Google Tag Manager

Google Tag Manager (GTM) lets you install collection without touching your site's code. Instead of editing templates and redeploying, you add the install snippet as a tag inside GTM and publish — the change goes live the moment you hit publish, and you can manage it alongside the rest of your tags.

This page covers installing collection through GTM and pushing metadata with GTM variables.

Why use Google Tag Manager

If GTM is already running on your site, it's often the fastest path:

• No code changes — you never edit your site's source or wait on a deploy.
• One place to manage tags — collection lives with your analytics and marketing tags.
• Built-in preview — you can test the install before it touches real visitors.

If you'd rather paste the snippet directly into your pages, see Install on your website instead.

Install collection as a Custom HTML tag

<script>
  (function (w, d, id, jq, c) {
    w.esat_config = { application_id: id, collection: c || {} };
    w.Esat = w.Esat || {};
    w.Esat.updateMetadata = function (q, m) {
      w.esat_config.collection[q] = w.esat_config.collection[q] || {};
      w.esat_config.collection[q].metadata = m;
    };
    var l = function () {
      var r = d.getElementsByTagName('script')[0], s = d.createElement('script');
      s.async = true;
      s.src = 'https://collection.e-satisfaction.com/dist/js/integration' + (jq ? '.jq' : '') + '.min.js';
      r.parentNode.insertBefore(s, r);
    };
    'complete' === d.readyState ? l() : w.addEventListener('load', l, false);
  })(window, document, 'YOUR-WORKSPACE-ID', false, {});
</script>

Push metadata with a second tag

To tag responses with context — like an order ID or the respondent's email — add a second Custom HTML tag that calls Esat.updateMetadata. The trick with GTM is to feed the values in using GTM variables, written as {{like_this}}, so each page fills in real data.

For example, a tag that runs on your purchase confirmation page might look like this:

<script>
  Esat.updateMetadata('YOUR-QUESTIONNAIRE-ID', {
    responder: {
      email: '{{customer_email}}'
    },
    questionnaire: {
      transaction_id: '{{order_id}}',
      transaction_date: '{{order_date}}'
    }
  });
</script>

Fire this tag on the relevant trigger — a purchase or checkout page view, or a dataLayer event like purchase. The responder block holds facts about the person; the questionnaire block holds facts about the transaction. See Pushing metadata for the full breakdown of both.

Preview and publish

Gotchas to watch for

A few things trip people up with the GTM approach:

• Fire order matters. The metadata tag calls Esat.updateMetadata, which the install snippet defines. Make sure the install tag has had a chance to run — keeping it on All Pages and firing metadata on a later page view or event keeps the order safe.
• Only fire once. Set your metadata tag to fire once per page (or per event), so you don't push the same values repeatedly.
• Match the questionnaire ID. The questionnaire ID in updateMetadata is case-sensitive — copy it exactly from the dashboard.

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