Google Tag Manager Connection

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: BlueConic is a Customer Data Platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. Click here to learn more.

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.

If you're using Google Tag Manager to serve Universal Analytics tags, check the steps for connecting 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 .

Configuring the connection


  • Optional: Restrict the connection to only be active 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.

The 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 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.
  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.

    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 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.
  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 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

  3. 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.
  4. 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. E.g. 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 on as soon as they fire.


Connection Status

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

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

On the Setup tab, under Data exchange you can see the amount of unique profiles that were imported or exported by the connection.


The Google Tag Manager Connection is a standard plugin.