Deploy an AI Chatbot with Google Tag Manager

What connecting Google Tag Manager gets you

If your site already runs Google Tag Manager, you can deploy the AI agent without touching the site's code at all. The widget ships as a Custom HTML tag inside your container, so the whole thing is managed from GTM, which is exactly what you want when marketing owns the tags and editing the theme means a developer ticket and a deploy.

It's also the route that keeps control where the tags already live: whoever manages the container can add, trigger, and publish the agent without waiting on anyone who owns the codebase.

Where the snippet goes

The snippet goes into a Custom HTML tag: in GTM, Tags → New → Custom HTML, paste it into the HTML box, then set the trigger to All Pages, or just the pages you want it on. It loads through the container that's already on your site, so there are no site edits to make and no theme file to touch.

Before you start

You need a GTM container already installed on your site, plus your embed snippet from the Install tab, which comes with your chatbot id already filled in. If you don't have a workspace yet, create one free at app.evoriqa.com. No credit card needed.

Adding the Custom HTML tag

Create a new tag, choose Custom HTML, paste in the snippet, and attach an All Pages trigger. Saving the tag stages it. The agent doesn't go live until you Submit and Publish the container, which is the step people most often forget. A staged tag that's never published does nothing on the live site.

Confirming it fires

Use GTM's Preview mode to confirm the tag fires, or simply open your live site and look for the chat bubble. Preview mode is the faster way to check it's triggering on the pages you intended before you publish the change to everyone.

Why the GTM route fits some teams better

The reason to ship the agent through GTM rather than the theme is ownership. When marketing controls the container, they can add the tag, choose its trigger, and publish it themselves: no theme edit, no developer ticket, no deploy waiting in a release queue. For a site where every code change is a scheduled release, a tag you can publish on your own schedule is the faster path to getting the agent live.

Common questions

Can I test it before it goes live to everyone? Yes. GTM's Preview mode lets you confirm the tag fires on the pages you intended before you Submit and Publish the container.

Do I need to edit my site's code? No. That's the point of the GTM route: the container is already on the site, so the agent goes on as a tag rather than a code change.

Why isn't the agent showing after I added the tag? Almost always because the container hasn't been submitted and published, or the trigger is narrower than you meant. A saved-but-unpublished tag doesn't appear on the live site.

Can I limit which pages it loads on? Yes. The trigger controls that. All Pages puts it everywhere; a more specific trigger scopes it to the pages you choose.

GTM-specific limits

The agent only appears once the container is published — a staged tag does nothing on the live site — and where it appears is entirely governed by the trigger you attach, so an over-narrow trigger is the usual reason it shows up on fewer pages than expected.

GTM's Preview mode is the fastest way to tell the two apart. It shows which tags fired on the page you are looking at, so a tag that is absent from that list has a trigger problem rather than a snippet problem.