Shopify GTM Pixel

A comprehensive Google Tag Manager pixel for Shopify to track Google Analytics and Google Ads ecommerce events

Introduction

This is an alternative to using the Shopify built-in Google & YouTube Channel to send Google Analytics 4 and Google Ads events.

This pixel for Shopify will feed Google Analytics 4 and Google Ads compatible ecommerce data to Google Tag Manager.

Note I still use Shopify's Google & YouTube Channel to connect to Merchant Center, but leave the Google Analytics 4 and Google Ads connections disabled as I could never get them to to work satisfactorily.

Updates and suggestions most welcome!

Installation

Shopify backend:

1. Create a new Custom Pixel.
2. Copy and paste the code in to the pixel.
3. Replace '<your tag here>' with your GTM tag id.
4. Save and connect the pixel.

Google Tag Manager

Variables

Variable Name	Data Layer Variable Name	Type
Ecommerce Coupon	ecommerce.coupon	Data Layer Variable
Ecommerce Currency	ecommerce.currency	Data Layer Variable
Ecommerce Items	ecommerce.items	Data Layer Variable
Ecommerce Shipping	ecommerce.shipping	Data Layer Variable
Ecommerce Tax	ecommerce.tax	Data Layer Variable
Ecommerce Transaction ID	ecommerce.transaction_id	Data Layer Variable
Ecommerce Value	ecommerce.value	Data Layer Variable
Ecommerce Item List ID	ecommerce.item_list_id	Data Layer Variable
Ecommerce Item List Name	ecommerce.item_list_name	Data Layer Variable
Ecommerce Search Term	ecommerce.search_term	Data Layer Variable
Event ID	id	Data Layer Variable
Page Location	page_location	Data Layer Variable
Page Title	page_title	Data Layer Variable

Triggers

Trigger Name	Event Name	Trigger Type	Fires On
page_view	page_view	Custom Event	All Custom Events
view_item	view_item	Custom Event	All Custom Events
add_to_cart	add_to_cart	Custom Event	All Custom Events
remove_from_cart	remove_from_cart	Custom Event	All Custom Events
begin_checkout	begin_checkout	Custom Event	All Custom Events
add_shipping_info	add_shipping_info	Custom Event	All Custom Events
add_payment_info	add_payment_info	Custom Event	All Custom Events
purchase	purchase	Custom Event	All Custom Events
view_cart	view_cart	Custom Event	All Custom Events
view_item_list	view_item_list	Custom Event	All Custom Events
search	search	Custom Event	All Custom Events

Google Analytics GA4 Event Tags

Name	Event Name	Event Parameters	Firing Triggers
GA4 - page_view	page_view	page_location = {{Page Location}}	page_view
		page_title = {{Page Title}}
GA4 - view_item	view_item	currency = {{Ecommerce Currency}}	view_item
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
GA4 - add_to_cart	add_to_cart	currency = {{Ecommerce Currency}}	add_to_cart
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
GA4 - remove_from_cart	remove_from_cart	currency = {{Ecommerce Currency}}	remove_from_cart
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
GA4 - begin_checkout	begin_checkout	currency = {{Ecommerce Currency}}	begin_checkout
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
		coupon = {{Ecommerce Coupon}}
GA4 - add_shipping_info	add_shipping_info	currency = {{Ecommerce Currency}}	add_shipping_info
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
		coupon = {{Ecommerce Coupon}}
GA4 - add_payment_info	add_payment_info	currency = {{Ecommerce Currency}}	add_payment_info
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
		coupon = {{Ecommerce Coupon}}
GA4 - purchase	purchase	items = {{Ecommerce Items}}	purchase
		transaction_id = {{Ecommerce Transaction ID}}
		value = {{Ecommerce Value}}
		tax = {{Ecommerce Tax}}
		shipping = {{Ecommerce Shipping}}
		currency = {{Ecommerce Currency}}
		coupon = {{Ecommerce Coupon}}
GA4 - view_cart	view_cart	currency = {{Ecommerce Currency}}	view_cart
		value = {{Ecommerce Value}}
		items = {{Ecommerce Items}}
GA4 - view_item_list	view_item_list	item_list_id = {{Ecommerce Item List ID}}	view_item_list
		item_list_name = {{Ecommerce Item List Name}}
		items = {{Ecommerce Items}}
GA4 - search	search	search_term = {{Ecommerce Search Term}}	search

Google Ads Conversion Tracking Tags

Name	Conversion Value	Transaction ID	Currency Code	Firing Triggers
Ads - view_item	{{Ecommerce Value}}	{{Event ID}}	{{Ecommerce Currency}}	view_item
Ads - add_to_cart	{{Ecommerce Value}}	{{Event ID}}	{{Ecommerce Currency}}	add_to_cart
Ads - begin_checkout	{{Ecommerce Value}}	{{Event ID}}	{{Ecommerce Currency}}	begin_checkout
Ads - purchase	{{Ecommerce Value}}	{{Ecommerce Transaction ID}}	{{Ecommerce Currency}}	purchase

Other Tags

Name	Type	Firing Triggers
Google Analytics 4	Google Tag	All Pages
Google Ads	Google Tag	All Pages
Conversion Linker	Conversion Linker	All Pages
Google Ads Remarketing	Google Ads Remarketing	All Pages