April 10, 2020
Implementing tags: Google Analytics ecommerce

Implementing tags: Google Analytics ecommerce

Google Tag Manager Implementing tags: Google Analytics ecommerce Google Analytics offers two types of ecommerce
tracking. Standard ecommerce, and enhanced ecommerce. Standard Ecommerce transaction tracking enables
you to track products purchased by your users and measure the effectiveness
of your marketing activities. Enhanced ecommerce tracking allows you to
gain deep insights on the performance your entire shopping funnel. Let’s look at a standard ecommerce setup. There are three steps to achieve this. Step one: Have a web developer implement the
data layer for Google Analytics ecommerce tracking on your purchase confirmation page. Step two: Configure a Google Analytics Ecommerce
tag in Google Tag Manager with an appropriate trigger to fire when a purchase is made. Step three: Test your tag and publish it. You need to pass information about the products purchased by the user and the value of the transaction to the data layer so that the ecommerce tracking tag can leverage it. Ask your web developer to implement the data layer following the specifications published on the Google Tag Manager support site. It’s important to structure your data layer
exactly as specified to make sure that the ecommerce tracking tag works properly. To verify your data layer implementation, place a test order on your site. Look for the ecommerce data in the data layer by viewing the source of your web page. Check that the values passed to the data layer
are consistent with the content of your order. Verify that the data layer code is placed
above the container code block to make sure that the data is immediately available to Tag Manager when
the page is loaded. After verifying that the data layer
was correctly implemented on your purchase confirmation page, create a new Google Analytics tag. Select “Universal Analytics.” Enter a memorable name for your tag in the “Tag Name” field. Enter your Google Analytics tracking ID, and select track type. and set it to fire on “Some Pages”. In the trigger
dialog window, name the trigger. And configure it to “URL”,
“contains”, and enter the domain and path of your confirmation page. Once you’re done, click “Create Tag.” Test your tag by clicking “Publish,” then “Preview,”
and navigate to your site. With the Tag Manager preview panel open, place a test transaction and verify that your Google Analytics ecommerce tag is firing with the correct data. Make sure to test different scenarios. For instance, place a few orders with a single product in your cart, as well as a few orders containing multiple products. After you complete your testing, publish your container. Sometimes, ecommerce events occur when users
interact with a page after it has loaded, without generating additional pageviews. In these instances, fire a Google Analytics custom event tag which sends the eCommerce data along with the custom event data. For example, let’s say you have a button
on your product page that lets users add the product to their shopping cart. When users click on this button, you should update the data later to send the product information using this sample code. For more information, please visit support.google.com/tagmanager.

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