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Google Tag Manager Integration

Send Consensus demo engagement events into Google Tag Manager (GTM) so you can route them to GA4, ad platforms, or any destination you already manage in your GTM container. No new pixel work, no engineering tickets — just connect your container ID and start measuring how buyers engage with your demos alongside the rest of your marketing data.

What This Integration Does

When a viewer interacts with a Consensus demo on a public link, Consensus pushes structured events into the dataLayer of the page hosting the demo. From there, your existing GTM container picks them up like any other event — meaning you can build tags, triggers, and audience signals around real demo engagement without touching a line of code.

Common use cases:

  • Send Demo Viewed and Lead Submitted events to GA4 as conversion events
  • Trigger remarketing audiences based on Tour engagement
  • Attribute pipeline to specific demos viewed by stakeholders before a deal closed
  • Measure CTA click-through from demos into the rest of your funnel
Prerequisites

Before you set this up, confirm you have:

  • Admin access in Consensus. Only Admins can see the GTM tile and configure the container ID.
  • A Google Tag Manager container. You'll need the container ID (format: GTM-XXXXXXX).
  • Familiarity with the destinations you want to send data to — typically a GA4 property, but the same events work for any tag in your container.
How to Set Up the Integration

Step 1: Connect Your GTM Container in Consensus

  1. In the Consensus web app, go to Integrations.
  2. Locate the Google Tag Manager tile.
  3. Click Connect and paste your GTM container ID (GTM-XXXXXXX).
  4. Save.

That's it on the Consensus side. From this point on, Consensus will push events into the dataLayer whenever a public-link viewer interacts with one of your demos.

Step 2: Verify the Events Are Firing

Before building any tags, confirm the events are reaching your container:

  1. Open your GTM workspace and click Preview to launch Tag Assistant.
  2. Enter a public link URL and connect.
  3. Interact with the demo (open it, watch a section, submit a lead form).
  4. In Tag Assistant, you should see the Consensus events appear in the data layer panel as they fire.

If the events don't appear, double-check that the container ID in Consensus matches the one you're previewing.

Step 3: Build Tags and Triggers in GTM

This is where the integration becomes useful. The pattern is the same for every Consensus event: create a Custom Event trigger that listens for the event name, then attach a GA4 Event tag (or any other tag) to that trigger.

Create the trigger:

  1. In GTM, go to Triggers → New.
  2. Choose Custom Event as the trigger type.
  3. Enter the Consensus event name (e.g. demo_viewed) in the Event Name field. Names are case-sensitive — match exactly what appears in the data layer.
  4. Set the trigger to fire on All Custom Events.
  5. Save the trigger with a descriptive name like Consensus - Demo Viewed.

Create the tag:

  1. Go to Tags → New and choose Google Analytics: GA4 Event.
  2. Enter your GA4 Measurement ID.
  3. Give the event a name in GA4 (e.g. consensus_demo_viewed).
  4. Add event parameters by referencing the data layer fields Consensus sends (see the Event Reference below). For each parameter, create a Data Layer Variable in GTM that maps to the field name (demo_id, demo_title, etc.).
  5. Attach the trigger you created in the previous step.
  6. Save, then Publish your container.

Confirm in GA4:

Open GA4 → Admin → DebugView, then trigger the event again from a public link. The event and its parameters should appear within a few seconds.

Event Reference

Consensus sends the following events into the data layer. All events fire only on Public Links.

For Discovery Demos and Advanced Branching Demos, the demo_id sent is always the parent demo ID, not the IDs of demos nested inside.

Demo Opened → Fires when a viewer opens a demo link.

{

event: "Demo Opened",

demo_id: "Demo ID",

demo_title: "Consensus Overview",

demo_url: "Demo URL",

host_url: "http://goconsensus.com",

sessionId: "Session Id"

gtm.uniqueEventId: "Unique event ID"

}

Lead Submitted → Fires when a lead is captured or identified through a Consensus Lead form.

{

event: "Lead Submitted",

demo_id: "Demo ID",

demo_title: "Consensus Overview",

demo_url: "Demo URL",

email: "viewer@example.com",

host_url: "http://goconsensus.com",

sessionId: "Session Id"

gtm.uniqueEventId: "Unique event ID"

}

Demo Viewed → Fires when a viewer actually watches the demo content.

{

event: "Demo Viewed",

demo_id: "Demo ID",

demo_title: "Consensus Overview",

demo_url: "Demo URL",

sessionId: "Session Id",

total_duration_watched: "135.12",

host_url: "http://goconsensus.com",

gtm.uniqueEventId: "Unique event ID"

}

Feature Rankings Selected → Fires when a viewer ranks Features (very important / somewhat important / not important).

{

event: "Feature Rankings Selected",

demo_id: "Demo ID",

demo_title: "Consensus Overview",

demo_url: "Demo URL",

sessionId: "Session Id",

veryImportant: ["feature a", "feature b", "feature c"],

somewhatImportant: ["feature a", "feature b", "feature c"],

notImportant: ["feature a", "feature b", "feature c"],

host_url: "http://goconsensus.com",

gtm.uniqueEventId: "Unique event ID"

}

CTA Clicked → Fires when a viewer clicks a CTA button and is redirected to an external URL

{

event: "CTA Clicked",

demo_id: "Demo ID",

demo_title: "Consensus Overview",

demo_url: "Demo URL",

ext_url: "https://example.com/destination",

sessionId: "Session Id",

host_url: "http://goconsensus.com",

gtm.uniqueEventId: "Unique event ID"

}