GTM Kit Woo Add-On

GTM Kit Woo Add-on is an add-on plugin for the free GTM Kit plugin. The GTM Kit Woo Add-on allows you to measure and optimize sales results with the highest possible accuracy, giving you a competitive advantage in marketing optimization.

GTM Kit Woo Add-on is an add-on plugin for the free GTM Kit plugin. If you have not already installed GTM Kit, it will be installed for you automatically.

You also need a Google Tag Manager account.

1. Download the extension from your WooCommerce.com > My Account > Downloads
2. Go to Plugins > Add New > Upload and select the ZIP file you just downloaded
3. Click Install Now, and then Activate
4. Follow the steps in the Setup Wizard or navigate to GTM Kit > General > Container and set up the plugin manually.

If you do not have an existing installation of GTM Kit, the Setup Wizard will automatically start when you activate the GTM Kit Woo Add-On. If you have previously used another GTM plugin, GTM Kit will offer to import your settings. Otherwise, you will be prompted to enter your GTM container ID.

After clicking ‘Save and continue,’ you will be taken to the Essential Settings page. We recommend using these settings and then clicking ‘Save and continue.’

The next step is ‘Help improve GTM Kit,’ where you can choose to opt-in to share anonymous system data, helping us test the most common configurations.

That’s it! You’re now ready to use GTM Kit.

If you already have GTM Kit installed, no further action is required to install the GTM Woo Add-on.

Once the GTM container ID is saved, GTM Kit will immediately start pushing events to the Google Tag Manager Data Layer. While you’ll need to configure Google Tag Manager to utilize the event data from the data layer, for many stores, no further configuration of GTM Kit is required.

Before you start configuring Google Tag Manager, we recommend taking a look at some of the settings in GTM Kit, as they may be of value to you.

Navigate to GTM Kit > Integrations > WooCommerce > Basic Settings

If your products have a brand taxonomy, you should select it in the Brand dropdown. This will ensure that the brand is included in all event items pushed to the GTM data layer.

The ‘Use SKU instead of ID’ option allows you to use the product SKU as the ID in event items. In many cases, a SKU is more meaningful in reports than the WooCommerce ID.

The ‘Exclude tax’ option lets you report revenue excluding tax, and the ‘Exclude shipping from revenue’ option excludes shipping costs from the reported revenue.

Navigate to GTM Kit > Integrations > WooCommerce > User Data

Enable ‘Include customer data’ to incorporate customer information into the data layer during the “purchase” event. This is necessary if you plan to use Enhanced Conversions in Google Ads and can also be valuable for Facebook campaigns.

Server-side tracking is essential for accurate campaign management in competitive eCommerce. The GTM Kit Woo Add-On uses server-side webhooks to ensure 100% accurate conversion tracking, automatically accounting for canceled or refunded orders.

Server-Side tracking requires a Google Tag Manager server container (sGTM).

Server-side Tagging (sGTM)

Navigate to GTM Kit > General > Container > Server-side Tagging (sGTM)

Before using server-side tracking, you must enter the ‘sGTM Container Domain’ for your Google Tag Manager server container (e.g., gtm.mystore.com).

Webhooks for server-side tracking

GTM Kit Woo Add-On offers support for purchase and refunds using server-side tracking based on a universal data client in Google Tag Manager that can be used with not only GA4, but Google Ads, Facebook and many more.

To use webhooks, you must configure your server-side container to handle them.

Navigate to GTM Kit > GTM Templates > Server-Side Tagging

If you already have a server-side container configured, import the ‘GA4 Server-Side Webhooks’ template to set up webhooks. If you’re setting up a new server-side container, import the ‘GA4 Server Side’ template to get started.

Navigate to GTM Kit > Integrations > WooCommerce > Webhooks for server-side tracking

To enable webhooks, toggle the ‘Send webhooks to server GTM container’ option, and then individually enable the Purchase and Refund webhooks as needed.

When an order’s status is set to Completed, the Purchase webhook will trigger, ensuring you don’t have to worry about duplicate conversions. If an order is refunded, the Refund webhook will fire, subtracting the order from the total conversion count.

You can customize the triggers for the following events:

• view_item_list (with product filter)
• view (variable product)
• add_shipping_info
• add_payment_info

Navigate to GTM Kit > Integrations > WooCommerce > Event customization

The trigger options are predefined, and you need to choose the measurement method that best suits your needs. There’s no one-size-fits-all best practice, as it entirely depends on how your store and business are structured.

Navigate to GTM Kit > Integrations > WooCommerce > Google Ads Settings

In order to use Google Ads Remarketing you must select your business type (vertical).

If your product feed generator is adding a prefix to the product IDs, you can add the prefix here to include it in the Data Layer.

The GA4 events add_to_wishlist and select_item are triggered using JavaScript and CSS selectors. Since there are many wishlist plugins, each with different implementations, the default CSS selectors for the ‘Add to wishlist’ button may not be compatible with your site.

Navigate to GTM Kit > Integrations > WooCommerce > Custom CSS Selectors

Set your custom CSS selectors as needed for:

• Single Product (add_to_wishlist)
• Product List (select_item)
• Product List (add_to_wishlist)

Navigate to GTM Kit > Integrations > WooCommerce > Advanced Settings

For highly customized stores, it may be optimal to develop your own script to handle dynamic events like view_item_list and add_to_cart. To do this, you must dequeue the default JavaScript. While this can be done in PHP, we recommend using the “Dequeue the default JavaScript” option for simplicity.

GTM Kit sends data to your Google Tag Manager container, but you still need to configure Tags, Triggers, and Variables in Google Tag Manager to utilize this data. The GTM Kit Woo Add-On provides all the necessary Google Tag Manager templates to help you effectively use the events from GTM Kit.

Navigate to GTM Kit > GTM Templates where you will find all the available templates.

If you already have a Google Tag Manager container configured, we recommend importing the templates into a new workspace within your container. This allows you to inspect the changes and assess if there could be any conflicts with your existing configuration.

In Google Tag Manager, navigate to the Admin tab within your workspace and click on Import Container. Upload the container file you previously downloaded. Select the relevant workspace, then choose Overwrite for any conflicting tags, triggers, and variables as your import options.

Click View Detailed Changes to review the changes being made. If you are satisfied, click Confirm to import the Tags, Variables, and Triggers.

When you download each template, be sure to take note of any necessary modifications listed next to the download link. If your import contains any of the following constants, you will need to replace them with your own values:

• constant – GA4 Measurement ID
• constant – Google Ads Conversion ID
• constant – Google Ads Conversion Label
• constant – Facebook Pixel ID

It’s important to preview and test the changes before publishing them. Use Google Tag Manager’s Preview mode to verify that all tags are firing as expected before finalizing and publishing the changes.