How to set up Google Tag Manager With BigCommerce

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Google Analytics is an indispensable tool for online retailers. It helps to track sales and visitor information. Although the tool is good, there may be issues in the report of the sales and visitor data — and that’s not good for business.

Inconsistent (or inaccurate) reporting leads to lots of confusion. After all, it would be quite difficult to pinpoint the conversions that are accurate, and where sales are coming from.

Don’t get it twisted — Google Analytics is a great tool. But online retailers who desire a more accurate and consistent way of measuring their sales and conversion tend to opt for a more reliable tracking tool — Google Tag Manager.

Google Tag Manager (GTM), just like Google Analytics is free, and you can easily install it with a mere click of the button. And if you manage an online store on BigCommerce, you can pretty much install it in a simple way.

Before diving into how to set up Google Tag Manager with BigCommerce, here is a brief overview of what Google Tag Manager is, and how you can set up your account.

Google Tag Manager — What you should know

Ideally, Google Tag Manager is used for managing and storing data and code. It’s not built to be a reporting tool, but when it is integrated with Google Analytics, it functions as a reporting tool.

To use the tool, you would need to have some technical skills. If you are not up for the mild learning curve that comes with using the tool, it would best if you hire gtm experts, gtm freelancers, or gtm consultants. Whichever gtm professional you choose, you should be confident that the gtm professional can do most of the heavy lifting for you.

When the Google Tag Manager is fully set up, you’ve got to configure the triggers that align with the conversion events on your website. When such events happen, the GTM code fires, and the event is registered. Everything can be tracked using Google Analytics.

Here’s how it works…

You set up GTM that launches a trigger when a customer clicks on a call-to-action to opt into your email list. When the desired action is completed, the event registers as a goal (or conversion) in Google Analytics.

Actions that can be tracked in GTM include but not limited to link clicks, adding products to cart, file download, video plays, and much more.

Google Analytics is a good tool for tracking actions in your eCommerce website, but if you desire more control and want to gain control over a wide range of events, then GTM is probably your best shot.

Moving on, here is how to set up your account.

Setting up a GTM account

First, you need to go to, create a new account, or login into an existing account.

BigCommerce and Google Tag Manager, How to set up Google Tag Manager With BigCommerce
BigCommerce and Google Tag Manager, How to set up Google Tag Manager With BigCommerce
BigCommerce and Google Tag Manager, How to set up Google Tag Manager With BigCommerce

Fill in your details and click on create. Your container name should be the URL of your online store. Next, you will click on the agree icon, and be directed to a page where you will install the Google Tracking Manager. In the same window, you’d have to copy the code displayed — the code is what would be pasted in your BigCommerce store.

There are two fields of code to copy. The first field of code has to be copied and pasted in the <head> of your website, while the second has to be copied and pasted after opening the <body> tag of the website.

In this guide, we will work with the code from the first field.

How to add Google Tag Manager code to BigCommerce

To add Google Tag Manager to BigCommerce, you’ve got to copy the GTM code and paste it right in the Google Analytics field of your BigCommerce website.

Here’s how to do that.

Log into the BigCommerce dashboard, and navigate to the Advanced Settings. Choose the Web Analytics menu and click on the Google Analytics option. Insert the GTM code in the empty box, and save.

BigCommerce and Google Tag Manager, How to set up Google Tag Manager With BigCommerce
BigCommerce and Google Tag Manager, How to set up Google Tag Manager With BigCommerce

How to set up transaction tag in GTM

GTM professionals who set up transaction tags in GTM do that by monitoring their transaction tags. To monitor your transaction tag, you’d have to create a tag in your Google Tag Manager. First, you would have to navigate to your GTM dashboard and create the first tag.

On the dashboard, click on the workspace tab, followed by the Add a new tag and Tag Configuration icons. When selecting the tag type, choose Universal Analytics. On the Track Type dropdown menu, choose Transaction. On the Google Analytics dropdown menu, choose New Variable. Fill in the Tracking ID box and save. Next, click the Triggering icon. To create a new trigger, click the + icon. Enter Purchase Complete as the trigger name.

Click the Trigger Configuration icon and to select the trigger type, click on the custom event. Finally, enter transactionsuccess in the Event Name box. 

Save the setting, and publish the changes in the Google Tag Manager dashboard.

How to Turn on eCommerce Tracking in Google Analytics

If you are unable to get in touch with a gtm expert or a gtm professional, you should enable eCommerce tracking on your report view. If not, eCommerce-related data will not be displayed in Google Analytics.

Therefore, you can turn on eCommerce tracking in a google tag manager by following these easy steps.

  1. Open the Google Analytics dashboard, and click on the admin icon to navigate to the Admin section
  2. Select the eCommerce settings icon
  3. Click on the Enable eCommerce toggle to switch it to the ON position, and save.

Test the eCommerce tracking by running a transaction on your store. Ideally, you will have to wait for an hour or two before the transaction appears on the Google Analytics dashboard.

Track Conversions and more actions using Shogun

Whether you ask a gtm developer, a gtm consultant, or any gtm expert on the benefits of using Shogun, you would get a similar response — the Shogun page builder app helps you to quickly create custom pages for a BigCommerce store.

Aside from page creation, Shogun helps you to track your page performance without inserting tracking code snippets.

What’s more, Shogun collects data like sales conversions, total sessions, and bounce rate to help you make more informed decisions.

Setting up Google Tag Manager with BigCommerce is an easy process. By merely following the instructions above, you can get everything running in no time.

If you are unsure of what to do, reach out to our team of GTM experts for assistance.

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