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

1. 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)
2. Create Trigger for Purchase Event:
   • Go to Trigger Configuration > New > Custom Event Trigger
   • Name: purchase
   • Name the Trigger: purchase
3. 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

1. Extract Keyword from URL:
   • Variable Configuration > New > URL
   • Variable Type: Query
   • Query Key: Parameter after ? in URL (e.g., s)
   • Name the Variable
2. Test the Variable:
   • Preview and test if the variable extracts the keyword from the search

Storing Keyword in a Cookie

1. 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
2. Test Cookie Tag:
   • Verify that the cookie tag fires correctly
   • Check the cookie in the developer tools (Application > Cookies)

Sending Keyword with Purchase Data

1. 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
2. Verify in GA Debug View:
   • Ensure purchase event includes the search term

Reporting in GA4

1. 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