T-Soft offers an online e-commerce platform that leverages the GTAG structure for Google Analytics 4 and Google Ads support, utilizing Universal Analytics and several key e-commerce events observed in recent references. In this article, I will provide detailed insights into these events and introduce a complementary solution that can be used as an alternative or supplement.
T-Soft provides a wide range of code integration solutions via its app marketplace (T-Soft Apps), including Segmentify, SnapChat, LinkedIn Insight Tag, Hotjar, Facebook CAPI, TikTok Pixel, and GTAG, enabling conversion tracking for Google Analytics 4, Ads Remarketing, and Purchase events. As a result, I have recently developed a complementary workflow specifically for Google Tag Manager, based on observations gathered during the implementation process, which you can review below.
The T-Soft GTAG integration ensures data flow for both basic and product-level information—starting with page views and extending to product data via ecomm_ parameters—based on the config structure for Google Analytics 4, Universal Analytics, and Ads. However, new versions of the platform do not include re-engagement campaigns, product, or customer data within this framework.
T-Soft follows distinct deployment policies for Google Tag Manager and Google GTM DataLayer. For instance, while Google Tag Manager is available for free, a purchase and approval process is required for Google GTM DataLayer. Additionally, analysis conducted through reference materials1 revealed that the Google GTM DataLayer is based on the Universal Analytics object structure.
In the event data flow delivered via GTAG, checkout actions are now linked to the begin_checkout event rather than the view_cart event, based on the user’s cart page. Furthermore, during the evaluation of user interactions such as product clicks and item removals from the cart, these events were not observed.
In summary, to eliminate potential gaps and discrepancies, this work process has started with directly handling data flow through Google Tag Manager instead of adding code packages tied to different code themes.
Supported Google Analytics 4 (GA4) Events
All priority events for e-commerce reports within Google Tag Manager are currently available in pre-configured form.
- Product lists (view item list)
- Product click (select item)
- View product details (view item)
- Add to cart (add to cart)
- Remove from cart (remove from cart)
- View cart (view cart)
- Begin checkout (begin checkout)
- Add shipping info (add shipping info)
- Add payment info (add payment info)
- Purchase (purchase)
- Site search
Supported Google Ads Events
The workspace includes both active and inactive Google Ads conversion and remarketing events. Additionally, the Enhanced Conversion setup can be used in conjunction with the purchase event.
Remarketing Tags
- Remarketing (all pages)
- Conversion linker (all pages)
- Product lists (view item list)
- View product details (view item)
- Add to cart (add to cart)
- Purchase (purchase)
- Site search
Conversion Tags
- View cart (view cart)
- Begin checkout (begin checkout)
- Purchase (purchase)
Parameters Included in Events
Product information is available in both GA4 and Ads events. In addition to this, the following data is also passed:
- Customer ID
- Payment Type
- Search Term
Although tags and parameters share commonality across workspaces, they vary depending on the specific workspace scope.
Installation Process
The installation process consists of the following steps:
- After the purchase is completed, an email is sent containing a JSON file.
- The JSON file is added to the GTM container by creating a new workspace (merge option is selected).
- Relevant variables are updated (Ads Conversion ID and conversion labels, Google Analytics 4 Measurement ID).
- The tags to be used are activated by turning on the currently inactive tags.
- GTM changes are published to production.
The code included in GTM has been prepared according to the standard theme structure provided by T-Soft. Customizations may be required in customized themes. Customization and enhancements are outside the product scope.