previously, had implemented traditional e-commerce analytics (_gaq) using _tracktrans, _additem, etc. had several years of data in ga correlated conversions our ad campaigns, based on utm source, campaign, medium.
when switching on google tag manager, did following things: • removed _gaq code related e-commerce (transactions & additem) • kept rest of ga code related page tracking, events, , custom variables • implemented google tag manager javascript + gtm data layer included our new e-commerce information (google tag manager data layer)
• configured "tag" in gtm "order completed" google analytics, set universal analytics (configured our ua- property identifier, etc.). tag type= universal analytics; tracking id= our ga environment, track type = "page view" , enable enhanced e-commerce feature = true, use data layer = true; fire on "order completed"
upon switching over, indeed see e-commerce numbers come through, there's off recording of these conversions correctly campaigns. appears while attributed back, not conversions counted correctly being ad campaign originated from.
what went wrong here? after thorough reading of gtm documentation, led believe "just work" appears gtm , ga don't know how communicate each other regarding utm information, , result ga tracks conversions fails attribute them right session (that is, session information contains correct utm user).
we found scant amount of information on internet-- people suggest setting utms "variables" in gtm, , passing them fields in tag firing ga. necessary? seems these 2 technologies should work less friction.
please advise.
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