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.
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:
Status ON Related Products ON 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:
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.
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.
After verifying the settings, tap Publish.