September 19, 2019
Google Analytics Ecommerce Tracking with Google Tag Manager (Part 1)

Google Analytics Ecommerce Tracking with Google Tag Manager (Part 1)


In this video series, I’m going to explain
to you how you can install enhanced eCommerce transaction tracking onto your purchase pages. All the more coming up. This video is brought to you by our premium
membership MeasureMasters. If you truly want to master the art of analytics
and data, then become a member today and get access to over 70 hours of premium video content,
exclusive tools and mingle with other fellow MeasureMasters in our community. And if you ever get stuck, I’m there for you
to answer your questions and support you along the way to measure mastery. Join today and become a MeasureMaster. Hey there measuregeeks, Julian here. Back with another video for you. Today, we want to talk about eCommerce tracking. A topic that I have avoided over the years
to actually put on the channel because it’s so much more complex than what you think about
as there are many different platforms out there like Shopify or magento. And for every platform, it’s differently installed. So I always tend to stay away from it as a
bred a lot of questions. I have a whole video series inside of our
membership site measuremasters. But today, I want to take a little attempt
at solving this issue for you the eCommerce tracking as we’re going to install, and I’m
going to show you how to install enhanced eCommerce transaction tracking onto your purchase
pages. This is just a tiny bit of the enhanced eCommerce
tracking feature set of Google Analytics. But I wanted to show it so you know how this
process would go along. Because we need to install an extensive data
layer. And then we can transfer that information
on to Google Analytics, and also to our Facebook Pixel or our Google Ads conversion tracking. Now, as I mentioned at the beginning, this
is more complex than it seems. And therefore I wanted to take my time and
I’ve split this up into three parts. In this first part, we’re going to cover what
we actually going to install and what we need to prepare in order for us to go the next
step, which is setting up the data layer, which we’re going to do in this second video. And then in the third video, we are actually
going to set up our tags. So we can take that sweet information that
we have now in the data layer and forward it on to our tools to Google Analytics, Facebook
Pixel, and Google Ads conversion tracking. Now, as I said, we got lots to cover. Let’s dive in. All right, welcome back to our demo shop. On this demo shop, we want to install Google
Analytics eCommerce tracking today. So just to demonstrate what this would look
like, I’m going to go through a quick order here. And once I get to the thank you page, we can
see that we have several tags firing here. At the heart of all of this is our Google
Analytics event enhanced eCommerce that sends our data over to Google Analytics. This is done in form of an event. So in Google Analytics, under the real time
reporting, we should be able to see our event information that just came in. Here we go, our transaction information and
this sends with it data from our data layer that we have implemented. So what products were bought, transaction
ID and so on. We also have an extension available for our
Chrome browser. So if you go into the developer tools, you
should be able to see what data got sent over. The extension is called the GTMGA debugger
which you can install onto your browser. We’re going to reload this here. And here we have a tab called enhanced eCommerce
that you can click and this is where it was sent to and all the information that was sent
over with our order. Later on, we should be able to see this inside
of Google Analytics under our conversion reports, here under eCommerce. And then we should have our sales performance,
for example filled with the information that we have retrieved from our data layer. Additionally, as you might have seen, I also
fire a Facebook purchase event and a conversion purchase event to Google Ads. But that’s something we’re going to set up
in the end. So how will this implementation go down? At the heart of all of this is a special kind
of data layer. This is an enhanced eCommerce tracking data
layer that we need to implement onto our page. This is not something that we presumably be
able to do ourselves unless we use a plugin, or it’s already pre installed. But I’m going to show you a way to write specification
for your developer to get this implemented correctly. Once this is there will be able to configure
our tags, we’re going to go through this step by step, but also going to give you a container
download in the description below. So you can install this easily to your Google
Tag Manager container. Last but not least, we should be able to see
our data in Google Analytics, Facebook and Google ads and have our tracking correctly
set up. Now what do you need in order for this implementation
to work? First of all, you would need to have Google
Tag Manager installed, which we obviously have here already. If you’re not sure, if Google tag manager
has installed correctly, go went to your Google Tag Manager account and click on the Preview
button to see if on your page then your preview mode pops up. This is an indication that Google Tag Manager
is correctly installed. Then on the Google Analytics side, we also
need to prepare something in the admin section. You will need to go under the view that you
send the data to under the eCommerce settings here and enable eCommerce and also enable
enhanced eCommerce reporting. Save this and we have our Google Analytics
prepared to receive that data. Last but not least, you probably want to figure
out a way that you can do test conversions easily on the shop that you’re working on. Either offline on your local machine. Or if this is a live site, you might want
to get a coupon code setup or test credit card because we will be working with this
order receive page, which obviously only can get to want to go through the whole checkout
flow. So this will not be a one time thing. So best is to get something set up that you
can do this more often in order to see if your data is coming through correctly. Now with this in place, let’s get started
setting up our data layer in the next lesson. All right, this is it with the first part
of this three part video series. If you haven’t yet, then maybe subscribe as
the video is not yet out, but maybe you can already find it here. So follow along in the next video and I’ll
see you over there.

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