Magento Adobe Commerce Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking 2 ANOWAVE 0 9 7 7 1 1 Magento 2 ™ €119 90

Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

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Google Tag Manager for Magento with full support for Google Analytics Enhanced Ecommerce, AdWords Dynamic Remarketing, AdWords Conversion Tracking, Social Network interaction tracking, Facebook Custom Audiences Pixel, Custom Dimensions, User ID data acquisition and User Timings Tracking.

Track product impressions, product detail views, add to cart actions, remove from cart actions, checkout steps, refunds, purchases and promotions performance in Magento with Google Tag Manager.

Check also version for Magento 2


Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking extension allows you to track product impression, product detail views, add to cart action, remove from cart actions, checkout steps and purchases through Google Tag Manager and Data Layer. It can be used to not only install Google Tag Manager in your Magento store but also enable the awesome world of Enhanced Ecommerce by Google, AdWords Dynamic Remarketing and AdWords Conversion tracking. You can receive in depth data about your customers, their shopping behavior, your product performance, AdWords performance and more.


Key features

  • Covers EVERY aspect of Enhanced Ecommerce tracking.
  • Works with Google Tag Manager
  • Install Google Tag Manager through the extension itself
  • Support for the new splitted approach for inserting GTM snippet in both head and body
  • Extended dataLayer[] object
  • Supports multi-store
  • Supports multi-currency
  • Track product clicks
  • Track augmented product clicks
  • Track product impressions in category listing
  • Track product smart product impressions / visible in fold
  • Track product detail views
  • Track configurable product variant detail views
  • Track add to cart actions including quantities, product variants and options
  • Track cart quantity change/update
  • Track remove from cart actions
  • Track checkout steps separately
  • Track checkout step options (e.g payment method chosen, shipping method etc.) *
  • Track purchases
  • Track purchases made from Magento backend (admin orders)
  • Track refunds with extended support for Adjusted Revenue Report (Revenue after refund)
  • Track promotion impressions *
  • Track promotion clicks *
  • Track product add to compare
  • Track product add to wishlist
  • Track coupon usage
  • Track coupon code, discount amount and gift cards discount
  • Track social activity
  • Track user registrations & newsletter subscriptions
  • Affiliation tracking / Click per order tracking
  • Facebook Upgraded Custom Audience Pixel Support for Magento
  • Facebook Tag API Support NEW
  • Facebook Pixel Tracking / GDPR compatible BRAND NEW (MAY 2018)
  • Facebook Pixel Tracking Advanced Matching Parameters BRAND NEW (MAY 2018)
  • Visitor data tracking including Universal Analytics User ID
  • Extended support for AMP (Accelerated Mobile Pages) Containers
  • AdWords Dynamic Remarketing support
  • AdWords Dynamic Remarketing support for Grouped Products *
  • AdWords Dynamic Remarketing support for Dynx_ (Other Site) types BRAND NEW
  • AdWords Conversion Tracking Support
  • Built-in Cookie Law Consent Directive / Cookie Law friendly GTM implementation BRAND NEW (APR 2018)
  • GDPR (May 25, 2018) friendly BRAND NEW (APR 2018)
  • LinkShare - Rakuten Affiliate Network Support
  • AdRoll SmartPixel support
  • DoubleClick FloodLight Sales Tracking
  • Custom Definitions and Dimensions Support
  • Ability to include or exclude Tax/VAT and/or shipping amount from transaction revenue
  • Extended support for Onestepcheckout *
  • Extended support for other popular checkout extensions (Awesome Checkout, Klarna etc.) NEW
  • User Timings Tracking *
  • Combined tracking of details views + Up-sells (as Related Products) + Cross-sells + Recently Viewed NEW
  • Tracks search results impression including filters applied via Layered navigation NEW
  • Google Tag Manager API Support with ability to create all tags, variables and triggers directly from Magento admin interface automatically * NEW
  • Extended set of GTM variables allowing easy access to revenue, transaction id, visitor id etc. All suitable for implementing tags such as TURN, Google Trusted Stores etc. purely in Google Tag Manager  NEW 
  • A/B content experiments and split testing with Google Tag Manager BRAND NEW (BETA)
  • Perfect Audience Pixel Tracking Tag support NEW
  • Ad-Blocker Detection and fallback NEW EXPERIMENTAL (BETA)
  • 8KB payload limit mitigation BRAND NEW (BETA)
  • Persistent dataLayer[] data support ** BRAND NEW (BETA)
  • DIY (Do it yourself) user friendly JS API
  • Fallback support for browsers in Private mode NEW
  • Hole punching support for Magento Enterprise Full Page Cache (FPC) NEW
  • Does not overwrite existing blocks, templates, modules etc.
  • Does not require external loaders, decoders etc. to operate normally.
  • Suitable for custom Magento themes including AJAX based carts.
  • Suitable for heavily customized bespoke themes *
  • No significant impact on perfomance and page load times.
  • No monthly fees

*  theme dependable features that may require fine tuning by our engineers.
** works on either HTTPS or HTTP, but not both



Experimental features

The features below are implemented in the latest version of the extension. They are ALL optional and it's up to you to enable and play with them.

  • Ability to send categories as slash separated hierarchy to allow for category segmentation in reporting and deep-drilling.
  • A/B split content experiments and multi-variations.
  • Asynchronous mitigation of 8KB payload limit NEW
  • Persistent storage NEW
  • Virtual configurable variant pageviews NEW
  • Augmented product clicks - Allows for tracking click destination (image, product title, button etc.) / Click grouping
  • Ad-Blocker detection & fallback NEW



What's included?

  1. Magento Extension in ZIP format
  2. Huge Docs & Guide including high quality (1080p) video tutorials on tag creation and/or configuration Watch in HD on YouTube
  3. As a premium product it includes free installation, GTM/GA tag configuration, debugging and testing.
  4. Up to 1 hour of consulting/adjustment services included.


Ecommerce Analytics

By enabling enhanced ecommerce you will be able to receive extended set of data with regards to your products, conversion, customers, promotions etc.

You can see how your products and categories perform, how product position affects conversion rates and more.

Supported browsers

Edge, IE 8+, Firefox  31+, Chrome 31+, Opera 24+, Safari 5.1+, Android Browser 2.3+

Note: The extension can be adjusted to support older browsers such as < IE8 by request. Get in touch for more information.


Google Tag Manager and Enhanced Ecommerce

Google Tag Manager allows you to conveniently manage tags (such as tracking and marketing optimization JavaScript tags) on your site. You can add and update AdWords, Google Analytics, Floodlight and non-Google tags from the Google Tag Manager user interface instead of editing site code. This reduces errors, frees you from having to involve a webmaster, and allows you to quickly deploy tags on your site. Enabling Enhanced Ecommerce for Google Analytics reveals vital information about your customers, their shopping behaviour and checkout experience. It allows you to better understand customers and eventually improve sales and conversion rates.

Google Analytics Enhanced Ecommerce enables product impression, promotion, and sales data to be sent with any of your Google Analytics pageviews and events. To learn more about Enhanced Ecommerce visit


AdWords Conversion Tracking

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups and more. The extension comes with built-in conversion tracking for AdWords.


AdWords Dynamic Remarketing

Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.

The extension comes with built-in support for AdWords Dynamic Remarketing. It automatically inserts an AdWords remarketing tag in every page of your store and pushes dynamic data such as product id, page name, page type, total value and more.


Custom Dimensions

The extension goes beyond the enhanced ecommerce data sent to Google Analytics and introduces a set of up to 18 custom dimentions associated upon purchase with each product separately. It's now possible to not only record standard stuff such as price, quantity, category, brand etc. but also record customer specific values and assign them with each product separetely.

Built-in custom dimensions

  1. Customer ID
  2. Number of Wishlist items currently
  3. Customer gender
  4. Customer group
  5. Number of orders prior to current transaction

Through custom dimensions it's now possible to filter product performance by an extended set of data and see how your products perform by gender or customer group for instance. By default, built-in dimensions are limited to 5 but they can be increased up to 18 depending on your personal requirements. Contact us for support and questions.


Social Interaction Activity

By default social interaction activity isn't considered Enhanced Ecommerce feature however with rising popularity of social network marketing (SEM) and social media optimisation (SMO), tracking social activity on the store is an added value to reporting and analysis. The extension allows for tracking social activity for the most popular social networks through Google Tag Manager. You can now track product likes/tweets to Facebook, Google and Twitter.


User Timing Tracking

User Timings allows you to measure periods of time taken for the customer to do particular action. We have implemented this powerful feature of Google Analytics to work in favour of Enhanced Ecommerce Tracking. The extension will allow you to measure time taken for clicking a product, time taken for adding product to cart, time taken for completing a checkout step and more. Time reports include product name (where applicable), time taken in terms of milliseconds, product category (where applicable), checkout step name (where applicable).


Facebook Custom Audience Pixel

Go beyond Google Tag Manager and explore extended sets of conversion tracking including Facebook Pixel Conversion Tracking. If you're using Facebook Product Catalog, Facebook Product Feeds and/or Facebook Product Sets you can track external events on your product pages and build product audience. The extension comes with full support for tracking events such as "Add To Cart", "ViewContent" and "Purchase".

Custom Audiences from your Website allows you to target your Facebook ads to audiences of people who have visited your website and remarket to people who have expressed interest in your products.


Google Tag Manager API for Magento

This is the first product of it's kind to allow automatic creation of all required tags, triggers and variables directly in your Google Tag Manager account from Magento. You can now create all tags required for enhanced ecommerce with the click of a button, well structured and most importantly without errors that can usually occur when creating them manually. Watch a short video how tags are configured using the API in less than 2 minutes -


Extended dataLayer[] object

Except for the Enhanced Ecommerce specification the modules provides an extended dataLayer[] object. It includes additional and useful data such as coupon code, coupon discount per item, item price excl. tax, persistent data and more.




DIY - Do it yourself JS API

Last, but not least, the extension includes a simple JS object exposing a few methods to use as helpers for implementing event tracking in bespoke themes and setups. Methods include "Add to cart" event tracking, "Remove from cart" event tracking, "Product list click" event tracking, tracking "Add to cart" directly from categories, "User timing" tracking and more.


A/B content experiments and split testing with Google Tag Manager

We're have decided to go a few steps further than others and implement A/B split testing and content experiments managed by the extension automatically and measured with Google Tag Manager. This alows store owners run simple content experiments and make decisions based on measurements. It is possible to experiment with different product content and/or descriptions. Each experiment is pushed to dataLayer[] and every action within the site including events, purchases etc. can be identified with the current running experiment.

A/B content experiments includes ability to switch theme based on current experiment. A/B content experiments is currently in beta. Please contact us for more information if you're interested in this feature.


Ad-Blocker Detection (Experimental)

We have introduced a new experimental feature developed by our research team to allow for detecting browsers running Ad-Blockers. Usually these block GTM snippet itself thus leaving visitor's action untracked. This can result in missing transaction data, checkout behaviour data etc. basically every type of tracking that depends on GTM.

The extension has Ad-Block detection feature implemented that will try to detect browsers that block GTM and provide a fallback for tracking and sending data to Google Analytics even for those types of visitors.


8KB Payload mitigation

The analytics.js library refuses to send a hit if the full payload size is larger than 8192 bytes. This does require quite a lot of data to be stuffed within, but it only takes some dozens of product impressions to clog up the channel. For sites listing multiple products in categories e.g. not using pagination at all and/or listing all products at once, sending a standard impression tracking will not work. Even worse, store owner wouldn't even know about this and will certainly end up with inaccruate reports. We have implemented a feature to mitigate this problem. The module will track payloads in excess of 8KB and keep reports consistent and accurate.



Let's be honest, words mean nothing, but figures do. Find below a snapshot from the performance tests that we run with every extension that we offer in our store. Enhanced Ecommerce is no exception. We've measured page load time (in seconds) in Magento with this extension turned on/off completely. Below is the resulting comparison chart. The total impact on page load time is 161 milliseconds. Now you know.

Technical parameters used in the test: Apache on Windows 10 Pro 64 bit, 16GB RAM,  Intel Core I7 4600 U 2.7 GHz, SSD. All Magento cache turned OFF.


Persistent dataLayer[] data support

Persistent dataLayer[] support is a brand new feature aiming to provide a cross-reference between transactions and specific customer actions. It allows for linking transactions with previously clicked promotions to actually show how a promotion performs with regards to conversions. You can not only see how many times a promotion was clicked/viewed but also did it lead to transaction and generate a report on how your promotions perform and convert into real results. A persistent data is available in dataLayer[] object ALWAYS and can be used as cross-reference for other events as well.

Important: Persistent storage is experimental feature and can be used only on sites that run on single protocol either HTTP or HTTPS. If your store uses both persistent storage will not work properly and cannot be used.


Augmented product click

We have added this so called "experimental" feature to allow marketeers to separate product clicks and see whether customers prefer to click on product image or product title, or a button. This data could be really important in terms of improving customer interaction and conversion rates.


EU Cookie Compliance

EUROPA websites must follow the Commission's guidelines on privacy and data protection and inform users that cookies are not being used to gather information unnecessarily.

The ePrivacy directive – more specifically Article 5(3) – requires prior informed consent for storage or for access to information stored on a user's terminal equipment. In other words, you must ask users if they agree to most cookies and similar technologies (e.g. web beacons, Flash cookies, etc.) before the site starts to use them.

For consent to be valid, it must be informed, specific, freely given and must constitute a real indication of the individual's wishes.

To operate properly Google Anlaytics stores cookies on client's browser and these cookies fall into EU cookie compliance directive. Google Analytics is covered by the requirements of the EU Cookie Law.  This means the website owners must seek consent for the use of GA. It's not only important to seek customer's consent but not store ANY cookies prior to obtaining it. Many such scripts just ask the customer but the cookie is already stored and although they do show the message, cookie directive law is in effect already broken. This module provides a mechanism for store owners to get customer's consent and do any tracking from then on. Once consent is granted, the module pushes an event in the dataLayer[] which can then be used as trigger for other consent dependent tags. This allows for flexible control on what tags fire and where. Cookie Compliance is optional and can be turned on/off on demand from Magento backend. This allows non-EU store owners to disable it.

Magento platform version
1.7.*,1.8.*,1.9.*,1.13.* EE,1.14.* EE,1.* EE
Latest version
## [90.0.3]

All our products come with a 6 full months (180 days) of premium support. To report a bug, use our Premium Help Desk available in your account at Anowave.

Customer review(s)

This extension saved us hours if not days. It didn't track all the variables initially but this is due to the heavily customized theme we're using. We required support from Anowave and they adjusted the extension without any extra fees or whatsoever regardless of the hours spent in configuring our theme.

I'd like to thank Angel from Anowave in particular for his proactive attitude.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

What's really awesome about this extension is that it works without interfering with any of the existing files and it's safe to use with custom themes.

Anowave's support team worked closely with us and assited in virtually every aspect. They adjusted the extension for our theme, helped us with creating the required Google Tag Manager tags and tested the extension. The extension's Docs & Guide section is awesome tutorial by itself. We learned a lot how Google Tag Manager and Google's Enhanced ECommerce work together.

This is an added value to every store and really glad we have it working now.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

As a web & social analytics agency we have various clients with various web sites and we had to find a solution that will work 100% on different Magento installations without breaking stuff. This extensions does exactly this, it works as described, it's designed to work with zero to minimum impact on core or bespoke updates to any Magento installaiton.

We were using a free GTM extension that adds the GTM install snippet and after installing this extension instead of conflicting with the other one, it just worked seamlessly.

Anowave's support was also brilliant.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Finally, a decent extension for GTM with AdWords Dynamic Remarketing support. It's far better then everything we tried. Outstanding support by Anowave too.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Fair cost for the provided functionality and support level. The extension worked fine and with a bit of push from Anowave mainly because of the heaviliy customized theme we're using, it started to measure the enhanced ecommerce data that we were after.

I'll definately recommend this product as a complete and versatile bridge between Magento and Google Tag Manager.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

The only reason I give it 4 out of 5 is the lack of online demo and I had to shoot a few emails before making a decision. The support team answers however were comprehensive and helped a lot.

Other then that the extension worked as expected. The custom dimensions support is something we looked for for a long time and are so happy that it's supported.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

The tag manager works great, we had a small issue with a button in our theme failing to operate after initial install, but this was resolved immediately after reporting it, by Anowave support.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Absolute must-have extension. We not only got exceptional software but also learned tons of new stuff from Anowave with regards to GTM tags. Their support team did eveyrthing for us starting from extension installation to tag creation, testing and deployment to our live servers. No questions asked. I do recommend the product and the service offered!

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Incredibly fast response time. Anowave setup the GTM tags and also customised it to cater for our theme, including IWD onestepcheckout changes.

Definitely recommended.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

The most advanced extension we've seen so far and the only one at least to my knowledge to support GTM API. It tooks us literally 5 minutes to install, create all tags and deploy. Astounding!

Thank you Anowave for the great tool and awesome support! Will definately come back and try more of your products.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Not only does this module simplify Google Tag Manager but it also provides easy centralized config of remarking tags like the Facebook Pixel. Support is excellent with same day responses to questions. I can't recommend it enough.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

We have tested several such extensions and they caused nothing but troubles. Incomplete tracking and huge performance impact are the ones we experienced the most. This product by Anowave is by far the best we've tried so far. It's comprehensive, well designed and comes with outstanding support.

I'd like to specifically thank to Angel from the team who was polite and delivered excellent support.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Great product, good support.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

It's not possible to not say a few words about this product because literally 10 minutes after purchasing the extension we have had enhanced ecommerce tracking setup and running. When I say 10 minutes I really mean it. Awesome!

Thanks Anowave. I will definately try some of your other products as well. Do recommend the extension.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

This is what we ended with eventually. After trying a competative module, we got corrputed data, missing tracking and lots of issues. Anowave's solution is by far the best module we've tried and certainly the most comprehensive one in terms of tracking.

Awesome support as well! Recommend it.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

Had little to no pain with this module. It worked a charm and had everything set the same business day.

What we liked was the full service provided by Anowave, they did everything, installed module, configured GTM, tested stuff and did a few minor adjustments so quickly. Also one of the most well organized help desk systems we've ever seen.

Yes, I recommend this product

I cannot recommend the extension highly enough! It saves tones of work to a non-technical person.

The FREE (!) customer support was amazing and very helpful.

5 out of 5 from me :)

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

If you are looking at this then you are probably a growing store, lots of extensions running, and you've had trouble getting the depth of integration to google/adwords etc with free extensions out there. I knew I had to get the detail correctly into GA/Adwords in order to effectively run PPC and re-marketing efforts.

I think it's fair to say if you are like us, you will have a few teething issues getting this working, but I had to say the support here is FIRST CLASS. Extremely responsive, patient, good humoured and technically adept. Our issues primarily stemmed from a heavy use of ajax in our cart and one page checkouts, but between settings in admin and a couple of updates from the anowave team all sorted. They even forgave my stupidity on more than one occasion. The code is clearly of high quality, as it's injecting all sorts of data into your HTML tags and implements its own datalayer to GTM. Loads of rich data is going up - as it should be.

We are now up and running with 100% visibility into what is happening, and our PPC campaigns are happy.

Subsequently, with a proper GTM implementation, we've been able to instantly add things like HotJar tracking.

Can't recommend highly enough for this rather complex/potentially messy area when you are running FPCs, JS/CSS Optimisation, AJAX carts & checkouts & CDN and need a solution 'that just does it all' instead of the 3/4 extensions we had doing half a job plus loads of snippets we were manually injecting.

Yes, I recommend this product

Purchased Magento Google Tag Manager Enhanced Ecommerce (UA) Tracking

This is realy good extension - it save as lots of time!
And support is absolutely great - I got right answer in few minutes!

Yes, I recommend this product

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User Guide & Documentation


This extension can be installed in a few minutes, by going through the following steps:

  • Download/purchase the extension
  • Unzip the file in a temporary directory
  • Turn your Magento cache ON (if uploading to live site)
  • Copy folder and paste it in your Magento installation root directory. This extension will NOT replace existing code.
  • Go to your admin panel and clear cache.
  • Go to System -> Configuration -> Anowave Extensions
  • Click "Google Tag Manager"
  • Enter your license key
  • Enter your GTM Install snippets (head and body). The code can be found in your GTM account under Admin -> Install Google Tag manager
  • Enter your UA tracking ID (from Google Analytics)
  • Save configuration



To configure the extension go to System -> Configuration -> Anowave Extensions -> Google Tag Manager and fill in the available configuration fields depending on your personal settings. See Fig. 0

Fig. 0


About Data Layer (dataLayer[]) object

To ensure maximum flexibility, portability, and ease of implementation, Google Tag Manager functions best when deployed alongside a data layer. A data layer is an object that contains all of the information that you want to pass to Google Tag Manager. Information such as events or variables can be passed to Google Tag Manager via the data layer, and rules can be set up in Google Tag Manager based on the values of variables (e.g. fire a remarketing tag when purchase_total > $100) or based on the specific events. Variable values can also be passed through to other tags (e.g. pass purchase_total into the value field of a tag).

In order to measure data through Google Tag Manager, you must create specific tags in your Google Tag Manager account. Once tags are created, they can be fired by the Data Layer when certain events occur. Most actions such as "Add to cart", "Remove from cart" etc. are events fired by the Data Layer. They require certain tags to be created and configured in Google Tag Manager which act like "listeners" to these events. Once an event occurs, the corresponding tag will be fired. If tag does not exists, it cannot be fired when event occurs.


About GTM Tags

Tags are tiny bits of website code that let you measure traffic and visitor behavior, understand the impact of online advertising and social channels, use remarketing and audience targeting, test and improve your site, and more.

To learn more about tags watch this short video by Google -


Testing tags / Preview mode

dataLayer[] is a special object containing additional tracking information. Once the GTM code is initialized, it checks the dataLayer for statically or dynamically defined rules and tries to match those rules with the existing tags within your GTM account at Google. If a tag is matched, it gets fired automatically including sending additional tag related information.

A proper configuration is imperative for tags to fire, otherwise you may not be able to gather important information regarding your customers, products etc. The extension comes with built-in Google Tag Manager API that can be used to create all required tags effortlessly and without any errors. (See bottom of page)

To test tags you can run GTM in Preview mode. Once GTM is set to Preview mode, go back to your site and refresh the page. A console would appear showing useful information on the dataLayer[] object status, current tags fired etc. You can use this approach to test the entire site and check where tags fire, if they fire at all and if dataLayer[] is correctly initialized.


Tags configuration

The extension is the only one to support Google Tag Manager API, allowing you to create all required tags automatically and directly from your Magento admin panel. In rare cases where one would like to create tags by himself/herself, the following tags should be created. Please note that this is the minimum set of required tags for Enhanced Ecommerce to work properly. We strongly recommend using the API implementation as this will ensure no user errors can occur and will save you a lot of time. Learn how to use the API by watching a special video prepared for our customers -


Universal Analytics

Tag type : Universal Analytics
Tracking ID: <Your tracking ID>
Track type : Pageview
Enable Display Advertising Features: Check
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: All pages

Product Event - Click

Tag type : Universal Analytics
Track type : Event
Event Category: Ecommerce
Event Action: Product Click
Event Label: (See Section Event Label)
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: {{event}} equals productClick

Product Event - Add to Cart

Tag type : Universal Analytics
Track type : Event
Event Category: Ecommerce
Event Action: Add to Cart
Event Label: (See Section Event Label)
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: {{event}} equals addToCart

Product Event - Remove from Cart

Tag type : Universal Analytics
Track type : Event
Event Category: Ecommerce
Event Action: Remove from Cart
Event Label: (See Section Event Label)
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: {{event}} equals removeFromCart

Product Event - Checkout step

Tag type : Universal Analytics
Track type : Event
Event Category: Ecommerce
Event Action: Checkout
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: {{event}} equals checkout

User Timing NEW

Tag type : Universal Analytics
Track type : Timing
Category: timingCategory (dataLayer variable)
Value: timingValue (dataLayer variable)
Label: timingLabel (dataLayer variable)
Firing Rule: {{event}} equals trackTime


AdWords Dynamic Remarketing NEW

Tag type : AdWords Remarketing
Use Data Layer: true
Data Layer Variable: {{google_tag_params}}
Basic Settings - Document Path: {{url path}}
Firing Rule: {{event}} equals fireRemarketingTag

Social Interaction Macros NEW

Macro type : Data Layer Variable
Data Layer Variable Name: socialNetwork
Data Layer Version: 1

Social Activity NEW

Tag type : Universal Analytics
Track type : Social
Use Data Layer: true
Data Layer Variable: socialNetwork
Social Tracking Parameters
- Network: {{Social network}}
- Action: {{Social action}}
- Action Target: {{Social target}}
Firing Rule: {{event}} equals socialInt


Event Label

Event label value varies depending on the product being clicked, added or removed from cart. This requires it's value to be populated dynamically. For this reason, we've designed the extension to create a dataLayer variable called eventLabel passed everytime event gets triggered. This allows tag configuration to read this variable directly from the dataLayer object and in effect assign dynamic event label. To configure tags to read this variable from dataLayer create a new dataLayer variable in GTM called Product label. It must be dataLayer variable (Version 1) with Data Layer Variable name set to eventLabel.

Once this variable is available, adjust event tags to use {{Product label}} as Event label value.


Tag configuration (GTM v.2)

The new GTM v.2 interface requires the same tag configuration as in GTM v.1 with the following exceptions:

a) Event based tags e.g "Add to Cart", "Remove from Cart", "Checkout" etc. require custom JavaScript event as triggering rule. See an example bellow of how "Add to Cart" event trigger looks like in GTM v.2

Tag names

Find below a screenshot of how your tags might look like if properly configured. Make sure your tag names are meaningful and make sense to anyone. See Fig. 1

Fig. 1


Tag Example

Find below example of how "Product Add to Cart" tag might look like. Tag settings are as follows:

Tag type : Universal Analytics
Track type : Event
Event Category: Ecommerce
Event Action: Add to Cart
Enable Enhanced Ecommerce Features: true
Use Data Layer: true
Firing Rule: {{event}} equals addToCart

See Fig.2




Watch Video on how to create and configure GTM tags in Google Tag Manager V2 API Interface

Our module comes with a built-in API implementation for Google Tag Manager API. You can use it to create all tags, variables and triggers in an instant and without errors. Watch this short video - (available in 1080p) on how to use the API to quickly create and configure your GTM account.

Important: The only tag that the API will NOT create is the Universal Analytics tag. This is to avoid duplication if this tag already exists. If you don't have such tag, simply create one and remember to enable Enhanced Ecommerce under tag's "More settings" panel.


Finding Google Tag Manager Account ID

Google Tag Manager account id is located in your GTM account under Admin -> Account settings menu (see below)



AdWords Dynamic Remarketing Tag

To configure AdWords, check the steps/guide outlined below.

1. AdWords Conversion Tracking

In our extension configuration screen go to AdWords Conversion Tracking tab and insert your conversion id and conversion label (obtained from AdWords). The word "purchase" is default and should be replaced with your own label. Once these are inserted, flush cache and conversion tracking should work out of the box. You don't need to define anything in terms of GTM tag/configuration. AdWords Conversion Tracking is built-in in our module for customer ease.

2. AdWords Dynamic Remarketing

If you used our API to create all triggers, then you should have a tag called EE AdWords Dynamic Remarketing and 2 variables in GTM -> Variables e.g. "ee conversion id" and "ee conversion label"

a) Go to GTM -> Variables and edit "ee conversion id" variable. Insert your conversion id (obtained from AdWords)
b) Go to GTM -> Variables and edit "ee conversion label" variable. Insert your conversion label (obtained from AdWords)
c) Publish new container version

This will activate AdWords Dynamic Remarketing.


AdWords Conversion Tracking

The extension comes with a built-in AdWords Conversion tracking support. If you'd like to know which of your keywords best leads to clicks and conversions, such as sales, conversion tracking can help you. The built-in AdWords Conversion Tracking for Magento will automatically insert a tracking snippet in your confirmation page and track conversions effectively. See below a proof of concept and sample preview of how tracking variables values might look like after a successful purchase. See Fig. 3 (preview contains also variables related to AdWords Dynamic Remarketing as well)

Fig. 3


How to test if tags are actually working

There are essenatially 2 types of tags. The first type of tags are those sent on Pageview. They include information that is gathered upon page load and sent automatically with the GA Pageview. The other type of tags are those fired after the page is loaded. They usually require user action such as click of a button etc.

To learn more about testing tags visit

Previewing in debug mode allows you to check which tags are fired and which are not fired. If a certain tag isn't fired then make sure it's configuration matches the required one described in this documentation. (See Tag configuration).


Custom Dimensions

Custom dimensions and metrics allow you to bring additional data into Google Analytics that can help you answer new questions about how users are interacting with your content and products. The extension supports 5 predefined custom dimensions however these can be increased up to 18 by request.

To start tracking custom dimensions follow the instructions below:

  1. 1. Go to Google Analytics -> Admin
  2. 2. In the "Property" column click "Custom definitions"
  3. 3. Click "Custom dimensions"
  4. 4. Click "New custom dimension"
  5. 5. Name your dimension. Supported values include "Customer ID", "Number of whishlist items", "Customer gender", "Customer group", "Customer number of orders prior to purchase"
  6. 6. Set "Scope" to "Product"
  7. 7. Make sure "Active" checkbox is checked.
  8. 8. Click "Create"
  9. 9. Repeat steps 4 to 8 for all 5 possible values described in Step 5

Once custom dimensions are created in Google Analytics they need to be activated in the extension configuration options. To activate steps, follow the instructions below:

  1. 1. Go to System -> Configuration -> Anowave Extensions -> Google Tag Manager
  2. 2. Expand section "Custom definitions" (if collapsed)
  3. 3. Set "Enable custom dimensions" to "Yes"
  4. 4. Adjust each of the 5 custom dimensions to match the dimension names created in Google Analytics.
  5. 5. Save configuration

That's it. The extension will now send additional custom dimension with each product upon purchase.

There are some technical limitations to consider with regards to custom dimensions.

1. Custom dimensions appear as primary dimensions in Custom reports and in Segments. They do not appear in Standard reports. Custom metrics appear in Custom reports and in Segments.

2. Custom dimensions cannot be deleted, but you can disable them. We recommend you avoid trying to reuse custom dimensions. When you edit the name, scope, and value of a custom dimension, both the old and the new values can be paired with the either the old or the new dimension name. This conflates data in your reports in a way that cannot be accurately separated with a filter.

3. Custom dimensions and metrics are only available for properties that have either been enabled for Universal Analytics or contain at least one app reporting view.

4. When a new dimension is created an index of 1 to 20 is used and it's name becomes "dimensionN" where N is a digit between 1 and 20 for normal analytics account and 1 to 200 for premium analytics accounts. Once a dimension is created e.g "Customer gender" it gets a name like "dimension3". It's imporant not to change dimension name in your Analytics account as this may result in inaccurate reporting. See pt. 2 above. It's also important to match the dimension names with those supported by the extension because the extension will always set dimension3's value to the customer gender regardless of the dimension name be it Customer Gender or Customer Group etc.


Google Analytics customers are prohibited from sending personal information to Google.

The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibits sending personally identifiable information (PII) to Google Analytics (such as names, social security numbers, email addresses, or any similar data), or data that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset), even in hashed form. Your Google Analytics account could be terminated and your data destroyed if you use any of this information.


Facebook Pixel Tracking

Our module comes with a built-in support for Facebook Pixel. Get started at
Once you have your pixel properties, simply insert them in extension's configuration screen and Facebook Pixel tracking will work automatically for you. No need to setup additional GTM tags or anything else at all.


Promotions & Promotion tracking

This module can track promotion views and promotion clicks. However, different customers use different promotions e.g. banners, sliders, static images etc. which makes it impossible to track them all. To solve this we have introduced a smart way to enable promotions in your site by doing a few code changes at HTML level. Althought this is DYI, it's very easy to achieve.

To make an object promotion simply add data-promotion="true" attribute. Then add the rest of the attributes from Enhanced Ecommerce specification related to promotions e.g.

  1. data-promotion-creative="squareBanner"
  2. data-promotion-name="Square Banner"
  3. data-promotion-position="1"
  4. data-promotion-id="SQUARE_BANNER"

Note: Values are fictional. Fill in your own values.

A typical HTML element would look like shown in the figure below.


data-promotion-* attributes can be applied to any element on the page.


Advanced Developer Configuration / Selectors

Parts of the tracking related to event tracking may involve adjusting a few configuration selectors. Under Advanced Developer Configuration we have exposed a few selectors which provide a flexible mechanism of detecting elements on your page and binding the corresponding tracking e.g. productClick, addTocart etc. These selectors are XPath selectors. XPath uses path expressions to select nodes or node-sets in an XML document. The node is selected by following a path or steps.

In effect these selectors describe the path to specific elements on your page and allow the module to hook to them dynamically. There are several important selectors.

1. Impression list selector - Used to detect a list of products in categories
2. Impression click selector - Used to detect a clickable element e.g. product title, image from categories
3. Add to cart selector from categories - Used to detect direct "Add to cart" button from categories

There are also other less important selectors with self-explanatory names.

One may find this part of the configuration a bit technical so if you're unsure how to configure or if these need to be adjusted at all, please contact our help desk. Support engineers will clarify on this.

For technical person, it should be relatively easy to adjust these as long as you're aware on the following.

a) "//" double slash means an absolute selector, if selector starts with double slash e.g. // it will be applied on the whole content, in some cases could be the whole page or the listings HTML

b) If a selector starts with element, it's then a relative selector and will be applied on the content matched from the previous/dependable selector. Impression click selector for example depends on impression list selector. The first one must be absolute selector while latter one should be relative.

A good example would be:

a) Presume category products are listed in ORDERED LIST e.g. OL/LI, OL has ID - products, in this case the Impression list selector becomes: //ol[contains(@class,"products")]/li which reads "pick ALL LI elements which are direct children of OL element with attribute ID equal to "products"

b) Presume that product link which we need to track productClick exists in OL/LI/DIV/A with class "product-image", the Impression click selector becomes: DIV/A[contains(@class,"product-image")] which reads "pick A element which is child of DIV element which is direct child of previously matched LI element


A/B Content experiments and split testing

Content experiments are essential part of conversion rate optimization. They provide a way to test what works and what doesn't work. As of version 10.0.3 we have introduced content experiments for Magento. They allow store owners to experiment with different content and see which one performs better.


Enabling experiments

To start with content experiments go to System -> Configuration -> Anowave Extensions -> Google Tag Manager -> A/B Content Experiments and set Enabled to "Yes"


Creating Experiments

To create experiments go to System -> A/B testing and add few experiments. For example Experiment A and Experiment B. Experiments can be active for each store individually to allow for different experiments in multistore environment.

With experiments created, go back to Manage products and edit any of your existing products. You should see now extra fields next to Description, Name and Short description allowing you to insert alternative content. This is the data that customer will see if Experiment A is triggered. (See below)

Triggering an experiment

Experiments are triggered randomly based on the number of current experiments. For example, if you have 2 experiments e.g. Experiment A and Experiment B, then 50% of the customers will see Experiment A and 50% of the customers will see Experiment B. If we have another experiment e.g. Experiment C, then the number goes to 33% and so on.


Experiment reporting

When experiments it triggered, a new variable "experiment" is pushed to the dataLayer[] object which besomes persistent for this user. By using a cookie, the system ensures that the same customer sees the same experiment everytime.

With the dataLayer.experiment variable available, then each enhanced ecommerce tag should be configured to set a custom dimension with value set dynamically from the dataLayer. This way every action on the site can be associated with the current running experiment.





dataLayer[] Preview


Since this extension cannot be demonstrated online, find below a few screenshots of the dataLayer[] object contents in some of the essential pages.





Assessing installation and tracking


Assessing the installation is important part of ensuring that tracking works and it covers all aspects of enhanced ecommerce. There are multiple ways to assess the installation, but we will describe the most common ones.


1. Assessing as customer

As a customer you may not have coding skills so there are a few simple steps to follow. We have outlined them below.

  1. 1. Go to your Google Tag Manager account and check if you have created all tags, triggers and variables
  2. 2. Check if you have published your container
  3. 3. Run your container in "Preview" mode and go back to your site.
  4. 4. Browse pages such as Home Page, Category, Product detail page and ensure that Universal Analytics tag fires on all of them.
  5. 5. Click on a product from your categories and ensure that "Product click" event appears in the GTM preview console (bottom of the browser)
  6. 6. Click on "Add to cart" button and ensure "Add to cart" event is fired. Follow the same procedure for "Remove from cart"
  7. 7. Go to Checkout, and see if checkout steps are tracked (again by looking to the preview console).
  8. 8. Place an order and click on the dataLayer from the preview console. Ensure that dataLayer[] object contains all the data such as revenue, transaction, products array etc.
  9. 9. Play with the entire site when in preview mode and ensure that dataLayer[] object is initialized as per the specification descrived here -
  10. 10. Last but not least, contact our support engineers and ask them to evaluate the installation.

2. Assessing as developer (advanced)

As a developer you could use some tools to assess the installation. We have outlined them below.

  1. 1. Assess the installation as customer (see pt. 1 above)
  2. 2. Open browser's developer console and inspect AEC and dataLayer objects. They should be defined.
  3. 3. Monitor network and requests made to
  4. 4. Inspect elements such as category images, add to cart buttons etc. for data-* attributes such as data-id, data-brand, data-catgory etc.
  5. 5. Make sure GTM is inserted only once in the page HTML source
  6. 6. Make sure standard Google Analytics is turned off entirely.



Even properly installed the extension may fail to send data to Google in certain cases. See below possible situations that may result in data loss:

  1. Transaction tag(s) are fired on order confirmation page and if for any reason the customer doesn't get to confirmation page, NO transaction data will be recorded.
  2. Some customers reported doubled amount of transaction value. This could happen if GA transaction tracking is enabled in Magento. It will in effect send transaction data twice resulting in incorrect transaction amount reported in Google Analytics. Our recommendation is to disable all 3rd party extension related to GA and leave stuff to GTM. It's main purpose is to allow site owners to add features to the site without editing code whatsoever.
  3. Inaccruate bounce rate has been repored on few occasions. This usually happens when there are more then one tag fired on 'pageview' with results in sending data twice to Google thus bounce rate getting lower then 1%. To test if your site doesn't sent 'pageview' twice to Google, use browser's console and search for requests containing the keyword "collect" There should be only 1 such request per page view.




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Extensions for Magento

Anowave is an extension developer for Magento 1.x and Magento 2.x platforms. We provide a wide range of premium extensions for our in-house and public clients. The extensions that we offer extend the capabilities of Magento and provide a bespoke functionality. They also fill some missing gaps in the functionality provided by the base platform and help customers in chosing Magento as prefered ecommerce platform.

The extensions that we offer are part of our full range Magento service which includes also a Premium Helpdesk where customers get to speak with actual software engineers and get their issues resolved without hussle. Premium labeled modules also include free installation, confiuration, testing etc.