Google Tag Manager & Facebook Pixel for Magento 2

Google Tag Manager (GTM) is a service launched by Google that provides website owners with a tool to simplify tracking for events. In the case of an eCommerce store, such events can be an added product to the cart, a viewed item in the catalog, added shipping information, etc.

This tool provides store owners with a simple user-friendly interface accessible in the browser. Using the google tag manager, eCommerce service store admins can easily manipulate tracking tags without a deep technical knowledge and source code editing.

GTM in general has the following parts:

• Tag, which is a piece of code, usually based on JavaScript that is added to a store page
• Triggers are used to launch tag execution on specific event
• Variables keep information from tags and triggers

Tracking is done through those code snippets. Users of Google Tag Manager can create multiple tags for different events they would like to track. Gathered data then can be directly sent to analytic services like Google Analytics to get enhanced reports on events in a Magento 2 store.

With Google Tag Manager, as a store owner, you can get detailed statistics on various events in his or her store. Such data can be used to improve marketing campaigns in your store. With Google Tag Manager, it becomes possible to measure the audience and its behavior, retargetting marketing initiatives. It is a great tool for every store to increase sales and revenue.

Default Magento 2 has a built-in support for Google Tag Manager. However, it is limited to the Magento 2 Adobe Commerce edition, which is aimed at enterprise clients. Those Magento 2 stores that use Magento Open Source edition are not provided with built-in support for Google Tag Manager.

In order to get a Google Tag Manager support, users of Magento Open Source edition can either edit the source code of their frontend layout theme, or they can simply install a respective extension. With Mirasvit Google Tag Manager extension enabling this tracking service, it requires the copy-pasting of GTM code in script and noscript fields. Additionally, using the Magento Google Tag Manager plugin provides the full support of tracking tags provided by this service.

In order to perform a Magento Google Tag Manager Integration, you should obtain two accounts in the Google Analytics and Google Tag Manager services. Having created the GTM account, you will receive GTM regular code and no-script code, both of which should be pasted into the corresponding fields of the Google Tag Manager general configuration section.

A Magento 2 store may have lots of data, which is not supported by default with Google Analytics. Such non-standard information can be maneuvered into Google Analytics through custom dimensions and metrics. Custom dimensions are a part of this reports service, and you can feed them from your store. For example, with custom dimensions, it becomes possible to send to an analytic service such data as viewed item vendors, or hits of the user and their ID, etc.

Gathering analytics on the events in your store is possible through direct injection of tracking code snippets into its source code. However, the execution of these injected tags can become a major reason for the site slowdown. Additionally, they may create code congestion, and make it much more difficult to support a Magento 2 store in the future

With the help of the Google Tag Manager Magento extension, a store owner can have no worries regarding a page loading slowdown due to event tracking. GTM offers server-side transaction tracking, and with this function, tracking code snippets are executed in the Google Cloud, having no impact on the store loading time. Additionally, server-side tracking guarantees every event will be transferred to an analytic service. With directly injected tracking tags, some events can be missed.

Google Analytics service can provide significantly enhanced reports when getting data from Google Tag Manager. The letter allows tracking customer's in-store behavior in fine detail. By connecting GTM to Google Ananytics, a store owner gets such reports as:

• Customer shopping behavior. This report displays every customer's step on their way to making a purchase. Using this report helps you identify steps in a customer's trail, where they quit without buying. With GTM, it is possible to monitor product views, add to shopping cart, checkouts, etc.
• Behavior during checkout. Using this report, a store owner can see in details the customer actions on the checkout page.
• Product statistics. For each product, a store owner can gather individual data on its performance. When Google Analytics gets data from GTM, it can receive information on price, quantity, revenue, user viewing, adding, or removing of products.
• Sales. Google Analytics can show report on the sales in the store.

• Product Impressions
• Product Clicks
• Product Detail Impressions
• Add/Remove from Cart
• Add shopping data
• Add payment data
• Add product to wishlist
• Promotion Impressions
• Promotion Clicks
• Checkout
• Purchases