Google Analytics vs Google Tag Manager

 

WebAlliance includes an integration with Google Analytics and an integration with Google Tag Manager. The catch is, only one can be used at any given time. So, how do you decide which is right for your site?

Google Analytics

If Google Analytics is your site's only required integration, this is the option for you.

An integration to Google Analytics is included in the core WebAlliance platform. While building your site, Aldrich Web Solutions will assist you in setting up basic Google Analytics service tracking functions.  That will include help with traffic filters, custom dimensions, and site goals. Aldrich Web Solutions does not support Google Analytics reporting or data.

Google Tag Manager

If you wish to include scripts from third-party services, like Hubspot, Salesforce, and MailChimp (among others), then Google Tag Manager is the right option for your site. You can, of course, set up Google Analytics tracking through Google Tag Manager.

Aldrich Web Solutions does not offer configuration or support third-party tracking services (including Google Tag Manager) as part of your paid WebAlliance hosting and support package.  Configuration services are available for additional fees.  Contact us for details.

Requirements for third-party tracking scripts vary.  We have created a hook to Google Tag Manager to allow you to integrate other scripts as needed.  The implementation of the Google Tag Manager script is built into the WebAlliance system.  However, support or implementation of any specific script using Google Tag Manager is outside the scope of paid hosting and support.   This will typically require additional expertise to configure and get working properly.

Data Layers available through Google Tag Manager

Google Tag Manager works with the concept of JavaScript data objects (called a dataLayer) available to the Google Tag Manager system.  This data allows you to create tags and actions which can make use of information provided in the dataLayer.  The dataLayer object gives Google Tag Manager access to information about the page that would not otherwise be available; we have also added the ability to choose between 3 different types of data layers to help you fine-tune what information is present.  This information can be used for advanced tracking such as E-Commerce, site searches, customer dimensions, etc.  The dataLayer is defined as part of the WebAlliance system and is as follows:

dataLayer available on all pages
[  
  {  
     "username":"xxxxxxxxxx",
     "custcode":"XXXXXX"
  }
]
dataLayer available on /checkout/checkoutcomplete page
[  
  {  
     "event":"CheckoutComplete",
     "transactionId":"91140",
     "transactionAffiliation":"",
     "transactionTotal":110.03,
     "transactionTax":0,
     "transactionShipping":6.99,
     "transactionProducts":[  
        {  
           "sku":"ITEM PART NUMBER",
           "name":"ITEM DESCRIPTION",
           "category":"",
           "price":9.99,
           "quantity":1
        },
        {  
           "sku":"ITEM PART NUMBER",
           "name":"ITEM DESCRIPTION",
           "category":"",
           "price":9.99,
           "quantity":1
        }
     ],
     "transactionCity":"Portland",
     "transactionStateprov":"OR",
     "transactionCountry":"US",
     "transactionCoupon":0,
     "transactionCouponCode":""
  },
  {  
     "username":"xxxxxxxxxx",
     "custcode":"xxxxxxx"
  }
]

The data available on all pages includes the username and Customer ID of the logged in user.

The data available on the /checkout/checkoutcomplete page contains information about the transaction and the items involved in that transaction. The /checkout/checkoutcomplete page is the page your users see after clicking "Finish Checkout" ( www.yourDomain.com/checkout/checkoutcomplete?cartno=99999).

Settings

The Google Analytics and Google Tag Manager settings are accessible from the Settings link under Site Manager in the Admin panel.  From within settings, navigate to Credentials > Google.

To activate the Google Analytics or Google Tag Manager integration with WebAlliance, simply fill in the "Google Analytics ID Number" field or the "Tag Manager ID" field.

If you use Google Tag Manager, you can tie your analytics data to it, which lets you have all of the advantages of Tag Manager without losing anything from Analytics. You can select what version of dataLayer is created through the "Google Tag Manager Version" setting, allowing you better control on what is generated for the page.

You can set the "event" label on the Checkout Complete dataLayer (shown in the example dataLayer above as "CheckoutComplete") to any value you'd like in the Checkout Complete Event Name setting.