Google Tag Manager with Google Analytics (v4)

Prerequisites 

1. Set up and install Google Tag Manager

Learn more: Set up Google Tag Manager

NOTE - This guide only documents the steps that are required to obtain credentials and the Gtag code snippet. Learn more at Google: Set up GA4  

1. If you do not have an account, go to analytics.google.com and create an account.
   
   
2. Set up a new product or app. 
   
   
   
3. Follow the instructions to create a new GA4 data stream. TIP - The measurement ID links your site to the GA4 account.
   
   
   
4. To retrieve the generated tag js script for your account, click View Tag Instructions. 
   
   
5. To view the tag, click 'Install manually'.
   
   
   

6. Copy the tag. It will have your Measurement ID added to it.

   Google Tag Manager

   Here is an example with the Measurement ID in yellow:

   

7. In the CMS, go to Content → Advanced Content → Resources.
   
   
8. Use the Search tool to find: rcGoogleTagManagerInitialiserHead
   
   
9. Click Modify.
   
   

10. In Resource Value, add the Google tag snippet you copied. It will look like this except the {0} placeholders will have your data stream's Measurement ID.
    

    This tag will output the 'snippet' required by the Google Tag manager.

    <!-- Google tag (gtag.js) -->
    <script async src="https://www.googletagmanager.com/gtag/js?id={0}"></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());
      gtag('config', '{0}');
    </script>

    
    Example of snippet in Resource Value:
    
    

11. Click Save.

2. Check templates/widgets are set up for capturing the Product Click event

To capture products clicked by users for GA4, in the CMS, make sure the following are in place:

• Product List Grid widget: zoned layouts are enabled for Products and Categories.
  (Pages & Templates → Products → Product List Grid widget)
  
• Items Recently Viewed widget is added to Home Page
  (Pages & Templates → Home Page → Items Recently Viewed widget)
• CrossSell/Upsell widgets: are added to Product Detail
  (Pages & Templates → Products → Product Detail page → CrossSell/Upsell widget)
• Campaign Slider: is added to Home Page
  (Pages & Templates → Home Page → Campaign Slider widget)

3. Enable Favourites for Prior Purchases:

For each role your customers use and you want tracked:

1. Go to Ecommerce → Users → Roles.
   
2. Select the Role, then click the Functions tab.
   
   
3. Find and tick Enable Customer Favourites.
   
   
4. Click OK. 
   
   
5. Repeat steps 1-4 for all roles needed.

Configure GA4 Analytics 

1. Select GA4 version

1. In the CMS, go to: Settings → Settings → Systems → Analytics.
   
   
2. With Analytics enabled on your site, click Configure.
   
   
3. In Analytics Feature Settings, toggle ON Enable Analytics.
   
   
4. In Analytics Version, select which version you are configuring: 'UA' or 'GA4'. NOTE - We recommend you select GA4 whether your site is new to Analytics or on a migration plan.       
   
   
5. In Google Tag Manager ID, enter the ID from your Google Tag Manager account. 
   Example: 
   
   
   
6. When an ID is entered, Analytics functions available are listed. Tick at least Digital Remarketing or Enhanced eCommerce.
   
   - Digital Remarketing -  use Analytics with Google Tag Manager to use remarketing tools such as Google Ads or for dynamic remarketing. In dynamic remarketing, visitor and purchaser behaviour events from Analytics can be included to personalise ads shown to users after they leave your site and continue to browse the internet.
   - Enhanced Ecommerce - this option collects details about user behaviours on your site that goes beyond transactional info. This richer data can be used to produce more indepth reports on patterns of user activity, e.g., how users interact with specific products, where they go to on your site and where they go next, when they abandon their carts and leave your site.  
   - Enhanced Rich Snippet - code snippet used to enhance search results visually, e.g., include ratings for a product page.
   
   
7. Click Save.  

2. Set template (optional)

This step is needed only if you do not want to use the default global template supplied by CV ecommerce.

You can select to include all users or a segment based on Role by setting relevant templates:

• Set global - one template for all users
• Set role-based - template for users in a specific role.

Set Global template

To set a custom global template, go to the default templates admin page. Set the Opening Body Template to the default template or another template you created.

Set Role-based template

To set a role-based template, go to the role management admin page (see Templates tab). Set the Opening Body Template to the default template or another template you created.

Digital Remarketing

Remarketing uses Analytics data with Google's digital remarketing solutions, e.g., Google Ads etc. It can also personalise ads shown to past visitors of your website who are still on Google or partner websites by segmenting a user based on a match between their past behaviour and the behavioral profile of an audience. When there is a match, the user is added to that user audience.

Analytics automatically creates two default audiences:

• Purchasers: Users who made a website purchase
• All users: Users who initiated sessions on your website

You can also create audiences in your Google Analytics 4 properties from any combination of dimensions, metrics, and events. For example, you might create a segment of 'website visitors who add items to cart but leave your site without making a purchase.' You can then create rules that are used to show this segment ads of products they clicked on or added to cart, when they continue to browse and search the internet. This type of personalised remarketing may help bring visitors back to your site to make purchases.

See: Remarketing with Google Analytics 

By default, your CV site sends remarketing data from every page type of the website to Google. What data are sent with each page type are listed. 

Remarketing data sample 

{
    "event": "remarketing",
	"ecomm_pagetype": "home",
	"ecomm_prodid": ["ProductCode", "ProductCode"] or "ProductCode",
	"ecomm_totalvalue": "99.99",
	"google_conversion_value": "99.99"
}

Enhanced Ecommerce

Enhanced Ecommerce is extra functionality you can add to Google Analytics. Used with Tag Manager, it allows the gathering of richer data about buyers and visitors on your website. Instead of just the standard ecommerce transactional information at the Order Confirmation step, activities such as when they add items to cart, when they remove items, when they abandon their carts and leave without purchasing, where they begin checkout, etc, are also collected. This data can be used to produce reports that analyse shopper behaviour patterns on your site. 

Enhanced ecommerce data is pushed for nearly every event type on the website. How CV data fields match Analytics parameters and values are outlined below. 

Default values

• Data Layer name: DataLayer
• Event Name: enhancedEcomm 
• Cart URL: /cart
• Product Pricing: inc  (Change to exc to exclude tax)

Options

Detail Impression Use from List

Product Impression data is pushed whenever a list of product results is displayed, e.g., products in search results, a category list, the user's favourites. 

In GA4, this is the view_item_list event. Data sent include the items parameter containing each product listed. 

Product/item event parameters and values

In GA4, product data are now under 'items' (ecommerce.items[ ])

item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve

List Types

Lists are used for product impressions, product clicks and add to cart tracking. The list type is populated in the item_list_name parameter to track the list the user was viewing.  

Products Viewed in a List example:

gtag("event": "ecommerce", 
	"view_item_list", {
  	item_list_name: "Related products",
 	 items: [
    {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 1,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      }
  ]
});   ]
	}
}

Product Clicks

Product Click data are pushed on any click of a product link, e.g., a product on a page of search results or on the user's favourites list.

In GA4, the event is called select_item. Details of a clicked product are from the Product/Item event parameters.  

Product Click/Select Item hexample:

gtag("event", "select_item", {
  item_list_name: "Related products",
  items: [
    {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 0,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 1
    }
  ]
});

User

User Detail data is pushed on every page of the site.  You can select to send data for logged in users only.

• 'User_ID' = the user's unique identifier (database field = user.userid ) 

{
	"User_ID": "unique user id"
}

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.)

{
	"virtualURL": "thank you URL"
}

Checkout Steps & Options

In UA, the checkout process is captured in Steps, to reflect the various steps in the checkout process. In GA4, you need only specify 'Step 1'. The GA4 equivalent event is 'begin_checkout'.  Tick 'Checkout Options' to include other details selected during checkout.

Checkout GA example:

gtag("event", "begin_checkout", {
  currency: "AUD",
  value: 20.00,
  items: [
    {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 0,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 2
    }
  ]
});

Transaction Products

Tick to include data about the products purchased.

When an order is submitted, the purchase event pushes the transaction details and details of each product. 

In GA4, the purchase event consists of the transaction (payment) and the items purchased. There is no separate payment event.

Purchase/transaction GA4 example:

gtag("event", "purchase", {
    transaction_id: "100000000",
    value: 25.99,
    tax: 4.90,
    shipping: 5.99,
    currency: "AUD",
    items: [
     {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 0,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 1
    },
    {
      item_id: "SKU_12346",
      item_name: "CV Grey Women's Tee",
      currency: "AUD",
      index: 1,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 1
    }]
});

Login Success 

Login Success data is pushed on any successful user login. 

• The 'event' always = "login"

• The 'widgetName'/'method' = name of the widget used to initiate the login 

GA4 example:

gtag("event", "login", {
  method: "widget-name"
});

UA example:

{
	"event": "login",
	"widgetName": "widget-name"
}

Logout Success

Logout Success data is pushed on any successful user logout.  

• The 'event' always = "logout"

• The 'widgetName' = that of the widget used to initiate the logout 

{
	"event": "logout",
	"widgetName": "widget-name"
}

Add to Cart

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

Ad to Cart Example

gtag("event", "add_to_cart", {
  currency: "AUD",
  value: 20.00,
  items: [
    {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 0,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 2
    }
  ]
});

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.

Remove from cart example

 gtag("event", "remove_from_cart", {
  currency: "AUD",
  value: 20.00,
  items: [
    {
      item_id: "SKU_12345",
      item_name: "CV Tee",
      currency: "AUD",
      index: 0,
      item_brand: "CV",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_name: "Related Products",
      price: 10.00,
      quantity: 2
    }
  ]
});

Cart Updated

Cart Updates will push Add or Remove event depending on product quantity changes:

• Quantity increase triggers an "addToCart" data push

• Quantity decrease triggers a "removeFromCart" data push

Promotion Codes 

The following data is automatically pushed in relation to Promotion Code use: 

• 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 name is the only data sent in these instances.

{
	"event": "validPromoCode",
	"promoCode": "XXXX"
}

{
	"event": "removedPromoCode",
	"promoCode": "XXXX"
}

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.

{
	"virtualURL": "/TrackOrder/ViewOrder/Order Number"
}

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.

{
	"virtualURL": "/OrderTemplates/Template Name"
}

Extend or Override Pushed Data

To push custom data or to override Commerce Vision's out-of-the-box inclusions, consult Commerce Vision. 

CV internal use:

1. Determine the type of custom data required to push:

   • User

   • Product

   • Order

     
     

2. Include the new data by adding the field to the relevant JSON field group. 

   Data Type	Dictionary Table	JSON Field Group
   User	Primary Table: User Additional Tables: Role Customer	SiteTrackerUserData (or SiteTrackerUserData_RoleNamefor role-specific changes)
   Product	Product	SiteTrackerProductData (or SiteTrackerProductData_RoleName for role-specific changes)
   Order	Primary Table: ProntoSalesOrder Additional Tables: ProntoSalesOrderLine Product	SiteTrackerOrderData (or SiteTrackerOrderData_RoleName 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

Enhanced Rich Snippets

You can add rich snippets to include key summary details about a website page when it displays in Google search results. An example might be to show ratings for a product's page on your site.   

Learn more: https://developers.google.com/search/blog/2009/05/introducing-rich-snippets

Related help

• Page:
  Google API Address Validation
• Page:
  Google Tag Manager with Google Analytics (v4)
• Page:
  Google Tag Manager with UA & GA4
• Page:
  Google Tag Manager & Analytics
• Page:
  Google Sign In