{"id":131890,"date":"2025-03-14T01:16:12","date_gmt":"2025-03-14T01:16:12","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-using-document-write-safely-in-gtm-tags\/"},"modified":"2025-03-14T01:16:12","modified_gmt":"2025-03-14T01:16:12","slug":"gtmtips-using-document-write-safely-in-gtm-tags","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=131890","title":{"rendered":"#GTMTips: Using document.write Safely In GTM Tags"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>This article is a guest article by someone from the analytics community I really look up to. <a href=\"https:\/\/www.bounteous.com\/insights\/author\/danwilkerson\/\">Dan Wilkerson<\/a> is an analytics developer at <a href=\"https:\/\/www.bounteous.com\/\">Bounteous<\/a>, a company I hold in high esteem. Dan is one of the smartest technical analytics experts out there, and a large bulk of the awesome scripts and hacks that Bounteous produces (almost on a daily basis) have been orchestrated by him. So I\u2019m very pleased to give the floor to Dan, so that he can tell you all about using the pesky <code>document.write()<\/code> method in your <a href=\"https:\/\/tagmanager.google.com\/\">Google Tag Manager<\/a> Custom HTML Tags!<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<div style=\"aspect-ratio: 960 \/ 540;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-safely.jpg\" title=\"Safely using document.write in Google Tag Manager Tags\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"540\" width=\"960\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-safely.jpg#ZgotmplZ\" alt=\"Safely using document.write in Google Tag Manager Tags\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Often, 3rd party marketing tags make use of an archaic JavaScript method called <code>document.write<\/code>. This method has been the go-to for adding in dynamic tracking pixels and scripts because it is universally supported and predictable. However, <code>document.write<\/code> won\u2019t play nicely with <em>asynchronously<\/em> loaded scripts. Since Google Tag Manager forces scripts to load asynchronously, and since many 3rd party marketing tags depend on <code>document.write<\/code>, there was a time when we couldn\u2019t implement these tags in GTM. Fortunately, the engineers at Google added a clever solution which <strong>temporarily replaces <code>document.write<\/code> with a safe alternative while your tag executes<\/strong>.<\/p>\n<p>In the past, <code>document.write<\/code> was meant to be used to add dynamic content using JavaScript in between when your browser first started to load the page and when the page completed loading. This content would execute synchronously by default, making the outcome predictable and implementation straightforward. Many ad tech vendors came to rely on this functionality to load in snippets and add in tracking pixels, instead of using more asynchronous-friendly methods. This made writing their tags simple and concise, but synchronously executing snippets would cause the browser to stop rendering and slow down the overall speed of the page on a site.<\/p>\n<p>Unfortunately, when <code>document.write<\/code> is called after the document is finished loading, the browser overwrites the existing document and replaces it with just the contents of the <code>document.write<\/code> call (read: <strong>your entire site becomes a blank page<\/strong>). In the past, this wasn\u2019t a big deal; we\u2019d hard code our handful of marketing tags straight into the HTML of the page.<\/p>\n<p>Unfortunately, modern front-end engineering best practices, the proliferation of tracking pixels, and tag management systems don\u2019t play nicely with this paradigm. These days, it\u2019s all about asynchronicity and speed. Thus, we see the crux of the issue: vendors want simplicity and reliability, and engineers want speed and efficiency.<\/p>\n<p>The engineers at Google have implemented a solution to this problem for us in Google Tag Manager. When a Custom HTML Tag in Google Tag Manager requires <code>document.write<\/code> to run, Google Tag Manager temporarily replaces the default <code>document.write<\/code> function with a safe version of their own. When we want to use a tag that uses <code>document.write<\/code>, we simply need to check a box in the Custom HTML Tag creation interface. Enabling this feature will allow us to safely deploy any tags that use <code>document.write<\/code>, even after our page has loaded. Here\u2019s where to do that in your tag:<\/p>\n<div style=\"aspect-ratio: 722 \/ 894;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-example.jpg\" title=\"document.write example\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"894\" width=\"722\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-example.jpg#ZgotmplZ\" alt=\"document.write example\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<blockquote>\n<p><strong>Note!<\/strong> You should <strong>not<\/strong> check the box if the tag or any script loaded by the tag does <strong>not<\/strong> use <code>document.write<\/code>.<\/p>\n<\/blockquote>\n<p>Once the tag has finished firing, GTM then switches <code>document.write<\/code> back to the browser default. Wondering if you have a Tag that isn\u2019t using this feature? If you see an error in your console like below:<\/p>\n<div style=\"aspect-ratio: 581 \/ 47;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-error.jpg\" title=\"document.write error\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"47\" width=\"581\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-error.jpg#ZgotmplZ\" alt=\"document.write error\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>you may have a tag in GTM that is firing asynchronously and attempting to use <code>document.write<\/code>. Try and track down this tag quickly and fix it. (Hint: if you click the line reference in the far right of the interface, Chrome will take you straight to the offending code):<\/p>\n<div style=\"aspect-ratio: 872 \/ 365;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-error-in-chrome.jpg\" title=\"Chrome debugger showing document.write error\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"365\" width=\"872\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-error-in-chrome.jpg#ZgotmplZ\" alt=\"Chrome debugger showing document.write error\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Otherwise, your tracking pixels won\u2019t work. GTM will even warn you proactively if you try and save a tag with <code>document.write<\/code> that doesn\u2019t have this feature enabled:<\/p>\n<div style=\"aspect-ratio: 829 \/ 249;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-gtm-warning.jpg\" title=\"document.write GTM warning\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"249\" width=\"829\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2016\/05\/document-write-gtm-warning.jpg#ZgotmplZ\" alt=\"document.write GTM warning\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>This feature allows us to have our cake and eat it, too. Before, we\u2019d have to deliver the tags synchronously. You deliver the same tags as before, and you can give your users a better experience.<\/p>\n<p>GTM\u2019s replacement for <code>document.write<\/code> uses <code>document.createElement<\/code> and then appends the result into a hidden div at the bottom of the page. It negotiates the handoff by binding to the <code>onload<\/code> event or the <code>onreadystatechange<\/code> event of the element.<\/p>\n<p>And that\u2019s all there is to it! Simply check the box, and your tag will load asynchronously and write to the document, as expected. Remember, if you see a warning in the Developer Tools, that means there may be a Custom HTML Tag with <code>document.write<\/code> that doesn\u2019t have that box checked.<\/p>\n<h2 id=\"summary-by-simo\">Summary (by Simo)<\/h2>\n<p>First of all, kudos to Dan for giving a thorough run-through of something most of us take for granted. The simple little checkbox in the Custom HTML Tag hides a wealth of complexity, engineered solely to make life easier for anyone who has to work with advertising pixels.<\/p>\n<p>It\u2019s kind of odd that something so crucial to businesses these days (ad revenue) hinges on a technology which is dubious at best. In my book, <code>document.write<\/code> is in the same bucket of nastiness as iframes, single-pixel image beacons, (third-party) browser cookies, and all other technologies designed to facilitate the spread of malware.<\/p>\n<p>But this article wasn\u2019t about advertising. This was about zooming in on yet another interesting technical manoeuvre that the Google Tag Manager engineers have done to make sure that the tool caters to all its target audiences (whatever they might be) with equal precision. So thank you, Dan!<\/p>\n<p>As always, the comment section is here for you.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>This article is a guest article by someone from the analytics community I really look up to. Dan Wilkerson is an analytics developer at Bounteous, a company I hold in high esteem. Dan is one of the smartest technical analytics experts out there, and a large bulk of the awesome scripts and hacks that Bounteous [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":131891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[57242,32680,14492,23149,1725],"dealstore":[],"offerexpiration":[],"class_list":["post-131890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-document-write","tag-gtm","tag-gtmtips","tag-safely","tag-tags"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMTips: Using document.write Safely In GTM Tags - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=131890\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMTips: Using document.write Safely In GTM Tags - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"This article is a guest article by someone from the analytics community I really look up to. 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