Google Tag Manager on Kontent.ai (Kentico Kontent)

How to install and configure Google Tag Manager on Kontent.ai (Kentico Kontent). Covers installation method, container setup, verification, and...

For general GTM concepts, see Google Tag Manager Overview

Overview

Kontent.ai (formerly Kentico Kontent) is a headless CMS. Unlike traditional Kentico (which has its own rendering), Kontent.ai is API-only. GTM goes in your frontend.

Prerequisites

A Google Tag Manager account with a Web container created at tagmanager.google.com
Admin access to your Kontent.ai (Kentico Kontent) site
Your GTM Container ID (format: GTM-XXXXXXX)

Installation

Headless CMS — Frontend Framework Installation

Since Kontent.ai (Kentico Kontent) is a headless CMS, it delivers content via API — it does not render HTML pages. GTM must be installed in whatever frontend framework consumes the Kontent.ai (Kentico Kontent) API.

Where to add GTM: In your frontend app's document head — typically _document.tsx (Next.js), app.html (SvelteKit), or index.html (SPA)

Next.js

// pages/_document.tsx (Pages Router) or app/layout.tsx (App Router)
import Script from 'next/script';

export default function RootLayout({ children }) {
  return (
    <html>
      <head>
        <Script id="gtm" strategy="afterInteractive">
          {`(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
          new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
          j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
          'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
          })(window,document,'script','dataLayer','GTM-XXXXXXX');`}
        </Script>
      </head>
      <body>
        <noscript>
          <iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"
            height="0" width="0" style={{display:'none',visibility:'hidden'}} />
        </noscript>
        {children}
      </body>
    </html>
  );
}

Gatsby

Install the official plugin:

npm install gatsby-plugin-google-tagmanager

// gatsby-config.js
module.exports = {
  plugins: [
    {
      resolve: 'gatsby-plugin-google-tagmanager',
      options: {
        id: 'GTM-XXXXXXX',
        includeInDevelopment: false,
      },
    },
  ],
};

Nuxt 3

// nuxt.config.ts
export default defineNuxtConfig({
  app: {
    head: {
      script: [
        {
          innerHTML: `(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
          new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
          j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
          'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
          })(window,document,'script','dataLayer','GTM-XXXXXXX');`,
        },
      ],
    },
  },
});

Static HTML / Vanilla SPA

Add the standard GTM snippets to your index.html:

<!-- Google Tag Manager -->
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXXXXX');</script>
<!-- End Google Tag Manager -->

<!-- Google Tag Manager (noscript) -->
<noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<!-- End Google Tag Manager (noscript) -->

Replace GTM-XXXXXXX with your actual Container ID in both snippets.

Kontent.ai (Kentico Kontent)-Specific Considerations

Don't confuse Kontent.ai (headless) with Kentico Xperience (traditional CMS with built-in portal engine). If you're on Kentico Xperience, see the Kentico docs instead.

Verification

After installation, verify GTM is working:

GTM Preview Mode — In GTM, click Preview, enter your site URL, and verify the container loads.
Browser Console — Open DevTools (F12) and run console.log(window.google_tag_manager). You should see an object (not undefined).
Network Tab — Filter for googletagmanager.com and verify gtm.js loads with a 200 response.
Data Layer Check — Run console.log(window.dataLayer) to verify the data layer array exists.

SPA Route Changes

Since Kontent.ai (Kentico Kontent)-powered sites typically use client-side routing, standard GTM page view tracking won't capture navigation after the initial load. In GTM, create a History Change trigger and use it alongside (or instead of) the All Pages trigger for your GA4 page view tag.

Next Steps

Data Layer Setup — pass page and user data to GTM
GA4 Event Tracking — configure GA4 via GTM
Meta Pixel Setup — add Meta Pixel through GTM
Troubleshooting — debug tracking issues

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