The Privacy Suite for WordPress

Definitive Guide to Tag Manager and Complianz

Get compliant today in the European Union, United States, Canada, United Kingdom, Australia & South Africa with the only Privacy Suite for WordPress that offers a fully-featured plugin for Worldwide Compliance.


Google Consent Mode

You can now enable Google Consent Mode for Tag Manager. How it works, and what you need to configure can be found here.

Client Demo

We have a client demo where we have prepared custom events and the most common tags. If you want access for inspiration, please contact support. You will need a Google Account to get access.

Download Container

You can also directly download the demo container. Please make sure you know how to import a container. Read more here on how to import the container.

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1. Introduction

This is guide is for everyone who uses Tag Manager and Complianz, and is looking for a simple set-up. If you’re new to Tag Manager and Complianz, please use this guide to your advantage. For advanced users, please refer to the client demo and container download in the sidebar for a quick configuration. We will cover most aspects, but we will start with how to configure Tag Manager in Complianz, before looking at custom event triggers in Tag Manager to set up your Tags.

2. Enabling Tag Manager in Complianz

Before you start using Tag Manager and Complianz, you will need to let Complianz configure Tag Manager for you. This configuration is needed to use the custom events by Complianz with Tag Manager, so the triggers are fired correctly.

First, specify you’re using Google Tag Manager in the wizard under -> Statistics and Statistics Configuration.

Wizard -> Cookies -> Statistics
Wizard -> Cookies -> Statistics configuration

When this is done, and you have finished the wizard, a banner with categories is automatically enabled. The default categories are Functional and Marketing. To add categories, go to your cookie banner settings and look for Custom Tag Manager categories. You can now add Statistics and Facebook, for example.

2.1 What are my custom events

You will now have a banner with the below categories, these categories translate to these custom events:

  1. Functional (default) = cmplz_event_functional
  2. Statistics (non-default) = cmplz_event_0
  3. Facebook (non-default) = cmplz_event_1
  4. Marketing (default) = cmplz_event_marketing.

Adding your categories will follow the same rule, as shown above. For every new category is +1, starting with cmplz_event_0 for the first category after Functional.

Default banner

3. Custom Events in Tag Manager

The categories you have created above, are translated to custom events that can be used in Tag Manager to specify when to trigger your tags. We will follow the example from above and use:

  1. Functional (default) = cmplz_event_functional
  2. Statistics (non-default) = cmplz_event_0
  3. Facebook (non-default) = cmplz_event_1
  4. Marketing (default) = cmplz_event_marketing.

We will show you how to configure these events for GDPR and the DSGVO. If you want to know how to configure these events for Opt-out regions or a simple Accept/Dismiss banner, please refer to the sidebar menu or continue reading.

3.1 How to create a trigger with a custom event

We will be creating four custom events, which serve as triggers. (Functional, Statistics, Facebook, Marketing).

Rather follow a video? Please scroll down for a video walkthrough.

In your Tag Manager dashboard follow this for every custom event:

  1. Go to Triggers in the left-hand menu
  2. In the overview of triggers, select “New”
  3. A slide-in will appear, click in the trigger configuration box for more options
  4. Under “Other” choose Custom Event
  5. Fill in the necessary details with the below example event cmplz_event_functional
  6. Make sure the event equals cmplz_event_functional and save
  7. Repeat for every custom event relevant to your situation.

This video shows how to create one event, in this example we use cmplz_event_functional

3.2 How to connect a custom event to a tag

Now you have your custom events set-up, which corresponds to your banner categories, it is now time to connect them to your tags, or scripts like Facebook pixels, Google Analytics, etc.

  1. Go to Tags in the left-hand menu
  2. Click on the Tag name
  3. Under Triggering, choose the corresponding custom event.

In the below example, we used cmplz_event_marketing for the Facebook Pixel. We will create the Facebook Pixel, then create the Trigger, and we end with connecting them. 

3.3 Specifications for UK, DSGVO & GDPR

The main difference between these guidelines is how statistics are regarded prior to consent.

  • For both; if your analytics tool is not configured for the GDPR. you will need to ask consent, and cannot use the triggers “All Pages” or cmplz_event_functional
  • If you have configured for the GDPR, you can set analytics prior to consent for GDPR, but not DSGVO, and the UK
  • If you have configured for the GDPR, and you are hosting the data yourself e.g., with Matomo, you can use cmplz_event_functional in all regions.

    NB. This interpretation is now under scrutiny and closely watched. It might well be all analytical tools will need consent, independent of configuration or hosting, in the near future.

4. Tag Manager for Opt-out regions

Tag Manager for Opt-out regions is not different from the GDPR in many ways. The categories however are not shown on the cookie banner, but on the or Do Not Sell My Personal Information page and are only in effect when the user revokes their consent.

By default, all categories are triggered prior to consent. To comply with the CCPA during your configuration, please read configuring Google Analytics for the CCPA.

5. Using the Accept/Deny banner with Tag Manager

If you’re not interested in using a categories banner, or you don’t have a Marketing category, you might want to use the ‘simple’ accept/dismiss banner.

You will need to change the banner under cookie banner settings to Accept/Deny. After that, you can use cmplz_event_functional for Deny, and for Accept you can use cmplz_event_0, and/or cmplz_event_marketing.

6. Anonymizing IP address with Tag Manager

We wrote an article on anonymizing IP addresses with Tag Manager that can be found here. View the below video if you want a quick manual.

7. Verification of your Tag Manager configuration

To verify your installation you can use the preview mode of Tag Manager. Available via the workspace of your dashboard. in the top-right cornr. After publishing your container you can visit your website and a window will be loaded with your configuration. You can now see which tags are fired, based upon your interaction with the cookie banner. A demo can be found on

By default your website (in the EU) will be loaded with functional cookies. It should look like this:

If you select a new category, a new custom event will trigger the relevant tags. Make sure all tags fire correctly. 

Need help?

If you have any questions, or issues during configuration. Please ask for support!
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