What is Google Tag Manager
Google Tag Manager (GTM) is a free tool that lets you manage all your website's tags in one place. Think of tools such as Google Analytics, Meta Pixel and chat functions. With GTM you only need to set up a configuration once, after which you can make changes without editing your website's code.
Main benefits:
Manage tags centrally: One place for everything, from conversion tracking to cookie notices.
Better loading speed: Tags are loaded asynchronously, which makes your website faster.
Free: Start at no extra cost and optimise your conversions.
Why use GTM for conversions?
Conversions are one of the most important metrics for your webshop. Think of:
Number of quotes or orders placed.
The total order amount.
Specific product information such as price, quantity and category.
With GTM and a data layer, you can gain detailed insights into customer behaviour and sales performance. PromoCat has a ready-made integration for GTM to make this as easy as possible.
Getting started with setting up Google Tag Manager
Take a look at our step-by-step guide:
Create an account and container via Google Tag Manager. When creating the container, choose the 'web' type. Read more: https://support.google.com/tagmanager/answer/14842164?hl=nl&ref_topic=15191151&sjid=1933108073395454029-EU
Copy your container ID (which starts with GTM):
In your CMS (back-end), go to "Instellingen" (Settings).
Open the "SEO" tab.
Enter your container ID (from Google Tag Manager) under "Google Tag Manager code".
Tick "Ecommerce (GA4) tracking".
Click "Opslaan en verder" (Save and continue).
Now link your tags and scripts
Now that you've set up Google Tag Manager, you can link your favourite tools right away. Here are some handy links to help you get started:
Google Analytics: https://support.google.com/tagmanager/answer/9442095?hl=
SmartSupp (chat function): https://help.smartsupp.com/en_US/installation-plugins/google-tag-manager
Tawk.to (live chat): https://help.tawk.to/article/how-to-add-the-tawkto-widget-with-google-tag-manager
How does conversion measurement work?
At PromoCat, we measure conversions via a purchase event that uses a data layer. This is a package of information that is automatically triggered on the thank-you page after an order or quote.
What is measured?
The data layer contains important parameters such as:
Transaction ID: Unique identifier of the purchase.
Order value: Including VAT, shipping costs and any discount.
Product details: Name, category, price and quantity.
Example of a data layer:
gtag("event", "purchase", { "transaction_id": "177", "value": "368.294500", "tax": "63.344500", "shipping": "12.000000", "currency": "EUR", "items": [ { "item_id": "LT90442_N0002", "item_name": "Rolmaat 3m - Zwart", "affiliation": "Order", "item_category": "Rolmaten", "price": "3.460600", "quantity": "100" } ]});
Measuring orders vs. quotes
PromoCat distinguishes between orders and quotes via:
Data layer parameters: The field affiliation shows "Order" or "Offer".
With this data, you can set up specific goals and conversions in Google Analytics, so you know exactly what's happening in your webshop.