Google Customer Reviews tag

The Google Customer Reviews Tag is a web GTM tag template that enables the display of Google's opt-in survey banner after the customer completes a purchase. This banner prompts them to leave reviews about their purchase so that you can gather informative feedback and business insights.

• Collect valuable customer feedback: authentic user feedback is vital to improve your products, services, and overall customer experience.
• Boost trust and credibility: verified Google reviews increase transparency and build customer trust. Positive ratings and reviews displayed in Google Search and Shopping ads can directly improve your brand’s reputation and influence purchase decisions.
• Streamlined setup and automation: with GTM integration, you can easily configure when and where the opt-in banner appears. This ensures the survey is shown at the right moment without manual coding, saving time and reducing implementation errors.

To configure the tag, please ensure that you already have a web Google Tag Manager container.

1. Add the Google Customer Reviews tag template in the web GTM container by importing it from the Template gallery:

• Search for the Google Customer Reviews tag by Stape in the Google Tag Manager Tag Template gallery.
• Click Add to workspace.

2. Create the Google Customer Reviews tag:

• Go to the Tags menu → click New.

• Click Tag Configuration → select Google Customer Reviews.

3. Configure the Google Customer Reviews tag:

• Google Merchant ID - your Google Merchant Center ID. You can find this ID in the top right of your Merchant Center account.
• Order ID - a unique identifier for the order.
• Customer Email - the customer's email address, in the format name@example.com.
• Country Code - the two-letter country code where the order will be delivered (ISO 3166-1 alpha-2 format, e.g., US).
• Estimated Delivery Date - the expected delivery date in YYYY-MM-DD format (e.g., 2025-12-31).

• Optional Settings:

  • Opt-in Banner Position - selects how the banner will be displayed.
  • Enable product review collection - enables the collection of product reviews for items with a GTIN. Only include GTINs for items that have one.
  • Opt-in Banner Display Language - controls the banner’s language. If left blank, the user's browser language will be used.

• Advanced Settings:

  • Tag firing priority - tags with higher numbers for priority will be fired first. Priority defaults to 0 if none is specified. There is also an option to enable custom tag firing schedule.
  • Only fire this tag in published containers - this option allows you to avoid firing the tag in testing environments (e.g., during previewing and debugging). Instead, when applicable, Google Tag Manager will tell you when the tag would have fired. For the most accurate testing, leave this option unchecked.
  • Tag firing options - selects whether the tag will fire once per page/event or unlimited.
  • Tag Sequencing - allows you to specify tags that will fire immediately before and after the current tag.
  • Additional Tag Metadata - specifies additional tag metadata to be included in the event data when a tag is fired.
  • Consent Settings - menu to understand and modify how this tag behaves alongside your consent tools.

4. Add the Trigger for the tag, give it a descriptive name, and click Save.

You can test the configurations in Google Tag Manager. Click on Preview, trigger the event, and check whether the tag has fired.

Find out more about debugging and monitoring server-side tracking configuration in our guide.