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TYRIOS optimises your eCommerce tracking with the new data layer support

At TYRIOS, we have always focussed on providing you with the best tools for your eCommerce marketing - including comprehensive support for Google Analytics, Google Ads and Facebook. With the latest update, we now offer extended data layer support that is specifically geared towards the latest developments in Google Analytics 4 (GA4).

As Google is focussing more strongly on the Google Tag Manager (GTM) with GA4, we are also taking this step consistently and are now transferring your data to the GTM in an even more structured and targeted manner via the data layer. This allows you to optimise your marketing campaigns even more efficiently.

What is the data layer and why is it important?

The data layer is a central interface in Google Tag Manager through which important information about your users' activities is collected and passed on in a structured way. Although we have always supported solutions for Google Analytics and other platforms such as Google Ads and Facebook, the new integration with the data layer allows us to deliver even deeper and more precise data.

This means that instead of tracking unstructured data, all information - from product views to purchases - is now cleanly processed and transmitted to the respective tools via the GTM. This is particularly important for the new possibilities in GA4, which are based on detailed event data.

How does the data layer support help you in eCommerce tracking?

Thanks to the new integration, you can analyse and understand the behaviour of your customers in the shop even better. You could already collect information about your users with TYRIOS before, but with the new structured data transfer, the whole process becomes more efficient and precise.

Here are some of the key events you can now track in more detail:

  • Product views: Find out which products are being viewed in which categories or overviews.
  • Shopping basket actions: Track which items are added to the shopping basket and optimise your campaigns based on this.
  • Checkout process: Analyse exactly when and where users start or cancel the order process.
  • Purchases: Track which products are ultimately purchased - the most important key figure for the success of your marketing measures.

GA4 and the Google Tag Manager: The new standard for tracking

With GA4, Google is increasingly relying on the use of GTM to enable a detailed event-based analysis of user behaviour. With the new data layer support in TYRIOS, you can easily adapt to this standard and ensure that your marketing data is recorded and passed on as precisely as possible.

All your existing integrations - whether Google Ads, Facebook or other marketing channels - will remain intact while benefiting from the improved data structure. This leads to even better evaluations and optimised campaigns.

Data protection: full control and transparency

Of course, data protection remains the focus of the new data layer integration. TYRIOS systematically sends your users' consent to the GTM via the data layer so that all tracking tags are loaded in full compliance with data protection regulations. Consent is obtained via the cookie banner (CMP) so that you are safe when it comes to GDPR.

No effort for you - everything is automatic

Best of all: you don't have to worry about a thing! The data layer integration in TYRIOS is already fully implemented. As soon as you have set up the GTM, the data is automatically structured and transmitted in compliance with data protection regulations.

Use Google Merchant Centre for even better campaigns

The new data layer support brings a further advantage: all product data is based on the product ID that is also used for the Google Merchant Centre export. This allows you to link user behaviour directly to your product range and optimise your Google Ads campaigns even more specifically.

Conclusion: More efficiency and success in eCommerce

With the new data layer support, you are ideally equipped for the future of eCommerce tracking. Use the structured data in combination with Google Tag Manager and GA4 to take your marketing to a new level. Optimise your campaigns, increase your conversion rates and enjoy success in digital commerce.

 

Deployment date: 15/09/2024

KB entry for more details: Data layer support for eCommerce tracking

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