Google Tag Manager for WooCommerce

WooCommerce related features

GTM4WP builds the ecommerce data layer of your shop, and you set up your measurement on top of it in Google Tag Manager. You do not need a separate plugin for each measurement tool and ad system. The same data layer feeds all of them, and the community templates in Google Tag Manager connect it to many ad systems. GTM4WP offers a similar integration for Easy Digital Downloads.

Which settings matter first

A new installation needs only a few of the options in the WooCommerce section of the GTM4WP settings. Go through these in order, and leave the rest at their defaults until a guide or a problem points you to them.

1. Track e-commerce. This is the master switch of the whole integration, and it is off by default. While it is off, nothing from WooCommerce reaches the data layer, not even the order and customer data of the other options.
2. Use SKU instead of ID and Product ID prefix, if you run Google Ads with a product feed. Google Ads can only connect a product a visitor viewed to a product in your feed when both use the same identifier, so check which identifier your feed uses before you set these.
3. Taxonomy to be used for product brands, if you keep your brands in a taxonomy. Until you select one, items carry no brand.
4. Order statuses that trigger the purchase event. By default an order counts as a purchase when it reaches Processing, On hold or Completed, which happens when the order is placed. Keep Failed, Cancelled and Pending payment unchecked, so that unpaid orders are not reported as sales.
5. Exclude tax from revenue and Exclude shipping from revenue, if your reports should show revenue without them. Decide this before you build reports, because it changes every purchase value from then on.
6. Customer data in data layer, if you plan to use Enhanced Conversions for Google Ads. Its label does not say so, but this option also adds the user_data object to the purchase event, and that object is what Enhanced Conversions reads.

Reliable purchase tracking is worth switching on when purchases are missing from your reports, for example because customers land on a customized thank-you page. The WooCommerce settings reference describes every other option, with its default and when to change it.