Easy Conversion Tracking with Magento Commerce Page 2
David Deppner President, Psyberware Page 3
Agenda A Practical "How To" Guide Better Reporting with Magento 2's Google Tag Manager Implementation Google Tag Manager (GTM) Setup Google Analytics Enhanced Ecommerce Reporting Ad Conversion Tracking Using Magento 2 & Google Tag Manager Google AdWords Bing Ads Facebook Ads More Things You Can Do Google Optimize for A/B Testing Page 4
About Me Merchant Background VP of IT & Ecommerce Early Magento B2B Site 2008 Early Magento 1 to Magento 2 Migration Page 5
Google Tag Manager Basic Setup
What Is A Tag? A tag is a snippet of code that sends information to a third party Example: Page 7
How GTM Works: Tags & Triggers Events Trigger Tags Website Event GTM Trigger Fire a Tag Example: User Visits a Page > Pageview Trigger > Log to Analytics Example: User Completes Order > Purchase Trigger > Log Conversions Analytics, AdWords, Bing, Facebook Tags Can All Fire Page 8
Benefits of Google Tag Manager & Magento Centralized Tag Management Reduce Complexity When Using Similar Tags, Like Conversion Tracking Non-Developers Can Manage Tags Version Control Reduce Number of Installed Magento Extensions Eliminate JavaScript Hacked Into Themes Reduced Costs Over Time Magento Commerce GTM Includes Analytics "Enhanced Ecommerce" Page 9
Benefits of Analytics Enhanced Ecommerce Improved Marketing Funnel Reports Checkout Abandonment By Checkout Step Affiliate Code Report Coupon Code Report Internal Promotion Report Refunds Reduce Conversion Value Page 10
Support For GTM In Magento Magento Commerce 2.x.x (including Cloud) Built In Easy Configuration Supports Google Analytics Enhanced Ecommerce Magento Open Source 2.x.x Not Included Requires Installation of Third Party Extension Most Support Google Analytics Enhanced Ecommerce Page 11
Tag Manager: Account Creation https://tagmanager.google.com 1 2 Page 12
Tag Manager: Don't Install GTM Snippets Page 13
Tag Manager: Ready To Go! Page 14
Tag Manager: Import Magento 2 Settings (1/2) 1 2 Page 15
Tag Manager: Import Magento 2 Settings (2/2) 1 Download: www.psyberware.com/blog/gtm 2 3 Page 16
Tag Manager: Tags, Triggers, and Variables Page 17
Tag Manager: Set Analytics ID 2 1 3 Page 18
Tag Manager: Publish It! Page 19
Magento Commerce GTM Basic Setup
Magento: Stores > Configuration Sales > Google API > Google Analytics 1 2 3 Page 21
Magento: Stores > Configuration Sales > Google API > Google AdWords Page 22
Google Analytics Enhanced Ecommerce
Analytics: Ecommerce Settings On View Page 24
Analytics: Enable Enhanced Ecommerce 1 2 3 Page 25
Enhanced Ecommerce Reports In Action Page 26
Google AdWords Conversion Tracking
Analytics: Ecommerce Settings On View Page 28
Analytics: AdWords Linking (If you already linked Analytics to AdWords, it looks like this!) Page 29
Analytics: AdWords Linking (If you haven't already done this) 1 123-456-7890 2 Page 30
AdWords: Import Conversion From Analytics Tools > Conversions 1 2 3 Page 31
Bing Ads Conversion Tracking
Bing Ads: Create a UET Tag & Get Tag ID 2 1 3 Page 33
Bing Ads: Don't Install Bing Javascript Page 34
Bing Ads: Create a Conversion Goal 2 1 3 4 A123BCDE 5 Page 35
Tag Manager: Understanding the Data Layer ecommerce.purchase.actionfield.revenue Page 36
Tag Manager: "Checkout Revenue" Variable (1/2) 1 2 Page 37
Tag Manager: "Checkout Revenue" Variable (2/2) Page 38
Tag Manager: Creating Bing Ads UET Tags 1 2 3 Page 39
Tag Manager: Create "Bing Ads Pageview" Tag 1 2 Page 40
Tag Manager: Create "Bing Ads Purchase" Tag 1 2 3 4 5 Page 41
Facebook Conversion Tracking
Tag Manager: Create "Facebook Pageview" Tag 1 2 3 Page 43
Tag Manager: Create "Facebook Purchase" Tag 1 2 3 Page 44
Tag Manager: Tag Firing Sequences Set "Facebook Purchase" to Fire After "Facebook Pageview" Page 45
Google Optimize A/B Testing
Tag Manager: Create "Optimize" Tag 1 2 3 No Trigger! Page 47
Tag Manager: Fire Optimize Before Analytics Modify "Universal Analytics" Tag Page 48
Final Thoughts
Tips & Troubleshooting: GTM Preview Mode Preview Mode Page 50
Tips & Troubleshooting: Browser Extensions Page 51
Final Thoughts GTM, Enhanced Ecommerce, Conversion Tracking, and Optimize On Magento Commerce? Use What You're Already Paying For! You Can Reduce Cost and Complexity With Magento + GTM Analytics Enhanced Ecommerce Reporting Better Data Better Decisions Conversion Tracking Doesn't Require Developers or Installing Extensions In the time you took to watch this presentation, you could have set it up So, go do it! Page 52
Thank You! www.psyberware.com/blog/gtm Instructions & Screenshots @daviddeppner psy@psyberware.com Page 53