Overview

Follow this guide to learn more about the difference between GTM and GTM-less setups with Elevar.

What is the difference between GTM and GTM-Less setups?

GTM Setup:With this setup, events flow through a Google Tag Manager container before reaching their destination. This requires importing and managing tags, triggers, and variables in GTM. The GTM path provides flexibility for highly customized events and is a good fit for merchants with a centralized tag management system. However, it often involves technical expertise, developer support, or agency oversight to maintain and troubleshoot.
GTM-Less Setup: With GTM-less, events flow directly into Elevar’s data layer, bypassing GTM entirely. Setup is handled through Elevar’s UI with guided checklists. This option is designed for speed and reliability across common eCommerce events and can typically be managed entirely by marketers without developer involvement.

What are the benefits of GTM-Less tracking?

Faster Time to Value: Go live in minutes instead of days or weeks and no need to configure or re-import GTM containers.
Reduced Technical Complexity: Fewer moving parts reduces risk of mis-tagging or misfiring. Additionaly, there is no ongoing maintenance of container logic.
More Reliable Data: Direct connections mean fewer dropped or duplicated events and cleaner event streams result in stronger platform optimization.
Lower Dependence on Teams: Marketers can self-serve setup without heavy engineering involvement and easier onboarding for smaller or leaner teams.
Scales Effortlessly: As your business grows, the pipeline does not need to be re-architected in GTM. Additionally, built for multi-platform setups out of the box.

What customizations are available in each setup?

With GTM
- Full data layer customizations.
- Additional client-side events.
- Custom event logic and triggers.
- Extra parameters, such as custom dimensions for GA4.
Without GTM (GTM-Less)
- Data layer customizations (handled in Elevar).
- Standardized client-side events optimized for Shopify and eCommerce.

How does consent work with GTM vs. GTM-Less?

When GTM is Enabled: Consent values are passed into Google Consent Mode (GCM) and applies across Shopify, Shopify Markets, and non-Shopify API setups. However, this may require additional GTM tags to transfer values from Shopify’s Customer Privacy API into GCM.
When GTM is Not Enabled (GTM-Less)
- Shopify: Consent is handled through Shopify’s Customer Privacy API. GCM is supported if you select anonymous GA4 data.
- Shopify Markets: Consent can be managed with either Shopify’s Customer Privacy API or Elevar’s Consent API. GCM is available if anonymous GA4 data is selected.
- Non-Shopify / Headless: Consent is managed through Elevar’s Consent API, with GCM support for anonymous GA4 data.

What is the Elevar Consent API and when should I use it?

The Elevar Consent API is designed for non-Shopify and headless stores that are not integrated with Shopify’s Customer Privacy API.

Key Features:
- Provides direct integration with Elevar for consent values.
- Consent defaults and updates are visible in the browser console.
- Simplifies compliance without requiring custom consent-handling logic.

How do I verify that GTM-Less client-side tracking is working?

When installing GTM-Less for the first time, there are several things that you can do to ensure that client-side tracking is working. For example, allow a few minutes for updates to appear in the browser. You can also use developer tools (Network panel), Pixel Helpers, or the Omnibug Chrome extension to confirm tags are firing correctly.

Do existing Elevar merchants need to switch to GTM-Less right now?

Not necessarily. The biggest advantages of GTM-Less are seen during new customer onboarding because it avoids the complexity of setting up GTM containers. For existing customers already running stable GTM setups, the “if it ain’t broke, don’t fix it” approach applies.

That said, existing merchants may still benefit if:

They’re frustrated with re-importing tags into GTM.
They want to automatically receive updates (e.g., new client-side parameters) without making container changes.
They don’t need heavy customizations and want a simpler, more reliable setup.

Which setup should I choose?

Use GTM Setup: If you need maximum flexibility, already manage a centralized GTM system, or rely on advanced client-side customizations, then you should consider using the Google Tag Manager setup.
Use GTM-Less Setup: If you want a faster, simpler, and more reliable setup that can be managed by marketing teams without heavy technical support, then you should consider using the GTM-less setup.