Virtina always loves a good challenge, and a renowned client posed us one recently in the form of eCommerce tracking with a Google Tag Manager for their Volusion store. As per usual, we took it up with confidence. Our client had a Volusion store selling their clients an eclectic array of vegetarian and vegan meats. They were successful at what they did. But closely tracking and analyzing their eCommerce conversions were a challenge. They needed to follow their strong points and turn them to their advantage to generate revenue.
Custom eCommerce Tracking Feature for the Store
The client had one requirement. They wanted to install a custom eCommerce tracking feature. We had to help them capture the eCommerce transactions or conversion data on their Volusion store in Google Analytics (GA) using Google Tag Manager (GTM). They wanted a clear idea of the amount and quantity of transactions happening on their site. Google Analytics has two primary ecommerce implementation methods: standard eCommerce reports and enhanced eCommerce reports. The customer preferred to acquire enhanced eCommerce reports.
We executed the task to perfection. We had a happy customer who could push their ROI based on the new tool implemented on their website. And Virtina had another episode of in-depth learning.
Looking to set up a custom eCommerce tracking system for your Volusion store?
Integrating eCommerce Tracking Based on Google Analytics
eCommerce tracking on Volusion using Google Tag Manager is not infrequent but is not simple either. The monitoring allows merchants to track their website's transactions and sale volume. Apart from that, the merchants get an insight into the transaction source, thereby enhancing ROI. The tracking can be done through Google Analytics. But before all that, a knowledgeable team needs to set up a proper tracking system as per the Google Analytics recommended format.
To set the Volusion tracking up, the team should have a thorough knowledge of JavaScript, coding, and developing. The process is tedious, expensive, and requires more person-hours. Even a tiny mistake can break the site, cart, and other significant site functionality.
Our experts needed to create new codes to meet the client's requirements. Since we were adept at executing such tasks, finding a solution was much more effortless than expected. Our team was experts at JavaScript and had immense developing knowledge, which helped us tackle the job easier than most teams would. Additionally, our familiarity with the basics of Google Analytics and its interface helped quicken the process.
Process Flow for Google Tag Manager Supported eCommerce Tracking
Within the Volusion store, the tracking can be created using Google Tag Manager utilizing transaction data by JavaScript on the OrderFinished.asp web page. We can track using two types of JavaScript: Transaction Array Contents and Order Details Array Contents.
We went through these methodical steps to get to the crux of the customer requests. Firstly we installed Google Tag Manager in the client's Volusion store for setting up eCommerce tracking using Google Tag Manager. Next, we enabled eCommerce Reports in Google Analytics. We followed the path Admin Area >Design > File Editor> Live Edit Page > Click on template.htm. We then implemented eCommerce data layer code in the store GTM to track sales data in Google Analytics. We further configured Trigger, Tag, and Event Triggers in Google Tag Manager. The next step was to create a Google Tag Manager Custom Event to fire the eCommerce data layer in Volusion Store in Google Tag Manager, thereby installing the Tracking Tag in Volusion.
We then performed a quality assessment and ran a few additional tests to check if everything was working seamlessly and remove any bugs before handing the project over to the client.
Learn how to use Google Tag Manager for your Volusion store to get the most out of your data
Advantages of eCommerce Tracking Set Up for an eCommerce Store
By tracking essential interactions and combining the data with the default Google Analytics functionality, the client could now figure out what really drives sales, which traffic sources are more effective than others, etc. Further analysis helped the company drive revenue, average order value, transactions, purchases, sales performance, etc. They started seeing what really matters, conversions and revenue.
Effects of Google Analytics Aided eCommerce Tracking for Volusion Store
The customer was delighted with the outcome. They could track the movements on their website and thereby make calculated decisions. The hours we put in paid off, and the strategy worked—a win-win situation for the client and us.
