Built by one developer in Denmark.

How it started

GTM Kit started as a workaround. Every WordPress GTM plugin on the market either bundled bloated UI and ads, or fired half the events you’d actually need to track an ecommerce site. I needed something that did the basic job correctly and stayed out of the way.

The first version was just a small plugin for my own client work. After a year of using it on production sites, I started getting requests from other developers who had the same frustration. In 2024 I put it on WordPress.org. By 2026 there are over 10,000 active installs.

What I optimise for

Standards compliance over feature count. GTM Kit fires the standard GA4 dataLayer schema that Google documents. If GA4 changes how purchase events are structured, GTM Kit changes with it. No proprietary event names, no upsell traps, no “premium analytics dashboard” features that lock you in.

Backwards compatibility. WordPress runs on millions of sites that update slowly. I won’t break an installation because of a refactor. Migrations are versioned, deprecations are signposted years in advance, and the WordPress.org plugin keeps working even if you stop paying for Premium.

Direct support. Every Premium customer gets replies from me, not a support team that has to escalate technical questions. Same-day on weekdays, usually within a few hours. That model only scales if I keep the user base focused, which is why I’m cautious about feature creep.

Where it’s going

GTM Kit Premium launches in 2026 with server-side tagging support, advanced consent integrations, and a redesigned debug panel. The free WordPress.org plugin keeps everything it has and gets feature parity with the GA4 spec going forward. The Woo Add-On moves to maintenance mode, existing customers get free upgrades to Premium when it ships.