by ShahzadaAliHassan - 3rd January 2024
Remarketing tags in Google Ads play a pivotal role in re-engaging visitors based on their actions on your website. In this guide, we focus on setting up a remarketing tag for the 'begin checkout' event, a critical step for e-commerce analytics and targeted marketing campaigns.
In this guide, we explore the process of setting up a remarketing tag for the 'begin_checkout' event in Google Ads, using a data layer script on your Shopify store. We'll walk through creating a conversion action in Google Ads and configuring the remarketing conversion tag in your Google Tag Manager container. Before we start, ensure that your Google Tag Manager container is correctly firing on all pages of your Shopify store.
Remarketing tags allow you to:
Access Google Tag Manager: Log in to your GTM account and locate the container ID.
Add Head and Body Snippets:
<head>
and <body>
tags in your theme file.Insert GTM Snippets:
<head>
tag.<body>
tag (e.g., on line 292) and insert the body tracking snippet there.Save Changes: Format the code and save your changes.
Verify Setup:
By setting up GTM on your Shopify store, you lay the foundation for effective remarketing strategies and enhanced tracking of user interactions on your site.
This section is for those who wish to capture more data, like the item_id
, item_name
, value
, quantity
, etc., when the "custom_begin_checkout" event is triggered. The provided code snippets aim to integrate the dataLayer
object for Google Tag Manager (GTM) with a Shopify store. The main goal is to send an event called custom_begin_checkout
whenever a user clicks the Begin Checkout button on the Cart page on Shopify.
This code initializes the dataLayer
array if it hasn't been already. It then checks if the current page template is a 'product' page and renders a specific snippet called 'datalayer-checkout' on all pages.
This code snippet contains the main logic for populating the dataLayer
object with product details whenever a Begin Checkout Event is triggered on the Cart page:
dataLayer
ecommerce data on click and pushes new ecommerce data to the dataLayer
for Google Tag Manager tracking.This code renders the head-datalayer
snippet. Depending on the setup of your Shopify theme, this is likely where the head datalayer code resides. Add this code GTM Body Code.
theme.liquid
.<head>
tags.datalayer-checkout.liquid
.<head>
tags in theme.liquid
).custom_begin_checkout
event is fired and the dataLayer
object contains the correct product details.The custom prefixes added to event names (like 'custom_begin_checkout') prevent any conflicts with other possible integrations or plugins that might be using standard event names.
This step involves creating a conversion action in your Google Ads account specifically for the 'begin checkout' event. Follow these instructions:
Create a New Conversion Action:
Obtain Conversion IDs and Labels:
Configuring the remarketing tag involves several steps in Google Tag Manager:
Set Up Data Layer Variables:
Create a Custom Trigger:
Add Remarketing Tag:
Final steps involve testing and publishing the GTM configuration:
Test the Setup:
Publish the GTM Container:
Monitor Google Ads Conversion Actions:
Note on Conversion Tracking:
By following these steps, you can effectively track the 'begin_checkout' event in your Shopify store, facilitating targeted remarketing campaigns through Google Ads.
In this comprehensive guide, we have navigated through the crucial steps of setting up and implementing begin checkout remarketing tracking on Google Ads and Shopify. This journey has equipped you with the necessary skills and knowledge to harness the power of remarketing tags, ultimately enhancing your e-commerce analytics and marketing strategies.
Remarketing Tags' Role: Understanding the significance of remarketing tags in Google Ads is vital. They enable targeted campaigns, focusing on users who have previously interacted with your site, particularly those who began the checkout process.
Google Tag Manager (GTM) Integration: Setting up GTM on Shopify is foundational. Proper installation and verification of head and body snippets ensure that your site is ready for advanced tracking and data layer manipulation.
Data Layer Script Integration: Implementing the 'custom_begin_checkout' event via data layer scripts is a technical but rewarding step. This allows for detailed tracking of user interactions and valuable data collection for remarketing purposes.
Google Ads Conversion Actions: Establishing specific conversion actions in Google Ads aligns your tracking efforts with your marketing goals, making your campaigns more efficient and focused.
Remarketing Tag Configuration in GTM: Configuring remarketing tags in GTM is a critical step. It involves setting up data layer variables, creating custom triggers, and adding remarketing tags, ensuring that the right data is captured at the right moment.
Finalization and Testing: The importance of testing and finalizing your setup cannot be overstated. This ensures that every component is functioning as intended, providing reliable and accurate data for your remarketing campaigns.
As e-commerce continues to evolve, staying ahead with sophisticated tracking and remarketing strategies is essential. The skills and insights gained from this guide are not just about technical implementation but also about understanding user behavior and leveraging that knowledge for business growth. Remember, the journey doesn't end here; continuous learning and adapting are key to staying competitive in the dynamic world of online retail.
We encourage you to apply these learnings and share your success stories. For more insights and updates, keep following our blog and join our community discussions.