Tracking in your Shoporama webshop
Overall guide to tracking setup with Google Analytics, Google Tag Manager and e-commerce tracking.
Tracking is essential for understanding how visitors interact with your online store. This guide shows you how to set up tracking with Google Analytics 4 (GA4), Google Tag Manager (GTM), Facebook pixel and other tools in Shoporama.
Set up Google Tag Manager (GTM)
Google Tag Manager is the foundation of all your tracking. It's a container that makes it easy to manage all your tracking scripts in one place - without changing the theme code.
- Create an account at tagmanager.google.com
- Create a container for your online shop (select "Web")
- Copy your GTM ID (format: GTM-XXXXXXX)
- Go to Settings → Tracking in Shoporama admin
- Paste your GTM ID in the Google Tag Manager field
- Click Save
Shoporama will automatically insert the GTM code correctly in your shop header and body.
Set up Google Analytics 4 (GA4)
GA4 is Google's newest analytics platform and replaces the old Universal Analytics. Here's how to set it up:
- Create a GA4 property at analytics.google.com
- Copy your Measurement ID (format: G-XXXXXXXXXXXXXXXX)
- In Google Tag Manager, create a new Google Analytics: GA4 Configuration tag
- Paste your Measurement ID
- Set the trigger to All Pages
- Publish your GTM container
E-commerce tracking with GA4
Shoporama has built-in DataLayer support that automatically sends e-commerce events to Google Tag Manager. The most important events are:
| Event | When |
|---|---|
view_item | When a visitor views a product page |
add_to_cart | When a product is added to the cart |
begin_checkout | When checkout is started |
purchase | When a purchase is completed |
To enable e-commerce tracking in GA4 via GTM:
- Create a GA4 Event tag for each event
- Use Custom Event triggers with the event names mentioned above
- Enable "Send Ecommerce data" in the tag setup
- Publish your GTM container
Set up Facebook pixel
The Facebook pixel (Meta pixel) is used to track conversions from Facebook and Instagram ads. In Shoporama, you can insert your pixel ID under Settings → Tracking. Shoporama will automatically fire the relevant events.
You can also set up Facebook pixel via GTM if you prefer to have all tracking in one place.
Google Ads conversion tracking
If you use Google Ads, it's important to set up conversion tracking so you can see which ads are driving sales:
- Create a conversion action in Google Ads
- Copy the conversion ID and label
- Create a Google Ads Conversion Tracking tag in GTM
- Set the trigger for the purchase event
- Publish your GTM container
Consent Mode and cookie consent
According to GDPR and the ePrivacy Directive, you must obtain consent from visitors before tracking them. Google Consent Mode allows your tags to function in accordance with the user's consent:
- Use a cookie consent manager (e.g. Cookiebot or CookieInformation)
- Set up Consent Mode in GTM so tags only fire with consent
- Google can still model conversion data without cookies via Consent Mode v2
Tip on how to do this
Use GTM's Preview mode to test that your tags fire correctly before publishing. It allows you to see exactly which tags are activated on each page and action.
Google Search Console
In addition to analytics, you should also set up Google Search Console to monitor your shop's visibility in search results. Search Console gives you data on keywords, clicks, rankings and any technical issues.
Need help setting up tracking? Contact us at support@shoporama.dk.