Track every agent interaction with Google Tag Manager

We have released a new integration that makes it simple to measure how your AI assistants perform, without building bespoke tracking solutions. Airgentic already provides deep conversational insights such as answer completeness, customer sentiment, product mentions, deflection opportunities and where conversations need a human. That gives you a single place to understand what people are asking and how well your assistant responds.

For organisations that want to track every interaction alongside their existing site analytics, we have added Google Tag Manager dataLayer integration.

What the integration does

Airgentic pushes structured events to window.dataLayer for every key interaction with your chatbot. Events are emitted in a consistent schema so your analytics team can use standard GTM tagging workflows to forward them into GA4 or any other analytics platform.

Events include:

• Widget opens

• Message sends

• Citation and link clicks

• User ratings
  

How it fits with your analytics stack

Because events are written to window.dataLayer, your team can use Google Tag Manager to capture and forward them to GA4 or other systems using the same tagging processes you already trust for the rest of the site. There is no need to call GA4 APIs directly and no need to craft custom Measurement Protocol payloads. The integration gives you clean, GTM-powered event tracking that sits alongside your existing web metrics.

Benefits for customers

One source of truthAgent engagement appears in the same analytics platform and reports as your other web activity, making it simpler to report on and reconcile results.

Deeper optimisation loopsCombine Airgentic’s conversational insights with GA4 funnels and goals to analyse how AI assistants affect conversion, retention and other business outcomes.

Lower implementation effortYour marketing and analytics team own tracking through GTM rather than relying on engineering to create custom telemetry or measurement payloads.