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Tracking FAQs : Google Tag Manager (GTM)


This article will review:

  • Common FAQs to help debug Google Tag Manager (GTM) issues





This guide assists Brands troubleshooting common integration issues between Partnerize and Google Tag Manager (GTM)


Further reading found : 



Q). How does Partnerize work with GTM dataLayer 

A). Depending on the dataLayer structure implemented by brands, Partnerize offers a range of GTM eCommerce tag templates (E.g GA4 / enhanced) to track sales. Partnerize's template works by reading the dataLayer and automatically populating Partnerize's tracking.


One common reason for tracking not functioning as expected is when an incorrect Partnerize GTM tag template is used or when the dataLayer does not adhere to Google's recommended standards. As a result, this can lead to incompatibility with Partnerize's GTM templates.


These templates require the dataLayer to be in a specific format. Once you have determined which template you are using, you will need to confirm if the dataLayer in place on the event page (to trigger our tracking) matches up to the required format.


Here are some examples of dataLayer structures 




Q). How do I know if I'm using Partnerize's GTM templates to track sales? 

A). Every Brand that has Google Tag Manager will have their own GTM workspace 

  • Navigate to "Tags" and check for reference to Partnerize tags 



Q). How do I check what dataLayer is implemented ? 

A). You can view the "dataLayer" by using the Dev tools in your browser

  • You must reach the checkout ( thank you page)
  • Load up your Dev Tools on your browser (in Chrome cmd+option+J) 
  • Type “dataLayer” into the console section
  • Click the down arrow next to the dataLayer array.
    • This should list the different objects within.



From this you can compare the dataLayer structure to determine which Partnerize eCommerce tag template is compatible




Q)  As a Brand I'm updating my website to Google Analytics 4 (GA4), will my Partnerize tracking be affected 

A). Brands can still migrate and have no impact as GA4 is used for wide variety of analytical purposes (E.g monitoring page views / user activity / website bounce rates) as well as conversion tracking

  • Brands are only affected on Partnerize if :

    • Brand uses existing Partnerize's GTM eCommerce Tag Templates to track sales 
    • Have migrated to GA4 

    • Have replaced the old dataLayer (E.g Enhanced structure) with the new GA4 dataLayer structure


Q). As a Brand I've updated to GA4 but sales have stopped tracking on Partnerize , what do I do?

A).  Assuming the following : 

  • Brand has verified they ARE using existing Partnerize GTM Template to track sales 
  • dataLayer has been replaced by GA4 dataLayer 

Any prior Partnerize GTM template (E.g Enhanced ) may not be compatible with the new GA4 dataLayer structure. 


To resolve you will need to download the latest Partnerize GA4 eCommerce Template please see 


❗NOTE: If unsure please contact our support team and provide your dataLayer 


Q). Why is there a discrepancy between my GA reports VS what Partnerize reports?

A). Partnerize operates on a last click wins model, if a Brand is using GA4 and has Data Driven Attribution (DDA) enabled this will impact how GA attributes sales if multi channels are involved. 


For further reading please 




Q). Can I track sales on Partnerize if my dataLayer doesn't match Google's recommended structure?

A). Partnerize's eCommerce Tag Templates works by automatically reading the dataLayer at checkout to populate the Partnerize's tracking tag. 

If a dataLayer does not conform to Google's recommended format, Partnerize templates will not work

Provide Partnerize with the dataLayer structure as it may require creating a "Custom HTML" but would require manually mapping all values 


❗NOTE:  Partnerize can offer support if the Brand requires a Custom HTML; however, it is the Brand's responsibility to ensure they have technical resource proficient in making the necessary changes 


Q) Why are my sales missing a number of data parameters

A) The most common reason for this is due to the GTM template not reading the dataLayer, or perhaps it differs from the Google Standard dataLayer resulting in the parameters not populating correctly.


The template must be reviewed to ensure the dataLayer configuration is correct.

If there the dataLayer is correct and data is available it might require editing "Tags" to include custom parameters 


Please get in touch with the team to discuss



Q) How do I know if Partnerize's tag has fired from GTM?

A) When performing a test transaction, make sure you stay on the confirmation page where you expect the tag to trigger.

Bring up your Internet Browser Development tools as previously advised and select:

  •  Network Tab > type > This should give you 1 result.


NOTE: You must have performed an END to END test with the Dev tools open to see the firing of the pixel


Q) A test has been conducted but nothing has tracked in Partnerize, why is this?

A) This could be due to a number of reasons : 


Ensure you have published any changes

  • When making any changes within GTM, you must make sure that you publish the latest changes.
  • You may have made changes to the configuration within GTM without publishing them. The GTM overview page should allow you to Preview/Submit the latest changes in the top right corner.


  • The Workspace changes notification in the top right corner should show as 0 if the changes are up to date.


Is the Campaign ID correct? 

  • Within GTM workspace , select the "Tags" option from the left hand side and then double click on the template you have in place.
  • Your Campaign ID must be added to the "Campaign ID" section



NOTE: The campaign id is case sensitive and will include a lowercase L.



Is the Trigger event correct? 

  • Same page as above, you need to ensure the following:
    • 1. There is a trigger present
    • 2. That the trigger in place is the correct trigger to use
  • There must be a trigger set up in GTM to tell it when to fire the Partnerize tag. There is no restriction on what this trigger needs to be and can be different for each and every setup.


  • This will require some knowledge of the checkout process as a whole. Whether or not the tag fires off of a GTM event, page load, window load, etc.
  • Make sure this trigger is set up and accurate. The event triggers will apply to all tags. Each tag, custom or not, requires a trigger to fire it. For the Click Reference Capture tag, the event will likely be a page load. For any conversion event, this will likely be based on a custom event created by the client.

For more information on custom events, you can check the Google guide here: 







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