Process Flow
Animated overview of the full workflow
TL;DR
The e-commerce data layer provides structured product and transaction data to GTM. Push events at each stage: view_item (product page), add_to_cart (cart button click), begin_checkout (checkout start), purchase (order confirmation). Each event includes an items array with item_id, item_name, price, quantity, currency, and optional brand/category/variant. Create Data Layer Variables in GTM for ecommerce.items, ecommerce.value, ecommerce.transaction_id. Fire GA4 Event tags on each custom event. Shopify and WooCommerce have plugins that handle data layer implementation automatically.
Overview
The e-commerce data layer provides structured product and transaction data to GTM. Push events at each stage: view_item (product page), add_to_cart (cart button click), begin_checkout (checkout start), purchase (order confirmation). Each event includes an items array with item_id, item_name, price, quantity, currency, and optional brand/category/variant. Create Data Layer Variables in GTM for ecommerce.items, ecommerce.value, ecommerce.transaction_id. Fire GA4 Event tags on each custom event. Shopify and WooCommerce have plugins that handle data layer implementation automatically.
Related Guides
See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.
Step-by-Step Guide
Follow these 3 steps to complete this guide
- 1
Step-by-Step Setup
Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
- 2
Best Practices
Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
- 3
Common Issues and Solutions
Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes.
What if data is not appearing?
Allow 24-48 hours for data processing. Use real-time reports or debug tools to verify installation immediately.
Where can I learn more?
Check our related guides and the platform's official documentation for advanced topics.
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