Magento Commerce & Google Tag Manager Integration

If you have recently launched a new eCommerce site or migrated from Magento 1 to Magento Commerce, have you ensured your Google Tag Manager (GTM) set up is being fully utilised? Google Tag Manager is a free tool developed by Google to allow site managers to manage and develop marketing tags or third party tracking codes without having to update the site code. 

Setting up Google Tag Manager correctly means you will not need any third-party tracking extensions and it will enhance your internal data, enabling you to fully track your marketing efforts. As a result, you will be able to see what your audience is connecting with and what is driving the most traffic to your store.  We take you through how to ensure you have the basics set up correctly and some of the troubleshooting issues we have seen and how you can fix them.

Getting Started with GTM

In order to fully integrate your Google Tag Manager into Magento Commerce, firstly you need to ensure that you have integrated your Google Analytics Account with Google Tag Manager and that you have an account set up.  Here you will need your Google Tracking ID, which can be found in your Google Analytics account to link the two accounts.

Once you have created a GTM account, you will need to carry out the following steps:

  • Ensure your Google Analytics account has Internal Site Search Tracking enabled and Site Search tracking on and that the query parameter is set to q. 
  • To enable your Property Settings, you will also need to go to Property Setting and under Advertising Features, ensure that Enable Demographics and Interest Reports are on and save. 
  • Ensure your eCommerce Tracking is enabled under eCommerce Settings and make they are turned on as well as your enhanced eCommerce reporting.  

You should now be all set to integrate your Google Analytics and GTM with Magento Commerce.

Magento Commerce & GTM Integration

Magento Commerce provides a clear Admin panel interface to integrate your Google Analytics and GTM account (see screenshot below), making the setup of your tracking code simple and easy. Magento has written a great reference guide on how to set up your new GTM parameters.

Common Set Up Issues

However, we wanted to take you through some of our troubleshooting experience when setting up your GTM account in the Magento Admin Panel.

  • Updating your tracking
    If you have set up your GTM tracking a while ago you may not be utilising all of the tracking functionality available, so make sure you update your container.
  • Replace existing setup
    If you no longer require their existing GTM set up and you feel it is out of date then you should set up a new GTM container and start with a clean slate. This will make your whole GTM setup process a lot easier.
  • Setting up a new container
    When setting up a new container in GTM and importing your new container file we advise you to select the Overwrite, you should only select Merge if you are updating your existing container.
  • Configure your store
    Once you have set up your new container you will need to configure your Magento Store in the Admin panel.  Ensuring in the Sales /Google API section that the Account section is set to Google Analytics, your new container ID is entered and your content experiments are enabled.
  • Test, test, test and test!
    Once all set up we recommend verifying and testing the configuration for both Google Analytics and GTM if you have a development environment setup. To test the tracking is working you can set up a test profile on GA and create a test container on GTM. This gives you the ability to test tracking before you push to your live website. This is especially helpful when you are migrating a website from Magento 1 or from another eCommerce platform.

Get your Marketing on track

Utilising Google Tag Manager is an essential tool for eCommerce stores to keep your tracking tags up to date on a daily basis. If you are not sure about how to get your eCommerce and Google tracking set up correctly, our experts Digital Marketing would be happy to help, contact us today.

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