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Enhanced Ecommerce

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Enhanced Ecommerce is a plugin for Google Universal Analytics that gives you insight into the shopping and purchasing behavior of your customers. You can use Enhanced Ecommerce to produce reports about key customer activities, such as when customers add items the cart, begin the checkout process, or complete a purchase. You can also identify and analyze patterns of shoppers who abandon their carts without making a purchase.

The following instructions show how to configure Google Tag Manager with Universal Analytics to produce Enhanced Ecommerce data and reports.

Example storefront in debug mode - Google tags fired in shopping cart Tags Fired in Shopping Cart Shown in Debug Mode

Step 1. Sign Up for Google Accounts

  1. Sign up for a Google Tag Manager account, and complete the Magento configuration.

  2. Sign up for a new Google Universal Analytics account.

Step 2. Configure Enhanced Ecommerce

  1. Sign in to your Google Universal Analytics account.

  2. Create a new property for Enhanced Ecommerce analytics with the following settings:

    Status ON
    Related Products ON
    Enable Enhanced Ecommerce Reporting ON
    Checkout  Labeling (not required)

  3. When complete, click Submit.

    Google Universal Analytics - enable Enhanced Ecommerce Enable Enhanced Ecommerce

Step 3. Create Tags and Triggers

  1. Sign in to your Google Tag Manager account and create the following triggers:

    Name Event Type Filter
    AddToCart Custom Event  
    Checkout Custom Event  
    Checkout only Page View Page URL matches RegEx /checkout/.*
    CheckoutOption Custom Event  
    gtm.dom Custom Event  
    ProductClick Custom Event  
    PromotionClick Custom Event  
    RemoveFromCart Custom Event  

  2. Create the following Universal Analytics tags with the same basic configuration.

    Universal Analytics Tags

    Name Type Firing triggers
    Add to cart tracking Universal Analytics AddToCart
    Checkout option tracking Universal Analytics CheckoutOption
    Checkout tracking Universal Analytics Checkout
    Pageview tracking Universal Analytics gtm.dom
    Product click tracking Universal Analytics ProductClick
    Promo click tracking Universal Analytics PromotionClick
    Remove from cart tracking Universal Analytics RemoveFromCart

    Basic Tag Configuration

    Setting Value
    Product Google Analytics
    Tag Type Universal Analytics
    Tracking ID UA-XXX (The tracking ID from your Universal Analytics account.)
    Enable Enhanced Ecommerce Features True
    Use data layer True
    Use Debug version True

  3. Complete the individual tracking configurations.

    • Enter the following Add to Cart tracking settings:

      Setting Value
      Track Type Event
      Category Ecommerce
      Action Add to Cart
      Trigger AddToCart

    • Enter the following Checkout option tracking settings:

      Setting Value
      Track Type Event
      Category Ecommerce
      Action Checkout Option
      Trigger CheckoutOption

    • Enter the following PageView tracking settings:

      Setting Value
      Track Type PageView
      Trigger gtm.dom

    • Complete the following Product Click tracking configuration:

      Setting Value
      Track Type Event
      Category Ecommerce
      Action Product Click
      Trigger ProductClick

    • Complete the following Promotion Click tracking configuration:

      Setting Value
      Track Type Event
      Category Ecommerce
      Action Promotion Click
      Trigger PromotionClick

    • Complete the following Remove from Cart tracking configuration:

      Setting Value
      Track Type Event
      Category Ecommerce
      Action Remove from Cart
      Trigger RemoveFromCart

  4. When complete, click Preview and verify that the tags work correctly.

  5. After verifying the settings, click Publish.

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