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Section 3: Implementing Sklik Using Google Tag Manager (GTM)

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Optional but recommended for a clean, scalable tracking setup if you have any experience with GTM already or having trouble implementing the Retargeting and Converison codes directly to the website.

Using Google Tag Manager (GTM) makes it easier to manage all Sklik scripts (retargeting incl. DRTG parameters, conversions) in one place, without manually editing your website’s HTML.

1. Why Use GTM for Sklik?

Advantages:

  • No need to edit website code
  • Faster updates and easier maintenance
  • Cleaner installation
  • Centralised management of all scripts
  • Easy debugging
  • Safer for non-developers

2. Adding the Retargeting Script via GTM

  1. Go to GTM → Tags → New
  2. Choose tag type → Custom HTML
  3. Paste the Sklik Retargeting Script
  4. Trigger: All Pages
  5. Publish the GTM container

3. Adding Conversion Scripts via GTM

  1. Create a Custom HTML tag
  2. Paste the conversion code
  3. Set your trigger:
    1. Page View → Thank-you page URL
    2. or Custom event → form submission completion

Important:

  • Use Preview Mode in GTM before publishing
  • Verify the conversion in Sklik afterwards (if there are some conversions counted towards the campaigns)

Check the measuring principle in the Sklik Guide, or generate a report of click date related conversion data. One way or another, wait at least a week to decide if the implementation has been successful.

4. Adding Dynamic Retargeting (DRTG) Parameters via GTM

For e-commerce:

  • Push product IDs, categories, prices, and product detail page views to GTM dataLayer

This enables:

  • DRTG campaigns of all kinds
  • TOP personalised product ads
  • Complete order data in Sklik

5. Debugging in GTM

Always use:

  • Preview Mode
  • Tag Assistant

If something doesn’t fire, double-check:

  • Triggers
  • URL match
  • Tag firing priority
  • Blocked scripts in browser extensions

Security Note

Do NOT fire Sklik tags for:

  • Admin views
  • Logged-in employees
  • Testing environments

Use GTM exceptions for this.

Your GTM Integration Is Now Complete

You’ve successfully connected Sklik tracking with GTM, enabling clean and scalable tracking for:

  • Retargeting + Dynamic parameters
  • Conversions
  • All future campaigns

Topic content Step-by-Step: Creating Your First Campaigns