Simplify Commerce Tracking: Google Tag Manager + Termly

Discover how to effortlessly track commerce events on your website using Google Tag Manager and Termly for streamlined data analysis.

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Table of Contents

In the ever-evolving landscape of e-commerce, understanding your customers' journey and optimizing your website for conversions is paramount to success. This is where the power of commerce tracking comes into play. Commerce tracking enables you to gain invaluable insights into how users interact with your online store, providing you with the data necessary to make informed decisions that drive sales and enhance customer satisfaction.

What is Commerce Tracking and Why is it Important?

Commerce tracking, simply put, is the process of collecting and analyzing data related to customer interactions and transactions on your e-commerce website. This data encompasses a wide range of user actions, from product views and add-to-cart events to checkout completions, refunds, and everything in between.

The importance of accurate commerce tracking cannot be overstated. By meticulously tracking these interactions, businesses can unlock a treasure trove of insights that can be leveraged to:

  • Improve Marketing ROI: Understand which marketing campaigns are driving the most valuable traffic and conversions, allowing for data-driven budget allocation and optimization.
  • Enhance Customer Understanding: Gain a deep understanding of customer behavior, preferences, and purchasing patterns to personalize the shopping experience and tailor marketing efforts.
  • Optimize Website Design and Functionality: Identify areas of friction in the customer journey, such as high cart abandonment rates or low conversion rates on specific product pages, and optimize the website for a seamless and enjoyable shopping experience.

Methods of Commerce Tracking

There are primarily two main methods of commerce tracking:

  1. Server-Side Tracking: Involves collecting data directly from your web server, capturing events such as orders, payments, and customer registrations. This method is highly reliable and accurate but may require more technical expertise to implement.
  2. Client-Side Tracking: Relies on code snippets embedded in your website's code to track user interactions within the browser. This method is more common and easier to set up, offering a wide range of tracking options but can be influenced by factors like ad blockers or browser settings.

The Role of Google Tag Manager (GTM)

Google Tag Manager (GTM) has emerged as an indispensable tool for simplifying and streamlining commerce tracking. GTM acts as a central hub for managing all your tracking codes and tags, eliminating the need for constant code modifications and deployments. With its intuitive interface and powerful features, GTM empowers marketers to implement sophisticated tracking setups without relying heavily on developers.

Ensuring Data Privacy with Termly

As you delve into the realm of commerce tracking, it's crucial to prioritize data privacy and comply with relevant regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Termly provides a robust consent management platform that seamlessly integrates with GTM, enabling you to obtain, manage, and respect user consent for data collection and tracking.

What You Will Learn

In this comprehensive guide, we'll delve deep into the intricacies of commerce tracking, guiding you step-by-step through the process of setting up a robust tracking system using Google Tag Manager and Termly. By the end of this article, you'll have the knowledge and tools to:

  • Confidently set up Google Tag Manager for e-commerce tracking.
  • Integrate Google Analytics 4 (GA4) to capture comprehensive commerce data.
  • Track key commerce events throughout the customer journey.
  • Implement Enhanced Ecommerce tracking for detailed insights.
  • Dynamically track website elements and capture valuable user data.
  • Ensure data privacy compliance using Termly's consent management platform.
  • Test, debug, and troubleshoot your tracking setup.
  • Explore advanced commerce tracking strategies for deeper insights.

Let's embark on this journey to unlock the full potential of commerce tracking and propel your e-commerce business to new heights.

Key Takeaways

  • Implementing a robust commerce tracking system with Google Tag Manager and Google Analytics 4 is crucial for gaining valuable insights into customer behavior, optimizing website performance, and ultimately driving sales.
  • Enhanced Ecommerce tracking in GA4 provides granular data on product performance, customer journeys, and sales funnels, empowering businesses to make data-driven decisions about product offerings, marketing strategies, and website optimization.
  • Prioritizing data privacy through consent management platforms like Termly ensures compliance with regulations like GDPR and CCPA while building trust with customers.

Setting Up Google Tag Manager for Commerce Tracking

Before diving into the specifics of commerce event tracking, it's essential to lay a solid foundation by setting up Google Tag Manager on your e-commerce website.

Creating a GTM Account and Container

  1. Sign Up for GTM: Head over to the Google Tag Manager website and sign up for a free account using your Google credentials.
  2. Create a Container: A container is essentially a repository for all your tags, triggers, and variables related to a specific website or app. When prompted, choose "Web" as the container type for your e-commerce site.
  3. Name Your Container: Provide a descriptive name for your container (e.g., "Your Website Name - GTM Container").
  4. Obtain Container Snippet Code: Once your container is created, GTM will provide you with two code snippets.
  5. Install Container Snippets:
    • Snippet 1: This snippet should be placed in the <head> section of your website's HTML code, as high in the head as possible.
    • Snippet 2: Place this snippet immediately after the opening <body> tag of your website's HTML.
  6. Verify Installation: You can use Google Tag Assistant, a free Chrome extension, or your browser's developer tools to verify that the GTM container is installed correctly.

Understanding GTM Interface and Terminology

Once your GTM container is set up, it's time to familiarize yourself with the GTM interface and its key components:

  1. Dashboard: The GTM dashboard provides an overview of your account, container, and recent activity.
  2. Workspaces: Workspaces allow you to make changes to your GTM setup in a safe and controlled environment. You can create multiple workspaces to work on different aspects of your tracking setup simultaneously.
  3. Tags: Tags are snippets of code that execute specific actions on your website. They are the heart of GTM, enabling you to track user interactions, send data to analytics platforms, and implement various marketing functionalities.
  4. Triggers: Triggers define when and where your tags should fire. They listen for specific events or conditions on your website, such as page views, button clicks, or form submissions, and instruct the corresponding tags to execute.
  5. Variables: Variables store and manage dynamic information that your tags and triggers may need to function correctly. They capture data such as page URLs, product names, or user behavior, allowing you to tailor your tracking and marketing efforts based on real-time insights.
  6. Data Layers: Data layers are a structured approach to passing information from your website to GTM. They act as a bridge between your website's data and your tracking setup, ensuring that GTM receives accurate and reliable data for analysis.

Mastering these GTM concepts will empower you to implement sophisticated tracking setups and gain deeper insights into your website's performance.

Integrating Google Analytics with GTM

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Now that your GTM container is up and running, it's time to integrate Google Analytics, the industry-standard analytics platform, to begin capturing valuable commerce data.

Setting Up Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the latest iteration of Google Analytics, offering enhanced tracking capabilities and a more user-centric approach to data analysis.

  1. Create a GA4 Property: If you haven't already, navigate to your Google Analytics account and create a new GA4 property.
  2. Obtain Tracking ID: Once your GA4 property is created, locate your unique Measurement ID, which usually starts with "G-" followed by a series of alphanumeric characters.
  3. Configure GA4 for E-commerce: Within your GA4 property settings, enable e-commerce tracking and configure any relevant settings, such as currency and product data settings.

Deploying GA4 Tracking Code via GTM

Instead of directly pasting the GA4 tracking code into your website's code, we'll leverage the power and flexibility of GTM to manage its deployment.

1Set up a Simplify Commerce account if you don't have one already
2Log in to Google Tag Manager and create a new tag
3Choose "Custom HTML" as the tag type
4Copy and paste the Simplify Commerce tracking code into the HTML section of the tag
5Set up triggers for when the tag should fire (e.g., on successful payment)
6Publish the tag and test it on your website
  1. Create a New GA4 Tag:
    • In your GTM container, navigate to "Tags" and click on "New."
    • Choose "Google Analytics: GA4 Configuration" as the tag type.
  2. Configure Tag Settings:
    • Enter your GA4 Measurement ID in the designated field.
    • Set the "Trigger" to "All Pages" to ensure the GA4 tracking code fires on every page of your website.
  3. Preview and Debug:
    • Before publishing your tag, always preview and debug your implementation using GTM's preview mode. This allows you to verify that the tag is firing correctly and data is being sent to GA4 as expected.
  4. Publish Changes:
    • Once you're satisfied with your setup, publish your changes to push them live on your website.

By deploying your GA4 tracking code via GTM, you gain greater control over your tracking setup, simplify future updates, and minimize the risk of code conflicts.

Tracking Key Commerce Events

With your GA4 tracking in place, you're now ready to start tracking key commerce events that provide insights into customer behavior and your website's performance.

Here are some essential commerce events you should track:

  • Product Views: Track how many times each product page is viewed, indicating product interest and visibility.
  • Add to Cart: Capture how often products are added to the shopping cart, signaling purchase intent.
  • Checkout Initiation: Track how many users initiate the checkout process, providing insights into cart abandonment rates.
  • Purchases: Track successful transactions, including details such as revenue, products purchased, and customer demographics.
  • Refunds: Monitor refund requests and reasons, highlighting potential issues with product quality or customer service.
  • Product Searches: Track internal site searches to understand customer intent and identify potential gaps in your product offerings.
  • Promo Code Usage: Track the usage of promotional codes to measure campaign effectiveness and customer response.
  • Wishlist Additions: Capture instances where users add products to their wishlists, indicating potential future purchases.

By tracking these events, you can answer crucial questions about your customer's journey, identify areas for improvement, and optimize your website for conversions.

Implementing Enhanced E-commerce Tracking

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Enhanced E-commerce tracking takes your data analysis to the next level, providing granular insights into product performance, customer behavior, and sales funnels.

Enabling Enhanced E-commerce in GA4

  1. Navigate to E-commerce Settings: Within your GA4 property, go to "Admin" and select "E-commerce settings."
  2. Enable Enhanced E-commerce: Toggle the "Enable Enhanced E-commerce" option to activate this feature.

Configuring GTM for Enhanced E-commerce

  1. Create Enhanced E-commerce Tags:
    • You'll need to create separate GTM tags for each Enhanced E-commerce action you want to track, such as product impressions, product clicks, add to cart, checkout steps, and purchases.
    • Choose the appropriate Enhanced E-commerce tag type for each action (e.g., "Google Analytics: GA4 Event" with the "Event Name" set to "view_item" for product impressions).
  2. Configure Tag Settings:
    • Within each tag's configuration, provide the necessary product and transaction data, such as product IDs, names, prices, quantities, and revenue.
    • Use GTM variables to dynamically capture this data from your website.
  3. Test and Debug:
    • Thoroughly test your Enhanced E-commerce implementation using GTM preview mode and GA4 Real-Time reports to ensure data accuracy.

By diligently implementing Enhanced E-commerce tracking, you unlock a wealth of data that can be used to optimize your product catalog, personalize marketing campaigns, and improve the overall customer experience.

Tracking Dynamic Website Elements

Many e-commerce websites feature dynamic content, such as product recommendations, personalized offers, and user-generated content. Tracking these elements requires a deeper understanding of data layers and variables.

Understanding Data Layers

A data layer is a JavaScript object that resides on your website, acting as a container for storing and passing data to GTM. It provides a structured approach to data collection, ensuring that GTM receives accurate and reliable information.

Using Data Layer Variables in GTM

  1. Create Data Layer Variables:
    • Within GTM, navigate to "Variables" and create new variables to capture the specific data points you want to track from your data layer.
  2. Reference Data Layer Variables in Tags and Triggers:
    • Use these newly created variables in your GTM tags and triggers to dynamically capture and utilize the data passed through the data layer.

By effectively utilizing data layers and variables, you can track user interactions with dynamic website elements, personalize your tracking setup, and gain deeper insights into customer behavior.

Ensuring Data Privacy with Termly

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As you implement comprehensive commerce tracking, it's crucial to prioritize data privacy and comply with relevant regulations.

Integrating Termly with GTM

  1. Sign Up for Termly:
    • Create a Termly account and configure your consent management platform (CMP) based on your specific needs and the regulations that apply to your business.
  2. Integrate Termly with GTM:
    • Termly provides a GTM template that simplifies the integration process, allowing you to manage consent preferences directly within GTM.

Managing Consent for Tracking Tags

  1. Configure Consent Checks:
    • Within GTM, configure your tags to fire only when the necessary user consent has been obtained through Termly's CMP.
    • GTM's consent settings provide granular control over tag firing based on user consent categories.

By integrating Termly with your GTM setup, you can confidently collect and manage user data while respecting their privacy and complying with legal requirements.

Testing and Debugging Your Setup

Before deploying your tracking setup to a live environment, it's imperative to thoroughly test and debug every aspect of your implementation to ensure data accuracy and prevent data loss.

GTM Preview and Debug Mode

  • GTM's preview and debug mode provides an invaluable toolset for verifying tag firing, data layer values, and overall tracking functionality.
  • Use this mode to simulate user interactions, inspect data being sent to Google Analytics, and identify any potential issues.

Browser Developer Tools

  • Your web browser's developer tools (usually accessible by pressing F12) offer a wealth of information for debugging tracking setups.
  • Use the Network tab to monitor network requests, inspect data being sent to tracking platforms, and identify any errors or discrepancies.

Google Analytics Real-Time Reports

  • GA4's Real-Time reports provide instant feedback on your tracking setup.
  • As you test your implementation, monitor these reports to ensure that data is flowing into your GA4 property as expected.

By diligently testing and debugging your tracking setup, you can ensure the accuracy and reliability of your data, allowing you to make informed decisions based on reliable insights.

Advanced Commerce Tracking Strategies

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As your understanding of commerce tracking matures, you can explore more advanced strategies to gain deeper insights and optimize your e-commerce business further.

Cross-Domain Tracking

  • If your e-commerce business spans multiple domains (e.g., a separate checkout domain), implement cross-domain tracking to track user journeys across these domains seamlessly.

User Interaction Tracking

  • Track user interactions with specific website elements, such as product carousels, image galleries, and dynamic forms, to understand engagement patterns and optimize these elements for a better user experience.

Custom Event Tracking

  • Implement custom event tracking to capture unique user actions and behaviors that are not captured by standard tracking setups. This allows you to gain a more granular understanding of how users interact with your website.

Marketing Campaign Tracking

  • Implement robust tracking for your marketing campaigns, using UTM parameters and custom dimensions to track campaign performance, measure ROI, and optimize your marketing spend.

By embracing these advanced tracking strategies, you can uncover hidden patterns, understand customer behavior on a deeper level, and gain a competitive edge in the ever-evolving world of e-commerce.


Mastering commerce tracking is an ongoing journey that requires a combination of technical expertise, analytical thinking, and a deep understanding of your customer's needs.

By diligently implementing the strategies and techniques outlined in this guide, you can unlock the full potential of commerce tracking, turning data into actionable insights that drive sales, enhance customer satisfaction, and propel your e-commerce business to new heights of success.


Q1: What are the key benefits of implementing commerce tracking on my e-commerce website?

A: Commerce tracking provides invaluable insights into customer behavior, marketing campaign effectiveness, and website performance. Key benefits include improved marketing ROI, enhanced customer understanding, optimized website design, and data-driven decision-making.

Q2: What's the difference between server-side and client-side tracking, and which one is right for me?

A: Server-side tracking collects data directly from your web server, offering high accuracy but potentially requiring more technical expertise. Client-side tracking, often simpler to set up, uses code snippets in your website's code to track browser interactions. The best choice depends on your specific needs, technical resources, and the level of data accuracy required.

Q3: How can Google Tag Manager (GTM) simplify my commerce tracking setup?

A: GTM acts as a central hub for managing all your tracking codes and tags. It eliminates the need for constant code modifications, provides a user-friendly interface, and allows for flexible and sophisticated tracking configurations.

Q4: Why is data privacy important in commerce tracking, and how can Termly help?

A: Respecting user privacy and complying with data protection regulations like GDPR and CCPA is crucial. Termly's consent management platform seamlessly integrates with GTM, enabling you to obtain, manage, and respect user consent for data collection and tracking, ensuring compliance and building trust with your customers.

Q5: What are some advanced commerce tracking strategies I can explore to gain deeper insights?

A: Advanced strategies include cross-domain tracking for seamless user journey analysis across multiple domains, user interaction tracking to understand engagement with specific website elements, custom event tracking for capturing unique user actions, and marketing campaign tracking for measuring campaign effectiveness and ROI.

Simplify Commerce Tracking: Google Tag Manager + Termly
Jaymie Wilhoit July 2, 2024
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