Datalayer for WooCommerce

The Data Layer is an object that makes available in real time the information that is executed by users while browsing the WooCommerce Store.

With Datalayer for WooCommerce enabled, you will have all actions available in an easily readable javascript object via Google Tag Manager or code and thus evaluate the following advanced eCommerce activities:

• Product Impressions
• Product Clicks
• Product Detail Impressions
• Add / Remove from Cart
• Checkout
• Purchases
• Refunds
• Promotions
• Add Wishlist
• User logins
• Consent mode
• Post Data
• Server to Server

We follow the Google Tag Manager standard and the following events will be triggered:

add_payment_info, add_shipping_info, add_to_cart, add_to_wishlist, begin_checkout, login, purchase, refund, remove_from_cart, search, select_item, select_promotion, view_cart, view_item, view_item_list, view_promotion

See the steps to install the plugin:

1. Download the extension from your WooCommerce dashboard.
2. Go to Plugins > Add New > Upload and select the ZIP file you just downloaded.
3. Click Install Now and then Activate.

Go to menu WooCommerce > Datalayer for WooCommerce:

Google Tag Manager ID -> Enter the GTM-XXXXXX ID to activate the Google Tag Manager code snippet

Custom domain GTM Server Side -> Send Google scripts gtm.js directly from your tagging server – Leave empty if you don’t use GTM Server Side

Custom script filename GTM Server Side -> Enter a custom name for the file gtm.js Only use for custom file loader in your GTM Server Side

Custom environment gtm_auth -> Insert gtm_auth to use a custom environment

Custom environment gtm_preview -> Insert gtm_preview to use a custom environment

Download import File GTM -> Download gtm import file

Google Consent Mode -> Enable to trigger for all parameters consent to denied.

Google Server Container Url -> Insert GTM Server container URL

Measurement ID GA4 -> Insert Measurement ID GA4. Example: G-G999999999

Preview Request Header -> Insert preview request header to test manually send a preview request

Save Cookies in Order -> Enable to save user cookies in order and link web and server events

Purchase Event -> Enable to trigger purchase event directly via server side and stop via client web

Purchase Event Status -> Select which order status the purchase event should be triggered on

Order Pay Event -> Enable to trigger order_pay event directly via server side

Order Pay Status -> Select which order status the order pay event should be triggered on

Order Refund Event -> Enable to trigger refund event directly via server side

DataLayer for WooCommerce Ecommerce GA4 -> Enable this option if you use only Google Analytics 4 (GA4)

Product Items -> Select if product items show ID or SKU

Product Brands -> Select the taxonomy containing Product Brands

Event add_shipping_info -> Select when the event should be triggered. (Shipping selected/Place order button)

Event add_payment_info -> Select when the event should be triggered. (Payment selected/Place order button)

Variable product event view_item -> Select when the view_item event should fire if its a product variable (Parent product page view/When selecting a variation/Parent product page view and When selecting a variation)

Variable product as individual product -> Enable to show variable product variants as an individual product

Show view_item_list related product -> Enable to show event view_item_list for related product in page product

Show discount in ecommerce.items when product is on sale -> Enable to show discount in ecommerce.items when product is on sale – Read more

Create the promotions that will be used to trigger the select_promotion and view_promotion events

Trigger Purchase only once -> When a user refreshes the thank you page, the purchase event is not sent again. Prevent duplicate transactions in analytics

Show user info -> Select if user information show or not when logged

Events with Javascript -> Enable this option via javascript as an alternative when your theme fails to load the hook add_to_cart with php.

Activate Test Debugger Bar -> Enable this option to test Datalayer events on your site with the debug bar, by default, turned off

Popup Consent Mode -> Enable to trigger Popup Consent Mode. Read more

Consent Types -> Choose which consent will be active

Popup Style -> Select popup style

Select the post data that will be used to trigger the Pageview event.

Active Event Pageview -> Active Event Pageview

Page Title -> Insert pageTitle parameter

Visitor Type -> Insert visitorType parameter

Page Post Type -> Insert pagePostType parameter

Page Date -> Insert pagePostDate parameter

Page Author -> Insert pagePostAuthor parameter

Page Author ID -> Insert pagePostAuthorId parameter

Page Category -> Insert pageCategory parameter

Page Tags -> Insert pageTags parameter

Page ID -> Insert pageId parameter

See how to use the plugin with Google Tag Manager, you will see in the debug the DataLayer already mapped.

GA4 Ecommerce

Meta Ads

Pinterest Ads

TikTok Pixel

GA4 and Meta API (Server Side)

If you use Google Tag Manager, we will help you configure all available options mapped with our Datalayer.

Download the workspace.zip file in WooCommerce > Datalayer for WooCommerce > Google Tag Manager > Tags Sync > Download import File GTM.

GTM-GA4.json -> Tags for ClientSide

Go to Google Tag Manager > Admin > Import Container:

Select the file GTM-GA4.json to import.

After selecting the file, import the tags:

After import, it will look like this:

Watch Video Tutorial

If you will only be using Google Analytics 4, follow the steps below:

In Analytics 4 > Dataflow > Web Stream Details you will see the measurement id:

In GTM, go to the Variables menu and select the variable GA4 – Measurement ID, enter the id of your GA4 and click on save:

Watch Video Tutorial

Conversions

In Google ADS > Goals > Summary – Create three conversions for e-commerce: Purchase, Add to cart and Begin Checkout:

In Conversion, copy the Conversion ID and Conversion label:

In GTM > Tags > Select the Google Ads Purchase, Add to cart and Begin Checkout – Paste in each the Conversion ID e Conversion label :

Enhanced Conversions

If you want to enable Google Ads Enhanced conversions:

In Google Ads, go to the Tools > Conversions menu, select the Purchase conversion, and in the “Enhanced Conversions” section at the bottom and click Turn on enhanced conversions:

In GTM > Tags > Select the Google Ads – Purchase tag, enable the option Include user-provided data from your website and select the User-Provided Data variable:

Watch Video Tutorial

New Customer Acquisition

If you want to enable Google Ads New Customer Acquisition:

In GTM > Tags > Select the Google Ads – Purchase tag, enable the option Provide new customer data and select data source Data Layer:

Conversions with Cart Data

If you want to enable conversions with cart data:
In GTM > Tags > Select the Google Ads – Purchase tag, enable the option Provide product-level sales data and insert information based on the image below:

Remarketing

In GTM > Tags > Select the Google Ads – Remarketing tag and add the conversion code generated in the ADS:

Watch Video Tutorial

Remarketing Dynamic

If you want to enable Google Ads Dynamic Remarketing:
In GTM > Tags > Select the Google Ads – Remarketing Dynamic tag and add the conversion code generated in the ADS:

Watch Video Tutorial

Meta Pixel Events

In GTM > Variables > Select the Meta Pixel Code variable and change it to your pixel code value:

Meta catalog

In GTM > Variables > Select the Meta Catalog id variable and change it to the value of the catalog you created on Meta:

This plugin does not provide the feed of products to create the catalog, you must import the Meta feed using another plugin and use our plugin only to communicate with the catalog.

Watch Video Tutorial

Pinterest ID

In GTM > Variables > Select a Pinterest ID variable and change it to the value of your ID:

This plugin does not provide the feed of products to create the catalog, you must import the Pinterest feed using another plugin and use our plugin only to communicate with the catalog.

Watch Video Tutorial

Pixel Code

In GTM > Variables > Select a TikTok Pixel Code variable and change it to the value of your ID:

This plugin does not provide the feed of products to create the catalog, you must import the TikTok feed using another plugin and use our plugin only to communicate with the catalog.

Watch Video Tutorial

UET Tag

In Microsoft Ads > Get the number UET ID:

In GTM > Variables > Select a Microsoft ID variable and change it to the value of your UET ID:

Goals

In Microsoft Ads > Create the Goals: View item list, View item, Add to cart, Begin checkout and Purchase:

In Set up Enhanced conversions > Select Turn on Enhanced conversions :

In Install event tag > Select Manual installation and finish:

• In google tag manager activate only the tags you are going to use, pause all other unused tags.

If you want to start sending events through a server, follow the steps below:

1 – Create Container GTM Server

Create a New Container in GTM:

2 – Import Google Tag Manager Server Side

Download the workspace.zip file in WooCommerce > Datalayer for WooCommerce > Google Tag Manager > Tags Sync > Download import File GTM or to the main of the plugin folder.

GTM-SERVER-SIDE.json -> Tags for ServerSide

Go to Google Tag Manager > Admin > Import Container:

Select the file GTM-SERVER-SIDE.json to import.

After selecting the file, import the tags:

After import, it will look like this:

3 – GTM Web Client

a – On the GA4 TAG, add the parameter server_container_url and add the URL of the created server.

b – Add the Parameteres user_data and User Properties user_data as shown in the image:

4 – GTM Server Send data to GA4

For the GA4 to start receiving events from the server, create the tag for the GA4 on the GTM Server and add the Measurement ID and {{Event Name}}:

Watch Video Tutorial

Conversions

If you want to use Google Ads conversions Server Side:

In Google ADS > Goals > Summary – Create three conversions for e-commerce: Purchase, Add to cart and Begin Checkout:

In Conversion, copy the Conversion ID and Conversion label:

In GTM Server > Tags > Create the Google Ads Purchase, Add to cart and Begin Checkout and Paste in each the Conversion ID e Conversion label :

Purchase

Add to cart

Begin Checkout

Remarketing

If you want to use Google Ads remarketing Server Side:

In GTM Server > Tags > Crete the Google Ads – Remarketing tag and add the conversion code generated in the ADS:

Remarketing Dynamic

In GTM Server > Tags > Create the Google Ads – Remarketing Dynamic tag and add the conversion code generated in the ADS:

After testing Google Ads events on GTM Server, disable all Google Ads tags from your GTM Web.

For the Meta API to start receiving the data, create the Meta tag on the GTM Server and add the Pixel ID and API Access Token:

Watch Video Tutorial

For the TikTok API to start receiving the data, create the TikTok tag on the GTM Server and add the option Event Name Setup Method: Inherit from client, Access Token, TikTok Pixel ID and the User Data.

Watch Video Tutorial

Use this option when you want to deploy a Tag Manager web container to send data to your tagging server.

a – Create a new Client Google Tag Manager: Web Container and add your GTM Web Container id

b – In WooCommerce > Datalayer for WooCommerce > Google Tag Manager > Settings > Custom Domain GTM Server Side and add your server domain

Watch Video Tutorial

• In google tag manager activate only the tags you are going to use, pause all other unused tags.

Use this feature to send events directly to GTM server side. Please note: This is an advanced feature. Recommended for experienced users only. Read more

To send the events: purchase, order_pay and refund directly to the server, configure the fields:

Google Server Container Url -> Enter the URL of the GTM server container where the data will be sent

Measurement ID GA4 -> Enter GA4 Measurement ID that will collect the data

Preview Request Header -> This field is empty by default, fill it in only for debug testing.

Purchase Event -> Enable to trigger purchase event directly from the server side and stop via client web, you can activate this event so that only paid purchases will be recorded in GA4

Order Pay Event -> Enable to trigger the order_pay event directly on the server side, you can use this event as an alternative event to purchase and thus keep the original purchase event triggered on the web client side, and have an order_pay event only with paid purchases

To test whether events are being fired directly to the server, follow these steps:

1 – Preview Request Header

In Debug GTM Server Side > Click on the option: Send requests manually

Copy preview http header and in Datalayer for WooCommerce > Google Tag Manager > Server to Server paste in field Preview Request Header

2 – Send Events

Purchase Event

Enable the purchase event and change the status of an order to the chosen status, in this test we use the processing status

Update Status

Receive Event

Order_Pay Event

Enable the order_pay event and change the status of an order to the chosen status, in this test we use the complete status

Update Status

Receive Event

Refund Event

Enable the refund event and change the status of an order to the chosen status refunded

Update Status

Receive Event

To send a refund event follow steps bellow:

1. In WooCommerce > Orders, select the order and create the manual refund.

2. In the order, where the refund was registered, to issue the Refund event, click on Send refund to Datalayer

3. The link will open the homepage of the site and the event will be triggered

Test Datalayer events on your site with the debug bar, by default, turned off.

In WooCommerce > Datalayer for WooCommerce > Extra > Activate Test Debugger Bar – Activate and reload your store:

Debug bar working:

If you want to use the GTM consent mode, it is important to know that Datalayer for WooCommerce works normally with this option, without any extra configuration in the plugin, what needs to be changed are the Google Tag Manager tags.

In GTM > Admin > Additional Settings > Enable consent overview:

Activate the Additional Consent Checks option on all Tags that you want to include consent:

In GTM > Tags > Clicking on the consent icon > See how all tags configured with consent will look like according to the options (ad_storage , analytics_storage):

After configuring the tags, you must choose how to trigger the Tracking Consent State:

1 – If you want to use a Popup Consent plugin that already does this automatically, this plugin will already handle all the GTM tracking code, so it is important that in our plugin you leave the Google Tag Manager ID option empty, so that the plugin takes care of the GTM code and triggers consent or not and everything else will work automatically.

2 – If you want to use our Popup Consent Mode, see below an example of how you can use it:

In WooCommerce > Datalayer for WooCommerce > Google Tag Manager > Consent Mode > Enable the option: Google Consent Mode

In WooCommerce > Datalayer for WooCommerce > Extra > Popup Consent Mode > Enable the option: Popup Consent Mode and configure the options

If you want to customize Datalayer for WooCommerce using hooks go to Developer Resources documentation.

If you want to see tutorials on how to configure the tools: Google Tag Manager, Google Analytics, Meta, Pinterest and TikTok using the Datalayer plugin for WooCommerce, go to the Video Tutorials documentation

1 – The purchase event is not being fired on the thank you page, what should I do?
This happens when you use a custom thank you page and don’t add the woocommerce_thankyou hook.
a – Check the woocommerce_thankyou hook in your template as shown:
https://woocommerce.github.io/code-reference/files/woocommerce-templates-checkout-thankyou.html#source-view.80

2 – Can I use the GTM code snippet from another plugin or directly in the theme?
Yes, you can leave the Google Tag Manager ID field empty.

3 – Some transactions do not appear in Google Analytics?
It is possible that some transactions are not read by Analytics, see the main reasons:
a – Your payment gateway is external and after purchase it does not return the user to the thank you page.
b – The user is using an ad blocker or some extension that does not allow the GTM to run.

4 – What should I do when I activate the plugin and I get an error on the store page?
This happens when you use a visual page builder and you didn’t configure it correctly and then our plugin can’t understand that this page has products.
a – If you use Elementor Builder, review the settings using the links:
https://elementor.com/help/creating-a-woocommerce-archive-template
https://elementor.com/blog/customize-woocommerce-product-page
b – If you use DIVI Builder, review the settings using the link:
https://www.wppagebuilders.com/custom-woocommerce-shop-page-divi-builder