Littledata maintains a GTM template in the Tag Manager Template Gallery which you can use to more easily access ecommerce data in other GTM tags
Littledata’s tracking script for Shopify stores adds lots of detailed events which you can use to build funnels or trigger other marketing tags in Google Tag Manager (GTM).
Our script uses the naming conventions set by Google for gtag.
event
field pushed to the GTM dataLayer, which can be used for a custom trigger in GTM.Littledata's script sends all events to Google Analytics by default. If you wish to disable the pre-checkout GA events, and send them yourself via GTM, you can set the disableClientSideEvents
setting to true
in the Littledata layer.
Pageview
GTM event: pageview
GTM variables: page_title, page_location
GA: page view (not an event)
Pageviews are only sent when the page is actually rendered for the user. So if the page is loaded in the background, on a hidden tab, or the user closes the browser tag before the page renders a pageview will not be triggered.
If a customer is logged in
GTM event: gtm.js
Littledata Layer: customer
{
...
customer: {
id: '1234', // same as Shopify customer ID
name: 'John Smith',
email: 'john@smith.com',
phone: '+442083508061'
}
}
GA Event: None (GA cannot accept personal data)
Viewing a product in the list
GTM event: view_item_list
GTM variables: ecommerce.impressions (i.e. products, see Product Item below),
GA category: Shopify (Littledata)
GA action: view_item_list
View item events are only sent when more than 80% of the product image becomes visible on the user's screen. So as the user scrolls down the page, events will be sent in batches containing the items in the row that becomes visible.
Clicking on a product in the list
GTM event: select_content
GTM variables: ecommerce.click.products
GA category: Shopify (Littledata)
GA action: select_item
Not all click events will have time to trigger tags before the page redirects. We don't take the risk of delaying redirects to wait for tags to fire.
The product item
Each product contains the following fields:
id
(either the product ID or SKU)name
price
brand
category
handle
(for product details and listing events only)variant
shopify_product_id
shopify_variant_id
compare_at_price
image_url
When product page loads
GTM event: view_item
GTM variables: ecommerce.details.products (a single product),
GA category: Shopify (Littledata)
GA action: view_item
Clicks on product image
GTM event: product_image_click
GA category: Shopify (Littledata)
GA action: Product image click
GA label: Name of the product image
Social share
GTM event: share_product
GA category: Shopify (Littledata)
GA action: Social share
GA label: Name of the social network
Thank you page
On the thank you page, after the order is processed, we send an event you can use to trigger other tags. The transaction event for GA is sent from Littledata's servers - see below.
GTM event: transaction
GA category: Shopify (Littledata)
GA action: Checkout
GA label: Thank you page viewed
GTM event properties:
transactionId
(Shopify order name displayed on the page, not Shopify's internal order number)coupon
(string)currency
(string)discount
(string)email
(string)transactionProducts
(see Product Detail above, plus quantity
but without category
)transactionShipping
(string)transactionTax
(string)transactionTotal
(string)ecommerce.purchase
(Google Analytics Enhanced Ecommerce format)All events from add to cart onwards are tracked only server-side direct from Shopify. This ensures accuracy and speed for GA tracking, but means there is no GTM event on which to trigger your other tags.
Add (and remove) from cart
GA category: Shopify (Littledata)
GA action: add_to_cart or remove_from_cart
Checkout steps
GA category: Shopify (Littledata)
GA action: begin_checkout, shipping_info_entered or payment_info_(depending on the checkout step)
GA label: Contact information or Shipping information or Payment method
GA value: Total price
Order completed (including recurring orders)
GA category: Shopify (Littledata)
GA action: Purchase
GA label: The Shopify order Name
GA value: Total price
Order affiliation
For advanced segmentation based on order affiliation we send an additional event upon order completion.
GA category: Order affiliation (Littledata)
GA action: The Shopify order Name
GA label: Order affiliation
GA value: Total price
Order refunded
GA category: Shopify (Littledata)
GA action: Refund
GA label: The Shopify order Name
Customer Created
GA category: Shopify (Littledata)
GA action: Customer created
GA label: No marketing/single_opt_in