Magento for B2B Commerce

Enhanced Ecommerce

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 processThe process of gathering the payment and shipping information that is necessary to complete the purchase of items in the shopping cart. In the final step, the customer reviews and places the order., 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.


Tags Fired in Shopping Cart Shown in Debug Mode
Step 1: Sign Up for Google Accounts

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

Sign up for a new Google Universal Analytics account.

Step 2: Configure Enhanced Ecommerce

Sign in to your Google Universal Analytics account.

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

  • Enhanced Ecommerce Property

    Setting

    Value

    Enable Ecommerce Settings

    Status

    ON

    Related Products

    ON

    Enhanced Ecommerce Settings

    Enable Enhanced Ecommerce Reporting

    ON

    Checkout  Labeling

    (not required)

When complete, tap Submit.

Step 3: Create Tags and Triggers

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

  • Google Tag Manager 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

     

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 client 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

Complete the individual tracking configurations as follows:

Enter the following Add to Cart tracking settings:

  • Add to Cart Configuration

    Setting

    Value

    Track Type

    Event

    Category

    Ecommerce

    Action

    Add to Cart

    Trigger

    AddToCart

Enter the following Checkout option tracking settings:

  • Checkout Option Configuration

    Setting

    Value

    Track Type

    Event

    Category

    Ecommerce

    Action

    Checkout Option

    Trigger

    CheckoutOption

Enter the following PageView tracking settings:

  • Page View Configuration

    Setting

    Value

    Track Type

    PageView

    Trigger

    gtm.dom

Complete the following Product Click tracking configuration:

  • Product Click Configuration

    Setting

    Value

    Track Type

    Event

    Category

    Ecommerce

    Action

    Product Click

    Trigger

    ProductClick

Complete the following Promotion Click tracking configuration:

  • Promotion Click Configuration

    Setting

    Value

    Track Type

    Event

    Category

    Ecommerce

    Action

    Promotion Click

    Trigger

    PromotionClick

Complete the following Remove from Cart tracking configuration:

  • Remove from Cart Configuration

    Setting

    Value

    Track Type

    Event

    Category

    Ecommerce

    Action

    Remove from Cart

    Trigger

    RemoveFromCart

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

When complete, tap Publish.