It also may increase risk of problems in the future when a new Magento version will update modified files. Store owners that use Magento Open Source can embed Google Tag Manager by editing the source code of the store, which requires deep technical knowledge. The free, and therefore, much more popular Magento Open Source version does not include Google Tag Manager integration. Business value of the moduleĪ default Magento platform provides Google Tag Manager integration only for the Magento Commerce version. In order to use Google Tag Manager and Google Analytics, it is required to get accounts in both of these services. Google Tag Manager transfers all collected data on in-store events to Google Analytics, Google Enhanced Ecommerce and other reporting solutions. It provides a convenient web interface for managing Tags, adding them to the site.
Google provides such a service for free, which is known as Google Tag Manager (GTM). The main issues with Tags can be mitigated by using a third-party Tag managing service. Tag execution can also slow down the online store. Here is an example of a webpage without any tracking tag: Īfter adding tracking tag, the source code of this page transforms into this code: Įmbedding Tags into a store source code requires deep technical knowledge and it may complicate store support in future. They are special snippets of code that track the event they are configured for, and provide data for extended analytics. Tracking of customer in-store behavior can be done through Tags. Knowing a customer's path inside the store is an invaluable feature for improving marketing efforts and maximizing ROI. Standard reports that Magento provides to store owners, namely Product Views, Products in Carts, Orders Report, Top Search Terms and others, are often not enough to get a clear picture of what is actually happening in the store.īasic reports show a summary of events during some time period, but they don't allow you to track the exact customer's path that leads to purchase or cart abandonment. This article elaborates on the extension in detail: The extension requires little initial configuration, and after that, it simply works on its own, providing data for enhanced reports in Google Analytics. It will help to get profound analysis of customer in-store behavior without deep technical knowledge. The answer is the new Google Tag Manager extension. The missing link is how to connect a Magento 2 store to Google Analytics to get enhanced ecommerce reports. Data is being constantly generated by its customers, and the powerful analytic toolset of Google Analytics is available for free to analyze this data. A Magento 2 store can get a boost by analyzing bottlenecks in its shopping process.
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