← TREVILLGTM Training.
Plugin & Template Gallery

Every template you'd actually install — vetted, with the catch noted.

These are the official + community GTM templates we install on real client containers. Each card tells you where the template lives, what it requires, the exact install steps, and the pitfalls that silently break tracking.

Google

Google Ads and GA4 share the same Google Tag (gtag) base. The GA4 tags collect analytics and ecommerce events; the Google Ads tags fire conversions and build remarketing audiences. You will typically install the GA4 base tag once, then add both GA4 event tags and Google Ads conversion tags on top.

GA4 — Google Tag (gtag) base

Built-in
Use it for

The single base tag that powers both GA4 analytics and Google Ads on your site. Install this once and every page view is tracked.

The single 'Google Tag' that wires up GA4 + automatic page views + Enhanced Conversions for Google Ads.

Install steps
  1. GTM → Tags → New → 'Google Tag'. Paste your G-XXXXXXXXXX Measurement ID.
  2. Trigger: All Pages.
  3. Open the tag → Shared Event Settings → enable user-provided data for Enhanced Conversions (May 2025 update).
Requires
  • · GA4 Measurement ID
Pitfalls
  • · Don't also install gtag.js manually on the page — double pageviews.
  • · Enhanced Conversions: don't pass raw email if you've enabled the auto-collect option; pick one route.
Template Official docs GA4 ecommerce from scratch →

GA4 — Event tag

Built-in
Use it for

Fire any custom GA4 event — add-to-cart, purchase, sign-up, video play. Used for every ecommerce event you report on.

One tag per GA4 event. Used for every ecommerce event (view_item, add_to_cart, purchase, …) and custom events.

Install steps
  1. Tags → New → Google Analytics: GA4 Event.
  2. Measurement ID: pull from a Constant variable so you only set it once.
  3. Event name: type the GA4 event name (purchase, add_to_cart, etc.).
  4. Tick 'Send Ecommerce data' → Data Source: Data Layer.
  5. Trigger: CE – matching event name.
Requires
  • · GA4 Measurement ID
  • · dataLayer with ecommerce object
Pitfalls
  • · Forgetting Data Layer Version 2 on the ecommerce DLV → items array is empty.
  • · Using custom event names that don't map to GA4 standard events → no Enhanced Ecom reports.
Template Official docs

Google Ads — Conversion Tracking

Built-in
Use it for

Tell Google Ads when someone bought, signed up, or completed your goal — so Google can optimise bidding.

Fires a Google Ads conversion when a key event happens. Pairs with the Google Tag for Enhanced Conversions.

Install steps
  1. Google Ads → Goals → Conversions → New → Website → 'Use Google Tag Manager'. Grab Conversion ID + Label.
  2. GTM → New → Google Ads Conversion Tracking. Paste both. Map value + transaction_id from dataLayer.
  3. Trigger: CE – purchase (or your conversion event).
  4. Enable Enhanced Conversions on the parent Google Tag (simpler than per-tag).
Requires
  • · Conversion ID
  • · Conversion Label
Pitfalls
  • · Duplicating transaction_id between test orders → Google Ads dedupes and you'll think conversions are missing.
  • · Forgetting to mark as a Key event in GA4 first if you want it as a Google Ads conversion via import.
Template Official docs Tag up Google Ads end-to-end →

Google Ads — Remarketing

Built-in
Use it for

Build Google Ads audiences (e.g. 'people who viewed this product') for remarketing and dynamic ads.

Builds Google Ads audiences. For dynamic remarketing (retail), passes ecomm_prodid + ecomm_pagetype + ecomm_totalvalue.

Install steps
  1. GTM → New → Google Ads Remarketing. Paste Conversion ID.
  2. Map dynamic remarketing params from dataLayer (use a Custom JavaScript var to flatten items).
  3. Trigger: All Pages (basic) or per page type for dynamic remarketing.
Requires
  • · Conversion ID
Pitfalls
  • · Send Merchant Center product IDs in ecomm_prodid — your internal SKUs won't match the feed.
Template Official docs

Consent Mode v2

Community
Use it for

Make your Google tags respect cookie consent — required for advertising to EU/UK visitors.

Adjusts Google tag behaviour based on user consent. Required for EEA/UK ads traffic.

Install steps
  1. Install a Consent Mode v2 compatible CMP (Cookiebot, Iubenda, Didomi, Termly).
  2. Their GTM template adds default + updated consent signals.
  3. Trigger: Consent Initialization — All Pages, BEFORE any analytics tag.
  4. On each Google tag → Advanced → Consent Settings → require analytics_storage / ad_storage as relevant.
Requires
  • · A CMP that supports CMv2
Pitfalls
  • · Default to 'denied' until update fires, or you'll fire one tag with full data before consent.
  • · ad_user_data and ad_personalization (the 'v2' parts) — don't forget these alongside ad_storage.
Template Official docs

Meta

Meta Pixel (web)

Community
Use it for

Track what people do on your site (page views, add-to-cart, purchases) so Meta can optimise your Facebook & Instagram ads.

The browser-side Meta Pixel. Sends PageView + standard events (ViewContent, AddToCart, InitiateCheckout, Purchase, Lead) to Meta from the user's browser.

Install steps
  1. GTM web → Templates → Search Gallery → 'Facebook Pixel' by facebookincubator → Add.
  2. Tags → New → Facebook Pixel. Paste Pixel ID.
  3. Trigger: All Pages for base PageView. One additional tag per standard event (CE – add_to_cart etc.).
  4. Pass event_id from the dataLayer on every event for CAPI dedupe.
Requires
  • · Meta Pixel ID
  • · Events Manager access
Pitfalls
  • · Don't double-install with a hard-coded pixel snippet on the site — instant duplicate events.
  • · Always send event_id, even if you're not running CAPI yet. Saves a rebuild later.
  • · Pixel alone is not enough in 2026 — pair with CAPI via sGTM.
Template Official docs Install Meta Pixel + CAPI end-to-end →

Conversions API (server)

Official
Use it for

Send those same conversions to Meta from your server, so ad blockers and iOS privacy can't quietly hide your results.

Server-side counterpart to the Pixel. Forwards events from your sGTM container directly to Meta, bypassing ad blockers / ITP / iOS privacy.

Install steps
  1. Spin up sGTM (Cloud Run, Stape, Addingwell). Serve on a first-party subdomain.
  2. Web GTM: add the Meta Pixel Data Tag — forwards browser events to sGTM.
  3. sGTM: install 'Conversions API Tag' from the Gallery (facebookincubator).
  4. One CAPI tag per event. Map event_id, em, ph, fbc, fbp, IP, UA.
  5. Validate in Events Manager → Test Events. Target Event Match Quality ≥ 7.
Requires
  • · sGTM container
  • · Meta CAPI Access Token
  • · Pixel ID
Pitfalls
  • · Don't pre-hash user data — the template hashes for you. Pass raw, normalised values.
  • · Forgetting the IP/UA forwarding tanks EMQ by 2–3 points.
  • · Don't run a parallel CAPI integration from your backend AND from sGTM. Pick one.
Template Official docs Meta Pixel + CAPI end-to-end →

TikTok

TikTok Pixel

Official
Use it for

Track site activity for TikTok Ads — so TikTok knows who bought after seeing your ad and can optimise spend.

Browser-side TikTok Pixel. Tracks PageView, ViewContent, AddToCart, InitiateCheckout, CompletePayment, SubmitForm.

Install steps
  1. GTM web → Templates → Gallery → 'TikTok Pixel' by tiktok.
  2. Tag → New → TikTok Pixel. Paste Pixel Code (e.g. C-XXXXX).
  3. Per event tag with CE trigger. Generate event_id per conversion for EAPI dedupe.
Requires
  • · TikTok Pixel Code
Pitfalls
  • · TikTok uses different event names than GA4 — map your dataLayer → TikTok names explicitly.
  • · Don't pass GBP into the value field — TikTok wants USD by default; set currency explicitly.
Template Official docs TikTok Pixel + Events API setup →

Events API (server)

Official
Use it for

Server-side backup for the TikTok Pixel — improves match quality and recovers conversions blocked in the browser.

Server-to-server tag for TikTok. Improves match rate by sending hashed email / phone / IP / UA / ttclid from your server.

Install steps
  1. Generate Access Token in TikTok Events Manager → Web Events → Set up Events API.
  2. sGTM → Templates → Import from tiktok/gtm-template-eapi GitHub.
  3. Add one EAPI tag per event. Map ttclid from URL (window.ttclid stored on landing), ttp cookie, email, phone.
  4. Pass the SAME event_id sent in the browser pixel call for dedupe.
  5. Diagnose in TikTok Events Manager → Diagnostics — Match strength should reach 'Good'.
Requires
  • · sGTM container
  • · TikTok Access Token
  • · Pixel Code
Pitfalls
  • · ttclid is short-lived — capture it on landing into a 1P cookie or your dataLayer.
  • · Default currency is USD. Override per event or numbers will be wrong in reports.
Template Official docs

Reddit

Reddit Pixel

Official
Use it for

Measure conversions and build retargeting audiences for Reddit Ads.

Reddit's browser pixel. Sends PageVisit + standard events (AddToCart, Purchase, Lead, SignUp).

Install steps
  1. GTM web → Templates → Gallery → 'Reddit Pixel' by redditinc.
  2. Paste Pixel ID, fire base on All Pages, per-event tags on CE triggers.
  3. Enable Advanced Matching — passes hashed email automatically when present in dataLayer.
Requires
  • · Reddit Pixel ID
Pitfalls
  • · Reddit's CAPI (Conversions API) is newer than Meta's — also worth pairing if you're spending serious budget.
  • · Reddit's attribution windows are short (7-day click). Don't compare like-for-like with Meta's 7d/1d.
Template Official docs

LinkedIn

Insight Tag

Official
Use it for

Track conversions, build retargeting audiences and unlock website demographics for LinkedIn Ads (B2B).

LinkedIn's tracking pixel. Used for website demographics, retargeting and conversion tracking on LinkedIn Campaign Manager.

Install steps
  1. Campaign Manager → Analyze → Insight Tag → grab Partner ID.
  2. GTM → Templates → Gallery → 'LinkedIn Insight'. Paste Partner ID. Trigger All Pages.
  3. Conversions are defined inside Campaign Manager (URL match or event-specific), not as separate tags.
Requires
  • · LinkedIn Partner ID
Pitfalls
  • · First-party data preferred — add LinkedIn CAPI if you're doing B2B with longer cycles.
  • · Don't fire on staging — pollutes audiences fast.
Template Official docs

Pinterest

Pinterest Tag

Official
Use it for

Track conversions and audiences for Pinterest Ads — great for ecommerce in visual niches (home, fashion, weddings).

Pinterest base pixel + event tracking. Strong for visual ecommerce / DIY / home / wedding niches.

Install steps
  1. Pinterest Ads → Conversions → Pinterest Tag → grab Tag ID.
  2. GTM → Gallery → 'Pinterest Tag' by pinterest. Add base tag + per-event tags.
  3. Pair with Pinterest Conversions API for full coverage.
Requires
  • · Pinterest Tag ID
Pitfalls
  • · Default event names differ from GA4 — Pinterest uses 'addtocart' (no underscore).
Template Official docs

Microsoft

UET Tag

Built-in
Use it for

The Microsoft / Bing equivalent of the Google Ads tag — tracks conversions and remarketing for Microsoft Advertising.

Microsoft Advertising's Universal Event Tracking — Bing/Microsoft Ads conversions and remarketing.

Install steps
  1. Microsoft Ads → Tools → UET tag → create. Grab UET Tag ID.
  2. GTM → built-in 'Microsoft Advertising UET Tag' template (no gallery needed).
  3. Base tag on All Pages. Per-conversion tags with revenue + currency mapped from dataLayer.
  4. Enable Enhanced Conversions for Microsoft Ads — same idea as Google's.
Requires
  • · UET Tag ID
Pitfalls
  • · Often forgotten as part of the Google Ads import — UET is separate, install it explicitly.
Template Official docs

Snap

Snap Pixel

Official
Use it for

Track conversions and retargeting audiences for Snapchat Ads.

Snapchat's browser pixel. Standard ecom events plus a CAPI counterpart.

Install steps
  1. Snap Ads Manager → Events Manager → grab Pixel ID.
  2. GTM → Gallery → 'Snap Pixel' by snapchat.
  3. Always pass hashed email + phone if available — match rate is notoriously volatile without it.
Requires
  • · Snap Pixel ID
Pitfalls
  • · Snap's reporting lags. Don't chase day-of changes.
Template Official docs

X (Twitter)

X Pixel

Official
Use it for

Track conversions and retargeting audiences for X (Twitter) Ads.

X (Twitter) Ads pixel for site retargeting and conversion tracking.

Install steps
  1. X Ads → Tools → Conversion Tracking → create event. Grab Pixel ID + Event ID.
  2. GTM → Gallery → 'X (Twitter) Universal Website Tag'. Base tag on All Pages.
  3. One event tag per conversion event, fire on the relevant CE trigger.
Requires
  • · X Pixel ID
  • · Event IDs
Pitfalls
  • · Tag rebranded multiple times — old 'Twitter' templates still work but check for updates.
Template Official docs