Unlocking the Power of Google Tag Manager on Shopify

Unlocking the Power of Google Tag Manager on Shopify

Table of Contents

1. Introduction
2. Overview of Shopify and Google Tag Manager (GTM)
3. Can You Install Google Tag Manager on Shopify?
   • Analyzing the limitations of installing third-party tools on Shopify
   • Manual installation of Google Tag Manager on Shopify
4. Installing Google Tag Manager on Shopify
   • Adding code for head and body tag
   • Checking if Google Tag Manager is properly installed
   • Limitations of installing Google Tag Manager on checkout pages
   • Upgrading to Shopify Plus to customize checkout pages
5. Utilizing Google Tag Manager on Shopify
   • Versatility of Google Tag Manager
   • Deploying tracking scripts through GTM
   • Importance of tracking pages for Google Analytics
   • Integrating Google Analytics in your Shopify store
   • Benefits of deploying retargeting and conversion scripts through GTM
6. Should You Install Google Tag Manager on Shopify?
   • Official support for GTM on Shopify
   • Using GTM for external contractors and freelancers
   • Considering the limitations of GTM implementation
7. Conclusion
8. The Future of GTM on Shopify
   • Possibility of improved integration in the future
9. FAQ

Can You Install Google Tag Manager on Shopify?

Shopify has emerged as a popular e-commerce platform, offering a hassle-free approach to building online stores without dealing with complex technical aspects. However, being a closed-source system, it poses challenges when it comes to integrating third-party tools like Google Tag Manager (GTM). In this article, we will explore the possibilities, limitations, and benefits of installing GTM on Shopify.

Analyzing the limitations of installing third-party tools on Shopify

Unlike other platforms, Shopify does not have a built-in option to install Google Tag Manager directly through its app store. This limitation forces users to rely on manual installation methods. Although Shopify offers various options to add tracking codes for Google Analytics and Facebook pixels, the absence of GTM makes it necessary to explore alternative methods.

Manual installation of Google Tag Manager on Shopify

To install GTM on Shopify, users need to edit the theme's HTML and CSS code. By adding the GTM code snippets to the appropriate sections of the theme liquid file, the implementation can be achieved. However, it should be noted that the presence of GTM is restricted on checkout pages. Upgrading to Shopify Plus, the enterprise version of Shopify, allows customization of checkout pages but comes with a significant price tag.

Adding code for head and body tag

To manually install GTM on Shopify, users need to locate the head and body tag sections in their theme's HTML code. By adding the respective GTM code snippets, the integration process can be initiated. This allows for the deployment of various tracking scripts and functionalities through GTM.

Checking if Google Tag Manager is properly installed

Once the manual installation is completed, it is crucial to ensure that GTM is functioning correctly on Shopify. By entering preview and debug mode, users can verify the installation and validate GTM's presence on different pages, including product pages and the shopping cart. However, the limitation persists, as GTM cannot be added to the checkout page itself.

Limitations of installing Google Tag Manager on checkout pages

The inability to add GTM to the checkout page limits its functionality in terms of session-based analytics platforms like Google Analytics. Without tracking pages generated during the checkout process, there is a risk of incomplete or broken sessions, leading to inaccurate data and reporting. It is advisable to install Google Analytics through the backend configurations of the Shopify store to maintain data integrity.

Upgrading to Shopify Plus to customize checkout pages

For users who require comprehensive control over their checkout pages, upgrading to Shopify Plus is the only option. With an investment starting in the low four figures, Shopify Plus provides the enterprise-level features necessary to customize the checkout experience. This upgrade allows for the inclusion of GTM on checkout pages, ensuring seamless tracking and analytics.

Versatility of Google Tag Manager

While the limitations of GTM on Shopify exist, it remains a versatile tool for deploying various tracking scripts. GTM offers the flexibility to manage and organize multiple tracking codes in one central interface, simplifying the tracking process. Although its implementation on Shopify is not officially supported, there are cases where using GTM alongside existing tracking methods might be beneficial.

Deploying tracking scripts through GTM

GTM enables the deployment of various tracking scripts, such as retargeting and conversion tracking, through its user-friendly interface. By consolidating all tracking codes in GTM, users can easily manage and update tracking scripts without directly modifying the theme's code. This centralized approach streamlines the tracking process and allows for seamless collaboration with external contractors and freelancers.

Importance of tracking pages for Google Analytics

One significant drawback of GTM's limitations on checkout pages is the impact it has on session-based analytics platforms like Google Analytics. Tracking pages generated during the checkout process is essential for maintaining session and referral integrity. Failing to track these pages can lead to a range of data issues, including incomplete sessions, multiple sessions, and broken referrals. It is advisable to ensure the proper installation of Google Analytics through backend configurations to mitigate these challenges.

Integrating Google Analytics in your Shopify store

To avoid the limitations of GTM and maintain accurate data for session-based analytics, it is recommended to install Google Analytics directly through backend configurations in the Shopify store. This ensures that all pages, including those generated during the checkout process, are accurately tracked. By utilizing both GTM and Google Analytics together, users can benefit from a holistic approach to tracking and analytics on Shopify.

Benefits of deploying retargeting and conversion scripts through GTM

Although GTM's implementation on Shopify has limitations, there are scenarios where it can still be useful. For example, deploying retargeting and conversion tracking scripts through GTM allows users to manage all tracking codes in one centralized location. This eliminates the need to modify the theme's code for individual tracking scripts. However, it is crucial to consider the shortcomings of GTM implementation on checkout pages and make an informed decision based on your specific requirements.

In conclusion, the installation of Google Tag Manager on Shopify requires manual intervention due to the platform's closed-source nature. While GTM can be installed successfully on various pages, including product and cart pages, its functionality is limited on checkout pages, potentially affecting session-based analytics platforms like Google Analytics. Users can still benefit from utilizing GTM for managing and deploying various tracking scripts, but it is essential to carefully evaluate the limitations and consider alternative approaches, such as upgrading to Shopify Plus.

The Future of GTM on Shopify

As technology evolves and platforms adapt to user demands, it is possible that Shopify might open up to tag management solutions like GTM in the future. Improved integration within the Shopify back-end, along with data layer support, would provide significant advantages to users. While these developments are uncertain, keeping an eye on updates from Shopify and exploring alternative options would be wise.

FAQ

Q: Can I install Google Tag Manager directly from the Shopify app store? A: No, Shopify does not offer a direct option to install Google Tag Manager through the app store. Manual installation methods need to be employed.

Q: Is Google Tag Manager completely functional on checkout pages in Shopify? A: No, Google Tag Manager cannot be added to the checkout page in Shopify. This limitation affects the tracking and analytics capabilities of session-based platforms like Google Analytics.

Q: Can I customize checkout pages in Shopify for GTM implementation without upgrading to Shopify Plus? A: No, customizing checkout pages to accommodate Google Tag Manager integration requires upgrading to Shopify Plus, which comes at a significant cost.

Q: Can I utilize GTM for deploying tracking scripts other than Google Analytics on Shopify? A: Yes, GTM remains a versatile tool for deploying various tracking scripts, including retargeting and conversion tracking, on Shopify.

Q: Should I deploy Google Analytics directly through the Shopify backend configurations? A: It is recommended to install Google Analytics directly through the Shopify backend configurations to ensure accurate tracking of all pages, including those in the checkout process.

Q: Are there any benefits to utilizing Google Tag Manager on Shopify despite its limitations? A: Yes, for users working with external contractors or freelancers who prefer GTM, it can be worth installing. However, it is crucial to consider the limitations and communicate them to all stakeholders involved.