Using the Qualifio Tag Library with a tag manager

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The Qualifio Tag Library is the central place to easily add, configure and manage your tags in Qualifio. Tag managers, on the other hand, are tools that allow you to manage and deploy tags on your website – without having to modify your site code. On this page, we’ll learn how to use them together.

💡 Migrate to the Tag Library: We’re recommending that all customers move their tag implementation to the Tag Library. See this article to learn more about the procedure.

In this guide, we’ll take the example of Google Tag Manager, abbreviated “GTM”. However, you can use any tag management solution you like and implement it in a similar way.

An overview of what we'll cover on this page:

First things first: integrating your consent management solution (CMP)

GDPR and cookie compliance can’t be ignored these days, as customers increasingly expect to be able to access and control their privacy and data. This is why we’d like to point out that connecting your tag management system to your consent management platform (CMP) to control the firing of tags is indispensable.

If you use a tag manager to manage tags on your website, it can prevent cookies and trackers from loading until visitors have given their consent. If a user decides not to give their consent to, say, marketing cookies when they arrive on your website, GTM makes sure not to fire tags that set such cookies. Google gives more details about this here.

Long story short, you can use your tag management system to display a cookie consent banner and honour the preferences submitted through it.

For this guide, we are assuming you already have the GTM code and a cookie consent banner implemented on your website.

Important: You should not load your tag manager in the embed script of your Qualifio campaign if you have already installed it on the parent page, as it could skew your data. It’s best to keep your tag manager on your website and additionally include it on your minisites (if any). In short, if you don’t use minisites, you may not need to install the GTM tag in your Qualifio account at all.

OK, now let's go back to our main topic.

Getting your GTM code snippet

The first step is to find your tag manager code snippet. In GTM, navigate to the Admin menu and click on Install Google Tag Manager:


After clicking, you will see two code snippets:


Save them for later. Now let’s head back to Qualifio.

📝 Please note, we know that Google’s policy and processes are always changing, so here’s the original post from Google providing details.

Using your Container ID as a variable

For smaller companies, it may be obvious that a single container should serve the entire company, but for large companies with multiple brands and web domains, it may not be as clear. Google gives more detail about this here.

If you have multiple tag manager containers for your company or organisation, you will be using the same code snippet a lot, only with a different ID each time.

In this case, the best practice is to store that ID in a variable. The use of variables makes it easier to manage and reduces the risk of error, as they hold multiple values that vary depending on the context. You can use the Tag Library to create these variables and define website- or campaign-based values.

Note: This is not a mandatory requirement, however creating a tag variable only takes a few minutes if you know what information you want to store in the variable and where you want to use it.
  1. To start off, you will navigate to the Settings from the main menu and click on the Tag Library section. Then, click Tag variables.
  2. Click on the Create a variable button.
  3. Name the new variable. For this example, we are creating a variable for your Container ID, so we’d name this variable “GTM container ID”.
  4. Add your Container IDs as the possible values for this variable. (You can easily find this information within your Google Tag Manager account. It should look like GTM-xxxxxx.)

If you are using separate containers for each brand or web domain, the best practice is to set one ID per Qualifio website:


Click on Save once done.

As the tag gets used, it will be populated with the right GTM Container ID – awesome!

Creating your tag in the Qualifio Tag Library

So we have started off with a variable for your Container ID. Now we’ll take you through the creation of a tag that contains your GTM code and the variable.

In the Tags section of your library, follow these steps:

  1. Click the Create a tag button.
  2. Then you can name the tag.
    Tip: We suggest naming the tag "GTM Container" for easy identification, but you can use whatever naming convention that makes sense to you.
  3. Next, you will configure the tag's content. Get your code snippets by going back to GTM.

    • In the Head part of your tag, paste the first snippet of code.
    • In the Body part of your tag, paste the second snippet of code.


We’re almost there – the last step is to add the variable we created earlier to your tag. This can be done by selecting Variables and replacing the Container ID with the variable we just created. This is what it will look like:


Save the tag, and you are done!

So you successfully added your GTM tag to your Tag Library in order to track your Qualifio campaigns. Now your team can safely and easily add it to minisites across your account:


Custom events can be used to track specific interactions that occur in your campaign. The most common use is when you want to track form submissions. We have already collected a bunch of ready-made events which are at your disposal. Ask away for more details!

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