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Overview

Google's Tag Manager allows administrators and digital marketers to track user behaviour and improve conversion rates on their websites. To this end, Commerce Vision websites on version 3.87+ now have tracking functionality enabled out of the box, pushing rich data on nearly every site event.

This guide details the data sent for various events, which can then be used with Tag Manager's Remarketing and Enhanced eCommerce functions. 

Table of Contents

  1. Digital Remarketing

  2. Enhanced eCommerce

    1. Product Impressions
    2. Product Clicks
    3. User Details
    4. Questionnaires
    5. Checkout Steps & Options
    6. Transactions
    7. Login Success
    8. Logout Success
    9. Add to Cart
    10. Remove from Cart
    11. Cart Updated
    12. Promotion Codes
    13. View Order
    14. View Template 
  3. Extending or Overriding Pushed Data

 

The 'Data Layer Doctor' extension for Chrome may be useful in viewing data objects during testing. It allows you to check the contents of a data layer and verify it against your specifications.

 

1. Digital Remarketing

Remarketing is the practice of advertising to past visitors of your website. If users leave your site without making a purchase, remarketing can help you reconnect by displaying relevant ads during their subsequent web browsing or searching. 

BPD Remarketing data is pushed on every page of the website. Properties and their possible values are detailed below. 

PropertyValueNotes
event'remarketing' 
ecomm_pagetype

One of the following:

  • home
  • category
  • product
  • cart
  • purchase
  • other

Value determined by the page the user is on. For example:

  • 'home' = the site's home page
  • 'category' = a category page listing products
  • 'product' = the product detail page
  • 'cart' = the shopping cart
  • 'purchase' = the confirmation screen once an order has successfully been submitted
  • 'other' = any page not covered above (eg. Favourites, Checkout Delivery Address, Dashboard, etc)
ecomm_prodid

One of the following:

  • Product code (product pages)

  • Array of product codes (category, cart, purchase pages)

Optional. Value determined by the page the user is on, and does not apply to page types 'home' or 'other'.
ecomm_totalvalueThe total value of all products and charges (if any)Optional. Only applies to page types 'product', 'cart, and 'purchase'.
google_conversion_valueThe total value of all products and chargesOptional. Only applies to page type 'purchase'.
Sample Remarketing data
{
    "event": "remarketing",
	"ecomm_pagetype": "home",
	"ecomm_prodid": ["ProductCode", "ProductCode"] or "ProductCode",
	"ecomm_totalvalue": "99.99",
	"google_conversion_value": "99.99"
}

 

 

 2. Enhanced eCommerce

Enhanced eCommerce is additional functionality for Google Analytics which allows richer data to be gathered, over and above the standard eCommerce transactional information gathered at the Order Confirmation step. Enhanced eCommerce data provides a more nuanced view of user behaviour, such as content engagement, product views, and cart actions. 

BPD Enhanced eCommerce data is pushed for nearly every event type on the website. The data objects are outlined below, including properties and their possible values. 

 

a. Product Impressions

Product Impression data is pushed when a product list is displayed. For example, a page of search results, products in a category, or a user's favourites.

PropertyValueNotes
event

'enhancedEcomm'

Due to infinite scrolling, some pages may load additional data after the initial page load. For this reason, impressions are pushed via an event. Infinite scrolling creates a new event, and therefore a new data push. This also ensures that data is pushed in blocks, so as not to exceed Google's object data limit.

event_type

'impression'

 
currencyCodeThe currency code for the current account 
nameThe product description 
idThe product code 
categoryThe product's primary categoryIncludes all levels of the category structure for the product's primary category.
list*

One of the following:

  • Product List
  • Search Results
  • Items Recently Viewed
  • Campaign - (sent as the Campaign Description, not the Campaign Code)
  • CrossSell - (Alternate products)
  • UpSell - (Accessories / Related products)
  • User Favourites
  • Prior Purchases
  • Product Details - (This value only applies where the user has navigated directly to a product via link or similar. Otherwise, the list from which the product was accessed will be used for product detail impressions.)

Value determined by the list in which the product is located.

*Note - Zoned Product Layout must be used in order for Enhanced eCommerce to work with lists.

brandThe product's brand 
positionThe product's position / sequence in its list 
priceThe product price (nett price for 1)If 'hide pricing' is enabled at Role level, this data is not pushed.
Sample Product Impression data
{
	"event": "enhancedEcomm",
	"event_type": "impression",
	"ecommerce": {
		"currencyCode": "AUD",
		"impressions": [
		{
			"name": "Product Description",
			"id": "ProductCode",
			"list": "list name",
			"category": "/first level/second level/third level",
			"brand": "brand name",
			"position": 1,
			"price": "99.99"
		}
		]
	}
}
Sample Product Detail Impression data
{
	"event": "enhancedEcomm",
	"event_type": "impression",
	"ecommerce": {
		"currencyCode": "AUD",
		"detail": {
			"actionField": {
				"list": "list name"
			},
			"products": [
			{
				"name": "Product Description",
				"id": "ProductCode",
				"category": "/first level/second level/third level",
				"brand": "brand name",
				"price": "99.99"
			}
			]
		}
	}
}

 

 

b. Product Clicks

Product Click data is pushed on any click of a product link. For example, a product on a page of search results, or a product on the user's favourites list.

PropertyValueNotes
event

'productClick'

 
list*

One of the following:

  • Product List
  • Search Results
  • Items Recently Viewed
  • Campaign - (sent as the Campaign Description, not the Campaign Code)
  • CrossSell - (Alternate products)
  • UpSell - (Accessories / Related products)
  • User Favourites
  • Prior Purchases
  • Cart Item

Value determined by the list in which the product is located.

*Note - Zoned Product Layout must be used in order for Enhanced eCommerce to work with lists.

nameThe product description 
idThe product code 
categoryThe product's primary categoryIncludes all levels of the category structure for the product's primary category.
brandThe product's brand 
positionThe product's position / sequence in its list 
priceThe product price (nett price for 1)If 'hide pricing' is enabled at Role level, this data is not pushed.
Sample Product Click data
{
	"event": "productClick",
	"ecommerce": {
		"click": {
			"actionField": {
				"list": "list name"
			},
			"products": [
			{
				"name": "Product Description",
				"id": "ProductCode",
				"category": "/first level/second level/third level",
				"brand": "brand name",
				"price": "99.99",
				"position": 1
			}
			]
		}
	}
}

 

 

c. User Details

User Detail data is pushed on every page of the site.  There is the option to push data for logged in users only.

  • 'User_ID' = the user's unique identifier (database field = user.userid ) 
Sample User Detail data
{
	"User_ID": "unique user id"
}

 

 

d. Questionnaire

Questionnaire data is only pushed for non-widget-based questionnaires.

Since the URL does not change post submission, a virtual URL is pushed. (In contrast, widget-based questionnaires have a URL redirect post submission.)

Sample Questionnaire data
{
	"virtualURL": "thank you URL"
}

 

 

e. Checkout Steps & Options

Steps - pushed as the user progresses through the various steps of the checkout process.

PropertyValueNotes
event'checkout' 
event_type'checkout' 
step

The checkout step number:

  • 1 - going to cart
  • 2 - attempting checkout, but login required
  • 3 - selecting delivery option
  • 4 - selecting payment option
  • 5 - submitting the order

 

Steps 3 & 4 will trigger additional 'Product Option' data to be pushed, in the form of the option selected at this step.

For example, the freight option selected at Step 3 or the payment method selected at Step 4 (sample provided below).

productsThe products in the cartStandard product data will be pushed for each product in the cart (e.g. name, id, category, brand, price).
Sample Checkout Steps data
{
	"event": "checkout",
	"event_type": "checkout",
	"ecommerce": {
		"checkout": {
			"actionField": {
				"step": 1
			},
			"products": [
			{
				"name": "Product Description",
				"id": "ProductCode",
				"category": "/first level/second level/third level",
				"brand": "brand name",
				"price": "99.99"
			}
			]
		}
	}
}


Options - pushed whenever the Checkout Step value (detailed above) is either 3 or 4. 

PropertyValueNotes
event'checkoutOption' 
event_type'checkout' 
step3 or 4Value determined by the step number in 'Checkout Steps' data above.
optionThe option selected at this stepFor example - 'pickup' at Step 3 or 'BPAY' at Step 4.
Sample Checkout Option data
{
	"event": "checkoutOption",
	"event_type": "checkout",
	"ecommerce": {
		"checkout_option": {
			"actionField": {
				"step": 4,
				"option": "BPAY"
			}
		}
	}
}

 

 

f. Transactions

Product Transaction data is pushed on successful submission of an order. 

PropertyValueNotes
event'enhancedEcomm' 
event type'payment' 
nameThe product descriptionRepeated for each product in the transaction.
idThe product codeRepeated for each product in the transaction.
categoryThe product's primary category

Includes all levels of the category structure for the product's primary category.

Repeated for each product in the transaction.

priceThe product price (nett price for 1)Repeated for each product in the transaction.
Sample Transaction data
{
	"event": "enhancedEcomm",
	"event_type": "payment",
	"ecommerce": {
		"purchase": {
			"actionField": {
				"id": 100000000,
				"revenue": 99.99,
				"tax": 9.99,
				"shipping": 10.00
			}
		},
		"products": [
		{
			"name": "Product Description",
			"id": "ProductCode",
			"category": "/first level/second level/third level",
			"price": "99.99"
		}
		]
	}
}



g. Login Success

Login Success data is pushed on any successful login.  

  • The 'event' always = "login"
  • The 'widgetName' = that of the widget used to initiate the login 
Sample Login Success data
{
	"event": "login",
	"widgetName": "widget-name"
}

 

h. Logout Success

Logout Success data is pushed on any successful logout.  

  • The 'event' always = "logout"
  • The 'widgetName' = that of the widget used to initiate the logout 
Sample Logout Success data
{
	"event": "logout",
	"widgetName": "widget-name"
}

 

i. Add to Cart

Add To Cart data is pushed every time a user successfully adds a product to their cart. 

PropertyValueNotes
event'addToCart' 
currencyCode The currency code for the current account 
productsThe product(s) added to the cartStandard product data is included here (e.g. name, id, category, quantity, brand, price)
pageType

One of the following:

  • Product List
  • Search Results
  • Product Details
Value determined by the page on which the product was added.
list*

One of the following:

  • Product List
  • Search Results
  • Product Compare
  • Items Recently Viewed
  • Campaign - (sent as the Campaign Description, not the Campaign Code)
  • CrossSell - (Alternate products)
  • UpSell - (Accessories / Related products)
  • User Favourites
  • Prior Purchases
  • Product Details
  • Cart Fast Order
  • Quick Order Entry

Value determined by the list from which the product was added

*Note - Zoned Product Layout must be used in order for Enhanced eCommerce to work with lists.

Sample Add To Cart data
{
	"event": "addToCart",
	"ecommerce": {
		"currencyCode": "AUD",
		"add": {
			"products": [
			{
				"name": "Product Description",
				"id": "ProductCode",
				"category": "/first level/second level/third level",
				"quantity": 1,
				"brand": "brand name",
				"price": "99.99"
			}
			]
		}
	},
	"pageType": "Product List",
	"list": "Product List"
}

 

 

j. Remove from Cart

Remove From Cart data is pushed whenever a product is successfully removed from the user's cart.

NOTE - This can be a whole line deletion, or a decrease in quantity. Both actions are sent as 'Remove From Cart' data.

PropertyValueNotes
event'removeFromCart' 
currencyCodeThe currency code for the current account 
productsThe product(s) removed from cartStandard product data is included here (e.g. name, id, category, quantity, price).
Sample Remove From Cart data
 {
	"event": "removeFromCart",
	"ecommerce": {
		"currencyCode": "AUD",
		"remove": {
			"products": [
			{
				"name": "Product Description",
				"id": "ProductCode",
				"category": "/first level/second level/third level",
				"quantity": 1,
				"price": "99.99"
			}
			]
		}
	}
}

 

k. Cart Updated

Cart Updates will push the relevant Add or Remove data when product quantities are changed:

  • Quantity increase triggers an "addToCart" data push
  • Quantity decrease triggers a "removeFromCart" data push

 

l. Promotion Codes

The following data is automatically pushed in relation to Promotion Codes: 

  • success adding a promo code ('validPromoCode')
  • failure adding a promo code ('invalidPromoCode')
  • removal of a promo code ('removedPromoCode')

The event type and the promotion code is the only data sent in these instances.

Sample Valid Promo Code data
{
	"event": "validPromoCode",
	"promoCode": "XXXX"
}
Sample Invalid Promo Code data
{
	"event": "invalidPromoCode",
	"promoCode": "XXXX"
}
Sample Removed Promo Code data
{
	"event": "removedPromoCode",
	"promoCode": "XXXX"
}

 

m. View Order

View Order data is pushed when an order is viewed on the Order History / tracking page. The relevant sales order number is sent in this instance.

Sample View Order data
{
	"virtualURL": "/TrackOrder/ViewOrder/Order Number"
}

 

n. View Template

View Template data is pushed when a saved template is viewed on the Order Templates page. The template name is sent in this instance.

Sample View Template data
{
	"virtualURL": "/OrderTemplates/Template Name"
}

 

3. Extending or Overriding pushed data

It is possible to push additional data or to override Commerce Vision's out-of-the-box inclusions. For assistance with this, please contact a Commerce Vision Consultant. 


CV internal use:

  1. Determine the type of additional data required to push:
    • User
    • Product
    • Order
       
  2. Include the new data by adding the field to the relevant JSON field group. 

    Data TypeDictionary TableJSON Field Group
    User

    Primary Table:

    • User

    Additional Tables:

    • Role
    • Customer
    SiteTrackerUserData-append (or SiteTrackerUserData_RoleName-append for role-specific changes)
    ProductProductSiteTrackerProductData-append (or SiteTrackerProductData_RoleName-append for role-specific changes)
    Order

    Primary Table:

    • ProntoSalesOrder

    Additional Tables:

    • ProntoSalesOrderLine
    • Product
    SiteTrackerOrderData-append (or SiteTrackerOrderData_RoleName-append for role-specific changes)
  3. Finally, construct the tracking code per the format below.

    • First parameter is the data to manipulate (e.g. "userDetail" in sample code)
    • Second parameter is the type of manipulation:
      • extend
      • override
    • The third parameter is the function that will perform the manipulation (e.g. "EmailAddress: data.EmailAddress" in sample code)
      • The data is the raw data that can be used for manipulation (and includes the additional data from the JSON field groups described above) 
    Sample Data Extension code
    $.cv.css.tracker.track("userDetail", "extend", function(data) {
    	return { EmailAddress: data.EmailAddress };
    });

Possible extension methods:

  • userDetail
  • pageType (this is for Digital Remarketing)
  • productImpressions

  • productClick
  • questionnaire

  • checkout

  • checkoutOption

  • transactionProducts

  • loginSuccess

  • logoutSuccess

  • addToCart

  • removeFromCart

  • promoCodes

  • viewOrder

  • viewTemplate


Additional Information

(Google Tag ID required)

Minimum Version Requirements

3.87.00

Prerequisites

--

Self Configurable

Yes

Business Function

Marketing

BPD Only?

Yes

B2B/B2C/Both

Both

Ballpark Hours From CV (if opting for CV to complete self config component)

1

Ballpark Hours From CV (in addition to any self config required)

n/a

Third Party Costs

n/a

CMS Category

 Feature Management - Analytics