# Common GTM Issues & Fixes
## Container Issues
### GTM Not Firing
**Symptoms**: No GTM requests in network tab
**Causes**:
1. Script blocked by ad blocker
2. Script placed after closing body tag
3. JavaScript error before GTM loads
4. Consent management blocking GTM
**Fix**:
```html
```
### Multiple Containers Conflict
**Symptoms**: Duplicate events, inconsistent data
**Causes**:
1. Legacy container not removed
2. Different teams installed separate containers
3. Theme/plugin auto-installed GTM
**Fix**:
1. Audit all containers in source
2. Consolidate to single container
3. Use GTM environments for staging/prod
### Container ID Mismatch
**Symptoms**: Tags not firing, wrong property receiving data
**Causes**:
1. Dev/staging container on production
2. Copy-paste error during installation
**Fix**: Verify container ID matches GTM account
---
## DataLayer Issues
### DataLayer Not Initialized
**Symptoms**: First push events lost
**Code Error**:
```javascript
// Wrong - GTM loads before dataLayer exists
dataLayer.push({...});
```
**Fix**:
```javascript
// Correct - Initialize dataLayer first
```
### Case Sensitivity Issues
**Symptoms**: Triggers not matching
**Example**:
```javascript
// DataLayer pushes "AddToCart"
dataLayer.push({ event: "AddToCart" });
// But GTM trigger looks for "addToCart" - won't match!
```
**Fix**: Standardize event naming (recommend lowercase with underscores)
### Wrong Data Types
**Symptoms**: Calculations wrong in GA4, missing data
**Example**:
```javascript
// Wrong - price as string
dataLayer.push({ ecommerce: { value: "29.99" }});
// Correct - price as number
dataLayer.push({ ecommerce: { value: 29.99 }});
```
### Timing Issues
**Symptoms**: Events fire before data available
**Cause**: DataLayer push happens after tag fires
**Fix**: Use "Custom Event" trigger instead of "Page View"
---
## Tag Issues
### Tag Not Firing
**Checklist**:
1. ✓ Trigger conditions met?
2. ✓ Trigger enabled?
3. ✓ Tag not paused?
4. ✓ No blocking triggers active?
5. ✓ Consent mode not blocking?
**Debug Steps**:
1. GTM Preview > Check Tags Fired
2. Verify trigger shows green check
3. Check Variables tab for expected values
### Duplicate Tag Firing
**Symptoms**: Events counted 2x in GA4
**Causes**:
1. Multiple triggers on same action
2. Page re-renders triggering again
3. SPA virtual pageviews firing multiple times
**Fix**:
1. Add "Once per event" tag firing option
2. Use trigger groups to control firing
3. Add conditions to prevent re-firing
### Wrong Parameters Sent
**Symptoms**: Data appears in wrong fields in GA4
**Debug**:
1. GTM Preview > Tags > Show fired tag
2. Check "Values" sent with tag
3. Compare with expected parameters
---
## E-commerce Issues
### Missing Transaction ID
**Symptoms**: Duplicate purchases counted
**Fix**: Ensure unique `transaction_id` generated server-side
### Items Array Empty
**Symptoms**: Revenue tracked but no products
**Check**: `ecommerce.items` array populated
### Value Mismatch
**Symptoms**: Revenue doesn't match actual
**Causes**:
1. Tax/shipping included inconsistently
2. Currency conversion issues
3. Discount applied incorrectly
### Purchase Event Fires Multiple Times
**Symptoms**: Same order tracked 2-3x
**Causes**:
1. Page refresh on confirmation
2. Browser back button
3. Email link revisit
**Fix**:
```javascript
// Check if already tracked
if (!sessionStorage.getItem('purchase_' + transaction_id)) {
dataLayer.push({ event: 'purchase', ... });
sessionStorage.setItem('purchase_' + transaction_id, 'true');
}
```
---
## Consent Mode Issues
### Tags Blocked by Consent
**Symptoms**: Tags show "Blocked by consent" in Preview
**Fix**:
1. Verify consent mode implementation
2. Check default consent state
3. Test with consent granted
### Consent Not Updating
**Symptoms**: Tags stay blocked after user accepts
**Fix**: Verify `gtag('consent', 'update', {...})` fires on accept
---
## SPA (Single Page App) Issues
### Pageviews Not Tracking Navigation
**Symptoms**: Only initial pageview tracked
**Cause**: No page reload on route change
**Fix**: Implement History Change trigger or custom event:
```javascript
// On route change
dataLayer.push({
event: 'virtual_pageview',
page_path: newPath,
page_title: newTitle
});
```
### Events Fire on Old Page Data
**Symptoms**: Wrong page_path in events
**Fix**: Update page variables before event push
---
## Performance Issues
### Tags Slowing Page Load
**Symptoms**: High LCP, slow TTI
**Causes**:
1. Too many synchronous tags
2. Large third-party scripts
3. Tags in wrong firing sequence
**Fix**:
1. Use tag sequencing
2. Load non-critical tags on Window Loaded
3. Defer marketing tags