How to Set Up Ecommerce Tracking with Google Tag Manager: Full Guide

While Google Analytics offers a lot of tracking functionality out of the box (pageviews, sessions, traffic sources, etc.), the real magic begins after implementing custom features, like events or ecommerce tracking. Only then you’ll start seeing what really matters, conversions and/or revenue.

By tracking important interactions, you’ll be able to combine their data with the default GA functionality and see what really drives sales, which traffic sources are more effective than others, etc.

But before you can analyze all of that, a proper tracking must be set up. In this guide, I’ll show you how to implement Google Analytics Standard Ecommerce tracking with Google Tag Manager.

 

Table of Contents

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Prerequisites

By writing this guide about Ecommerce Tracking with Google Tag Manager (GTM) I presume that you are already familiar with what GTM is and what purpose does it serve. If you have never heard of it or have never used it, take a look at these guides first:

Also, I presume that you already know some Google Analytics basics and are familiar with its interface.

 

What is Google Analytics Ecommerce Tracking?

By doing some additional configuration, you can start tracking sales with Google Analytics. All thanks to Ecommerce tracking features.

By implementing them, you will be able to measure the number of transactions, revenue that your website generates, etc.

Ecommerce Reports

Once a user completes a purchase (and is redirected to the Order Confirmation page) this moment can be captured by Google Analytics. By sending transaction data to GA (like Order Total or Purchased products) you’ll unlock new reporting possibilities and will start seeing how your marketing efforts are actually impacting online sales.

There are two main types of Google Analytics ecommerce implementation methods:

  • Standard Ecommerce reports in Google Analytics allow you to analyze purchase activity on your site or app. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data.
  • Enhanced Ecommerce adds functionality to your Google Analytics reports. Enhanced ecommerce shows when customers added items to their shopping carts, when they started the checkout process, and when they completed a purchase. You can also use enhanced ecommerce to identify segments of customers who fall out of the shopping funnel.

Julius Fedorovicius

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