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Google Tag Manager

Google Tag Manager and Kameleoon Integration: Seamless Data Integration for Experiments

September 1, 2023

The need for effective and efficient data integration has become paramount. The ability to harness data from various sources, especially for targeting purposes, can significantly enhance the success of online experiments. Kameleoon’s integration with Google Tag Manager (GTM) is a game-changer and empowers businesses to leverage their website data for optimal user segmentation and experimentation.

Why Integrate with Google Tag Manager?

Traditional experimentation and personalization methods often involve manual data collection, segmentation, and targeting, which can be time-consuming, prone to errors, and limited in scope. Relying solely on these methods can hinder marketers from achieving precise targeting and optimal conversion rates. What's needed is a streamlined solution that seamlessly extracts, enriches, and utilizes data on website visits and visitors to turbo-charge experiments.

The integration between Google Tag Manager and Kameleoon provides a solution that bridges the gap between data collection and experimentation. By tapping into the dataLayer – a JavaScript object used by GTM to capture and share data on a website – businesses can access valuable information about user behavior, interactions, and preferences. This integration goes beyond basic data capture by allowing users to build custom data based on dataLayer variables, thereby enabling more refined segmentation and targeting.

Experimentation teams should consider Google Tag Manager integration with Kameleoon in a variety of use cases. Here we will detail some of the challenges this integration will solve.

Dynamic Campaign Targeting

Imagine an e-commerce website running multiple marketing campaigns simultaneously. By integrating Kameleoon with Google Tag Manager, marketers can retrieve campaign-related data stored in the dataLayer. This data can then be used to dynamically target users who have interacted with specific campaigns, ensuring they receive personalized experiences that resonate with their interests.

Personalized Content Delivery

In the realm of content websites, delivering tailored content to users based on their preferences is crucial. The integration enables the creation of custom data based on user interactions and preferences captured in the dataLayer. This custom data can then be utilized to deliver content that aligns with individual user interests, resulting in higher engagement and longer website visit sessions.

Behavior-Driven Experiments

When conducting experiments, having access to granular user behavior data is invaluable. With the GTM and Kameleoon integration, businesses can create segments based on specific user behaviors recorded in the dataLayer. This allows for targeted experimentation, ensuring that changes and variations are tested on the most relevant user groups, leading to more accurate and actionable results.

How Does the Integration Work?

The integration operates through a seamless process that involves tapping into the dataLayer and utilizing Google Tag Manager's capabilities. When custom data is being utilized in GTM, the integration searches for designated variable names within the dataLayer. Once these variables are identified, their corresponding values are extracted and stored in the custom data map. This enriched custom data can then be harnessed within Kameleoon's platform to build segments, personalize experiences, and target users effectively.

In summary, consider these key benefits:

  • Retrieve and utilize data stored in the dataLayer for precise targeting and personalization.
  • Build enriched custom data using Google Tag Manager, enhancing the effectiveness of experiments.
  • Dynamically target users based on campaign interactions, preferences, and behaviors.
  • Accelerate experimentation and achieve actionable insights by testing variations on specific user segments.


The Google Tag Manager and Kameleoon integration represent a paradigm shift in how businesses approach experimentation and personalization. By seamlessly integrating dataLayer information into the experimentation process, marketers can unlock unprecedented precision in targeting and segmenting users. 

You can request a demo to see this feature and the Kameleoon platform in action. 

Questions? Curious? We love to hear from you. Please reach us at [email protected]

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