Google Tag Manager Service

Good data practice starts with good data collection

Service Overview

We are tag management experts, and we’ve helped many clients track the right data from their websites.

Using Google Tag Manager (GTM), we ensure you collect meaningful customer data that you can use to shape your marketing and growth strategies. We customize the tag manager’s implementation to meet your website’s unique needs.

External design: Design and enable proper tracking that meets data-driven marketer’s needs

We customize your marketing analytics stacks (such as Google Analytics) to meet your business’s requirements and solve key marketing issues.

We also review your website’s technical constraints and parameters to ensure data sent to your analytics tools can be output for proper reporting. If we encounter any restrictions, we can recommend alternative solutions that reliably deliver the data you need.

Internal design: Determine major data components and specifications

We evaluate your current tag manager settings and the process you use to obtain marketing insights. We identify specific deficiencies and provide recommendations that overcome any issues.

We also provide expert guidance and deliver a stress-free tag manager set up to ensure you secure the data you need according to your individual data needs. This includes reviewing and setting up all of your data layers, variables, tag triggers, etc.


Implementation and testing based on the design

We implement events using GTM, JavaScript, and other tools and confirm their effectiveness by firing off tracking in test environments. By systematically working through a proper method that aligns with your business’s technical environment, we create an optimal measurement infrastructure that helps you reach your goals.

Reasons why businesses choose Principle

Dedicated Resources

Actionable Insights

Improved Customer KPI

Increased ROI

We have experience working with global brands

How long will it take to get results?

We typically complete the planning phase within three weeks. Expect full deployment with tag manager in around one to two months.

Success Story: Analytics support that drove 3x lift in transactions


  • Experienced 3x YoY lift in transactions and 4x increase in revenue after optimizing digital campaign ads
  • Gained experience and future strategic planning on potential uses of integrated offline and online data with their new data foundation

Customer challenges

  • The client recorded rich offline retail and online e-commerce data and wanted to explore ways to achieve the following:
  • Identify new marketing tactics and optimize existing digital advertising campaigns by leveraging rich data sets
  • Build a data foundation that leads to optimized digital campaigning and a guaranteed lift in sales

Principle’s approach

  • Integrated offline retail customer profiles with online data by stitching user clicks and touchpoint data to user IDs
  • Proposed and executed website enhancements to track and enable integrations
  • Built a reporting schema using data stored in Treasure Data
  • Used Tableau to identify customer segments and extract data to further enhance activation and targeting in Google Ads

Integrating offline and online data

Online Data

Website behavior tracked using Google Analytics (gclid, EC Id) and membership data obtained from website integrated with TreasureData

Offline Data

Customer/POS Data collected on Retail Stores integrated with TreasureData

Analytics & Data Prep

  1. Used Tableau and queried TreasureData to obtain a list of gclid, conversion timestamp, and conversion amount.
  2. Principle further analyzed various user segments that are engaged, and further optimized the digital ads and experience.


This list from TreasureData is imported into Google Ads for offline conversion integration, enabling Google to have a view on true ROI.  This enables Google Ads optimized for improved ad targeting.

About Principle

Founded in 2011, Principle’s main office is in Tokyo, Japan. Our mission, “To connect data with actions for realizing a better tomorrow,” defines everything we do for our clients. 

Through the power of data, we help businesses of all sizes make better decisions. For the better part of a decade, we have helped global brands and Fortune 500 companies turn data into business intelligence and actionable insights they can use. 

We offer actionable and measurable data analytics to support each client’s marketing strategies to help deliver everything that their business needs to outperform the competition. 

We recruit independent professionals who have distinctive personalities, an established way of life, a unique skill set, and share our philosophy. With such colleagues, we believe that individuals and companies will grow together and achieve great quality and result in an unseen business world.

Ready to enable accurate marketing data with Google Tag Manager?

Get in touch with us today!

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