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In this blog post, I’m going to run you through why your eCommerce Business should also make use of Google Tag Manager alongside Google Analytics. However, I’m not going to go into Google Tag Manager in detail here because it is a extensive topic worthy of its own book. (And I do plan to write one!). So for now I want to just summarise why I believe you should be making the most of Google Tag Manager.

So here is a list of six reasons why your eCommerce store should definitely be using Google Tag Manager.

Six Reasons Why Your eCommerce Store Needs Google Tag Manager

1.    Tracking Events for Goals

Google Tag Manager makes it really straightforward to track events for Goals, especially those events that are captured when your visitor clicks something, completes a form, or scrolls the page. It’s definitely worthwhile to be able to use Google Tag Manager tracking for this aspect of Google Analytics data.

2.    Keeps the Tracking Code Clean and Simple

Google Tag Manager keeps the code away from your website, because all the code and settings are is stored in the cloud. This means that your marketing staff and contractors can track your marketing and web analytics data without having to worry about breaking your website, and at the same time your website developers can update the site without having to worry about breaking the tracking code. You might still need to update Google Tag Manager if your website is updated, but at least you can do so intentionally.

3.    You can Clean up your eCommerce Data Before you Send it to Google Analytics

I have seen situations where eCommerce plug-ins have resulted in companies breaking the Google Analytics terms of service. If the plug-in sends broken data such as empty hits, it can increase the total number of hits in the Google Analytics account to more than 10 million hits in a month (this is the limit for the free version of Google Analytics).

Similarly, I have seen many situations where the plug-in did not correctly structure the data for Enhanced Ecommerce, and so the data then had to be updated and sent through manually. For example, transactions should have the correct transaction value associated, while product-specific actions should have the correct product added to the action.

4.    You Can Add Shopping Steps and/or Checkout Steps to Google Analytics

If your eCommerce platform doesn’t send product views by default, such as add to cart, checkout etc, you may be able to add these manually. This will work for the Shopping Behaviour Report even if the specific product is inaccessible. You can also use Google Tag Manager to add separate checkout steps for the Checkout Steps Report.

5.    You can Send eCommerce events and Tracked Goals to Other Marketing Platforms 

You can use Google Tag Manager to send your eCommerce data to Facebook, Adwords, YouTube, Google Display Network, LinkedIn, or any other marketing platform of your choice. This will help you optimise your campaigns, and set up micro-remarketing audiences, taking your eCommerce store to the next level.

6.    You can use Google Tag Manager to filter Personally Identifiable Data from your Parameters

Storing Personally Identifiable Information in Google Analytics is against the Google Analytics Terms of Service, and may also breach the laws of your country or state. Data protection laws are becoming increasingly stringent, and the recently instigated General Data Protection Regulation in Europe has huge implications for businesses. So it’s important to be aware of this, and ensure that you comply with whatever laws may apply in your particular territory.

Thankfully, you can use Google Tag Manager to strip out any errant and inappropriate data before it even reaches Google Analytics, which could be hugely important for your eCommerce store.

So that’s six good reasons why you should be using Google Tag Manager. I highly recommend that you look into this at the first opportunity. For more information on using Google Tag Manager, please subscribe because this is the area in which I specialise.


charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Kiara Buccella Google Ads
The Quantified Web has managed the Mayfair Hotel’s Google Ad campaigns for almost two years now.
We have had a wonderful experience with Petra, she demonstrates great care for her clients and is proactive in providing insights and suggestions on how to optimise performance.
Petra is thorough and efficient in her communication and we would certainly recommend her to others businesses.

Kiara Buccella Marketing Executive of Mayfair Hotel Google Ads Management April 26, 2021

Monique Angeleri Ecommerce Google Ads

Working with Petra has been a fantastic experience. She has walked us through the entire google marketing process, worked within our budget, kept us up to date with the progress and sits down with us at the end of each month to explain how our ads are tracking. We couldn’t recommend Petra more, she is extremely accommodating and always has time to answer any questions we have along the way.

Monique Angeleri Marketing Director of Cadelle Leather [Ecommerce] Ecommerce Google Ads April 26, 2021

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Adam Lochery Ecommerce Google Ads

We’ve been working with Petra and her team at the Quantified Web on our Google Ad Campaigns for 12 months now and in that time we’ve had to increase our targets on Return on Ad Spend due to the excellent performance of the campaigns she’s helped implement.

The data we receive is supremely rich and helps give valuable insight into key demographics, areas of interest, types of content most likely to resonate and most importantly, is communicated in a digestible, easy to understand format.

We thoroughly enjoy working with Petra and look forward to even more online success through our partnership

Adam Lochery Ecommerce Manager of Spacetalk [Ecommerce] Ecommerce Google Ads April 26, 2021