Google Tag Manager for Easy Digital Downloads arrives in GTM4WP 2.1

GTM4WP 2.1 brings Google Tag Manager support for Easy Digital Downloads. Stores that sell ebooks, software or other digital products with Easy Digital Downloads (EDD) can now send the same Google Analytics 4 ecommerce data and Google Ads conversions that WooCommerce stores have had for years, without writing code.

Easy Digital Downloads support has been a frequently requested feature for GTM4WP for a long time, and with version 2.1 it is finally coming to the plugin.

What the integration does

• GA4 ecommerce events from list view to purchase: view_item_list, select_item, view_item, add_to_cart, remove_from_cart, view_cart, begin_checkout, add_payment_info and purchase, for the classic EDD shortcodes and the EDD blocks.
• Downloads with price options are reported as one item, with the chosen option as the item variant.
• Purchases counted once, including orders paid through offsite gateways such as PayPal, where the buyer often returns before the payment is confirmed.
• Google Ads: conversion tracking with cart data, dynamic remarketing and Enhanced Conversions, which sends hashed customer details built from the order, so guest purchases count as well.
• One container for both stores: the data layer uses the same event and variable names as the WooCommerce integration, so the GTM4WP container template works for EDD too.
• Multilingual stores: with WPML or Polylang, downloads can be reported in the default language, so a download sold in several languages adds up to one item in your reports.

What EDD store owners need to know

• The integration needs Easy Digital Downloads 3.0 or newer, plus WordPress 6.3 and PHP 8.0 like the rest of GTM4WP.
• It is off by default. Turn on Track e-commerce in the new Easy Digital Downloads section of the plugin settings. Every option is marked beta or experimental for now.
• EDD sells digital products, so there is no add_shipping_info event and the purchase event carries no shipping value.
• A purchase counts while the order is Pending, Processing or Complete. Remove Pending if you only want completed orders counted.
• With the cache-safe data layer turned on, the cart and customer data arrive in separate gtm4wp.cartData and gtm4wp.customerData events, as with WooCommerce.
• On the confirmation page, buyer details only reach a visitor EDD would show the receipt to.

Where to start

The documentation lives in the Google Tag Manager for Easy Digital Downloads section. Three guides cover the setup:

• Google Analytics 4 ecommerce tracking for Easy Digital Downloads: the plugin setting, the container template import and your measurement ID.
• Google Ads for Easy Digital Downloads: conversion tracking, dynamic remarketing and Enhanced Conversions in one guide.
• Easy Digital Downloads settings reference: every option, its default and when to change it.

Availability

The integration ships in GTM4WP 2.1. You can try it today with the 2.1 beta from the GitHub releases page, on a staging site rather than a live store. The final 2.1 release on wordpress.org is planned for late October.

Feedback from EDD stores is especially welcome. Please report anything you find on GitHub with “2.1 beta” in the title.