Category : Google Tag Manager
How to track ecommerce conversions in GA4 (Google Analytics 4)
Have you mapped out a data plan for 2023 yet? If you’re selling on a major DTC platform like Shopify or BigCommerce, GA4 is probably on your mind. With the sunsetting of Universal Analytics (GA3 or the “old version” of Google Analytics) on the horizon, it’s time to get going with event-based tracking. Many brands have been procrastinating about setting up GA4 – or, worse, only setting it up halfway so that browsing behavior is tracked but revenue and conversions are missing. But can you blame them? Shopify isn’t planning to release native GA4 integration until March 2023 at the earliest (and nobody’s expecting it to work well for serious DTC brands) BigCommerce released a beta version of their GA4 integration in November, but it’s extremely minimal, tracking only begin_checkout and purchase events Manual setup is costly and confusing (and has to be maintained every time you change your site or checkout flow) GA4 revenue tracking should be your top priority, but there’s a lot of confusion around GA4, made worse by Shopify apps that claim to offer GA4 integration but only offer client-side tracking. It shouldn’t be so complicated. At Littledata we’ve already fixed GA4 tracking for hundreds of top DTC brands. In this post I’ll show you how to check if you’ve set up GA4 correctly to capture orders and revenue, and how to start tracking ecommerce conversions today in the most secure and reliable way possible. Follow this guide to GA4 and you’ll be on your way to ecommerce data tracking in no time. We’ll look at how to get from this: To this: How to check if you’re tracking GA4 revenue and conversions After creating a new GA4 property and following the setup assistant to create a new data stream, you might have noticed that you’re instructed to copy and paste the Google tag (gtag.js) script on every page of your ecommerce site. Once you’ve added the Google tag to your site and linked your GA4 property, everything will just start tracking automatically, right? Wrong. With the basic script all you get are engagement events such as page_view, session_start, view_search_result, and click. Obviously these “automatic events” are super important, but they don’t tell you what happens post-click. Here’s how to check if your GA4 ecommerce setup is working or not. 1. Check your Acquisition reporting in GA4 There are two places to look to see if you’re capturing ecommerce conversions. First, the Acquisition reports. You’ll see user and traffic engagement details grouped by channel, but no conversion or revenue data exists. You’re seeing which organic or paid channels are bringing visitors to your store, but you can’t tell if you’re generating any revenue from these visitors. GA4 revenue reporting not showing is one of the most asked questions by merchants and performance marketers. 2. Check your Engagement and Monetization reporting in GA4Taking a step further, check your Engagement and Monetization reports. Do you see GA4 reporting data about cart updates, interactions with the checkout flow, or any purchase or revenue data? If revenue is missing in GA4’s monetization overview, you need to start tracking ecommerce activity ASAP. Otherwise, you’ll end up with a lot of data points that lead nowhere and you will not have an accurate understanding of your ecommerce store’s performance. [tip] Use our complementary instant order checker for GA4 to check your property [/tip] How to track ecommerce conversions and revenue in GA4 After landing on your store, online shoppers interact with collections and products before adding items to their carts and going through the checkout process. These web interactions must be captured as events and linked with customers and marketing data in GA4 to get a complete picture of your business. We have looked at what data can be missing from your GA4 events and which enhanced ecommerce events you should track. But how can you get all these ecommerce events in GA4? Google Tag Manager (GTM) has always been the most common tracking method for Universal Analytics, and the setup process can be carried over to GA4. However, for a lean team, the setup process can be quite time-consuming and complex, having to create a Data Layer In Shopify, and then for each event, you must create: Firing Triggers in GTM Data Layer Variables in GTM Ecommerce Tags in GTM Needless to say, there are quite a few maintenance pitfalls if you're going down this route. Setup is just the beginning. To make matters worse, Shopify is removing GTM from the checkout for Shopify Plus stores (standard Shopify stores never had access). So even if you take the time to add all your own events to tracking visitors before they make a purchase, you’ll no longer be able to track checkout steps (add-to-cart, etc) with GTM. If you want to save time and money while still having confidence in the accuracy of your GA4 data, Littledata is the perfect solution for you. Our proven app is used by over 1500+ brands and can help you track your ecommerce conversions with ease, giving you the reliable data you need to make informed decisions about your business. Littledata’s data layer uses a unique combination of client-side and server-side tracking to ensure accurate, complete ecommerce data in GA4 and any connected data warehouse or reporting destination. Littledata captures complete ecommerce data automatically in GA4 for Shopify and BigCommerce stores. We can break down those events into seven general categories: Marketing channels Browsing behavior Checkout steps Conversions Revenue Recurring orders Upsells Of course, each reporting category has useful data, but brands that really want to scale link it all together to look at revenue and LTV by channel, splitting out first-time purchases from repeat purchases or recurring orders (subscription analytics). As I mentioned earlier, Acquisition reports are some of the most valuable sets of data GA4 offers. They show which of your team’s marketing efforts bring the most results, from traffic through engagement and conversions. The difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked. It is useful to have the engagement metrics grouped by channel, but the difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked. Get started with Littledata today so you will have the data you need to scale faster the smart way. We recommend tracking in UA and GA4 “in parallel” as soon as possible.
Is Shopify cutting off GTM support?
How to track product page events using Littledata variables with Google Tag Manager
The product page is one of the most important places to capture data for any ecommerce store. It's a treasure trove of information on customer behavior, product performance, and, ultimately, conversions and revenue. But depending on your analytics setup, you might be sending data to different destinations—especially if you're using Google Tag Manager. The good news is Littledata is compatible with GTM, and actually improves the accuracy of your setup by using variables that give you deeper insight into the metrics you're collecting. In our newest courses episode, we'll show you how to track product page events using Littledata variables and your GTM setup to track more events and get more insight before you make critical decisions on your store. https://www.youtube.com/embed/3EN8BEG8o4s How to use Littledata Variables with GTM on the Product Page Setting up tracking in GTM for specific product page events is easy using Littledata's variables. All you need to do is set up an event trigger, make sure it's tracking the custom event you want, and label it. Once you have the trigger set up, you can connect it to a tag in your GTM setup and track it in your tags list. This allows you to track events like product name, brand, price, category, and so on. This whole process is expedited by using product variables from Littledata. These variables are stored in the templates section, and once you've selected the template you can search in the variables menu for the specific variable you want to track. From there, it's a simple copy and paste process to add the variable to the tag and start tracking. [tip]The world of analytics is changing—learn how to adapt to a world without third-party cookies in our latest white paper on first-party data.[/tip] Getting a more accurate picture of your store with Littledata and GTM Configuring a custom GTM setup can give you more hands-on control of your ecommerce store's analytics tracking than other solutions, but it also requires time to set up and maintain. If setup or maintenance isn't done properly, tags can break and you'll be left making decisions on incomplete or inaccurate data. Littledata's experts are happy to help you configure your own custom GTM setup, and using Littledata's variables takes some of the complications out of the equation by automating the process for you. If you want the ability to send data to many destinations while ensuring you're always seeing accurate data, then a custom GTM setup with Littledata's data layer could be just the right solution for you. Book a demo with our team to learn more or take advantage of the best deal in the ecommerce data game—30 days of Littledata's accurate tracking on your store absolutely free. [subscribe]
Does Littledata work with Google Tag Manager (GTM)?
Do I need the Google Analytics tracking code on every page?
Littledata's Shopify connection is now using gtag and GTM data layer
How to stop Google Tag Manager being hacked
How to set up Enhanced Ecommerce tracking via Google Tag Manager
Enhanced Ecommerce (EE) is a Google Analytics plug-in that provides merchants with better insights for the shopping behavior of users. Enhanced Ecommerce tracking requires your developers to send lots of extra product and checkout information in a way that Google Analytics can understand. So why use it? [note]Update: If you are using GA4, the new version of Google Analytics, Enhanced Ecommerce will be a bit different. Read more about GA4 for ecommerce[/note] Why use Enhanced Ecommerce? The main benefit of Enhanced Ecommerce (EE) over standard ecommerce implementation is the sheer number of valuable reports merchants have access to with EE. Enhanced Ecommerce is necessary to get complete checkout funnel reporting and similar reports in GA. Not only that, but merchants can segment data based on ecommerce events — which users visited your product pages, where the customer journey hit a roadblock (e.g. a customer pondered a product but didn’t add it to cart, etc.) or during which steps of the checkout process a user abandoned their cart. It's essential to capture checkout funnel events, and EE helps with that. Tracking checkout funnel steps in Google Analytics doesn't just offer insight into the checkout journey, it also gives you the tools you need to set up custom funnels. Ultimately, this kind of data helps merchants zoom in on their sales funnel and alter the parts of the process that don’t lead to conversion. [subscribe heading="GTM data layer for ecommerce tracking" button_link="https://blog.littledata.io/help/posts/gtm-and-google-analytics-data-layer-for-shopify/" button_text="Learn More"] Enchanced Ecommerce implementation is no small feat, but it also depends on a number of factors — the size of your store, the number and type of Google Analytics custom dimensions you need to add, etc. Without question, Google Tag Manager is the simplest and best way to enable Enhanced Ecommerce in Google Analytics. If you already use Google Tag Manager (GTM) to track page views, you must send ecommerce data via Google Tag Manager. If you don’t already use GTM, it’s simple to set up: just activate Enhanced Ecommerce within your Google Analytics tags and use a dataLayer as an ecommerce data source. Just make sure the dataLayer contains all ecommerce data. Step 1 Enable enhanced ecommerce reporting in the Google Analytics view admin setting, under ‘Ecommerce Settings’ Step 2 Select names for your checkout steps (see point 4 below): Step 3 Get your developers to push the product data behind the scenes to the page ‘dataLayer’. Here is the developer guide. Step 4 Make sure the following steps are tracked as a pageview or event, and for each step set up a Universal Analytics tracking tag: Product listing view Product detail view Add to cart event Remove from cart event Checkout step 1 (views the checkout page) Checkout step 2 etc – whatever registration, shipping or tax steps you have Purchase confirmation Refund Step 5 Send the data to Google Analytics using the Data Layer. Instruct the tags to look into the Data Layer and pull the key-value pairs from the eCommerce object pushed most recently into dataLayer by selecting the correct Google Analytics variable. Step 6 This step involves checking the setup. After you have configured everything in place, you'll need to check your entire. What you should be looking for is: Are all the keys configured in the dataLayer.push() getting picked up and being sent to Google Analytics? Is the payload length too long? Is there a risk of data duplication with some hits? To debug these, you really only need three tools: GTM's own Preview mode, the Google Analytics Debugger browser extension, and Google Chrome browser's DevTools. Yes, there are plenty of other tools you can use, but these have proven to be more than enough in my own experience. [subscribe heading="GTM data layer for ecommerce tracking" button_link="https://blog.littledata.io/help/posts/gtm-and-google-analytics-data-layer-for-shopify/" button_text="Learn More"] Wrapping up Need some more help? Get in touch with our lovely team of Google Analytics experts and we'd be happy to answer any questions! At Littledata, our Google Analytics connection is the easiest way for you to automate GA for Shopify stores. With Littledata's app, you get: GTM and Google Analytics data layer that works automatically for ecommerce tracking, including checkout funnel tracking Seamless connections with apps like ReCharge and CartHook Raw data that remains available in Google Analytics or Segment Accurate analytics for Shopify with complete sales and marketing events captured automatically Try our Google Analytics app for Shopify free for 30 days on any plan. On Shopify Plus? Learn more about Littledata Plus.
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