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. 

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 both Google Tag Manager and Universal Analytics, check the steps for connecting BlueConic and UA through GTM.

Configuring the connection

The connection provides you with goals:

To make the connection work, you need to select at least one goal.

Send BlueConic customer data to Google Tag Manager data layer variables


To be able to send information from BlueConic to Google Tag Manager a mapping has to be made. Click the button Add Variable to add a new mapping rule. To remove an existing variable, hover over it and click the delete icon on the right hand side of the table.

BlueConic Value Type
Choose one of:
  • Profile Property: use the value of a BlueConic Profile Property in the visitors profile. If multiple values are available for the selected Profile Property, values will be pipe("|") separated. Under value detail select the profile property that will hold the value to send.
  • BlueConic Profile Identifier: the unique identifier of the visitor profile in BlueConic.
  • Associated Segments: use the names of all associated BlueConic segments as value. Segment names will be pipe ("|") separated.

    Click "All segments" to select and send only specific segments instead of all segments.

    Search and select a segment and enter an optional code to use instead of the name of the segment. If you do not provide a code, the name of the segment will be used.

    If you want to push the associated Segments of a visitor, the option "Expose the segments that the visitor is part of" on the BlueConic Settings > Privacy tab in BlueConic must be enabled.

  • All viewed Interactions: use the names of all viewed BlueConic interactions (for the current page view) as value. Names will be pipe ("|") separated.
  • Permission Level: value of the BlueConic Permission Management level setting of the visitor (DO_NOT_TRACK, ANONYMOUS or PERSONAL).
  • Text: the value will be a fixed text. Enter the text string you want to use as value.
Google Tag Manager Variable (required)
Enter the name of the variable in Google Tag Manager that will hold the value sent by BlueConic.

For more fine-grained control on the synchronisation process, click "Show expert settings":

Expert settings provides you with the following options:

Object Name
Allows you to specify the object name that BlueConic will look for to connect to Google Tag Manager if you are using an object name other than the default "dataLayer".
Event Name
Enter the name of the event that BlueConic will push to Google Tag Manager's Data Layer. The event name can be any custom value, up to 100 characters.
Push Frequency
The Push Frequency determines when BlueConic data will be sent to Google Tag Manager. Four options are available:
  • Each Page View
  • Only when the Variables change
  • Once per Visit
  • On Permission Level change
Interaction Views
Select this option to push each interaction that is served to a visitor by BlueConic to Google Tag Manager in a separate event the moment the interaction is served, regardless of the configured push frequency. The information will be pushed in the format: { event: "bcInteractionView", name : "Interaction Name"}


Send Google Tag Manager data layer variables to BlueConic Profile Properties


To send information from Google Tag Manager to BlueConic it is necessary to make a mapping. Either add variables manually by entering their name, or add them straight from your webpage by using the visual picker:

You can even add a restriction to picking up the value of the data layer variable only when the value of another variable matches a preset value. So in the example above, the value of "pageCategory" is only picked up when the variable "ecommerce.detail.products.brand" equals "iphone".

Remove a previously added variable by hovering over a row and clicking the delete icon on the right hand side.

Configuration takes the following options:

Google Tag Manager Variable
The name of the variable. You can restrict when the value should be copied over by setting a restriction. Enter the name of another Google Tag Manager variable and the value it should contain in order to allow the transfer of the value of the original variable over to BlueConic.
BlueConic Profile Property
The profile property that should get the value copied over from Google Tag Manager's variable.
Merge Rule
Select the way the value should be transferred:
  • Set: set the value in the profile property. If the profile property already had a value, overwrite it.
  • Set if empty: only set the value in the profile property if it is empty. Do not overwrite an existing value.
  • Add: if the profile property is empty, set its value. Otherwise, add the value to existing value.


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.


The Google Tag Manager Connection is a standard plugin.