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Using Google Tag Manager for e-commerce conversion tracking

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Understanding your website’s performance and maximising conversion rates are crucial for success in the quickly changing world of e-commerce. Tag Manager, in particular Google Tag Manager (GTM), provides a strong way to measure website activity, keep track of conversions, and learn important things about how customers behave. 

Being able to understand the performance of products online and track conversions is an essential part of running an online business and getting access to the right tools is important. 

Our blog explores the value of tracking conversions, why Google Tag Manager is a great tool for e-commerce businesses and why mapping customer journeys is key. 

Google Tag Manager’s Function in E-Commerce 

Google Tag Manager acts as the centre for managing tracking tags and triggers on your e-commerce website. Without needing to change any code, you can effectively create and manage different tracking codes with one tool.

This gives you more flexibility and control over your data-gathering operations by enabling easy implementation and modification of tracking tags. 

GTM has several other advantages for e-commerce businesses too, including:

  • Easy-to-use interface– It makes it easier to create and manage tracking codes, which lowers the need for developers and boosts productivity.
  • Flexibility and personalisation– It enables you to modify tracking tags, make rules and triggers based on certain user activities, and modify your tracking approach to meet shifting business requirements.
  • Fast deployment– By doing away with manual code updates, GTM enables you to launch new tracking tags and make adjustments in real time.
  • Enhanced data accuracy– You can guarantee dependable and accurate data collecting across your e-commerce website by centralising tracking tags with one tool.


Conversion tracking with GTM

You can set up conversion tracking tags quickly and easily with GTM as one of the standard tags available. For any kind of e-commerce website, this is a no-brainer as they track completed sales in real time and give an accurate view of your products and their performance. It also lets businesses track form submissions and sign-ups, as well as purchases.

GTM is also easily linked with Google Analytics or GA4 too which allows businesses to sync data and report in a holistic view. For e-commerce websites, accurate conversion monitoring is essential as it helps calculate return on investment (ROI), detects bottlenecks in the sales funnel, and offers insights into the success of marketing initiatives. 

Using GTM to map the customer journey 

Optimising your e-commerce website also takes a little understanding of the user journey first. You may learn more about user interactions and touchpoints by utilising Tag Manager to map the customer journey, which will help you provide a smooth and tailored experience. 

The customer journey could be mapped out as follows:

  • Create event tracking on form submissions, downloads, and clicks. You’ll learn more about how people interact with your website and find chances for optimisation by keeping track of these occurrences.
  • Create custom triggers to set off tags in response to particular user activities like adding items to their shopping cart or reaching a certain point during the checkout process. You can follow a user’s progress through the customer journey using these triggers.


If learning Google Tag Manager isn’t feasible, partnering with a reliable agency is the next best thing to learning a new skill. Why not speak to our dedicated team about how GTM could grow your online business.