In the last episode of our SEO Reality Show, we walked through how the SEO agency\u00a0designed and implemented a store section<\/a>\u00a0for their bakery client,\u00a0Edelweiss<\/a>\u2019, website. In this episode, we\u2019ll share how and why they applied an e\u0441ommerce analytics system to track and help grow sales on the bakery\u2019s website.<\/p>\n First, let\u2019s take a look at how the agency prepped for this stage of the process. To set up the sales analytics system on the website, the agency used two tools:<\/p>\n If you do not have GTM installed on your site, the agency recommends installing and using it. It will help save page loading resources since, with GTM, only one analytics script is running.<\/p>\n After they established what tools they would be using, the\u00a0digital agency<\/a>\u00a0began setting up the necessary data and information inside those tools to get the most accurate results.<\/p>\n The first step was to set up tags, triggers, and variables in GTM. Let\u2019s take a look at what each of these things is responsible for:<\/p>\n Here’s a screenshot of tags that the agency used when setting up the bakery\u2019s analytics:<\/p>\n As a more in-depth example, let\u2019s take a look at the configurations the agency used when setting up the add-to-cart tag. The agency created the following fields for this tag:<\/p>\n Here\u2019s a screenshot of the example above:<\/p>\n Next, the agency set up events. For events on the website to trigger data transmission to GA, you must link them to specific elements using Data Layer, which is an array of entities in JavaScript for transmitting information to GTM.<\/p>\n The agency created a technical specification (TS) for programmers to link ecommerce events to elements, and a screenshot of this is shown below. They specified the following data (for example, adding an item to the cart) in the TS:<\/p>\n ‘event’: ‘addToCart’, “eventLabel’:{{catalog\/item card}},’ecommerce’: {<\/p>\n ‘currencyCode’: ‘USD’, ‘add’: {<\/p>\n ‘params’: [{<\/p>\n ‘name’: ‘Product’, ‘id’: ‘12345’, ‘price’: ‘1.90’, ‘quantity’: 1<\/p>\n }]<\/p>\n }<\/p>\n }<\/p>\n });<\/td>\n<\/tr>\n https:\/\/developers.google.com\/tag-manager\/devguide<\/a><\/p>\n Electronic commerce:<\/p>\nThe Process<\/h2>\n
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Step 1 \u2014 Preparing Triggers and Tags in GTM<\/h2>\n
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Step 2 \u2014 Setting Up Events on the Website<\/h2>\n
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\n Tech Spec Field<\/td>\n Value<\/td>\n<\/tr>\n \n Event Description<\/td>\n Adding an item to the cart<\/td>\n<\/tr>\n \n Event name<\/td>\n addToCart<\/td>\n<\/tr>\n \n Event category<\/td>\n Ecommerce<\/td>\n<\/tr>\n \n Event action<\/td>\n Add to cart<\/td>\n<\/tr>\n \n Event label<\/td>\n {{catalog\/item card}}<\/td>\n<\/tr>\n \n Method<\/td>\n dataLayer<\/td>\n<\/tr>\n \n HTTP request Example<\/td>\n dataLayer.push({<\/p>\n \n References<\/td>\n DataLayer:<\/p>\n