Google Tag Manager Integration

How to use Google Tag Manager to send data to other applications such as Google Ads, Floodlight, Twitter, and more

Google Tag Manager is a free tag management system that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website without having to modify the code. It will help you understand the effectiveness of advertising and other marketing activities on donations.

This GTM integration article is relevant for the following scenarios...

  1. You want to integrate with a marketing application that Fundraise Up doesn't natively support (we support Google Analytics and Facebook)
  2. You want to create a custom Google Analytics or Facebook integration

How it works

The foundation of Google Tag Manager is the dataLayer, so it's recommend that you familiarize yourself with the events Fundraise Up pushes to the dataLayer. Click here to learn more.

GTM works by pulling data, or variables, from the dataLayer and then firing tags/pixels containing the variables based on a trigger such as a donation. Variables are used to pass information about an event. For example, you may want to fire a tag/pixel with the donation amount of each conversion. The tag/pixel fires based on a trigger, which are used to tell GTM when to fire a tag/pixel. The most common trigger you'll use is donationComplete. That is, fire a tag/pixel whenever a donation occurs. 

Importing variables and triggers

In order to start using Fundraise Up's dataLayer events as variables and triggers for your GTM tags, we recommend importing our container and merging it with yours. This method will automatically create all the available FRU variables and events.

  1. Download our container template: FRUVariablesNTriggersGTMImportable.json
  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!