Integrate the webtag in your tech stack without GTM

Adrian Grigore

If your tech stack does not include Google Tag manager, you can still integrate the webtag with your other tools. This can be achieved by intercepting the webtag's default behaviour without affecting the dataLayer object much (in case some of your tools do make use of it).

Here's an example of how you can send Company Name and Domain data to Matomo (something we had to do at Gilroy):

If you've never done this before, Simo Ahava has an in-depth guide on how to do it:

https://www.teamsimmer.com/2023/03/14/how-do-i-safely-override-google-tag-managers-datalayer-push-method/

You can obviously use this to create in-depth reports across your analytics tools or even send events to appropriate pixels.

Kimberly Conklin

@Adrian Grigore thanks for sharing!