What is Google Tag Manager
Google Tag Manager (GTM) is a free tool that allows you to manage all the tags on your website in one place. Think of tools like Google Analytics, Meta Pixel, and chat functions. With GTM, you only need to configure it once, after which you can make adjustments without altering your website's code.
Key benefits:
- Centralized tag management: One place for everything, from conversion tracking to cookie notifications.
- Improved loading speed: Tags are loaded asynchronously, making your website faster.
- Free: Start without extra costs and optimize your conversions.
Why use GTM for conversions?
Conversions are one of the most critical metrics for your webshop. Think of:
- The number of quotes or orders placed.
- The total order amount.
- Specific product information such as price, quantity, and category.
With GTM and a data layer, you can gain detailed insights into customer behavior and sales performance. PromoCat provides a ready-made GTM integration to make this as simple as possible.
Getting started with Google Tag Manager setup
Follow our step-by-step guide:
- Create an account and container via Google Tag Manager. When creating the container, select the 'web' type. Read more: https://support.google.com/tagmanager/answer/14842164?hl=en&ref_topic=15191151&sjid=1933108073395454029-EU
- Copy your container ID (which starts with GTM):
- Go to 'Settings' via your CMS (Back-end).
- Open the "SEO" tab.
- Enter your container ID (from Google Tag Manager) in the 'Google Tag Manager code' field.
- Check 'Ecommerce (GA4) tracking'.
- Click "Save and continue".
Now link your tags and scripts
Now that you’ve set up Google Tag Manager, you can directly link your favorite tools. Here are some helpful links to get you started:
- Google Analytics: https://support.google.com/tagmanager/answer/9442095?hl=
- SmartSupp (chat function): https://help.smartsupp.com/en_US/installation-plugins/google-tag-manager
- Tawk.to (live chat): https://help.tawk.to/article/how-to-add-the-tawkto-widget-with-google-tag-manager
How does conversion tracking work?
At PromoCat, we track conversions via a purchase event that uses a data layer. This is a package of information that is automatically activated on the thank-you page after an order or quote.
What is measured?
The data layer contains important parameters, such as:
- Transaction ID: A unique identification for the purchase.
- Order value: Including VAT, shipping costs, and any discounts.
- Product details: Name, category, price, and quantity.
Example of a data layer:
gtag("event", "purchase", {
"transaction_id": "177",
"value": "368.294500",
"tax": "63.344500",
"shipping": "12.000000",
"currency": "EUR",
"items": [
{
"item_id": "LT90442_N0002",
"item_name": "Rolmaat 3m - Zwart",
"affiliation": "Order",
"item_category": "Rolmaten",
"price": "3.460600",
"quantity": "100"
}
]
});Measuring orders vs. quotes
PromoCat distinguishes between orders and quotes through:
- Data layer parameters: The affiliation field shows "Order" or "Offer".
With this data, you can set specific goals and conversions in Google Analytics, allowing you to precisely understand what happens in your webshop.
