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Implement Chatbot Analytics with Google Tag Manager (GTM)

· 2 min read
Daniel Garcia
Daniel Garcia
CEO @ Optimly

You can measure chatbot activity in GA4 by sending well‑structured events through Google Tag Manager. This walkthrough covers a minimal data layer, recommended events, and sanity checks.

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  • chat_session_start — { session_id, channel, page }
  • chat_intent — { session_id, intent, confidence }
  • chat_escalation — { session_id, reason }
  • chat_resolution — { session_id, outcome }
  • chat_conversion — { session_id, conversion_type, value }

For why web analytics alone is not enough, see: /blog/llm-chatbot-analytics-vs-web-analytics

Minimal Data Layer Example​

Add this to your site where your chat widget loads:

<script>
  window.dataLayer = window.dataLayer || [];
  function chatPush(event, params) {
    window.dataLayer.push({
      event,
      chatbot: {
        session_id: params.session_id,
        channel: params.channel || 'web',
        ...params
      }
    });
  }
  // Example usage
  chatPush('chat_session_start', { session_id: 'abc123', page: location.pathname });
</script>

GTM Setup​

  1. Create Custom Event Triggers for each event above.
  2. Create GA4 Event tags and map parameters from {{DLV - chatbot.session_id}}, etc.
  3. Publish to your environment and test with GTM Preview.
  4. Validate in GA4 DebugView and Realtime.

Pro Tips​

  • Use a stable session_id across page views.
  • Include escalation with reason codes for better routing.
  • For revenue, pass cart/order IDs to connect conversions.
  • Combine GTM with a chatbot analytics platform (e.g., Optimly) for transcripts, RAG, and token costs.

More implementation patterns: /blog/monitor-improve-website-chatbots-llms

FAQs​

Can I see conversation quality in GA4?
Not directly. GA4 is great for funnels; use a conversation‑native platform for quality and cost.

Will this work for WhatsApp or Instagram?
Yes—push server‑side events when templates start or sessions restart.

Do I need consent controls?
Yes—honor user consent and minimize PII collection. See: /blog/privacy-friendly-chatbot-analytics

Go Further with Optimly​

Optimly complements GA4 with LLM‑native analytics: transcripts, frustration detection, RAG usage, and costs. Try it free.

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