Luc Nugteren

Tracking and analytics for brands and marketers:

→ Setups
→ Coaching
→ Resources

Tracking Specialist

tagbrains

Tracking and analytics management for marketing agencies:

chaos → audit → setup → tracking as a service

Founder

Dutch Search Awards

Assessing measurement cases for the 2024 Dutch Search Awards.

Jury Member

Anglers®

Managing a team of digital marketers + being a tracking specialist.

Team Lead

All-round digital marketing (among which tracking / analytics) for SMEs.

Digital Marketer

What I do:

→ Setting up web tracking / analytics for brands. 

→ Coaching marketers on web tracking / analytics setups.

→ Supporting marketing agencies with tracking as a service.

→ Creating DIY web tracking / analytics resources for marketers.

I don’t touch GTM anymore, 

for “simple” tasks, that is. 

Why?

Claude does it for me:

→ Changing naming conventions
→ Updating tags, triggers, variables, folders. 
→ Managing users’ permissions. 

This helps me focus on more high-level tracking stuff. 

How to set up this connection:

(Using Stape’s MCP server for GTM.)

---

1. Download Claude desktop app. 

2. Change Claude config file:
   
 {
 "mcpServers": {
  "google-tag-manager-mcp-server": {
   "command": "npx",
   "args": [
    "-y",
    "mcp-remote",
    "https://gtm-mcp.stape. ai/mcp"
   ]
  }
 }
}
   
3. Restart Claude desktop. 

4. Go through authentication flow. 

---

Try it out and make your life a little easier.

P.S. You don't need a Stape subscription for this to work.

Helping marketers level up their tracking and analytics

#1 issue for unassigned traffic in GA4:

→ Default consent state pushed too late.

(After triggering the GA4 config tag in GTM).


How I like to fix this:

→ Set up Consent Mode manually in GTM.

---

1. Disable your CMP’s automatic Consent Mode integration.


2. Capture consent state in datalayer push or cookie value.

↳ Depending on the CMP, use a cookie or datalayer variable.


3. Create default / update Consent Mode tags via Simo Ahava’s template.

↳ Trigger Consent Mode default on consent initialization trigger.
↳ Trigger Consent Mode update after banner interaction (custom event).


4. Add variables for all Consent Mode parameters in these tags.

↳ Use RegEx variables based with input from step 2's variable. 
↳ Make sure the output is either denied or granted. 

---

Check when the default consent state is pushed via GTM preview mode before implementing this.

↳ No default pushed between consent initialization and initialization events and you see a lot of unassigned traffic in GA4? Try out the above method. 

P.S. You cannot completely eliminate unassigned traffic in GA4. But anything higher than 10% warns immediate action in my opinion.

taplio

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