GTM Custom Templates: how to think about building your own

Custom templates are a way to make tag management even more manageable and scalable. In a way GTM’s custom templates can seem very limited, since they’re built on a very restricted, sandboxed version of JavaScript. There’s much potential in custom templates, but it helps to think about the fundamentals of tag management when you start building your own custom template. In this post I’ll show you my thinking behind a custom template for a qualitative way of identifying visitors.