How To Set Up eCommerce Tracking In Google Tag Manager

How To Set Up eCommerce Tracking In Google Tag Manager



Understanding how your customers interact with your online store, what they click on, what they add to their carts, and, most importantly, what leads to conversions, is the lifeblood of a successful online business.

This is where eCommerce tracking comes into play, and Google Tag Manager (GTM) is your powerful ally in this pursuit.

Setting up eCommerce tracking in Google Tag Manager is like installing a finely-tuned radar system for your online store.

It empowers you with invaluable insights into user behaviour, enabling you to make data-driven decisions and optimize your eCommerce website for maximum effectiveness.

This guide will walk you through the essential steps to harness the potential of Google Tag Manager and implement robust eCommerce tracking.

Why eCommerce Tracking is Crucial

eCommerce tracking is like having a backstage pass to the performance of your online store. It allows you to monitor key metrics, such as:

  • Conversion Rate: Understanding how many visitors turn into paying customers.
  • Average Order Value (AOV): Knowing the average amount customers spend in a single transaction.
  • Shopping Behaviour: Tracking what products are viewed, added to the cart, and ultimately purchased.
  • Sales Funnel Analysis: Identifying where potential customers drop off during the buying process.

With these insights, you can make data-driven decisions, optimize your website, and tailor your marketing efforts for better results. 

How Do I Set Up eCommerce Tracking in Google Tag Manager?

Understanding how customers interact with your online store, what influences their purchase decisions, and which marketing strategies yield the best results is critical for optimizing your business. 

To gain these valuable insights, you need robust eCommerce tracking in place. Google Tag Manager (GTM) is a powerful tool that can help you achieve this. 

In this article, we’ll guide you through the process of setting up eCommerce tracking in Google Tag Manager to supercharge your online store’s analytics.

Step 1: Create a Google Tag Manager Account.

If you don’t already have a Google Tag Manager account, go to Google Tag Manager, sign in with your Google account, and create an account for your website. Google provides a step-by-step wizard to guide you through the process.

Step 2: Install the GTM Container.

Once your GTM account is set up, you’ll need to install the GTM container code on your website. 

This involves adding a small piece of code to your site’s header and body sections. GTM offers detailed instructions during the setup process to ensure you implement the container correctly.

Step 3: Enable Enhanced eCommerce Tracking.

Now, it’s time to enable Enhanced eCommerce Tracking. Within your GTM account, navigate to your container and follow these steps:

  • Click on “Tags” in the left-hand menu.
  • Click “New” to create a new tag.
  • Name your tag and click on “Tag Configuration.”
  • Select “Enhanced eCommerce” under “Tag Type.”
  • Configure the specific eCommerce tracking you want to enable, such as product impressions, product clicks, promotion clicks, and more.
  • Save your tag configuration.

Step 4: Set Triggers

Triggers determine when your tags are fired. In the context of eCommerce tracking, triggers can be based on events like page views, clicks, or form submissions. For example, you can set a trigger for when a user clicks on the “Add to Cart” button.

  • In your tag configuration, under “Triggering,” click on the pencil icon.
  • Create a new trigger or use an existing one that matches the action you want to track (e.g., “Add to Cart Click”).
  • Save your trigger.

Step 5: Publish Your Container.

After configuring your tag and trigger, save everything, and click “Submit” to publish your changes. Your eCommerce tracking is now live on your website.

Step 6: Verify and Test.

Before relying on your tracking data for important decisions, it’s crucial to test it thoroughly. 

You can use Google Tag Manager’s Preview mode to verify that your tags and triggers are firing correctly and collecting the desired data.

Step 7: Analyze the Data.

Once your eCommerce tracking is up and running, it’s time to start analyzing the data. 

Google Analytics, when integrated with GTM, will provide you with detailed insights into user behaviour, conversion rates, and other key performance indicators related to your online store.


Setting up eCommerce tracking in Google Tag Manager is an essential step for optimizing your online business. 

With this data-driven approach, you can make informed decisions, improve the user experience, and boost your sales. 

Remember that eCommerce tracking is an ongoing process, and as your business evolves, so should your tracking setup. 

Stay vigilant and use the insights you gain to continuously enhance your online store and drive success in the competitive world of eCommerce.

What do you think?

Written by Udemezue John

Hello, I'm Udemezue John, a web developer and digital marketer with a passion for financial literacy.

I have always been drawn to the intersection of technology and business, and I believe that the internet offers endless opportunities for entrepreneurs and individuals alike to improve their financial well-being.

You can connect with me on Twitter


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