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Enhancing Revenue Tracking with Google Tag Manager and GA4
Jul 17, 2024
Enhancing Revenue Tracking with Google Tag Manager and GA4
Introduction
Topic
: Tracking site search with Google Analytics 4 (GA4) and attributing revenue to search terms
Tools Used
: Google Tag Manager (GTM) and GA4
Objective
: Configure GA4 to attribute revenue from purchases to specific site search terms
GA4 Setup
GA4 doesn't automatically attribute revenue to search terms
Additional configuration is needed
Google Tag Manager Configuration
Demo Setup
: Demo GTM container with one GA4 tag
Prerequisites
: Basic knowledge of installing GA4 with GTM
Purchase Tracking Setup
Purchase Event in Data Layer
:
Ensure purchase data is pushed to the data layer upon purchase (fake product example)
Developer may be needed to modify the data layer code to include relevant info (e.g., product ID)
Create Trigger for Purchase Event
:
Go to Trigger Configuration > New > Custom Event Trigger
Name:
purchase
Name the Trigger:
purchase
Create GA4 Tag for Purchase Event
:
Tags > New > Tag Configuration > GA4 Event
Insert Measurement ID (found in GA4 admin section)
Event Name:
purchase
More Settings > E-commerce Data > Data Source: Data Layer
Minimum required parameters (currency, value, transaction ID, items with name, id, quantity, price)
Trigger: Custom purchase trigger
Name the Tag:
purchase
Site Search Keyword Configuration
Objective
: Store site search keyword in a cookie and send it with the purchase event
Creating a Variable
Extract Keyword from URL
:
Variable Configuration > New > URL
Variable Type: Query
Query Key: Parameter after
?
in URL (e.g.,
s
)
Name the Variable
Test the Variable
:
Preview and test if the variable extracts the keyword from the search
Storing Keyword in a Cookie
Create and Configure Cookie Tag
:
Tags > New > Tag Configuration > Custom HTML
Paste and modify the cookie setting code (name and value)
Adjust cookie expiration (1 day recommended)
Trigger: Page view where the URL contains the search keyword
Name the Tag:
chtml set cookie gdm search term
Test Cookie Tag
:
Verify that the cookie tag fires correctly
Check the cookie in the developer tools (Application > Cookies)
Sending Keyword with Purchase Data
Update GA4 Purchase Tag
:
Add event parameter:
search_term
Create new variable for cookie (First Party Cookie, name matching cookie name)
Save and test the tag
Verify in GA Debug View
:
Ensure purchase event includes the search term
Reporting in GA4
Create Exploration Report
:
GA4 > Explore > Blank
Add Dimensions: Search Term
Add Metrics: Purchase Revenue
Analyze revenue per keyword
Conclusion
Importance of combining search keywords with purchase events
Encouragement to like the video and subscribe for more content
Additional Resources
Look for links and tutorials in the video description for more in-depth guidance
Documentation on GA4 data layers and GTM cookie setup
📄
Full transcript