Google Tag Manager Connection

How to exchange customer profile data between Google Tag Manager and the BlueConic customer data platform

What: The Google Tag Manager Connection can feed Segment or Profile information from BlueConic to Google Tag Manager by pushing data into an existing data layer (JavaScript object), or creating a new data layer specifically for this purpose. The import and export work in real time.

About BlueConic: The BlueConic Customer Data Platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

Why: Your marketing stack, or Universal Analytics, is already connected to Google Tag Manager. Use this connection to share first party data out to the stack for your known and anonymous users, whether it was collected by BlueConic or integrated through another BlueConic connection.

For the connection to work, you must have set up the Google Tag Manager tag on your pages.

When to use the Google Tag Manager Connection

If you are using Google Tag Manager but you are not using Universal Analytics tags, note that you can use the BlueConic Data Layer Connection.

However, if you are using Google Tag Manager to serve Universal Analytics tags, you need to follow the steps below to set up the Google Tag Manager Connection by following the steps below. In addition, you also need to follow steps to connect BlueConic and UA through GTM.

Adding a Google Tag Manager connection

  1. Click Connections in the Navigation bar.
  2. Click Add Connection.
  3. A pop-up window appears. Check the Show all box. Enter “GTM” in the Search bar. Click Google Tag Manager connection.
  4. The Google Tag Manager connection page opens.

    You can expand or collapse metadata fields (favorite, labels, and description) by clicking the gray + or . How to connect Google Tag Manager data with BlueConic CDP customer profile data

Configuring a Google Tag Manager connection

Setup

  • Optional: Restrict the connection to be active only on specific channels or URLs.
  • Set up the connection by confirming the name of the Data layer that Google Tag Manager is using. The standard name is dataLayer.
  • Click Save to store the information.

Data exchange shows the total number of unique profiles that have been imported or exported via the connection. Note that these are unique profiles. If the same profile is exported multiple times, it is counted as 1.

How to synchronize customer data between Google Tag Manager and BlueConic

The Google Tag Manager connection provides you with goals:

To make the connection work, you have to add at least one goal and switch the connection on.

Import data from Google Tag Manager into BlueConic

To import data into BlueConic add an import goal and follow the steps laid out in the goal.

  1. Select the BlueConic segment that holds the profiles that may be enriched with Google Tag Manager data.

    In the top right-hand corner, the number of profiles available for the import appears.

    How to update BlueConic profiles with data from Google Tag Manager

    This number shows how many profiles meet the conditions for the selected segment (for example, they have an email address and gave required consent for an objective) and therefore are available for the import. BlueConic tries to import only the profiles that have changed since the last import. The number of profiles imported might be lower than the number displayed here.

  2. Click Add mappings via visual picker or the link Add mapping (without visual picker) to add a mapping.
  3. Map the Google Tag Manager data to BlueConic profile properties. Enter the name of the Google Tag Manager field, or enter a JSONPath expression (that starts with $.) to select the data. Select the BlueConic profile property the data populates by entering a search term.

    How to exchange customer data between Google and BlueConic

    Select how to import the data from the drop-down list:

    • Set
    • Set if empty
    • Add the data field to the list of existing values
    • Sum a number with the existing values (if the data field is a number)

    Click Save on the top right corner of the screen to save your import goal.

  4. Optional: In the left panel, click Add goal and then Import goal to create another Import goal.

Export data from BlueConic into Google Tag Manager

To export data into Google Tag Manager add an export goal and follow the steps laid out in the goal.

  1. Select the BlueConic segment that holds the visitors that will be exported to Google Tag Manager when they visit one of the channels selected under Setup.

    In the top right-hand corner, the number of profiles available for the export appears.

    How to export customer data from BlueConic customer profiles to Google Tag Manager

    This number shows how many profiles meet the conditions for the selected segment (for example, they have an email address and gave required consent for an objective) and therefore are available for the export. BlueConic tries to export only the profiles that have changed since the last export. This number of profiles exported might be lower than the number displayed here. 

  2. Map the BlueConic data that you want to export into Google Tag Manager. Select BlueConic profile property by entering a search term and enter the data field value it should populate. Click Add mapping to add a mapping rule for a property, or click Add multiple mappings to add rules for a number of properties. 

    Click the BlueConic icon to open a drop down menu where you can switch between the type of information you want to export. Pick one of:

    • BlueConic profile identifier: the unique identifier for a profile
    • Associated segments: all segments, or a selection of one or more specific segments that the profile is associated with
    • Profile property: the value of a specific profile property
    • All viewed interactions (all time): the interactions that the profile has seen
    • Permission level: the permission level set in the profile
    • Text value: enter any static text
      How to set up a customer data import or export between Google and BlueConic
  3. Set up the data configuration for the export format (as a single text string or as an array). Choose a value separator between individual values for single text export strings.
  4. Define when BlueConic data should be pushed to Google Tag Manager:
    1. Select the Push frequency you prefer.
    2. Optional: Select a BlueConic event that should also trigger this goal - in addition to the push frequency above.
    3. The BlueConic data will be pushed as events, and Google Tag Manager can identify these events by name. Enter the Event name BlueConic should use.
  5. Optionally push advanced data:
    1. Check the box for Push interaction viewed as separate events to Google Tag Manager if you want to send interaction view events separate from the push frequency defined in step 3. For example, if a lightbox pops up, it will immediately send an event.
    2. Check the box for Push BlueConic events as separate events to Google Tag Manager if you want BlueConic events to also be passed to Google Tag Manager as soon as they fire.

Note that you can use the Add goal button create multiple export goals for this connection.

Connection status

Once you've set up and saved your connection, the icon at the top will reflect the status of the connection.

How to run the Google Tag Manager Connection in BlueConic customer data platform

There is an arrow going from Google Tag Manager to BlueConic, signifying that data is being imported. At the same time, the arrow going the other way shows data is also being exported from BlueConic to Google Tag Manager. Also, the arrows are green, which shows the connection is ready to be used.

Privacy management

Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. The connection will only work if the visitor consented to at least one of the objectives that it is linked to.