Google Tag Manager Automation Skills

Version 2.5

A comprehensive GTM automation toolkit for Claude Code that streamlines analytics implementation from audit to reporting.

Overview

11 specialized skills covering the complete GTM lifecycle - from first audit to production reporting, plus utilities for project status, debugging, and diffing.

Skill	Purpose
gtm-analytics-audit	Scan codebase for trackable elements and assess analytics readiness
gtm-dom-standardization	Standardize IDs and CSS classes for clean analytics tracking
gtm-strategy	Plan tracking strategy with business context and event taxonomy
gtm-setup	Configure GTM API access with OAuth credentials
gtm-implementation	Implement dataLayer events and create GTM configs via API
gtm-testing	Validate tracking with automated Playwright tests and manual tiers
gtm-reporting	Generate documentation and analyze reporting impact
gtm-quickstart	Show top 5 tracking opportunities in one fast run - no implementation
gtm-status	Show pipeline progress across all output files at a glance
gtm-fix-guide	Turn failed test results into actionable fix instructions
gtm-diff	Compare what was built vs what is live in the GTM container

Installation

Option 1: npx (recommended)

# Install all skills
npx skills add aimonk2025/google-tag-manager-automation

# Install specific skills only
npx skills add aimonk2025/google-tag-manager-automation --skill gtm-analytics-audit gtm-strategy

# List available skills before installing
npx skills add aimonk2025/google-tag-manager-automation --list

Skills are installed into your ~/.claude/skills/ directory and available across all your projects.

Option 2: Manual copy

git clone https://github.com/aimonk2025/google-tag-manager-automation.git

# Copy skills to your personal Claude skills directory
cp -r google-tag-manager-automation/skills/* ~/.claude/skills/

# Or copy to a specific project only
mkdir -p your-project/.claude/skills
cp -r google-tag-manager-automation/skills/* your-project/.claude/skills/

Usage

Invoke skills directly or let Claude load them automatically when relevant:

/gtm-quickstart
/gtm-analytics-audit
/gtm-dom-standardization
/gtm-strategy
/gtm-setup
/gtm-implementation
/gtm-testing
/gtm-reporting
/gtm-status
/gtm-fix-guide
/gtm-diff

Or use natural language:

"Show me my top tracking opportunities"
"Audit my site for tracking opportunities"
"Standardize DOM for GTM tracking"
"Create a tracking plan for my SaaS"
"Set up GTM API access"
"Implement the tracking plan"
"Test my GTM events"
"Generate documentation for stakeholders"
"Where am I in the GTM setup process?"
"My tests failed, what do I fix?"
"What changed in my GTM container since last implementation?"

Skill Workflow

Core Pipeline

The core skills run in sequence, each output feeding the next:

1. gtm-analytics-audit       Scan codebase, capture business context
         |                   Output: audit-report.json, gtm-context.md
         v
2. gtm-dom-standardization   Standardize IDs/classes for tracking
         |                   Output: modified source files
         v
3. gtm-strategy              Plan events, parameters, priorities
         |                   Output: gtm-tracking-plan.json
         v
4. gtm-setup                 Configure GTM API credentials
         |                   Output: gtm-credentials.json, gtm-token.json, gtm-config.json
         v
5. gtm-implementation        Add dataLayer events + create GTM configs via API
         |                   Output: modified source files, gtm-implementation-log.json
         v
6. gtm-testing               Validate across 4 tiers (Playwright + manual)
         |                   Output: gtm-test-results.json
         v
7. gtm-reporting             Generate docs and stakeholder summaries
                             Output: docs/ folder with 5 documentation files

Utility Skills

Run these at any point alongside the core pipeline:

gtm-quickstart     Run before the pipeline to see top 5 opportunities (no changes made)
gtm-status         Run anytime to see which pipeline steps are done and what's next
gtm-fix-guide      Run after gtm-testing when tests fail
gtm-diff           Run anytime to see what changed in the live GTM container

Skills do not share context automatically. Each skill starts fresh. The output files (audit-report.json, gtm-tracking-plan.json, etc.) are how context passes between skills.

Skill Details

gtm-analytics-audit

Conducts a comprehensive analytics audit of your codebase:

• Detects framework (React, Next.js, Vue, Shopify, WordPress)
• Scans for clickable elements (buttons, links, forms, media)
• Categorizes elements by purpose (CTA, navigation, form, media, outbound)
• Analyzes existing tracking implementation and coverage
• Captures business context on first run (site type, goals, ad platforms) - writes gtm-context.md
• Generates audit-report.json with findings and recommendations

Trigger phrases: "audit my analytics", "scan for trackable elements", "what can I track"

gtm-dom-standardization

Standardizes DOM identifiers across the codebase:

• Applies consistent ID naming: {category}_{location}_{descriptor}
• Adds analytics classes: js-track js-{category} js-{action} js-{location}
• Preserves all existing visual styling classes
• Framework-aware (className for React/Next.js, :class for Vue)

Trigger phrases: "standardize analytics classes", "prepare DOM for GTM", "clean up tracking IDs"

gtm-strategy

Creates strategic tracking plans:

• Reads audit-report.json - no re-scanning needed if audit was run
• Maps discovered elements to GA4 events with parameters
• Prioritizes events (P0/P1/P2) based on business impact
• Generates gtm-tracking-plan.json

Trigger phrases: "plan GTM tracking", "what should I track", "create tracking plan"

gtm-setup

Automates GTM API configuration:

• Installs googleapis package
• Guides OAuth credential creation step-by-step
• Handles token management and .gitignore updates
• Validates API connection and permissions
• Does not store workspaceId - workspace is always resolved dynamically at runtime

Trigger phrases: "set up GTM API", "configure GTM access", "get GTM credentials"

gtm-implementation

Implements complete tracking end-to-end:

• Adds dataLayer.push() calls to components (reads from gtm-tracking-plan.json)
• Resolves the active GTM workspace dynamically via the API before every operation
• Creates GTM Data Layer Variables, Custom Event Triggers, and GA4 Event Tags via API
• Creates a new versioned GTM container
• Framework-specific patterns (Next.js App Router requires 'use client', Vue uses @click)

Trigger phrases: "implement GTM tracking", "add dataLayer events", "create GTM tags"

gtm-testing

Validates tracking implementation across 4 tiers:

• Tier 0 (Automated): Playwright headless tests - runs without opening a browser
• Tier 1 (Manual): Browser console dataLayer verification
• Tier 2 (Manual): GTM Preview mode - confirms tags fire
• Tier 3 (Manual): GA4 DebugView - confirms events reach GA4

Always starts with Tier 0. Falls back to manual tiers for GTM container and GA4 validation.

Trigger phrases: "test GTM tracking", "validate dataLayer", "debug GTM", "run automated tracking tests"

gtm-reporting

Generates documentation and impact analysis:

• Technical event schema documentation
• Implementation summary
• GA4 report configurations and dashboard specs
• Remarketing audience definitions
• Executive summary (non-technical, ROI-focused) for stakeholders

Trigger phrases: "document GTM implementation", "what reports can I build", "create stakeholder summary"

gtm-quickstart

Fast tracking opportunity preview - no implementation, no API calls:

• Reads audit-report.json if available, otherwise scans codebase
• Detects business model and ad platforms automatically
• Returns top 5 tracking opportunities with business rationale and effort estimates

Trigger phrases: "quickstart", "what should I track", "show me tracking opportunities", "I'm new to GTM"

gtm-status

Instant pipeline progress check:

• Reads all output files and reports which steps are complete
• Shows key metadata (event count, test pass rate, last run date)
• Recommends the next step based on what exists

Trigger phrases: "gtm status", "where am I in the setup", "what's done", "show pipeline progress"

gtm-fix-guide

Converts test failures into fix instructions:

• Reads gtm-test-results.json
• Groups failures by root cause
• Produces prioritized, actionable fix steps
• Writes gtm-fix-guide.md

Trigger phrases: "fix my GTM", "tests failed", "what's broken", "fix guide"

gtm-diff

Compares implementation log against live GTM container:

• Fetches live tags/triggers/variables from GTM API
• Compares against gtm-implementation-log.json
• Surfaces manual changes made after automation ran

Trigger phrases: "gtm diff", "what changed", "compare gtm", "show changes"

Naming Conventions

Element IDs

{category}_{location}_{descriptor}

cta_hero_get_started
nav_header_pricing
form_footer_newsletter
video_hero_product_demo
outbound_footer_twitter

CSS Classes

js-track js-{category} js-{action} js-{location}

js-track js-cta js-click js-hero
js-track js-nav js-click js-header
js-track js-form js-submit js-footer
js-track js-media js-play js-hero

Output Files

File	Generated By	Purpose
gtm-context.md	gtm-analytics-audit	Business context (site type, goals, ad platforms)
audit-report.json	gtm-analytics-audit	Codebase scan findings and recommendations
gtm-tracking-plan.json	gtm-strategy	Machine-readable event specifications
gtm-credentials.json	gtm-setup	OAuth client credentials
gtm-token.json	gtm-setup	Access/refresh tokens (add to .gitignore)
gtm-config.json	gtm-setup	GTM account and container IDs
gtm-implementation-log.json	gtm-implementation	Record of what was built
gtm-test-results.json	gtm-testing	Test pass/fail results
gtm-fix-guide.md	gtm-fix-guide	Prioritized fix instructions
docs/event-schema.md	gtm-reporting	Technical event parameter reference
docs/implementation-summary.md	gtm-reporting	Technical implementation notes
docs/reporting-capabilities.md	gtm-reporting	GA4 reports and dashboard specs
docs/audience-definitions.md	gtm-reporting	Remarketing audience criteria
docs/executive-summary.md	gtm-reporting	Non-technical stakeholder summary

Supported Platforms

Platform	Support	Notes
Next.js (App Router)	Full	All 11 skills
Next.js (Pages Router)	Full	All 11 skills
React	Full	All 11 skills
Vue 3	Full	All 11 skills
Vanilla JS / HTML	Full	All 11 skills
Shopify (custom theme)	Partial	Strategy, setup, testing, reporting work fully. DOM standardization and implementation expect JSX/TSX syntax
WordPress (custom theme)	Partial	Same as Shopify - API and strategy skills work; code-writing skills need manual adaptation for PHP/Liquid

Requirements

• Claude Code CLI
• Node.js project (for gtm-setup and gtm-testing with Playwright)
• Google Cloud project with Tag Manager API enabled (for API-based skills)
• GTM container access

License

MIT

Author

aimonk2025