Stores Google Tag Manager

Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites

Note: InkSoft does not provide technical support for third party products, including Google Tag Manager. Instructions and training for Google Tag Manager can be found here. Please consult these guides BEFORE enabling.

Before we get started, if you haven't connected your Google Tag Manager account with your InkSoft account, please refer to our guide "Setting Up Google Tag Manager" here before continuing.

The new stores platform was built with the Google Tag Manager Enhanced E-commerce Actions in mind, and this guide will show you how to take advantage of these actions, and start recording web traffic throughout your store.


The actions listed below signal when a GTM trigger should fire:

  • detail - When a customer goes to the product details page
  • addToCart - When the customer adds a product to the cart 
  • removeFromCart - When the customer removes a product from the cart
  • checkout - The customer begins the checkout process going from cart to checkout
  • purchase - The customer completed an order


A trigger will signal when a Tag should fire or not, depending on the conditions of that trigger.  Most of the triggers are actually setup the same, with the only difference being the condition on when the trigger is fired. 

General Setup of a Trigger Using Our Actions

  1. Trigger type: Custom Event
  2. Event name: Enter in one of the Events shown in the previous step.
  3. This trigger fires on: Select Some Custom Events 
  4. Fire this trigger...: Select Event for the first dropdown, select equals in the second dropdown, and enter in one of the Events shown in the previous step. 


Tags collect data from the page the trigger fires on, and sends that data to Google Analytics. Most of this will just be recording the traffic throughout the store, but it can also retrieve order data as well.

  1. Track Type: Select Event.
  2. Event Tracking Parameters: This is optional but you can enter in your own labels to help organize data going into Google Analytics. Category, Action, Label, and Value are different ways you can have your data organized.
  3. Enable overriding settings in this tag: Check this option so you can enter the Google Analytics ID
  4. Tracking ID: Enter in the Google Analytics Id you want to send the data to.

Note: Be sure you set your Google Analytics Tracking ID on each Tag


How it Looks in Google Analytics

To navigate to the Events section of Google Analytics click Behavior > Events. From there you will see the Events Overview with the data collected from your tags.

  1. If you entered anything for the Event Tracking Parameters shown above, it will show here.

Getting Order Data From the Purchase Event (Advanced)

If you would like order data (product names, order total, order number, etc.), update your tag that's associated with the purchase event. In this example, it's the Completed Order tag I created. When creating/editing this tag:

  1. Click More Settings
  2. Click E-commerce
  3. Select True for Enable Enhanced E-commerce Features
  4. Check the Use Data Layer box
  5. Save and Publish

Viewing Order Information in Google Analytics (Advanced)

To navigate to the Events section of Google Analytics click Conversions > Overview.


Route Change Trigger (Optional)

Using the History Change trigger type will allow you to record the customer's movement throughout the entire site. So whenever the customer goes to a different page, this tag will fire. The next example will show this trigger attached to a tag.


Route Change Tag (Optional)

The tag is set up just like the other tags, but in this example, I have a new category "Route Change" to help organize the data coming into analytics.