{"id":1515,"date":"2024-10-02T09:53:00","date_gmt":"2024-10-02T07:53:00","guid":{"rendered":"https:\/\/www.sabatka.net\/cs\/?p=1515"},"modified":"2026-10-12T11:52:11","modified_gmt":"2026-10-12T09:52:11","slug":"what-is-google-tag-manager","status":"publish","type":"post","link":"https:\/\/www.sabatka.net\/cs\/what-is-google-tag-manager\/","title":{"rendered":"Co je Google Tag Manager a pro\u010d ho chcete m\u00edt na webu"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Pr\u00e1v\u011b jste dostali p\u0159\u00edstup do Google Tag Manageru, nebo v\u00e1m ho n\u011bkdo doporu\u010dil, a nev\u00edte, co s n\u00edm. Poj\u010fme to vz\u00edt od za\u010d\u00e1tku: co je Google Tag Manager, pro\u010d ho firmy maj\u00ed na webu a co si z n\u011bj mus\u00edte pamatovat, ne\u017e do n\u011bj za\u010dnete sahat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je Google Tag Manager<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Google Tag Manager (GTM), \u010desky Spr\u00e1vce zna\u010dek Google, je zdarma dostupn\u00fd n\u00e1stroj, kter\u00fd na webu spou\u0161t\u00ed m\u011b\u0159ic\u00ed a reklamn\u00ed k\u00f3dy.<\/strong> Google ho popisuje jako <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6102821\" target=\"_blank\" rel=\"noopener\">syst\u00e9m pro spr\u00e1vu zna\u010dek, kter\u00fd umo\u017e\u0148uje nastavovat a spravovat zna\u010dky na webu bez \u00faprav jeho k\u00f3du<\/a>. K \u010demu GTM slou\u017e\u00ed? M\u011b\u0159ic\u00ed a reklamn\u00ed k\u00f3dy spravujete z jednoho m\u00edsta, ne po jednom v k\u00f3du webu.<\/p>\n\n\n\n<div class=\"wp-block-buttons blog-cta is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button scroll_to_subscribe\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Chci odeb\u00edrat novinky<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\">Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Tag (v \u010desk\u00e9m rozhran\u00ed zna\u010dka) je mal\u00fd kousek k\u00f3du, kter\u00fd d\u011bl\u00e1 jednu v\u011bc. Nap\u0159\u00edklad po\u0161le do Google Analytics 4 (GA4) informaci, \u017ee se zobrazila str\u00e1nka. Nebo ozn\u00e1m\u00ed reklamn\u00ed s\u00edti, \u017ee n\u011bkdo nakoupil. Bez GTM by ka\u017ed\u00fd takov\u00fd tag musel b\u00fdt zapsan\u00fd p\u0159\u00edmo v k\u00f3du webu. S GTM je v k\u00f3du webu GTM a datov\u00e1 vrstva (o n\u00ed za chv\u00edli), ostatn\u00ed n\u00e1stroje se nastavuj\u00ed v jeho rozhran\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">GTM nen\u00ed \u017e\u00e1dn\u00e1 novinka. Google ho spustil <a href=\"https:\/\/agency.googleblog.com\/2012\/10\/digital-marketing-made-much-easier.html\" target=\"_blank\" rel=\"noopener\">1. \u0159\u00edjna 2012<\/a> a podle <a href=\"https:\/\/w3techs.com\/technologies\/overview\/tag_manager\" target=\"_blank\" rel=\"noopener\">W3Techs<\/a> ho k 9. \u0159\u00edjnu 2026 pou\u017e\u00edv\u00e1 45,1 % v\u0161ech web\u016f. Jde o odhad t\u0159et\u00ed strany, ale \u0159\u00e1d sed\u00ed: potk\u00e1te ho skoro v\u0161ude.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d GTM pot\u0159ebujeme, kdy\u017e se k\u00f3d d\u00e1 vlo\u017eit rovnou do HTML<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edstavte si dopisn\u00ed ob\u00e1lku. V\u00fdvoj\u00e1\u0159 ji na web vlo\u017e\u00ed jednou a pos\u00edl\u00e1 se ka\u017ed\u00e9mu n\u00e1v\u0161t\u011bvn\u00edkovi spolu s obsahem str\u00e1nky. A co do ob\u00e1lky p\u0159ijde, u\u017e \u0159e\u0161\u00ed analytik nebo market\u00e9r: m\u011b\u0159en\u00ed GA4, pixel soci\u00e1ln\u00ed s\u00edt\u011b, reklamn\u00ed skripty. K\u00f3d webu kv\u016fli tomu znovu otev\u00edrat nemus\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bez ob\u00e1lky to vypad\u00e1 takhle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bl jsem klienta, e-shop, kde program\u00e1to\u0159i t\u00fdden implementovali GA4 v\u010detn\u011b ud\u00e1lost\u00ed. Dal\u0161\u00ed t\u00fdden p\u0159i\u0161el na \u0159adu Facebook pixel. Dal\u0161\u00ed t\u00fdden dal\u0161\u00ed platforma. Ka\u017ed\u00fd n\u00e1stroj znamenal dal\u0161\u00ed kolo pr\u00e1ce program\u00e1tor\u016f: zad\u00e1n\u00ed, v\u00fdvoj, testov\u00e1n\u00ed, nasazen\u00ed. A do nasazen\u00ed se na m\u011b\u0159en\u00ed \u010dekalo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S GTM je to jinak. Program\u00e1to\u0159i nasad\u00ed GTM jednou. V\u011bt\u0161inu dal\u0161\u00edch skript\u016f pak do webu dostane ten, kdo m\u011b\u0159en\u00ed \u0159e\u0161\u00ed, p\u0159es rozhran\u00ed GTM. Nov\u00fd n\u00e1stroj p\u0159estane b\u00fdt projektem na t\u00fdden v\u00fdvoje a stane se \u00fapravou v nastaven\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159idat sledov\u00e1n\u00ed nov\u00e9ho tla\u010d\u00edtka, upravit ud\u00e1lost nebo vym\u011bnit ID reklamn\u00edho \u00fa\u010dtu je v k\u00f3du webu dal\u0161\u00ed pr\u00e1ce pro vyt\u00ed\u017een\u00e9 program\u00e1tory. V GTM je to v\u011bt\u0161inou jednoduch\u00e1 \u00faprava, kterou si p\u0159ed nasazen\u00edm vyzkou\u0161\u00edte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">GTM, GA4 a Google tag: kdo co d\u011bl\u00e1<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tady se za\u010d\u00e1te\u010dn\u00edci zamotaj\u00ed nej\u010dast\u011bji, proto stru\u010dn\u011b.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>GTM s\u00e1m nic nem\u011b\u0159\u00ed.<\/strong> Je to ob\u00e1lka, ve kter\u00e9 jsou jin\u00e9 m\u011b\u0159ic\u00ed n\u00e1stroje.<\/li>\n\n\n\n<li><strong>GA4 m\u011b\u0159\u00ed.<\/strong> Sb\u00edr\u00e1 data o n\u00e1v\u0161t\u011bvn\u00edc\u00edch a ukazuje je v reportech.<\/li>\n\n\n\n<li><strong>Google tag (v \u010desk\u00e9m rozhran\u00ed Google zna\u010dka)<\/strong> je jeden k\u00f3d od Googlu pro GA4 a dal\u0161\u00ed Google produkty. Na webu ho zaji\u0161\u0165uje knihovna gtag.js. Kdy\u017e ho vlo\u017e\u00edte p\u0159\u00edmo do webu, ka\u017edou zm\u011bnu d\u011bl\u00e1te v k\u00f3du. V GTM je Google tag jen jedn\u00edm z typ\u016f tag\u016f, tak\u017ee ho nastavujete v jeho rozhran\u00ed. Google s\u00e1m <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/7582054\" target=\"_blank\" rel=\"noopener\">doporu\u010duje GTM<\/a>, proto\u017ee v n\u011bm nasad\u00edte a zm\u011bn\u00edte tagy Googlu i t\u0159et\u00edch stran bez z\u00e1sahu do k\u00f3du.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad: web m\u00e1 GA4, Google Ads a pixel soci\u00e1ln\u00ed s\u00edt\u011b. GTM je to, co ty t\u0159i v\u011bci na web p\u0159ivede. GA4 je to, co skute\u010dn\u011b po\u010d\u00edt\u00e1 n\u00e1v\u0161t\u011bvn\u00edky. Pot\u0159ebujete GTM, kdy\u017e m\u00e1te jen GA4? Ne nutn\u011b. S ka\u017ed\u00fdm dal\u0161\u00edm n\u00e1strojem se ale hod\u00ed v\u00edc.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak se GTM dostane na web a co je datov\u00e1 vrstva<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">GTM na web nasazuj\u00ed program\u00e1to\u0159i. Z \u00fa\u010dtu GTM dostanete <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/14847097\" target=\"_blank\" rel=\"noopener\">dva kousky k\u00f3du<\/a>: jeden pat\u0159\u00ed co nejv\u00fd\u0161 do hlavi\u010dky str\u00e1nky, druh\u00fd hned za otev\u00edrac\u00ed element <code>&lt;body&gt;<\/code>. Ten druh\u00fd je z\u00e1lo\u017en\u00ed pro prohl\u00ed\u017ee\u010de bez JavaScriptu a nasazovat ho nutn\u011b nemus\u00edte. Hod\u00ed se ale, pokud chcete web <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9008080\" target=\"_blank\" rel=\"noopener\">ov\u011b\u0159it v Google Search Console p\u0159es GTM<\/a>: Search Console ho hled\u00e1 pr\u00e1v\u011b hned za <code>&lt;body&gt;<\/code>, tak\u017ee ov\u011b\u0159en\u00ed projde bez dal\u0161\u00edho z\u00e1sahu do k\u00f3du (funguje u vlastnosti typu Prefix adresy URL, ne u dom\u00e9nov\u00e9). Obvykle to cel\u00e9 znamen\u00e1 jednu \u00fapravu v \u0161ablon\u011b webu. Pak u\u017e GTM jen \u010dek\u00e1 na to, co do n\u011bj vlo\u017e\u00edte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Datov\u00e1 vrstva: kan\u00e1l mezi webem a GTM<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tagy \u010dasto pot\u0159ebuj\u00ed data, kter\u00e1 GTM na str\u00e1nce samo nevid\u00ed. T\u0159eba obsah ko\u0161\u00edku, hodnotu objedn\u00e1vky nebo jej\u00ed ID. Tyhle informace do GTM p\u0159ed\u00e1v\u00e1 <strong>datov\u00e1 vrstva (t\u00e9\u017e data layer, v program\u00e1tor\u0161tin\u011b \u201edataLayer\u201c)<\/strong>: m\u00edsto, kam web ukl\u00e1d\u00e1 informace a odkud si je GTM bere. Technicky jde o <a href=\"https:\/\/developers.google.com\/tag-platform\/tag-manager\/datalayer\" target=\"_blank\" rel=\"noopener\">pole (seznam) v JavaScriptu<\/a>, do kter\u00e9ho web postupn\u011b p\u0159id\u00e1v\u00e1 zpr\u00e1vy s informacemi pro tagy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pln\u00ed ji program\u00e1to\u0159i. To je d\u016fle\u017eit\u00e9, proto\u017ee se ob\u010das tvrd\u00ed, \u017ee s GTM program\u00e1tora nepot\u0159ebujete. Pot\u0159ebujete. GTM ani datov\u00e1 vrstva se bez nich neobejdou: program\u00e1to\u0159i vkl\u00e1daj\u00ed GTM do webu a pln\u00ed datovou vrstvu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy datovou vrstvu pot\u0159ebujete?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Jednoduch\u00fd web<\/strong> (vizitka, blog): \u010dasto v\u016fbec. GTM si vysta\u010d\u00ed s t\u00edm, co na str\u00e1nce vid\u00ed, t\u0159eba s adresou str\u00e1nky nebo kliknut\u00edm na odkaz. Pro program\u00e1tory to pak znamen\u00e1 \u010dasto jen Copy+Paste k\u00f3du GTM a nasazen\u00ed.<\/li>\n\n\n\n<li><strong>E-shop:<\/strong> nezbytn\u00e1. Hodnotu objedn\u00e1vky ani obsah ko\u0161\u00edku ze vzhledu str\u00e1nky spolehliv\u011b nevy\u010dtete. Mus\u00ed v\u00e1m je p\u0159edat web. Pro program\u00e1tory to m\u016f\u017ee znamenat i pr\u00e1ci na n\u011bkolik dn\u016f v\u00fdvoje.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1ro\u010dnost pr\u00e1ce program\u00e1tor\u016f se p\u0159itom li\u0161\u00ed. P\u0159edat do datov\u00e9 vrstvy jen hodnotu objedn\u00e1vky je mal\u00e1 \u00faprava. Kompletn\u00ed ud\u00e1losti pro e-shop (zobrazen\u00ed produktu, ko\u0161\u00edk, platba) jsou pr\u00e1ce na del\u0161\u00ed dobu. Zku\u0161en\u00fd analytik pom\u016f\u017ee ur\u010dit, jak\u00e1 n\u00e1ro\u010dnost odpov\u00edd\u00e1 po\u017eadavk\u016fm va\u0161eho projektu a situaci, ve kter\u00e9 jste, aby se zbyte\u010dn\u011b neprogramovalo n\u011bco, co nikdo nevyu\u017eije. O pr\u00e1ci s datovou vrstvou pro pokro\u010dil\u00e9 <a href=\"https:\/\/www.sabatka.net\/cs\/datalayer-and-recursive-merge\/\">p\u00ed\u0161u v samostatn\u00e9m \u010dl\u00e1nku<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co GTM um\u00ed (a co neum\u00ed)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um\u00ed:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Spou\u0161t\u011bt tagy Googlu (GA4, Google Ads) i t\u0159et\u00edch stran (reklamn\u00ed s\u00edt\u011b, srovn\u00e1va\u010de).<\/li>\n\n\n\n<li>Vyu\u017e\u00edvat \u0161ablony. \u0160ablona je hotov\u00fd tag, do kter\u00e9ho jen vypln\u00edte \u00fadaje. Pro \u010desk\u00e9 prost\u0159ed\u00ed jsem napsal <a href=\"https:\/\/www.sabatka.net\/cs\/seznam-sem-gtm-template\/\">\u0161ablonu pro Sklik (Seznam SEM)<\/a> a <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-template-heureka-cz-and-sk\/\">\u0161ablonu pro Heureku<\/a>. \u0160ablony t\u0159et\u00edch stran existuj\u00ed i pro dal\u0161\u00ed slu\u017eby.<\/li>\n\n\n\n<li>Reagovat na kliky, odesl\u00e1n\u00ed formul\u00e1\u0159\u016f nebo zobrazen\u00ed str\u00e1nky.<\/li>\n\n\n\n<li>Nastavit, u kter\u00fdch tag\u016f se mus\u00ed respektovat souhlas n\u00e1v\u0161t\u011bvn\u00edka. <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/10718549\" target=\"_blank\" rel=\"noopener\">Google na to m\u00e1 v GTM samostatn\u00e9 nastaven\u00ed souhlasu<\/a>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Neum\u00ed:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u011b\u0159it s\u00e1m.<\/strong> M\u011b\u0159\u00ed GA4, Meta, Sklik. GTM je spou\u0161t\u00ed.<\/li>\n\n\n\n<li><strong>Vy\u0159e\u0161it GDPR.<\/strong> Souhlas mus\u00edte nejd\u0159\u00edv z\u00edskat od n\u00e1v\u0161t\u011bvn\u00edka, k tomu slou\u017e\u00ed cookie li\u0161ta (CMP, platforma pro spr\u00e1vu souhlas\u016f). GTM ji pak jen respektuje. Souhlas za v\u00e1s nevy\u0159e\u0161\u00ed ani nenahrad\u00ed. Typick\u00e9 chyby ukazuje \u010dl\u00e1nek o <a href=\"https:\/\/www.sabatka.net\/cs\/5-most-common-bugs-in-cookie-bar-configuration\/\">nej\u010dast\u011bj\u0161\u00edch chyb\u00e1ch v nastaven\u00ed cookie li\u0161ty<\/a> a o <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-gdpr-conflict\/\">konfliktu GTM a GDPR<\/a>.<\/li>\n\n\n\n<li><strong>Nahradit program\u00e1tory.<\/strong> Viz datov\u00e1 vrstva v\u00fd\u0161e.<\/li>\n\n\n\n<li><strong>Zrychlit web.<\/strong> M\u016f\u017ee ho zpomalit. Kontejner (sada tag\u016f pro v\u00e1\u0161 web, viz Z\u00e1kladn\u00ed pojmy) se sice na\u010d\u00edt\u00e1 asynchronn\u011b, ale s jeho velikost\u00ed, tedy s po\u010dtem tag\u016f, souvis\u00ed hor\u0161\u00ed odezva str\u00e1nky. Podle <a href=\"https:\/\/web.dev\/articles\/tag-best-practices\" target=\"_blank\" rel=\"noopener\">web.dev<\/a> se dopad p\u0159\u00edpad od p\u0159\u00edpadu li\u0161\u00ed a z\u00e1le\u017e\u00ed i na druhu tagu. V\u00edc k t\u00e9matu v \u010dl\u00e1nku o <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-page-speed-impact\/\">dopadu GTM na rychlost<\/a>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1kladn\u00ed pojmy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">P\u011bt pojm\u016f, na kter\u00fdch stoj\u00ed v\u0161echno ostatn\u00ed. V \u010desk\u00e9m rozhran\u00ed GTM najdete n\u011bkter\u00e9 pod jin\u00fdmi n\u00e1zvy, proto je uv\u00e1d\u00edm v z\u00e1vorce:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00da\u010det:<\/strong> nejvy\u0161\u0161\u00ed \u00farove\u0148, obvykle jedna firma. P\u0159\u00edklad: \u00fa\u010det \u201eMoje firma s.r.o.\u201c.<\/li>\n\n\n\n<li><strong>Kontejner:<\/strong> <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/14842164\" target=\"_blank\" rel=\"noopener\">sada tag\u016f, trigger\u016f a prom\u011bnn\u00fdch pro jeden web nebo aplikaci<\/a>. Google doporu\u010duje jeden kontejner na web nebo aplikaci. Do webu se vkl\u00e1d\u00e1 k\u00f3d pr\u00e1v\u011b tohoto kontejneru.<\/li>\n\n\n\n<li><strong>Tag (v \u010desk\u00e9m rozhran\u00ed zna\u010dka):<\/strong> k\u00f3d, kter\u00fd n\u011bco d\u011bl\u00e1. P\u0159\u00edklad: odesl\u00e1n\u00ed ud\u00e1losti \u201en\u00e1kup\u201c do GA4.<\/li>\n\n\n\n<li><strong>Trigger (pravidlo):<\/strong> \u0159\u00edk\u00e1, kdy se tag spust\u00ed. P\u0159\u00edklad: kdy\u017e n\u00e1v\u0161t\u011bvn\u00edk otev\u0159e str\u00e1nku s pod\u011bkov\u00e1n\u00edm za objedn\u00e1vku.<\/li>\n\n\n\n<li><strong>Prom\u011bnn\u00e1:<\/strong> hodnota, kterou tag nebo trigger pot\u0159ebuje. P\u0159\u00edklad: adresa str\u00e1nky nebo hodnota objedn\u00e1vky z datov\u00e9 vrstvy.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dohromady: <em>kdy\u017e<\/em> (trigger) nastane <em>tohle<\/em>, <em>ud\u011blej<\/em> (tag) <em>tohle<\/em>, s <em>t\u011bmito \u00fadaji<\/em> (prom\u011bnn\u00e9).<\/p>\n\n\n\n<div class=\"wp-block-columns lab-note is-layout-flex wp-container-core-columns-is-layout-794e3cfa wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know.png\" alt=\"V\u011bd\u011bli jste? \u2014 informa\u010dn\u00ed panel\" class=\"wp-image-936 lazyload\" data-srcset=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know.png 1024w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-300x300.png 300w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-150x150.png 150w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-768x768.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"wp-block-heading\"><strong><strong>V\u011bdeck\u00e1 pozn\u00e1mka<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Trigger v GTM se chov\u00e1 jako <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Maxwell%C5%AFv_d%C3%A9mon\" target=\"_blank\" rel=\"noopener\">Maxwell\u016fv d\u00e9mon<\/a> u dv\u00ed\u0159ek mezi dv\u011bma komorami: u ka\u017ed\u00e9ho tagu rozhoduje, jestli projde. Jen s t\u00edm rozd\u00edlem, \u017ee d\u00e9mon t\u0159\u00eddil molekuly podle rychlosti, kde\u017eto trigger t\u0159\u00edd\u00ed tagy podle toho, kdy a kde se maj\u00ed spustit. \u0160patn\u011b nastaven\u00fd d\u00e9mon pust\u00ed dovnit\u0159 i to, co tam nem\u011blo b\u00fdt.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se s GTM pracuje<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">GTM m\u00e1 klikac\u00ed rozhran\u00ed, kde nastavujete tagy, triggery a prom\u011bnn\u00e9. K\u00f3d ps\u00e1t v\u011bt\u0161inou nemus\u00edte: typ tagu vyberete ze seznamu a \u00fadaje vypln\u00edte do formul\u00e1\u0159e.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"506\" data-src=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/10\/google-tag-manager-interface-1-1024x506.png\" alt=\"\" class=\"wp-image-1520 lazyload\" data-srcset=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/10\/google-tag-manager-interface-1-1024x506.png 1024w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/10\/google-tag-manager-interface-1-300x148.png 300w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/10\/google-tag-manager-interface-1-768x380.png 768w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/10\/google-tag-manager-interface-1.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/506;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Naho\u0159e p\u0159ep\u00edn\u00e1te mezi t\u0159emi z\u00e1lo\u017ekami: <strong>Pracovn\u00ed prostor<\/strong> (tady se v\u0161echno nastavuje), <strong>Verze<\/strong> (historie kontejneru) a <strong>Spr\u00e1vce<\/strong> (u\u017eivatel\u00e9, opr\u00e1vn\u011bn\u00ed a nastaven\u00ed kontejneru). V lev\u00e9m menu pracovn\u00edho prostoru pak najdete:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>P\u0159ehled:<\/strong> co je ve workspace rozpracovan\u00e9 a je\u0161t\u011b nen\u00ed na webu.<\/li>\n\n\n\n<li><strong>Zna\u010dky, Pravidla, Prom\u011bnn\u00e9:<\/strong> seznamy tag\u016f, trigger\u016f a prom\u011bnn\u00fdch.<\/li>\n\n\n\n<li><strong>Slo\u017eky:<\/strong> pro t\u0159\u00edd\u011bn\u00ed, kdy\u017e tag\u016f p\u0159ib\u00fdv\u00e1.<\/li>\n\n\n\n<li><strong>\u0160ablony:<\/strong> \u0161ablony tag\u016f a prom\u011bnn\u00fdch, nap\u0159\u00edklad ty pro Sklik a Heureku zm\u00edn\u011bn\u00e9 v\u00fd\u0161e.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nastaven\u00ed jednoho tagu pak vypad\u00e1 takto:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>V sekci Zna\u010dky kliknete na <strong>Nov\u00e1<\/strong>.<\/li>\n\n\n\n<li>Zvol\u00edte typ tagu, t\u0159eba ud\u00e1lost GA4, a vypln\u00edte pot\u0159ebn\u00e9 \u00fadaje, nap\u0159\u00edklad n\u00e1zev ud\u00e1losti.<\/li>\n\n\n\n<li>Pod t\u00edm vyberete trigger, tedy kdy se m\u00e1 tag spustit, t\u0159eba po odesl\u00e1n\u00ed formul\u00e1\u0159e.<\/li>\n\n\n\n<li>Ulo\u017e\u00edte. Tag je te\u010f ve workspace, ale na webu je\u0161t\u011b nen\u00ed. Jak se tam dostane, popisuje dal\u0161\u00ed \u010d\u00e1st.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Prom\u011bnn\u00e9 jsou dvoj\u00ed. <strong>Vestav\u011bn\u00e9<\/strong> (adresa str\u00e1nky, kliknut\u00fd prvek a dal\u0161\u00ed) sta\u010d\u00ed zapnout. <strong>U\u017eivatelem definovan\u00e9<\/strong> si vytvo\u0159\u00edte sami, t\u0159eba pro hodnotu objedn\u00e1vky z datov\u00e9 vrstvy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se zm\u011bna dostane na web<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u017d\u00e1dn\u00e1 zm\u011bna v GTM nejde na web hned. Proch\u00e1z\u00ed \u010dty\u0159mi kroky. P\u00e1t\u00fd bod u\u017e nen\u00ed krok, ale z\u00e1chrann\u00e1 brzda pro p\u0159\u00edpad, \u017ee se n\u011bco nepovede.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Workspace (v \u010desk\u00e9m rozhran\u00ed pracovn\u00ed prostor).<\/strong> Tady zm\u011bny p\u0159ipravujete. Ve verzi zdarma jich m\u016f\u017ee b\u00fdt <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/7059647\" target=\"_blank\" rel=\"noopener\">soub\u011b\u017en\u011b nejv\u00fd\u0161 t\u0159i<\/a>, tak\u017ee si m\u016f\u017eete rozpracovat v\u00edc v\u011bc\u00ed a nep\u0159epsat se s kolegou. Pokud v nov\u00e9m rozhran\u00ed GTM p\u0159ep\u00edna\u010d workspaces nevid\u00edte, <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-workspace-switcher-missing\/\">vysv\u011btluji, kam se pod\u011bl<\/a>.<\/li>\n\n\n\n<li><strong>N\u00e1hled (preview).<\/strong> Web otev\u0159ete tak, <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6107056\" target=\"_blank\" rel=\"noopener\">jako by u\u017e zm\u011bny byly nasazen\u00e9<\/a>, ale vid\u00edte je jen vy (a ten, komu n\u00e1hled po\u0161lete). Tady zjist\u00edte, jestli se tag spou\u0161t\u00ed tam, kde m\u00e1.<\/li>\n\n\n\n<li><strong>Verze (version).<\/strong> Verze vznikne <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6107163\" target=\"_blank\" rel=\"noopener\">a\u017e kdy\u017e zm\u011bny ode\u0161lete<\/a>, ne p\u0159i ka\u017ed\u00e9 \u00faprav\u011b. Je to uzav\u0159en\u00fd stav kontejneru.<\/li>\n\n\n\n<li><strong>Publikov\u00e1n\u00ed (publish).<\/strong> Teprve te\u010f se verze dostane na web. Verze a publikov\u00e1n\u00ed se v rozhran\u00ed d\u011blaj\u00ed jedn\u00edm dialogem.<\/li>\n\n\n\n<li><strong>N\u00e1vrat k p\u0159edchoz\u00ed verzi.<\/strong> Kdy\u017e se publikovan\u00e1 verze nepovede, vr\u00e1t\u00edte se k t\u00e9 p\u0159edchoz\u00ed a web b\u011b\u017e\u00ed d\u00e1l jako d\u0159\u00edv.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Praktick\u00e1 rada: p\u0159ed publikov\u00e1n\u00edm si v\u017edy projd\u011bte n\u00e1hled. Opravit chybu ve workspace b\u00fdv\u00e1 ot\u00e1zkou minut. Chyba, kter\u00e1 u\u017e t\u00fddny pos\u00edl\u00e1 do GA4 \u0161patn\u00e1 data, se zp\u011btn\u011b napravit ned\u00e1: GA4 u\u017e zpracovan\u00e1 data nep\u0159epo\u010d\u00edt\u00e1v\u00e1 a co se neodeslalo, se nedopln\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Komu d\u00e1t opr\u00e1vn\u011bn\u00ed Publikov\u00e1n\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ob\u00e1lka m\u00e1 i odvr\u00e1cenou stranu. Co se do n\u00ed vlo\u017e\u00ed, dostane se ke ka\u017ed\u00e9mu n\u00e1v\u0161t\u011bvn\u00edkovi webu, a to plat\u00ed pro libovoln\u00fd skript. Kdo m\u00e1 opr\u00e1vn\u011bn\u00ed <strong>Publikov\u00e1n\u00ed<\/strong>, m\u016f\u017ee tam vlo\u017eit cokoli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6107011\" target=\"_blank\" rel=\"noopener\">\u00darovn\u011b p\u0159\u00edstupu ke kontejneru<\/a> jsou \u010dty\u0159i (krom\u011b volby Bez p\u0159\u00edstupu):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u010cten\u00ed:<\/strong> vid\u00ed nastaven\u00ed, nic nem\u011bn\u00ed.<\/li>\n\n\n\n<li><strong>\u00dapravy:<\/strong> p\u0159ipravuje zm\u011bny ve workspaces, ale nepublikuje.<\/li>\n\n\n\n<li><strong>Schvalov\u00e1n\u00ed:<\/strong> nav\u00edc vytv\u00e1\u0159\u00ed verze, ale nepublikuje. (Samotn\u00e9 schvalovac\u00ed workflow je ale jen v placen\u00e9 verzi GTM 360.)<\/li>\n\n\n\n<li><strong>Publikov\u00e1n\u00ed:<\/strong> m\u016f\u017ee v\u0161echno v\u010detn\u011b nasazen\u00ed na web.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e1vejte Publikov\u00e1n\u00ed jen t\u011bm, kdo ho nutn\u011b pot\u0159ebuj\u00ed. To, \u017ee n\u011bkdo pracuje pro agenturu, je brig\u00e1dn\u00edk nebo b\u00fdval\u00fd kolega, je\u0161t\u011b nen\u00ed d\u016fvod mu Publikov\u00e1n\u00ed d\u00e1t. P\u0159\u00edstup m\u00e1 m\u00edt ten, kdo ho opravdu pot\u0159ebuje, a jen na dobu, kdy ho pot\u0159ebuje. \u00datoky, p\u0159\u00edklady z praxe a konkr\u00e9tn\u00ed doporu\u010den\u00ed rozepisuji v \u010dl\u00e1nku <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-security-risks\/\">bezpe\u010dnostn\u00ed rizika Google Tag Manageru<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pozor i na roli na \u00farovni \u00fa\u010dtu. Spr\u00e1vce \u00fa\u010dtu spravuje u\u017eivatele a jejich opr\u00e1vn\u011bn\u00ed, tak\u017ee si m\u016f\u017ee p\u0159id\u011blit i Publikov\u00e1n\u00ed. Role Spr\u00e1vce je proto stejn\u011b citliv\u00e1 jako Publikov\u00e1n\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010casto kladen\u00e9 ot\u00e1zky<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Je Google Tag Manager zdarma?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ano. GTM i Google tag jsou <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/7582054\" target=\"_blank\" rel=\"noopener\">zdarma<\/a>. Placen\u00e1 je varianta GTM 360 pro velk\u00e9 firmy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pot\u0159ebuju GTM, kdy\u017e m\u00e1m GA4?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ne nutn\u011b, GA4 funguje i s Google tagem vlo\u017een\u00fdm p\u0159\u00edmo do webu. GTM se vyplat\u00ed ve chv\u00edli, kdy chcete v\u00edc n\u00e1stroj\u016f nebo v\u00edc ud\u00e1lost\u00ed a nechcete ka\u017edou zm\u011bnu zad\u00e1vat program\u00e1tor\u016fm.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zpomaluje GTM web?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kontejner se na\u010d\u00edt\u00e1 asynchronn\u011b, tak\u017ee samotn\u00fd fakt, \u017ee ho web pou\u017e\u00edv\u00e1, str\u00e1nku neblokuje. S velikost\u00ed kontejneru, tedy s po\u010dtem tag\u016f, ale souvis\u00ed hor\u0161\u00ed odezva str\u00e1nky (INP, tedy jak rychle str\u00e1nka reaguje na kliknut\u00ed) a r\u016fzn\u00e9 druhy tag\u016f zat\u011b\u017euj\u00ed web r\u016fzn\u011b. Proto se vyplat\u00ed nepot\u0159ebn\u00e9 tagy odstra\u0148ovat. V\u00edc je v \u010dl\u00e1nku o <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-page-speed-impact\/\">vlivu GTM na rychlost webu<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existuje i serverov\u00fd GTM, kter\u00fd \u010d\u00e1st pr\u00e1ce p\u0159esouv\u00e1 mimo prohl\u00ed\u017ee\u010d n\u00e1v\u0161t\u011bvn\u00edka, jak popisuji v \u010dl\u00e1nku o <a href=\"https:\/\/www.sabatka.net\/cs\/server-side-tracking-sgtm\/\">server-side trackingu a sGTM<\/a>. Je to ale samostatn\u00fd projekt s vlastn\u00edm serverem.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Je GTM v souladu s GDPR?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1stroj s\u00e1m o sob\u011b soulad nezaru\u010d\u00ed. Soulad d\u011bl\u00e1 spr\u00e1vn\u011b nastaven\u00e1 cookie li\u0161ta (CMP) a tagy, kter\u00e9 souhlas respektuj\u00ed. GTM v\u00e1m to cel\u00e9 pom\u016f\u017ee nastavit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i p\u0159\u00edsn\u00e9m v\u00fdkladu GDPR (nap\u0159. v N\u011bmecku) ale m\u016f\u017ee b\u00fdt probl\u00e9m s vyu\u017eit\u00edm samotn\u00e9ho GTM, a to kv\u016fli p\u0159enosu IP adres a dal\u0161\u00edch s\u00ed\u0165ov\u00fdch identifik\u00e1tor\u016f n\u00e1v\u0161t\u011bvn\u00edk\u016f na servery Googlu. V\u00edc o <a href=\"https:\/\/www.sabatka.net\/cs\/gtm-gdpr-conflict\/\">konfliktu GTM a GDPR<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je GTM 360?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Placen\u00e1 varianta pro velk\u00e9 organizace. Nav\u00edc nab\u00edz\u00ed neomezen\u00fd po\u010det workspaces, schvalovac\u00ed workflow a smluvn\u00ed podporu. Cena je na dotaz, srovn\u00e1n\u00ed najdete na <a href=\"https:\/\/marketingplatform.google.com\/about\/tag-manager\/compare\/\" target=\"_blank\" rel=\"noopener\">str\u00e1nce Googlu<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak za\u010d\u00edt s GTM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kladn\u00ed n\u00e1vod, jak s Google Tag Managerem za\u010d\u00edt, m\u00e1 \u010dty\u0159i kroky:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Zalo\u017ete \u00fa\u010det a kontejner<\/strong> na <a href=\"https:\/\/tagmanager.google.com\" target=\"_blank\" rel=\"noopener\">tagmanager.google.com<\/a>. Typ kontejneru zvolte \u201eWeb\u201c. Postup je v <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/14842164\" target=\"_blank\" rel=\"noopener\">ofici\u00e1ln\u00ed n\u00e1pov\u011bd\u011b<\/a>.<\/li>\n\n\n\n<li><strong>P\u0159edejte k\u00f3d kontejneru program\u00e1tor\u016fm.<\/strong> Dostanete ho po zalo\u017een\u00ed kontejneru. Povinn\u00fd je <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/14847097\" target=\"_blank\" rel=\"noopener\">prvn\u00ed kousek k\u00f3du<\/a>, druh\u00fd je voliteln\u00fd (viz v\u00fd\u0161e).<\/li>\n\n\n\n<li><strong>Vytvo\u0159te prvn\u00ed tag<\/strong>, nap\u0159\u00edklad m\u011b\u0159en\u00ed GA4, a vyzkou\u0161ejte ho v n\u00e1hledu.<\/li>\n\n\n\n<li><strong>Publikujte,<\/strong> a\u017e kdy\u017e n\u00e1hled potvrd\u00ed, \u017ee tag funguje.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Dokud nic nepublikujete, na \u017eiv\u00e9m webu se nic nem\u011bn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za\u010d\u00edn\u00e1te s GTM a chcete v\u011bd\u011bt, co d\u00e1l? Jednou za \u010das po\u0161lu kr\u00e1tk\u00fd e-mail s t\u00edm, co jsem se p\u0159i pr\u00e1ci s GTM a GA4 nau\u010dil.<\/p>\n\n\n\n<div class=\"wp-block-buttons blog-cta is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button scroll_to_subscribe\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Chci odeb\u00edrat novinky<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\">Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Pr\u00e1v\u011b jste dostali p\u0159\u00edstup do Google Tag Manageru, nebo v\u00e1m ho n\u011bkdo doporu\u010dil, a nev\u00edte, co s n\u00edm. Poj\u010fme to vz\u00edt od za\u010d\u00e1tku: co je Google Tag Manager, pro\u010d ho firmy maj\u00ed na webu a co si z n\u011bj mus\u00edte pamatovat, ne\u017e do n\u011bj za\u010dnete sahat. Co je Google Tag Manager Google Tag Manager (GTM), [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1578,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,10],"tags":[],"class_list":["post-1515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-analytics","category-google-tag-manager-gtm"],"_links":{"self":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/comments?post=1515"}],"version-history":[{"count":15,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1515\/revisions"}],"predecessor-version":[{"id":1577,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1515\/revisions\/1577"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media\/1578"}],"wp:attachment":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media?parent=1515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/categories?post=1515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/tags?post=1515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}