How to Add GTM to Shopify

Introduction
Setting the Stage: Understanding GTM and Shopify
Step-by-Step Guide to Adding GTM to Shopify
Verifying Your Implementation
Additional Tips for Enhanced Tracking
Conclusion
FAQs

Introduction

Imagine running a Shopify store and having the ability to track every click, scroll, and interaction that happens on your website seamlessly. This is where Google Tag Manager (GTM) comes in. GTM empowers you to manage and deploy various tracking codes from different analytics and marketing platforms without having to delve into your website’s code every time. It offers a streamlined and efficient way to track user behavior and improve your marketing strategies.

If you're a Shopify store owner, adding GTM to your site can be a game-changer. In this comprehensive guide, we'll walk you through the entire process of integrating GTM with your Shopify store, ensuring you capture essential data effortlessly. By the end, you'll be able to leverage this powerful tool to gain insights into your customers, optimize your marketing campaigns, and ultimately boost your sales.

Setting the Stage: Understanding GTM and Shopify

Before diving into the steps, let's first differentiate between Google Tag Manager and Google Analytics. Google Analytics provides reports on your store's activity, while GTM is a tag management system that allows you to deploy and manage various tracking codes, including Google Analytics. GTM does not replace Google Analytics but enhances it by simplifying the management of tags.

Key Benefits of Google Tag Manager

Centralized Control: Manage all tracking codes from a single interface.
Ease of Use: Implement changes without altering the website code.
Flexibility: Easily add, update, or remove tags as needed.
Enhanced Tracking: Implement advanced tracking mechanisms with minimal effort.

Step-by-Step Guide to Adding GTM to Shopify

Now, let’s get into the nitty-gritty of adding GTM to your Shopify store. We'll cover three different methods, allowing you to choose the one that best fits your needs.

Option 1: Implement GTM via Shopify Admin

Log into Shopify Admin:
- Go to Sales Channels > Online Store > Preferences.
Locate Google Analytics:
- If you have an existing Universal Analytics script in the Google Analytics section, remove it to avoid duplication.
Insert the GTM Code:
- In your GTM account, copy the GTM container snippet (without the <script> tags).
- Go back to your Shopify Admin and find Google Analytics > Additional Google Analytics Javascript.
- Paste the GTM snippet here.
Save the Changes:
- Be sure to save your changes.

Option 2: Edit Theme Files

Access Theme Files:
- Go to Online Store > Themes > Actions > Edit code.
Edit the theme.liquid:
- Open the theme.liquid file where you’ll add GTM code snippets.
- Paste your GTM code snippet right after the <head> tag.
- Add the noscript part of the GTM code immediately after the <body> tag.
Save and Test:
- Save your changes and check your website to ensure GTM is correctly added.

Option 3: Using GTM Suite App

If you prefer a more straightforward way or are less comfortable with editing code, using an app can simplify the process.

Install the App:
- Search for GTM-related apps in the Shopify App Store, such as Analyzify or UpTag.
- Follow the app’s specific installation instructions to add the GTM snippet.
Configure the App:
- Input your GTM container ID when prompted.
- The app will handle the rest, ensuring that the GTM code is correctly integrated into your store.

Verifying Your Implementation

After setting up GTM, it’s crucial to confirm that it’s working correctly.

Preview Mode:
- In GTM, click on Preview.
- Enter your website’s URL and ensure the debug console appears, indicating that GTM is active.
Google Tag Assistant:
- Use the Google Tag Assistant extension for further verification.
- Check that tags are firing as expected.

Detailed Testing Steps:

Open several different pages on your website using the Tag Assistant.
Place a test order and ensure that the GTM tags fire on the order confirmation page.

Additional Tips for Enhanced Tracking

To fully utilize GTM, consider setting up a data layer. This allows you to track more detailed user interactions like button clicks, form submissions, and eCommerce transactions.

Implement a Data Layer:
- Add data layer code snippets to your website’s theme files.
- Use the data layer to capture specific events and pass them to GTM.
Setup Tags and Triggers:
- In GTM, create tags for Google Analytics, Google Ads, Facebook Pixel, etc.
- Use triggers to specify when these tags should fire, such as page views, form submissions, or clicks.
Enhanced Ecommerce Tracking:
- For deeper insights, set up Enhanced Ecommerce tracking in Google Analytics.
- Use GTM to deploy Enhanced Ecommerce tags and capture data like product impressions, clicks, and sales.

Conclusion

Integrating Google Tag Manager with Shopify may seem like a daunting task, but by following these detailed steps, you can unlock a wealth of data and insights about your customers. Whether you choose to manually insert the GTM code, edit your theme files, or use a specialized app, the benefits of streamlined tag management and enhanced tracking are well worth the effort.

FAQs

How do I test the installation of Google Tag Manager on Shopify?

To test your GTM installation:

Use GTM's Preview mode to see if tags are firing.
Utilize the Google Tag Assistant extension to verify the implementation on your website.

Can I install Google Tag Manager on the Thank You page in Shopify?

Yes, you can, by adding the GTM code to the ‘Additional Scripts’ section in Settings > Checkout. However, customers on the Shopify Plus plan can add GTM directly to the checkout.liquid file.

Why should I install Google Tag Manager in my Shopify store?

GTM simplifies tracking code management, reduces the need for developer intervention, and allows for more dynamic and flexible data collection. This helps in better understanding user behavior and optimizing marketing efforts.

By bringing GTM into your Shopify ecosystem, you’re not only streamlining your tracking processes but also unlocking new potentials for your store’s data analytics. Get started today and watch your store's insights soar to new heights!