying on developers
• Implement Google Analytics and Google Ads tags, including events, conversion tracking, and more
• Master the data layer so you can connect the information on your website to your tagging implementation in GTM
• Build sophisticated triggers and variables that fire tags when you want them to on your website
• Test your implementation thoroughly using the preview mode and debug console before publishing
• Set up consent mode so you adhere to user privacy and compliance requirements
• Organize and scale your container with version control, naming conventions, and workspaces so teams can collaborate
• Move beyond client-side GTM by implementing server-side containers for improved tracking, privacy compliance, and more
• Diagnose and fix common tracking issues like missing events, data layer mistakes, and trigger logic errors

Join The Course For $225 USD

What’s included?

• 6 hours 53 minutes of HD video lessons (13 modules, structured to build from foundations to advanced topics)
• 13 comprehensive modules covering everything from GTM basics to server-side container setup
• Live demo website for hands-on practice and testing, which you can use during the course
• Course workbook to guide your measurement planning and implementation
• Pre-configured container templates with ready-to-use setups for common implementations (like cookie banners and ecommerce tracking)
• Revision quizzes to reinforce key concepts in each module
• Private discussion area where you can ask questions and get help from the community
• Course certificate to add to your professional profile
• Lifetime access with no expiry date, so you can rewatch lessons anytime, and get updates as GTM evolves
• 30-day money-back guarantee for peace of mind if the course isn’t right for you 

Course Curriculum

Module 1: Foundations (8 lessons)

Get started with GTM basics, including accounts, containers, permissions, and planning your implementation. Learn to define a measurement plan before you configure anything.

Module 2: How Tag Manager Works (8 lessons)

Master the essentials. Understand tags, triggers, and best practice tag management workflow. Learn the preview and debug process so you catch mistakes before they go live.

Module 3: Demo Website (2 lessons)

Get hands-on practice using a live demo site where you can apply what you've learned and test your implementation in a safe environment.

Module 4: Variables (6 lessons)

Explore built-in and custom variables, including advanced user-defined variables and custom JavaScript, to power your tags and triggers.

Module 5: Data Layer (7 lessons)

Master the data layer as your communication channel between your website and GTM. Implement ecommerce data structures for Google Analytics and understand how to structure complex event data.

Module 6: Events (3 lessons)

Understand GTM events and learn to use Tag Assistant to verify your implementation is working correctly.

Module 7: Triggers (11 lessons)

Learn all trigger types, including click, scroll, form, visibility, video, timer, and more. Understand when and how to use each trigger to fire tags at the right moments.

Module 8: Trigger Logic (4 lessons)

Build sophisticated trigger conditions and groups to control exactly when your tags fire, including exception triggers for handling edge cases.

Module 9: Tag Sequencing (3 lessons)

Control the order tags fire in and implement platform-specific sequencing for Facebook and other ad networks.

Module 10: Additional Tags (7 lessons)

Implement Google Ads conversion tracking, enhanced conversions, and custom HTML tags to go beyond the basics.

Module 11: Consent Mode (4 lessons)

Configure a cookie banner so your tags fire based on people’s consent choices. Walk-through implementation options for both premium and free cookie banner solutions.

Module 12: Maintenance (7 lessons)

Organize and scale your container with version control, environments, naming conventions, folders, and workspaces so teams can collaborate without breaking things.

Module 13: Server-Side Containers (10 lessons)

Move beyond client-side GTM with server-side tagging. Learn how to set up a server-side container, configure a custom domain, use GA4 events, multi-platform conversion tracking (Google Ads, Meta), and use third-party server-side hosting.

Your Course Instructor

Benjamin has been working with Google Analytics, Google Tag Manager, and other Google products for over 15 years. He's trained and consulted for companies like Google, 3M, and Fuji Xerox. Thousands of marketing professionals use his resources every day, and he’s trained over 15,000 students in Loves Data’s online courses.

Why Benjamin's Teaching Works

Clear & Simple: Benjamin cuts through technical jargon and breaks down complex topics into language anyone can understand, whether you're new to GTM or already experienced. As one student put it, he "takes what can be a very technical IT-jargon-filled topic and makes it understandable to the non-IT person."

Practical Foundations: He teaches the why behind each topic, not just the how. Every lesson explains the importance of what you're learning and how it connects to the bigger picture. Students appreciate that lessons "build upon one another to create a better understanding of the larger possibilities."

Engaging & Well-Paced: Lessons are presented at a pace that develops real understanding. They’re engaging without feeling rushed, and information is delivered in easy-to-consume chunks. One student noted he "walks you through all the tools and features and keeps you engaged," while another said the course enabled them to "sort inaccuracies and put them into a much better order in my mind."

Efficient: Benjamin saves you hours searching through documentation and extracting key elements yourself. His courses shorten your learning curve by focusing on what actually matters, so you can apply what you've learned right away. As experienced developers noted, "what has taken us many hours to extract ourselves from Google files for previous products, was drastically reduced by taking this course."

Benjamin's Credentials & Recognition

• Google Marketing Platform Partner
• Google Analytics Certified (since 2009)
• Published Author: Learning Google AdWords and Google Analytics (2nd Edition, 2018), Google Analytics Integrations (2015)
• Featured Contributor: Official Google Analytics Blog, YouTube Video Contributor
• 15,000+ students trained

See Benjamin's Teaching in Action

The data layer is one of the most important (and most misunderstood) concepts in GTM. Watch this lesson to see how Benjamin breaks down a potentially complex topic into something anyone can understand. This is the kind of clarity you'll get throughout the entire course.

Ready to learn more?

You've seen how Benjamin teaches. The full course takes you from GTM fundamentals through advanced topics like server-side containers and consent mode, all with the same clear, practical approach.

Join The Course For $225 USD

Over 15,000 students have already learned from Loves Data courses. Join them.

What Students Say

"Another thorough course, thanks Benjamin and crew! I really like how there are not only the obvious elements to these courses, but that you also include important components, of which their importance may only come to light later on when you are constructing your own more complex tracking. That's considerate, thank you!"

— Paula S., Digital Agency Owner ⭐⭐⭐⭐⭐

"One of the best out there. Includes Measurement Planning. Most courses don't teach planning before implementation. This course does. The sections of the course are easy to follow, well laid out and presented at a good pace to develop understanding."

— Mary S., Digital Marketing Consultant ⭐⭐⭐⭐⭐

"I had some experience of GTM before taking this course but also had some pre-conceived ideas that proved to be inaccurate. The simplicity of the course enabled me to sort the inaccuracies and put them into a much better order in my mind. Looking to take this to a different level now!"

— Sid D., Web Designer ⭐⭐⭐⭐⭐

"Very insightful GTM course."

— Sachin K., Marketing Consultant ⭐⭐⭐⭐⭐

Join The Course For $225 USD

How is this course different from free resources?

Most free tutorials focus on implementation. You’ll jump straight into tag setup, triggers, and variables. You learn configuration steps, but not strategy.

In this course, you’ll learn planning first, then implementation. You'll start by defining what you measure and why. You'll plan your implementation, then start configuring your GTM container. This means you’re in the best possible position to track what matters most, build a scalable system, and be ready to make changes and adjust your tagging when needed.

YouTube tutorials teach you individual tactics. This course teaches you the framework to solve problems you haven't encountered yet.

Google's Skillshop is free, but not comprehensive. Google covers their analytics and advertising platforms, but they don’t offer a dedicated GTM course. So while you might find some very basic concepts mentioned in passing, if you want to actually start using and applying GTM, you’ll be stuck.

This course covers advanced topics. Most beginner courses skip server-side tracking, consent mode, trigger logic, and enterprise-level best practices. In this course, you’ll learn how to set up GTM for your current and future needs.

30-Day Money-Back Guarantee

Try the course for 30 days. If it's not right for you, email me and I'll refund your purchase – no questions, no hassle.

I'd rather you find the right fit than feel stuck with something that doesn't work for you.

Common Questions

Does the course cover GA4?
Yes, absolutely. You'll learn to implement a Google Tag to collect page views and other events into GA4. And you’ll cover the steps to set up GA4 events tags and integrate GA4 into your GTM container.

Does this course cover server-side GTM?
Yes. Module 13 covers server-side containers in depth. You'll learn setup, custom domain configuration, GA4 event routing, Google Ads conversions, Meta tracking, and using third-party server-side hosting. You'll understand both when to use server-side GTM and how to implement it.

Is consent mode covered?
Module 11 covers consent mode in detail, including premium and free solutions. You'll learn to set up tracking that respects user privacy while collecting consented data in your analytics and marketing platforms.

Do I need to know HTML or have a technical background?
No. This course is designed for non-technical marketers. Basic knowledge of websites is helpful, but the main thing is the desire to learn. GTM is built for marketers, not developers. You'll learn where custom code might be needed, but you won't be writing it yourself. You'll also understand when to ask a developer for help and when you can solve it yourself in GTM.

Do I need to know Google Analytics before starting?
It would be helpful, but it's not required. If you're coming from our GA4 course, you'll have a head start on understanding how GA4 events work. If you're new to tag management, this course builds the GTM foundation you need.

Do I have lifetime access? Does the course expire?
You get lifetime access with no expiry date. You can rewatch lessons anytime, and you'll receive automatic updates when we update the course

How long does it take to complete?
The course contains 6 hours and 53 minutes of video. We recommend taking the course over 3 to 4 weeks with 2 hours per week. This gives you enough time to apply the lessons, take the quizzes, and complete the practical exercises. However, you can take the course at your own pace. Some students finish faster, others spread lessons over a couple of months.

What's your refund policy?
We offer a 30-day money-back guarantee. If the course isn't right for you, we'll refund your purchase, no questions asked.

Will I receive a certificate?
Yes. Once you complete all lessons and your assignment is approved, you'll receive a course certificate.

Have another question?
Send an email to [email protected] or complete our contact form, and we’ll get back to you.

Join The Course

The Google Tag Manager Course includes:

• 6 hours 53 minutes of HD video lessons
• 13 comprehensive modules (foundations through to server-side GTM)
• Live demo website for hands-on practice
• Revision quizzes in each module
• Private discussion area
• Course certificate
• Lifetime access
• Automatic updates
• 30-day money-back guarantee

One-time payment. No course expiry. Free updates.