diff --git a/_config.yml b/_config.yml
index b0a09e51e2..3748b4fad7 100644
--- a/_config.yml
+++ b/_config.yml
@@ -15,6 +15,11 @@ lsi: false
 keep_files: ["v17.06", "v18.03", "v18.09"]
 exclude: ["_scripts", "tests", "apidocs/layouts", "Gemfile", "hooks", "index.html", "404.html"]
 
+# Google Analytics, etc.
+# TODO these should only be set when building for production, or passed as an environment variable when building
+google_analytics: GTM-WL2QLG5
+
+
 # Component versions -- address like site.docker_ce_version
 # You can't have - characters in these for non-YAML reasons
 
diff --git a/_includes/analytics/google_analytics.html b/_includes/analytics/google_analytics.html
new file mode 100644
index 0000000000..3c538dc737
--- /dev/null
+++ b/_includes/analytics/google_analytics.html
@@ -0,0 +1,7 @@
+{% if include.GOOGLE_ID and include.GOOGLE_ID != '' %}<!-- Google Tag Manager -->
+  <script>(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','{{ include.GOOGLE_ID }}');</script>
+{% else %}<!-- No Google Analytics ID configured, Google Tag Manager is disabled -->{% endif %}
\ No newline at end of file
diff --git a/_includes/head.html b/_includes/head.html
index 1ab980be28..b3ae6c937c 100644
--- a/_includes/head.html
+++ b/_includes/head.html
@@ -16,13 +16,7 @@
           display: block;
       }
   </style>
-  <!-- Google Tag Manager -->
-  <script>(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','GTM-WL2QLG5');</script>
-  <!-- End Google Tag Manager -->
+  {% if site.google_analytics != '' %}{% include analytics/google_analytics.html GOOGLE_ID=site.google_analytics %}{% endif %}
   {% if site.GH_ENV == "gh_pages" %}
   <meta name="robots" content="noindex">{% endif %}
   <!-- favicon -->