Google Tag Manager (gtm.js)

Google Tag Manager (gtm.js) (google/googletagmanager-gtm)

operated by: Google LLC (get company information on datarequests.org)

Google Tag Manager is a tag management system that allows publishers to add and update tags for analytics, marketing, and advertising services without modifying the website/app code directly. Source

In addition to Google’s own tags like Google Ads and Google Analytics, it also supports many third-party tags like Adobe Analytics, AppsFlyer, Criteo, and Microsoft Bing Ads as well as custom tags. Source

Endpoint URLs

These are URLs or regexes of endpoints the tracker sends data to. We use these to determine which adapter to apply to a request. Some trackers use the same endpoint for several formats. In this case we use additional logic to match the adapter to the request, refer to the code for more information.
  • https://www.googletagmanager.com/gtm.js
  • https://www.google-analytics.com/gtm/js
  • https://www.googletagmanager.com/gtm/ios
  • https://www.google-analytics.com/gtm/android

Decoding steps

Every tracking library has its own way of transmitting tracking data, often even several. They are regularly pretty convoluted, nested encoding schemes. Because of that, the adapter needs to decode the request information into a consistent format. We try to keep keys and paths intact, but the structure results from our decoding. All steps used in the decoding for this adapter are documented here.
  1. Parse the query string in the request path as a query string. Store that in the result for the query string.
  2. Get the property at JSONPath $ in the request headers. Store that in the result for the request headers.
1res.query = parseQueryString(query)
2res.header = header.$

Observed data transmissions

This is data that we observed being transmitted by this tracker. Not every request contains all of this data. The context of the data describes where we found the data in the request, the path describes the location of the data in the decoded request. The examples are a selection of observed values.
PropertyContextPathExamples of observed values
App IDheaderx-requested-withcom.x.mind
com.citynav.jakdojade.pl.android
net.mbc.shahid
ca.tangerine.clients.banking.app
com.justmiro
ID for the property (website/app)queryid Tracker documentation on this propertyGTM-TXJQBCZ
GTM-5HVQGXQ
GTM-WW4DGGQ
GTM-NKBR272
GTM-MNW3THG
Refererheaderrefererhttps://en.loveeto.com/land/526bbe0e174b9d025184e5ee909d41fde2b32b16?clickid=60064c05e24857000124892e&partner=908&pid=1440&tid=a_60064c041c276700016ebbfc&src=&offer_id=248&ip=134.169.32.95&geo=DE&sub4=&sub5=&device_ua=Mozilla%2F5.0+%28Linux%3B+Android+11%3B+sdk_gphone_x86_64_arm64+Build%2FRSR1.201013.001%3B+wv%29+AppleWebKit%2F537.36+%28KHTML%2C+like+Gecko%29+Version%2F4.0+Chrome%2F83.0.4103.106+Mobile+Safari%2F537.36&rand=2fe024ad-8e16-4f59-bb56-9b6fbc874da0&time=1611025413&city=Brunswick
https://cmp.dreamlab.pl/1746213/preview/index.html?test_site=APP_JAKDOJADE_ANDROID&webview=1
https://shahid.mbc.net/en/widgets/login?theme=dark&mobile=true&deviceId=2dbcd2490de12fd5&deviceType=Mobile&physicalDeviceType=Android_Phone&deviceName=sdk_gphone_x86_64_arm64
https://shahid.mbc.net/en/widgets/subscription?mobile=true&deviceId=2dbcd2490de12fd5&deviceType=Mobile&physicalDeviceType=Android_Phone&deviceName=sdk_gphone_x86_64_arm64&theme=light&platform=android
https://zbornr.shewantyou.com/c/da57dc555e50572d?s1=97987&s2=1187006&j1=1&j3=1&click_id=3e1oq7oclkpd
headerRefererhttps://en.loveeto.com/land/526bbe0e174b9d025184e5ee909d41fde2b32b16?clickid=60064c05e24857000124892e&partner=908&pid=1440&tid=a_60064c041c276700016ebbfc&src=&offer_id=248&ip=134.169.32.95&geo=DE&sub4=&sub5=&device_ua=Mozilla%2F5.0+%28Linux%3B+Android+11%3B+sdk_gphone_x86_64_arm64+Build%2FRSR1.201013.001%3B+wv%29+AppleWebKit%2F537.36+%28KHTML%2C+like+Gecko%29+Version%2F4.0+Chrome%2F83.0.4103.106+Mobile+Safari%2F537.36&rand=2fe024ad-8e16-4f59-bb56-9b6fbc874da0&time=1611025413&city=Brunswick
https://cmp.dreamlab.pl/1746213/preview/index.html?test_site=APP_JAKDOJADE_ANDROID&webview=1
https://shahid.mbc.net/en/widgets/login?theme=dark&mobile=true&deviceId=2dbcd2490de12fd5&deviceType=Mobile&physicalDeviceType=Android_Phone&deviceName=sdk_gphone_x86_64_arm64
https://shahid.mbc.net/en/widgets/subscription?mobile=true&deviceId=2dbcd2490de12fd5&deviceType=Mobile&physicalDeviceType=Android_Phone&deviceName=sdk_gphone_x86_64_arm64&theme=light&platform=android
https://zbornr.shewantyou.com/c/da57dc555e50572d?s1=97987&s2=1187006&j1=1&j3=1&click_id=3e1oq7oclkpd
References