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Google Tag Manager & Templates

NEW! Analytics on the Serve App - Migrating from Firebase to GTM

Please see here for details on how to migrate from Firebase Analytics to GTM on the Serve Olo white label app experience.


What is Google Tag Manager?

Google Tag Manager (GTM) is a free tool provided by Google that allows you to deploy various types of code (and define rules for tracking events and firing event codes) on your Olo-based ordering site since Olo cannot manually implement these pixels, snippets, or tags for you.

How does Google Tag Manager work with Olo?

We need your GTM container ID (GTM-xxxxx) to ingest it into our system. From there we will be able to inject this code onto all of your brand's specific non-sensitive pages so that anything you add via this container gets added to Olo.

Olo supports GTM except the following Olo pages: 

    • Checkout
    • Sign Up
    • Login
    • Reset Password
    • Forgot Password
    • My Account / My Account-Change Password 

In order to assist our brands in setting up their Google Tag Manager, Olo has created Google Tag Manager Templates for common e-commerce events that brands can install via their GTM dashboard! 


What is Olo’s responsibility in regards to GTM?

While we are happy to inject your GTM code on your site to help achieve your digital marketing goals and provide you setup instructions, Olo is not a Google Analytics affiliate, nor are we affiliated with any other digital marketing analytics platforms. 

Additionally, it is your responsibility to ensure the ordering site continues to be PCI Compliant if you choose to use Google Tag Manager or any other type of analytics code with Olo. 


May I use GTM to make updates for privacy compliance?

It is your responsibility to determine whether your Olo-based ordering site is compliant with applicable privacy law.  If you believe an update (e.g., a cookie consent banner) is required for your compliance, GTM may be used to add the necessary code to the Olo page. 


Olo recommendations for GTM

It is best practice not to use tags that require jQuery. Please make sure that your analytics tags use  `document.querySelector` instead. Otherwise, jQuery will need to be loaded by Google Tag Manager before your custom tags run. Please see the following article if you would like additional information regarding loading jQuery via Google Tag Manager:


Google Tag Manager Templates

In order to assist our brands in setting up their Google Tag Manager, Olo has created templates for common e-commerce events that brands can install via their GTM dashboard! Leverage the guide in our GitHub repository to understand the different ways you can implement these templates.

Important to note: Olo is not suggesting that these templates provided be the only GTM templates that should/can be used. These GTM templates have been vetted by Olo as safe to use so while we encourage brands to use them, brands are welcome to use other GTM tags. See Global Data and Events for information related to creating your own GTM tags that interface with Serve. The risk of using other GTM tags is solely at our brands' discretion.


How To Access

Our brands can access Olo's GTM Templates via the Community Template Gallery directly by navigating to this link:

Olo Serve GTM Community Template Gallery

Instructions on installing this template or using pre-configured container templates can be found in our GitHub repository.


Olo Serve Global Data and Events

Our brands can write custom GTM tags to interface with Serve via its Javascript event bus and data object. You can read more about this in Global Data and Events


Partners who can help

Because we are not experts or consultants for how to best manage your GTM, we partnered with a digital marketing agency, Empirical Path, that has specific knowledge about how you can maximize GTM and other digital marketing opportunities on our platform. Please note that Empirical Path is an independent operator that will negotiate its own contractual terms and costs. 


Empirical Path audits, fixes, and enhances the measurement of restaurants' online ordering systems in partnership with Olo. Using Google Analytics, Google Tag Manager, Segment, Adobe Analytics, and other tools, they ensure that your campaigns and promotions get credit for digital orders and checkout processes are tracked accurately. They have work with several Olo customers to help them reach their digital marketing goals and improve analytics.

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