Connect your website with Google Tag Manager

Send your website's or web app's events to Crunch through one Custom HTML tag.

Crunch answers questions about what people do on your site — where they drop off, which campaign brings sign-ups — from your site’s events. An event is one thing a visitor did, like viewing a page or signing up. If your site already uses Google Tag Manager, you can send those events with one Custom HTML tag, and you stay in control: only the events you push are sent.

Here is how it fits together. Your site pushes events to the data layer — a small list in the page that Google Tag Manager watches — and the BumbleB tag in your container passes them on to your workspace.

What you’ll need

A Google Tag Manager container on your site, and access to edit it.
The Connectors page in the hub, with a role that can manage connectors — see Roles.
Access to your domain’s DNS settings (usually at the company you bought the domain from), to prove the site is yours.

Heads up: events are only accepted once a domain is verified, and events sent before that are not kept. Start the domain step early, since the internet can take a while to notice the change.

Step 1: Create the connector

A connector is the link between one source of data and your workspace.

In the hub, open Connectors and click + Create connector.
Set Source to Google Tag Manager.
Give it a Connector Name, for example “Production Website”.
Check the Stream ID. It is filled in from the name, and must be 3–50 characters, start with a letter, and use only lowercase letters, digits and _.
Enter your Website Domain, for example example.com.
Click Create. Your API key is shown once, so click Copy Key and keep it somewhere safe — you’ll paste it into the tag in Step 3.

Step 2: Verify your domain

Follow Verifying your domain: you publish one TXT record at your registrar and click Check again. Once it verifies, the connector starts receiving data.

Step 3: Set up Google Tag Manager

On the connector’s card, the GTM Setup Guide shows three parts. Create each one in your GTM container:

A Trigger of type Custom Event, with the event name bb_event. This tells the tag when to fire.
A Variable of type Data Layer Variable, named bb. This is where the tag reads your event from.
A Tag of type Custom HTML, fired by that trigger. Copy the code from the card, replace YOUR_API_KEY_HERE with your key, and publish the container. Nothing goes live until you publish.

Heads up: use one connector per GTM container. Two BumbleB tags in one container send every event twice.

Step 4: Push your events

From your site’s code, push each event you want tracked. This snippet sends a sign-up, along with the page it happened on:

dataLayer.push({
  event: 'bb_event',
  bb: { event_name: 'signup', page_url: location.href }
});

event_name is the only required field. Good first events are page_view, signup, purchase, feature_used and error — the moments you’ll actually ask about.

Tip: keep the utm_ parameters on your ad links. They carry the campaign name, which is how Crunch later ties a visit back to the ad that brought it.

How to tell it worked

The connector card shows Active once the domain is verified.
Each API key shows Last used. It only updates when an event is accepted, so a fresh date means events are getting through.
Pipeline Status on the card lists any errors by stage, with what to do.
If an event is refused, your browser’s console logs [BumbleB] event refused.

Hashing user IDs — if your events carry an email or phone number.
Which route for which data — other ways to bring data in.
Fixes — when events aren’t arriving.
Product & behavior — what to ask once events flow.