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Google Tag Manager Web Template - Amplitude Analytics Legacy

This is the client-side Google Tag Manager Template for Amplitude Analytics. The tag uses the Maintenance Amplitude JavaScript SDK for data collection.

This is a legacy template

This is a legacy GTM template. Use the latest template for the most up-to-date implementation.


The Amplitude Analytics Legacy template, currently utilizing the Maintenance Amplitude JavaScript SDK for data collection, is only slated for bug fixes until its eventual deprecation. Instead, we recommend using the latest GTM template that uses Amplitude's Marketing Analytics SDK for data collection. This not only ensures better support but also offers access to a host of new features.

  • It's important to note that the latest template is not backwards compatible with this legacy template due to the non-backwards compatibility of the internal SDK. Nonetheless, we have integrated a cookie migration logic to facilitate the transition of legacy cookies information to the latest cookie storage system.
  • For a comprehensive migration guide, please refer to the details.
  • To understand the behavioral differences between the old and new templates, consult the comparison section in our documentation.

Here are the breaking changes:

Change Area
Amplitude Analytics Browser SDK (GTM Client Template Latest) Amplitude Analytics Legacy (GTM Client Template Maintenance)
Core SDK Marketing Analytics Browser SDK. Maintenance Amplitude JavaScript SDK.
Amplitude initialization The init function is a separate tag type that requires a dedicated tag. This accommodates deferred initialization, which allows the init tag to be called even after an event track call. However, it's critical to note that events won't be dispatched to Amplitude until the init tag is explicitly activated. The init is called by default. As there's no separate init tag, the initialization process runs as soon as the template is loaded.
Web Attribution Collects more click IDs and is much easier to configure. Simply enable attribution tracking in the init type tag for default behavior. Further details are available. Set the initialization Options for each tag type is required unless you are using default configuration. Refer to this comparison for the differences in web attribution behavior between the core SDKs. For configuration mapping between the core SDKs, please check here.
Page View Tracking Includes built-in Page View Tracking which can be configured in the init type tag. You can set up the page view tracking trigger and decide whether to track history events automatically. No built-in Page View Tracking. You can implement your page view tracking using the track type tag. For Single Page Applications (SPAs), the All Pages trigger is not sufficient for tracking history changes. All Pages and History Changes triggers should be added as trigger for the page view tracking accuracy. If you wish to add some automatic variables provided by the History Change trigger, navigate to the variable section, configure, and activate all checkboxes under History. Once enabled, you'll see these history variables in the Variables tab in the GTM preview pane.

Video Tutorial

This video tutorial walks through the implementation basics.

EU data residency

For EU data residency, you must set up your project inside Amplitude EU and use the API key from Amplitude EU. You can configure the server zone by checking the checkbox EU Data Residency under Tag Configuration -> Initialization.

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