A Step-by-Step Guide to Setting Up Google Analytics eCommerce Tracking in Shopware 5 with Google Tag Manager

Google Analytics eCommerce tracking is a powerful tool that allows you to monitor and analyze your store's performance in detail. When combined with Google Tag Manager (GTM), it provides a streamlined, flexible way to track transactions, revenue, and customer behavior.

Why Use Google Tag Manager for eCommerce Tracking?

Google Tag Manager enables you to manage your tracking scripts without the need to constantly edit your website’s codebase. This makes it especially useful for non-developers or teams looking to maintain a clean code environment. Additionally, GTM’s flexibility lets you configure advanced eCommerce tracking with ease, allowing for better insights into customer purchasing patterns.

Learn how to Set Up Google Analytics eCommerce Tracking in Shopware 5 using Google Tag Manager on my blog!

Step 1: Set Up Google Analytics

Before diving into Shopware 5 or Google Tag Manager, ensure that Google Analytics is properly set up.

1. Create a Google Analytics Property Log in to your Google Analytics account and create a property for your Shopware 5 store. If you're using Google Analytics 4 (GA4), ensure you have enabled the appropriate data streams for eCommerce tracking.
2. Enable eCommerce Tracking in Analytics For Universal Analytics (UA):

• Navigate to Admin → eCommerce Settings.
• Enable eCommerce Tracking and optionally turn on Enhanced eCommerce Reporting for more detailed data (product impressions, checkout funnel, etc.).

For Google Analytics 4 (GA4):

• eCommerce tracking is part of the Events tracking system. You’ll need to configure eCommerce events manually or through GTM, as described later in this guide.

Step 2: Prepare Shopware 5 for eCommerce Data Layer

Google Tag Manager relies on a data layer to capture and process eCommerce data. Shopware 5 does not natively provide an out-of-the-box data layer for GTM, so you’ll need to integrate one.

1. Install the GTM Plugin for Shopware 5

To enable Google Tag Manager, install a compatible plugin such as "Google Tag Manager Integration for Shopware" or any third-party plugin that supports GTM. These plugins simplify the process of adding the GTM container code to your website.

2. Add the Data Layer

Once the GTM plugin is active, ensure the data layer for eCommerce is included in your Shopware template. Most plugins include a pre-configured data layer. If not, you’ll need to manually add it.

Data Layer Example:

The data layer must push transaction and product information. Here’s an example snippet:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
    'event': 'purchase',
    'ecommerce': {
        'transaction_id': '12345', // Unique order ID
        'affiliation': 'Shopware Store',
        'value': 99.99,           // Total order value
        'currency': 'USD',
        'tax': 5.00,
        'shipping': 10.00,
        'items': [
            {
                'item_name': 'Product 1',   // Product name
                'item_id': 'P001',         // Product ID
                'price': 49.99,            // Price
                'quantity': 1
            },
            {
                'item_name': 'Product 2',
                'item_id': 'P002',
                'price': 50.00,
                'quantity': 1
            }
        ]
    }
});        

Pro Tip: You may need a developer to dynamically populate this data based on your Shopware 5 checkout process.

Step 3: Set Up Google Tag Manager

Once your Shopware 5 data layer is ready, you can configure Google Tag Manager to send eCommerce data to Google Analytics.

1. Create a Google Tag Manager Account

• Go to Google Tag Manager and create an account for your Shopware 5 store.
• Create a new container and add the GTM tracking code to your Shopware 5 template using the GTM plugin you installed earlier.

2. Configure GTM Tags for Google Analytics

You’ll now create GTM tags to send eCommerce events to Google Analytics.

For Universal Analytics (UA):

• Create a new tag in GTM:Tag Type:
• Google Analytics: Universal Analytics.
• Track Type: Transaction.
• Enable Enhanced eCommerce (requires additional data in the data layer).
• Set the Google Analytics Tracking ID.

For Google Analytics 4 (GA4):

• Create a new tag in GTM:Tag Type:
• Google Analytics: GA4 Event.
• Event Name: Use the eCommerce event name from GA4, such as purchase.
• Configure Parameters:

• Transaction ID: {{DL - Transaction ID}}
• Value: {{DL - Value}}
• Currency: {{DL - Currency}}
• Item Array: {{DL - Items}}

Replace DL variables with the appropriate data layer variables created earlier.

Step 4: Configure Triggers

Triggers in GTM determine when the eCommerce tags fire. For transaction tracking:

1. Create a Trigger for Purchase Event:
2. Trigger Type: Custom Event.
3. Event Name: purchase (match the event name in your data layer).
4. This ensures the tag only fires when a purchase is completed.

Step 5: Test and Debug

Testing is crucial to ensure that your eCommerce tracking is working properly.

• Enable Preview Mode in GTM:
• In GTM, click on Preview to enter debug mode. This lets you test how data is passed to your tags.
• Test Transactions:
• Perform a test purchase on your Shopware 5 store. Check the data layer and ensure that:

• The purchase event fires.
• The correct transaction and product data is being sent to Google Analytics.
• Check Analytics Reports: In Google Analytics:
• For UA, navigate to Conversions → eCommerce.
• For GA4, go to Reports → Monetization → eCommerce Purchases.

Step 6: Publish Your Container

Once testing confirms that everything is working as expected, publish your GTM container to make it live.

Conclusion

Setting up Google Analytics eCommerce tracking in Shopware 5 using Google Tag Manager might seem complex, but breaking it into smaller steps makes it manageable. By leveraging GTM’s flexibility and Shopware’s extensibility, you can unlock powerful insights into your customers' buying behavior and optimize your store for better conversions.

Start implementing this setup today to harness the full potential of eCommerce tracking and drive data-informed growth for your Shopware 5 store!

I’m passionate about empowering organizations with data-driven decision-making while respecting user privacy.

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