Google Tag Manager Integration

How to use Google Tag Manager to integrate with dozens of applications including Google Ads, Floodlight, Twitter, and many more

We understand that without conversion tracking, there's no way to know if the money you're spending on advertising to potential donors is working well or not. We offer native integrations with Google Analytics and Facebook that don't require Tag Manager configuration, but what about other applications? This is where Google Tag Manager comes in. GTM is a simple, reliable, way to easily integrate all of your tags— for free. 

How it works

Simply put, Fundraise Up pushes 3 events, checkoutOpen, checkoutClose, and donationComplete with a slew of variables to the dataLayer by default for every Fundraise Up account. The data pushed to the dataLayer can then be used to create triggers and variables in GTM for supported tags.

DataLayer push

DataLayer is one of the main Google Tag Manager concepts which ensures maximum flexibility, portability, and ease of implementation. Without it, GTM would just not work. It is what keeps your tag management running properly. It is the key to unlocking Google Tag Manager’s potential.

The dataLayer is virtual layer of your website that temporarily stores information. It’s a centralized location of a website where you, your developers, or 3rd-party tools can temporarily store, and access data about the user, page content, and much more. Tag managers like Google Tag Manager reads that data, and sends it to whatever end-point you want.

Variables are used to pass information about an event. For example, you may want to send a conversion tag the donation amount of each conversion. Triggers are used to tell GTM when to fire a tag. The most common trigger you'll probably use is donationComplete. That is, fire a tag whenever a donation occurs. 

While this article speaks specifically about Google Tag Manager, the dataLayer can be accessed by any other tag management systems.

Using Preview Mode, you can see the 3 events and their parameters we push to the dataLayer by default on every Fundraise Up account.


Fires every time a Fundraise Up checkout is opened.


Fires every time a Fundraise Up checkout is closed, regardless if a donation happened or not.


Fires when the donor makes it to the Thank You screen or closes the checkout post-conversion. 

Importing variables and triggers

In order to utilize the above events and variables, we need to add them to GTM. You could do this manually, or follow these simple steps to simply import them into your container. 

The easiest and fastest way to mass create these items is by downloading our container and merging it with yours. This method will automatically define all the available FRU variables and events. Here's how that's done:

  1. Download the variable and trigger template.
  2. Go to the Admin section of the container you want to add the variables and triggers to and click "Import Container."

  3. Select "Choose container file" and select the template you downloaded in step 1.

  4. Next, choose "existing" workspace and the workspace you want to import the settings to. For most, the workspace you'll want to choose is "default workspace." Then, choose "merge" and "overwrite conflicting tags, triggers and variables" as the import options.

    CAUTION: If you choose "Overwrite," you'll replace all your GTM settings, triggers, and tags with just a list of FRU variables and triggers. You don't want to do this. Please choose "merge."

  5. GTM will then show you a preview of the changes you're about to make. Click "Confirm."

    And like magic, all the variables and triggers are created and ready to use!

Using variables and triggers in a tag

Now that we've added the variables and triggers, they're ready for use in your tags. Each tag you use may collect varying amount of variables. For example, some tags may collect the donation ID and others won't.

For example, let's say you want to send conversion data to your Google Ads Conversion Pixel. After selecting the Google Ads Conversion Tracking ad type, you'll see the variables that can be passed to Google Ads. Firstly, you have the Conversion ID and Conversion Label that Google Ads provides. Below those are the variables Conversion Value, Transaction ID, and Currency Code which you can define using the newly created FRU variables.

Click the Lego block next to the variable and then select the appropriate FRU variable from the list.

For this tag, I made the following choices:

Conversion Value = Fundraise Up Donation Amount

Transaction ID = Fundraise Up Donation ID

Currency Code = Fundraise Up Donation Currency

Next, we'll want to add a trigger. This will tell GTM when to trigger, or fire, this particular tag. 

Since it's a conversion pixel, we'd want the tag to fire each time a donation is completed, so we'll select the Fundraise Up Donation Complete custom event.

After the trigger has been selected, you can save, and publish your container!