Easy Conversion Tracking with Magento · © 2018 Magento, Inc. Page | 2 Easy Conversion Tracking...

Page | 2© 2018 Magento, Inc.

Easy Conversion

Tracking with Magento

Commerce


David DeppnerPresident, Psyberware


• Better Reporting with Magento 2's Google Tag Manager Implementation

– Google Tag Manager (GTM) Setup

– Google Analytics Enhanced Ecommerce Reporting

• Ad Conversion Tracking Using Magento 2 & Google Tag Manager

– Google AdWords

– Bing Ads

– Facebook Ads

• More Things You Can Do

– Google Optimize for A/B Testing

Agenda – A Practical "How To" Guide


• Merchant Background – VP of IT & Ecommerce

• Early Magento B2B Site – 2008

• Early Magento 1 to Magento 2 Migration

About Me

Basic Setup

Google Tag Manager


• A tag is a snippet of code that sends information to a third party

• Example:

What Is A Tag?


• Events Trigger Tags

• Example: User Visits a Page > Pageview Trigger > Log to Analytics

• Example: User Completes Order > Purchase Trigger > Log Conversions

– Analytics, AdWords, Bing, Facebook Tags Can All Fire

How GTM Works: Tags & Triggers

Website Event

GTM Trigger

Fire a Tag


• Centralized Tag Management

• Reduce Complexity When Using Similar Tags, Like Conversion Tracking

• Non-Developers Can Manage Tags

• Version Control

• Reduce Number of Installed Magento Extensions

• Eliminate JavaScript Hacked Into Themes

• Reduced Costs Over Time

• Magento Commerce GTM Includes Analytics "Enhanced Ecommerce"

Benefits of Google Tag Manager & Magento


• Improved Marketing Funnel Reports

• Checkout Abandonment By Checkout Step

• Affiliate Code Report

• Coupon Code Report

• Internal Promotion Report

• Refunds Reduce Conversion Value

Benefits of Analytics Enhanced Ecommerce


• Magento Commerce 2.x.x (including Cloud)

– Built In

– Easy Configuration

– Supports Google Analytics Enhanced Ecommerce

• Magento Open Source 2.x.x

– Not Included

– Requires Installation of Third Party Extension

• Most Support Google Analytics Enhanced Ecommerce

Support For GTM In Magento


Tag Manager: Account Creation

2

1

https://tagmanager.google.com


Tag Manager: Don't Install GTM Snippets


Tag Manager: Ready To Go!


Tag Manager: Import Magento 2 Settings (1/2)

1

2


Tag Manager: Import Magento 2 Settings (2/2)

Download: www.psyberware.com/blog/gtm1

2

3


Tag Manager: Tags, Triggers, and Variables


Tag Manager: Set Analytics ID

1

2

3


Tag Manager: Publish It!

GTM Basic Setup

Magento Commerce


Sales > Google API > Google Analytics

Magento: Stores > Configuration

1

2

3


Sales > Google API > Google AdWords

Magento: Stores > Configuration

Enhanced Ecommerce

Google Analytics


Analytics: Ecommerce Settings On View


Analytics: Enable Enhanced Ecommerce

1

2

3


Enhanced Ecommerce Reports In Action

Conversion Tracking

Google AdWords


Analytics: Ecommerce Settings On View


(If you already linked Analytics to AdWords, it looks like this!)

Analytics: AdWords Linking


(If you haven't already done this)

Analytics: AdWords Linking

123-456-78901

2


Tools > Conversions

AdWords: Import Conversion From Analytics

1

2

3

Conversion Tracking

Bing Ads


Bing Ads: Create a UET Tag & Get Tag ID

1

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Bing Ads: Don't Install Bing Javascript


Bing Ads: Create a Conversion Goal

1

2

3

A123BCDE

4

5


Tag Manager: Understanding the Data Layer

ecommerce.purchase.actionField.revenue


Tag Manager: "Checkout Revenue" Variable (1/2)

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Tag Manager: "Checkout Revenue" Variable (2/2)


Tag Manager: Creating Bing Ads UET Tags

1

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Tag Manager: Create "Bing Ads Pageview" Tag

1

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Tag Manager: Create "Bing Ads Purchase" Tag

5

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3

2

1

Conversion Tracking

Facebook


Tag Manager: Create "Facebook Pageview" Tag

1

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3


Tag Manager: Create "Facebook Purchase" Tag

1

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Set "Facebook Purchase" to Fire After "Facebook Pageview"

Tag Manager: Tag Firing Sequences

A/B Testing

Google Optimize


Tag Manager: Create "Optimize" Tag

1

2

3

No Trigger!


Tag Manager: Fire Optimize Before Analytics

Modify "Universal Analytics" Tag

Final Thoughts


Preview Mode

Tips & Troubleshooting: GTM Preview Mode


Tips & Troubleshooting: Browser Extensions


• GTM, Enhanced Ecommerce, Conversion Tracking, and Optimize

• On Magento Commerce? Use What You're Already Paying For!

– You Can Reduce Cost and Complexity With Magento + GTM

• Analytics Enhanced Ecommerce Reporting

– Better Data

– Better Decisions

• Conversion Tracking Doesn't Require Developers or Installing Extensions

In the time you took to watch this presentation, you could have set it up…

Final Thoughts

… So, go do it!


www.psyberware.com/blog/gtm

Instructions & Screenshots

@daviddeppner

[email protected]

Thank You!

http://www.psyberware.com/blog/gtm

Easy Conversion Tracking with Magento · © 2018 Magento, Inc. Page | 2 Easy Conversion Tracking...

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