Google Tag Manager Ecommerce Tracking: GA4 Event Tag & Google Ads Conversion Setup

Learn how to set up ecommerce tracking in Google Tag Manager (GTM) to enhance your Google Analytics 4 (GA4) and Google Ads reporting capabilities. In this video, we’ll walk you through the steps to implement GTM ecommerce tracking on your website. You’ll learn how to configure a GA4 event tag to send ecommerce data, such as viewing items, adding items to the cart, and purchases, directly to Google Analytics. Additionally, we'll guide you through setting up a Google Ads Conversion Tracking tag to send purchase details to Google Ads, helping you optimize your ad campaigns. By the end of this tutorial, you'll be able to track ecommerce actions in GA4 and track the success of your Google Ads campaigns. Let’s get started with Google Tag Manager ecommerce tracking and unlock the full potential of your GA4 and Google Ads setup!

YOUR EXTRA RESOURCES:

JUMP TO A TOPIC:
00:00 Introduction to ecommerce tracking
00:47 Setting up ecommerce triggers
03:44 Setting up GA4 event tag for ecommerce
06:10 Previewing the data layer for ecommerce
08:38 Setting up ecommerce variables
11:08 Setting up Google Ads conversion tag for purchases
13:13 Next steps

TOOLS WE USE AND RECOMMEND:

[kmachakaire]

You're a legend. I will happily buy your courses

[technotemper]

Keep up the good work Benjamin.
Awesome knowledge, Awesome video.

I have a question though Benjamin.

You mentioned towards the beginning of the video that you shared the link for implementing data layer on ecom website, however I could not locate that exact video in your playlist. I would request you to share the link please.

[garyward]

Hi Benjamin, would you be able to do a video on how to set up Bing (Microsoft Ads) UET base tag + subsequent conversion goal tags in GTM? Thank you for your videos, I've been binge-watching them, and they've been an absolute GODSEND for me getting my e-commerce sites set up using Google Tag Manager.

[empolas]

Thank you Benjamin for all work. But I´m lost in 11:58 I haven´t Google Ads Conversion ID (Constant). How should I create it? Or do you have tutorial with this?

[jagatkvideo]

Hi Benjamin

This video is informative..

I'm having trouble tracking my data in GA 4. I've tried using this method in my tag manager for my e-commerce website, but the tag isn't getting fired. The website is built in PHP. What should I do to properly track all events in Google Analytics? I would appreciate your help with this. Alternatively, would it be more convenient to create a separate video for a custom-coded website?

[SuperTmano]

Dear Benjamin! What i dont know should i create events / key events manually in GA4 after this setup or no because these events will appear there from this point? Thank you for your reply!

[giordy]

Hi Benjamin, I installed the external pixel as you showed in these videos, and everything works, but I can’t figure out why, even though I see all the events in real-time in GA4, they’re not being recorded in the reports. Do you have any solutions I could try?

Thank you!

[Dominik-pf]

Hi Benjamin, why have you installed a general Google Tag for Google Ads if you have conversions and remarketing separately?

[AttilaCsabaSzabo]

First time I watched your video about a few weeks ago, all was good, now in the meantime the smart asses at google ads have modified yet again, how we create and use conversion objectives, so for the purchase objective. I had to create a new MANUALLY CREATED EVENT, then name it purchase, to be able to see the label and the ID for google tag manager.

[ravisharma]

Thank you so much Ben, we love your smile 😊 i have a ecom store that sells products in multiple countries in multiple currencies, should I setup different tags for different countries?

[petrmai]

Hi, what if in the summary of events firing I do not have purchase event but order? Thank you so much.

[ChowdhuryMdImamMahadi]

hi Benjamin, great video, loved your explanation. One thing I need to know, one business asked me whether i can send profit of the purchase to google ads to create a more specific audience in Gads like high value customers, so i somehow extracted the profit data inside gtm using Javascript, but for sending the data I need to have that field in conversion tracking tag template, right? So there is one way left to send this additional data, instead using the template we I can use the event code snippet and add the additional parameter below the value and currency which is 'profit', but then i realized profit wont be recognized by Gads like value and currency. what do you think how I can pull this task?

[AttilaCsabaSzabo]

Hi, I have been using this method for implementing for a while now... I was wondering if you could shed some light on why the tags and triggers we set up according to this video, are NOT firing at all ?
As in... e-commerce events like purchase are not even shown in the list, but instead some custom event is shown, and there's no trigger and no variable for those events ?
Thank you

[pranavdegwekar]

Hi mate, just a quick one. At 2:49, you mentioned a couple of e-commerce events. Is it mandatory to add those, or do we need to add those we have created in the data layer? For instance, we have only created view items, added to cart, purchased started, and purchased end.

[ColtivazioneIndoorgrowshop]

Hi, the preview connection makes my website not fully functional and I cannot complete the order. How can I fix this? Thanks

[scorpionmonarch]

Hi Benjamin, thank you so much for your videos. Sorry for my confusion, but shouldn't we update the datalayer first on the website so the e-commerce tracking codes will work on GTM? I tried creating the tags, triggers, and variables on GTM, but it said I need to enable the datalayer on the website. Can you please clarify this for me? Thank you again.

[Oasikito]

Hi Benjamin, Thanks for your video. There is a native integration between Shopify and GA4. Why are you tagging the events on GA4 via GTM?

[juancpgo]

Thank you! I have a question:

Why create an "Ecommerce | Purchase Only" trigger? Couldn't you use the "Ecommerce | All Events" trigger for the Google Ads Purchase conversion tag?

When I create the other Google Ads conversion tags (add to cart, begin checkout, etc.), will I have to create individual triggers for each tag? Why can't I use the same logic as Google Analytics and create a single trigger for all ecommerce events?

[khandelwaljaipur]

How to create additional variables for shipping cost, items etc. Pls tell

[hushglowy]

4:54 lost here because i don't have that "measurement variable". What should I do ? Which video should I watch to know this ?