diff --git a/src/supermarket/app/helpers/feature_flag_helper.rb b/src/supermarket/app/helpers/feature_flag_helper.rb
index 3fe0b81aba..3f51c16164 100644
--- a/src/supermarket/app/helpers/feature_flag_helper.rb
+++ b/src/supermarket/app/helpers/feature_flag_helper.rb
@@ -2,4 +2,16 @@ module FeatureFlagHelper
   def air_gapped?
     ENV["AIR_GAPPED"] == "true"
   end
+
+  def gtag_enabled?
+    ENV["ENABLE_GTAG"] == "true"
+  end
+
+  def gtm_enabled?
+    ENV["ENABLE_GTM"] == "true"
+  end
+
+  def onetrust_enabled?
+    ENV["ENABLE_ONETRUST"] == "true"
+  end
 end
diff --git a/src/supermarket/app/views/application/_analytics.html.erb b/src/supermarket/app/views/application/_analytics.html.erb
index 5fae2dc63f..96a4d50327 100644
--- a/src/supermarket/app/views/application/_analytics.html.erb
+++ b/src/supermarket/app/views/application/_analytics.html.erb
@@ -1,20 +1,91 @@
-<% if ENV['SEGMENT_WRITE_KEY'] %>
+<% if gtm_enabled? %>
+  <!-- Google Tag Manager conditional -->
   <%= javascript_tag nonce: content_security_policy_nonce do %>
-    !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on"];analytics.factory=function(t){return function(){var e=Array.prototype.slice.call(arguments);e.unshift(t);analytics.push(e);return analytics}};for(var t=0;t<analytics.methods.length;t++){var e=analytics.methods[t];analytics[e]=analytics.factory(e)}analytics.load=function(t){var e=document.createElement("script");e.type="text/javascript";e.async=!0;e.src=("https:"===document.location.protocol?"https://":"http://")+"cdn.segment.com/analytics.js/v1/"+t+"/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(e,n)};analytics.SNIPPET_VERSION="4.0.0";
-    analytics.load("<%= ENV["SEGMENT_WRITE_KEY"] %>");
-    analytics.page();
-    }}();
+    var oneTrustHelper = (function () {
+      function evalGTMScript() {
+        var gtmScript = document.getElementById("GTMScript");
+        gtmScript.type = "text/javascript";
+        gtmScript.classList.remove("optanon-category-1");
+        eval(gtmScript.innerHTML);
+      };
+
+      return {
+        gtmFallback: function () {
+          console.warn('OneTrust not loaded.');
+          if (document.readyState !== 'loading') {
+            evalGTMScript();
+          } else {
+            document.addEventListener('readystatechange', function () {
+              if (document.readyState === 'interactive') {
+                evalGTMScript();
+              }
+            });
+          };
+        }
+      };
+    })();
+  <% end %>
+<% end %>
+
+<% if onetrust_enabled? %>
+  <script async src="https://cdn.cookielaw.org/consent/e231efa5-3ed9-4b92-96bc-f4c0872ca486/otSDKStub.js"  type="text/javascript" charset="UTF-8" data-domain-script="e231efa5-3ed9-4b92-96bc-f4c0872ca486" onerror="oneTrustHelper.gtmFallback()"></script>
+<% end %>
+
+<% if gtm_enabled? && ENV['GTM_ID'] %>
+  <!-- Google Tag Manager -->
+  <%= javascript_tag type: "text/plain", id: "GTMScript", class: "optanon-category-1" do %>
+    (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
+    new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
+    j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
+    'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
+    })(window,document,'script','dataLayer','<%= ENV['GTM_ID'] %>');
+  <% end %>
+<% end %>
+
+<% if gtag_enabled? %>
+  <!-- GTag conditional -->
+  <%= javascript_tag nonce: content_security_policy_nonce do %>
+    var oneTrustHelper = (function () {
+      function evalGTagScript() {
+        var gtScript = document.getElementById("GTagScript");
+        gtScript.type = "text/javascript";
+        gtScript.classList.remove("optanon-category-2");
+        eval(gtScript.innerHTML);
+      };
+      return {
+        gtagFallback: function () {
+          console.warn('OneTrust not loaded.');
+          if (document.readyState !== 'loading') {
+            evalGTagScript();
+          } else {
+            document.addEventListener('readystatechange', function () {
+              if (document.readyState === 'interactive') {
+                evalGTagScript();
+              }
+            });
+          };
+        }
+      };
+    })();
   <% end %>
 <% end %>
 
-<% if ENV['GOOGLE_ANALYTICS_ID'] %>
+<% if gtag_enabled? && ENV['GOOGLE_ANALYTICS_ID'] %>
   <!-- Global site tag (gtag.js) - Google Analytics -->
   <script async src="https://www.googletagmanager.com/gtag/js?id=<%= ENV['GOOGLE_ANALYTICS_ID'] %>"></script>
   <%= javascript_tag nonce: content_security_policy_nonce do %>
     window.dataLayer = window.dataLayer || [];
     function gtag(){window.dataLayer.push(arguments);}
     gtag('js', new Date());
-
     gtag('config', '<%= ENV['GOOGLE_ANALYTICS_ID'] %>');
   <% end %>
-<% end %>
\ No newline at end of file
+<% end %>
+
+<% if ENV['SEGMENT_WRITE_KEY'] %>
+  <%= javascript_tag nonce: content_security_policy_nonce do %>
+    !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on"];analytics.factory=function(t){return function(){var e=Array.prototype.slice.call(arguments);e.unshift(t);analytics.push(e);return analytics}};for(var t=0;t<analytics.methods.length;t++){var e=analytics.methods[t];analytics[e]=analytics.factory(e)}analytics.load=function(t){var e=document.createElement("script");e.type="text/javascript";e.async=!0;e.src=("https:"===document.location.protocol?"https://":"http://")+"cdn.segment.com/analytics.js/v1/"+t+"/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(e,n)};analytics.SNIPPET_VERSION="4.0.0";
+    analytics.load("<%= ENV["SEGMENT_WRITE_KEY"] %>");
+    analytics.page();
+    }}();
+  <% end %>
+<% end %>
diff --git a/src/supermarket/app/views/layouts/application.html.erb b/src/supermarket/app/views/layouts/application.html.erb
index 792c3d7e5f..f1635568f1 100644
--- a/src/supermarket/app/views/layouts/application.html.erb
+++ b/src/supermarket/app/views/layouts/application.html.erb
@@ -18,11 +18,15 @@
       <%= stylesheet_link_tag "//fonts.googleapis.com/css?family=Montserrat:400,700" %>
     <% end %>
     <%= csrf_meta_tags %>
-    <% unless air_gapped? %>
-      <%= render 'application/analytics' %>
-    <% end %>
+    <%= render 'application/analytics' %>
   </head>
   <body class="<%= controller.controller_name %>">
+    <% if gtm_enabled? && ENV['GTM_ID'] %>
+      <!-- Google Tag Manager (noscript) -->
+      <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=<%= ENV['GTM_ID'] %>" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
+      <!-- End Google Tag Manager (noscript) -->
+    <% end %>
+
     <div class="off-canvas-wrap">
       <div class="inner-wrap">
         <!-- Chef Property Menu -->