[Shopify Customer Pixel] How to Configure GA4 Begin Checkout Event Using Google Tag Manager

Setting up event tracking in Shopify using Google Tag Manager (GTM) can be a bit tricky, but it's essential for understanding user behavior and optimizing your e-commerce performance. In this guide, we'll walk through configuring the "Begin Checkout" event on the new Shopify customer pixel using Google Tag Manager.

1. Introduction

In this tutorial, we'll configure the "Begin Checkout" event on a Shopify store using Google Tag Manager (GTM). By the end of this guide, you'll have a functioning setup that tracks when a customer starts the checkout process, which is a crucial step in understanding the purchase funnel.

2. Accessing Shopify and Google Tag Manager Setup

The first step is to create a custom pixel event in Shopify:

• Navigate to Shopify Settings: Log in to your Shopify store, go to the Settings and scroll down to find the Customer Events section.
• Add a Custom Pixel: Click on "Add Custom Pixel" and name it something memorable, like "Data Layer." This will help you identify it later.
• Configure the Pixel: Ensure that the permissions are set to "Not Require" and "Data Sale" is set to "Does Not Qualify as Data Sale."
• Add the Pixel Code: Copy the code provided (or the one in the description if you're following along with a video) and paste it into the Shopify pixel setup. Don't forget to replace the placeholder with your Google Tag Manager container ID.

3. Creating and Configuring the Google Tag Manager Container

Once the pixel is set up in Shopify, the next step is configuring your GTM container:

• Retrieve GTM Container ID: Go to your Google Tag Manager account, find the container ID at the top, and copy it.
• Paste in Shopify: Return to Shopify and paste the container ID in the appropriate field within the custom pixel settings.
• Save Changes: After pasting the ID, save your changes and ensure that the pixel is connected to your Shopify store. This setup should automatically trigger the "Begin Checkout" event whenever a customer starts the checkout process.

4. DataLayer code for Begin Checkout event

To verify that everything is working:

• Test the Setup: Add a product to your cart in the Shopify store and proceed to checkout.
• Inspect the Event: Use your browser’s developer tools (Inspect > Console) to confirm that the "Begin Checkout" event is firing correctly. You should see the event alongside details like the items in the cart, the total value, and the currency used.

5. Understanding Sandbox Environment and Customer Pixels

Before we move forward, let's briefly discuss the sandbox environment and the importance of customer pixels:

• Sandbox Environment: This is a testing ground within Shopify where you can simulate transactions without affecting your live store. It’s particularly useful for testing custom events like "Begin Checkout."
• Customer Pixels: These are small pieces of code that track user behavior on your site. By setting up the "Begin Checkout" pixel, you are effectively monitoring when users are most likely to convert, providing invaluable insights for your marketing efforts.

6. Adding Google Analytics Page View Event

To further enhance your tracking, it's important to configure the page view event in Google Analytics:

• Create a Configuration Tag: In GTM, create a new tag specifically for the page view event. Choose the "All Pages" trigger, which ensures the tag fires on every page view.
• Set Measurement ID: Copy your Google Analytics Measurement ID and create a constant variable in GTM named "GA4 Measurement ID."
• Save and Test: After saving your configuration, test it by navigating through your site and checking if the page view event is recorded in your analytics.

7. Creating Tags, Triggers, and Variables for Begin Checkout

Now, let’s set up the "Begin Checkout" event in GTM:

• Create a Custom Event Trigger: In GTM, create a new trigger that listens specifically for the "Begin Checkout" event.
• Name and Configure the Tag: Create a tag in GTM that sends this event data to Google Analytics. Name it "GA4 Custom Event - Begin Checkout."
• Set E-commerce Data: Ensure that "Send E-commerce Data" is enabled to capture details like the items in the cart, the total value, and the currency used.

Finally, after creating and configuring all necessary tags and triggers:

• Publish the Changes: Once everything is set up, publish your changes in GTM.
• Verify the Setup: Test the checkout process again to ensure the "Begin Checkout" event is firing correctly.

8. Conclusion

Setting up the "Begin Checkout" event in Shopify using Google Tag Manager might seem complex, but it's a crucial step in understanding customer behavior. By following these steps, you can ensure that your e-commerce store is tracking vital data, allowing for better decision-making and optimization of your sales funnel.

If you need further guidance, check out our tutorial on configuring the "Remove from Cart" event next!