{"id":6654,"date":"2014-01-27T20:20:34","date_gmt":"2014-01-27T20:20:34","guid":{"rendered":"http:\/\/ludismedia.com\/?p=6654"},"modified":"2015-03-23T09:09:22","modified_gmt":"2015-03-23T14:09:22","slug":"guide-to-e-commerce-conversion-tracking-using-google-tag-manager","status":"publish","type":"post","link":"https:\/\/ludismedia.com\/en\/guide-to-e-commerce-conversion-tracking-using-google-tag-manager\/","title":{"rendered":"A Guide To E-Commerce Conversion Tracking Using Google Tag Manager"},"content":{"rendered":"

So, I came up with this fantastic idea to setup the script management of one of the clients I manage with Google Tag Manager<\/a>, which is quite a fantastic idea for normal tags like Google Analytics<\/a>, Remarketing tags and so on.<\/p>\n

But then came the fun part: Conversion tracking with the GTM<\/strong> isn’t exactly what I expected; what I thought was Plug & Play came out to be just not compatible. The original Google Analytics e-Commerce tracking<\/a> snippet doesn’t seem to speak the magical language of the Google Tag Manager wizard, which disappointed me quite a bit. Needless to say I went on a fantastic journey trying to decode the oh-so-simple-and-elaborate Google documentation relating to e-Commerce tracking with the Google Tag Manager<\/em>. After achieving what was told to me like impossible by some of my peers, I thought I would setup a guide to e-Commerce Tracking using Google Tag Manager<\/strong> just in case someone else would be looking to go the same route.<\/p>\n

If you are not familiar with what the Google Tag Manager<\/strong> is all about, it’s pretty simple. The Google Tag Manager is a snippet manager where you can manage where and when you show these snippets on pages using triggers. Sounds fun? Read on.<\/p>\n

DISCLAIMER: Although these steps have proven to give good results for my clients, everything presented here must be seen as a proof of concept and may harm your Magento installation if things go wrong in some way. Therefore, the author, Pier-Yves C Valade, and Ludis Media discharge themselves from anything that could happen to any website by following the steps described in this article. The employment of a Magento specialist is highly recommended.<\/p>\n

Setting Up The Google Tag Manager Account<\/h2>\n

If you don’t already have your Google Tag Manager account setup and ready, go on and create one<\/a>. I recommend you take a look at this step-by-step guide<\/a> from Big Daylight so that you can setup everything properly.<\/p>\n

Make sure to put the Google Tag Manager snippet right after the opening of the <body> tag<\/strong> so that everything works as it is supposed to. Here’s what it looks like once on your page:<\/p>\n

<html>\r\n    <head>\r\n        [...]\r\n    <\/head>\r\n    <body>\r\n        <!-- Google Tag Manager -->\r\n        <noscript><iframe src=\"\/\/www.googletagmanager.com\/ns.html?id=GTM-XXXXX\"\r\n        height=\"0\" width=\"0\" style=\"display:none;visibility:hidden\"><\/iframe><\/noscript>\r\n        <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':\r\n        new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],\r\n        j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=\r\n        '\/\/www.googletagmanager.com\/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);\r\n        })(window,document,'script','dataLayer','GTM-XXXXX');<\/script>\r\n        <!-- End Google Tag Manager -->\r\n\r\n        [...]<\/pre>\n
Adding the Google Tag Manager Snippet to your Magento Installation<\/h2>\n
Here’s a way to update your Magento install in order to make the GTM pop right in place. Simply make your way to this file and make it look exactly the same as this and save.\u00a0Beware that this will remove any classic Google Analytics tag that would’ve been present.<\/p>\n
\"gtm-magento-ga-phtml-screenshot\"<\/a><\/p>\n
Once it’s done, make your way in the Magento Admin Backend to System -> Configuration -> Sales -> Google API<\/em> and expand the Google Analytics section. Make sure to Enable<\/strong> the feature and add your Google Tag Manager container ID to the Account Number field. Hit save and you should have your GTM tag up and running on all your pages.<\/p>\n
\"google-analytics-magento-admin-panel\"<\/a><\/p>\n
Make sure to do the other steps below BEFORE making this change. Otherwise, this change will result in Google Analytics data loss during the process.<\/p>\n
Creating The Google Analytics Conversion Tag<\/h2>\n
Once you have your Google Analytics<\/strong> tag setup in GTM, what you will want to do is create another Google Analytics tag, made for transaction tracking this time, that will be able to see the data we will be serving it. Make sure to set the track type to “Transaction” instead of “Page View”!<\/p>\n
\"google-tag-manager-transactions-configuration\"<\/a><\/p>\n
Once this tag is setup, we will need to trigger it on the right thank you page.<\/p>\n
Triggering The Google Analytics Conversion Tag<\/h2>\n
Triggering the tag we just created is quite easy, just click on the right on the button to add a triggering rule.<\/p>\n
\"google-tag-manager-trigger-button\"<\/a><\/p>\n
Once you get to the popup, the next step is to name the rule to something like “Transaction Thank You Page” and make it trigger only on the url containing the exact path to your thank you page, let’s say “\/checkout\/success”. Make sure to also add an event listener to “gtm.dom”, a built-in event that triggers once the page is fully loaded, so that you also fetch everything coming after<\/b> the Google Tag Manager’s script.<\/p>\n
\"google-tag-manager-triggering-rule-popup\"<\/a><\/p>\n
Then, save both the rule and the tag and publish your container.<\/p>\n
Adding The dataLayer Object Magic To The Thank You Page<\/h2>\n
Now, you should have everything properly setup on the Google Tag Manager’s side. It is time to compute the transaction data and serve it to your freshly made tag.<\/p>\n
Maybe you are already familiar to the _gaq object and the _trackTrans method which is the old method of when you weren’t using Google Tag Manager<\/strong>. It looks quite the same but it is named dataLayer<\/strong> instead of _gaq. You can also use the datalayer.push() method with it, but that’s another topic.<\/p>\n
There’s many ways to fill and use the dataLayer object but here’s what mine looks like with the required variables filled in and how I managed to get to it with the Magento<\/strong> backend.<\/p>\n
The Magento PHP code underneath<\/h3>\n
File: \/app\/code\/local\/Mage\/GoogleAnalytics\/Block\/Ga.php\r\n<?php\r\n    protected function _getOrdersTrackingCode(){\r\n        $orderIds = $this->getOrderIds();\r\n        if (empty($orderIds) || !is_array($orderIds)) {\r\n            return;\r\n        }\r\n        $collection = Mage::getResourceModel('sales\/order_collection')\r\n            ->addFieldToFilter('entity_id', array('in' => $orderIds))\r\n        ;\r\n\r\n        $aOrders = array();\r\n        foreach ($collection as $order) {\r\n            $objOrder = new stdClass();\r\n            $objOrder->transactionId = $order->getIncrementId();\r\n            $objOrder->transactionAffiliation = Mage::app()->getStore()->getFrontendName();\r\n            $objOrder->transactionTotal = $order->getBaseGrandTotal();\r\n            $objOrder->transactionTax = $order->getBaseTaxAmount();\r\n            $objOrder->transactionShipping = $order->getBaseShippingAmount();\r\n\r\n            $aItems = array();\r\n            foreach ($order->getAllVisibleItems() as $item) {\r\n                $objItem = array();\r\n                $objItem['sku'] = $item->getSku();\r\n                $objItem['name'] = $item->getName();\r\n                $objItem['category'] = null; \/\/todo\r\n                $objItem['price'] = $item->getBasePrice();\r\n                $objItem['quantity'] = $item->getQtyOrdered();\r\n                $aItems[] = (object) $objItem;\r\n            }\r\n\r\n            $objOrder->transactionProducts = $aItems;\r\n            $aOrders[] = $objOrder;\r\n        }\r\n\r\n        $strToReturn = '';\r\n        foreach($aOrders as $objFinalOrder){\r\n            $strToReturn .= sprintf('dataLayer.push(%s);', json_encode($objFinalOrder));\r\n        }\r\n\r\n        return $strToReturn;\r\n    }\r\n?><\/pre>\n
The HTML page dataLayer output<\/h3>\n
<script>\r\n    dataLayer.push({\r\n        'transactionId': '1234',\r\n        'transactionAffiliation': 'Acme Clothing',\r\n        'transactionTotal': 11.99,\r\n        'transactionTax': 1.29,\r\n        'transactionShipping': 5,\r\n        'transactionProducts': [{\r\n            'sku': 'DD44',\r\n            'name': 'T-Shirt',\r\n            'category': 'Apparel',\r\n            'price': 11.99,\r\n            'quantity': 1\r\n        },{\r\n            'sku': 'AA1243544',\r\n            'name': 'Socks',\r\n            'category': 'Apparel',\r\n            'price': 9.99,\r\n            'quantity': 2\r\n        }]\r\n    });\r\n<\/script><\/pre>\n
Allowing some time to testing<\/h2>\n
Once you manage to setup everything right, the next thing you will need to do is test things up! The last thing you would like to do is stop tracking data in you Google Analytics eCommerce profile. So, go on and make a test purchase or wait until you have some purchases you know you can check if they got through the whole process. If everything works as planned, you should have data flowing through in the next 24 hours.<\/p>\n
\"ecommerce-tracking-google-analytics-dashboard\"<\/a><\/p>\n
So, it’s as simple as that! Now, go on and enjoy the magic of the dataLayer!<\/p>\n","protected":false},"excerpt":{"rendered":"
So, I came up with this fantastic idea to setup the script management of one of the clients I manage with Google Tag Manager, which is quite a fantastic idea for normal tags like Google Analytics, Remarketing tags and so on. 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