Integrating with Google Tag Manager
Tom Fulcher avatar
Written by Tom Fulcher
Updated over a week ago

Okendo's integration with Google Tag Manager (GTM) allows you to create tags, triggers, and variables in order to capture events in analytics platforms, specifically Google Analytics 4 (GA4). You'll gain direct insights into the impact of customer reviews and customer-generated content on key metrics such as conversion rates, average order values, and revenue. You can also see how many transactions are a result of your customer's interaction with your reviews widget.

Note: We support integrating your Okendo account with Global Site Tag (gtag.js). Click here to learn more.

In this article, you'll learn how to:

Before you begin

The Okendo + GTM integration makes use of your existing Google Tag Manager setup with Shopify. Click the button below to learn more.

Note: You will only be able to add the GTM code to checkout.liquid if you have a Shopify Plus store. Adding the code to theme.liquid will let you collect Okendo analytics events.

Enable Google Tag Manager in Okendo

  1. Open your Okendo admin.

  2. Go to Settings > Widgets from the sidebar.

  3. Select Google Tag Manager in the Google Analytics Provider drop-down list.

  4. Click Save.

Set up Google Tag Manager

You'll need to set up the following configuration in your Google Tag Manager container to support the collection of events in both Google Analytics 4.

Variable Setup

  1. Go to Workspace > Variables.

  2. Click New under User-Defined Variables.

  3. Click Variable Configuration and select Data Layer Variable.

  4. Set the Data Layer Variable Name to event_label.

  5. Name the variable Event Label and click Save.

Triggers Setup

  1. Go to Workspace > Triggers.

  2. Click New under Triggers.

  3. Click Trigger Configuration and select Custom Event.

  4. Set the Event name to ^okendo_.* and enable Use regex matching.

  5. Select All Custom Events.

  6. Name the trigger Okendo Event and click Save.

Set up Google Tag Manager to support Google Analytics 4

You'll need to set up the following configuration in Google Tag Manager to support the collection of events in Google Analytics 4.

Initial Setup

1. Create a new Google Analytics 4 Configuration tag called GA4 Config. Find your GA4 Measurement ID by following these instructions.

Variable Setup

1. Create additional User-Defined Variables with the following parameters:

Variable Name

Data Layer Variable Name

Search Query


Filter Value


Product Label


Timer Interval


Event Type


Okendo Product


Tags Setup

1. Navigate to Tags (Workspace > Tags).

2. Click New under Tags.

3. Click Tag Configuration and select Google Analytics: GA4 Event.

4. Set the Configuration Tag to the one you created in the in Initial Setup step above.

5. Set the Event Name to {{Event}}.

6. Click Add Row under Event Parameters and add the following Event Parameters:

Parameter Name



{{Event Label}}


{{Search Query}}


{{Filter Value}}


{{Product Label}}




{{Timer Interval}}


{{Event Type}}


{{Okendo Product}}

7. Click Triggering and select Okendo Event.

8. Name the tag Okendo | GA4 Event and click Save.

ℹ️ Make sure to publish your Workspace Changes once you are ready.

Viewing Captured Events

An interaction event happens whenever a customer engages with your reviews widgets in these ways:

  • Clicks Show More reviews

  • Filters or sorts through your reviews

  • Clicks the star icons at the top of the product or collection page

  • Clicks an image or video to enlarge it

  • Clicks up-vote or down-vote on a review

Google Analytics 4

You can view captured events for Okendo widgets by going to your GA4 property in the Google Analytics dashboard and following these steps:

  1. Go to Reports > Engagement > Events.

  2. Search for okendo_ in the search box and press Enter.

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