Setting Up Google Tag Manager for Shopify

Instructions

Google Tag Manager is a free tool that allows you manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code. If planning on running Google Analytics through Google Tag Manager it is important you disconnect your existing Google Analytics account otherwise double counting will occur.

1. Shopify has a guide about how to add tag manager to their site https://help.shopify.com/en/manual/reports-and-analytics/google-analytics/google-tag-manager. We are only going to add the GTM snippets to the theme.liquid file.

2. Also contrary to the guide, we are going to have Google Analytics managed in Google Tag Manager so we will need to make sure any analytics account set up in the Shopify admin is cleared.

3. Next make sure that Google Tag Manager is set up for tracking Universal Analytics with Enhanced Ecommerce with the linker plugin enabled. The Auto Link Domains need to be set to match the urls configured separately in the Google Analytics Referral Exclusion List.

4. We won’t go into how to set up tags for tracking Google Analytics hits because the brand should be responsible for that.

5. Finally, set up a tag in Google Tag Manager for decorating forms upon submission. This adds a url param like _ga=2.8708022.243870959.1568637551-1925893344.1568393636 to the destination url of our redirects and is important for maintaining analytics session when crossing domains. Hyperlinks also need to be decorated but that should be handled automatically by the linker plugin in the Google Analytics Settings shown before.

6. Login to ShipEarly > Account Settings > Checkout Settings and add your GTM Container ID to the form and save. Please ensure regular Google Analytics is unchecked below.

    

   

   7. Confirm with Google Tag Assistant that all tags are firing on the appropriate pages. 

Google Tag Manager Requirements

• Google Analytics with Enahanced Ecommerce: must be enabled
• Google Analytics Referral Exclusion List: must be setup: yourdomain.com, shipearlyapp.com, yourshopurl.myshopify.com
• Google Analytics / Google Ads Linking must be setup

Variables Setup

Create a variable

Name: Auto-Link-Domains

Type: Constant

Value: yourdomain.com, shipearlyapp.com, myshopify.com, yourshopurl.myshopify.com

 

 

Create a variable

Name: GA-UA-Tracking-ID

Type: Google Analytics Settings

Tracking ID: Your ID from GA (UA-XXXXXX-X)

Cookie Domain: auto

 

Under "More Settings"

Choose Fields to set - 

Field Name: allowLinker Value: true

 

Under "Ecommerce"

Check: Enable Enhanced Ecommerce Features

Check: Use data layer

 

Under "Cross Domain Tracking"

Set Auto Link Domains: {{Auto-Link-Domains}}

 

Create a variable

Name: ShipEarly-Affiliate-DataLayer

Type: Data Layer Variable

Data Layer Variable Name: ecommerce.purchase.actionField.affiliation

Data Layer Version: Version 2

 

Create a variable

Name: ShipEarly-OrderID-DataLayer

Type: Data Layer Variable

Data Layer Variable Name: ecommerce.purchase.actionField.id

Data Layer Version: Version 2

 

Create a variable

Name: ShipEarly-Revenue-DataLayer

Type: Data Layer Variable

Data Layer Variable Name: ecommerce.purchase.actionField.revenue

Data Layer Version: Version 2

 

Create a variable

Name: Order-ID-Via-Query

Variable Type: URL

Component Type: Query

Query Key: id

 

Triggers

 

Create Trigger

Name: ShipEarly Order Confirmation

Trigger Type: Page View - DOM Ready

This trigger fires on: Some DOM Ready Events

Fire this trigger when an event occurs and all of these conditions are true

Page URL contains /pages/success

 

Create Trigger

Name: ShipEarly Transaction Event

Trigger Type: Page View - DOM Ready

This trigger fires on: All DOM Ready Events

 

Tags

Create a tag

Name: GA-Pageview

Choose type: Google Analytics: Universal Analytics

Set Track Type: Page View

Google Analytics Settings: {{GA-UA-Tracking-ID}}

Check: Enable overriding settings in this tag

Under "More Settings > Ecommerce"

Enable Enhanced Ecommerce Features: True

Check: Use Data Layer

 

Under "Cross Domain Tracking"

Auto Link Domains: {{Auto-Link-Domains}}

Decorate Forms: True

 

Triggering

Firing Triggers: ShipEarly Transaction Event

 

 

Create a tag

Name: Conversion Linker

Tag Type: Conversion Linker Google

Linker Options

Check: Enable linking across domains

Auto Link Domains: {{Auto-Link-Domains}}

Decorate Forms: True

URL Position: Query Parameter

Check: Accept incoming linker parameters

 

Triggering

Firing Triggers: All Pages - Page View

 

 

Create a tag

Name: Conversion Tracking

Tag Type: Google Ads Conversion Tracking

Conversion ID: Your ID from your Google Ads campaign

Conversion Label: Your ID from your Google Ads campaign

Conversion Value: {{ShipEarly-Revenue-DataLayer}}

Order ID: {{Order-ID-Via-Query}}

Currency Code: Your countries currency USD, CAD etc..

Check: Provide product-level sales data

Date Source: Data Layer

Enable Restricted Data Processing: True

 

Triggering

Firing Triggers: ShipEarly Order Confirmation

 

 

Create a tag

Name: Track-Ecom-Sales-Data

Tag Type: Google Analytics: Universal Analytics

Track Type: Transaction

Google Analytics Settings: {{GA-UA-Tracking-ID}}

Check: Enable overriding settings in this tag

 

Triggering

Firing Triggers: ShipEarly Order Confirmation

 

Google Tag Manager Events & Steps 

Our Google Tag Manager integration consists of two event types, Checkout and Transaction. 

Checkout Event

The checkout event is anything from Customer Information Page load through to the customer hitting the payment submit button on the shipping method page.

Step 1: Loading customer information page https://shipearlyapp.com/shopify/customer_information

Step 2: Loading Shipping Method Page https://shipearlyapp.com/shopify/getShopifyRetailer

Step 3: Selecting Billing Address (May not always apply)

Step 4: Payment Submission

Transaction Event

The transaction event is what triggers the request of the sale to be placed into Google Analytics. Revenue is the total transaction amount less shipping, taxes, and discounts.

ecommerce: {
   purchase: {
     actionField: {
     id: '1001',
     affiliation: 'Brand Name',
     revenue: '1000.00',
     tax: '13.00',
     shipping: '10.00',
     coupon: '',
},
   products: {
     name: 'product name',
     id: 'ecomm shop-url',
     price: '1000.00',
     category: 'product category name',
     variant: 'color/size',
     quantity: 1
    }
   }
  }
 }
}