Track customer behavior
Customer tracking helps you collect reliable metrics and understand how people use your checkout. With the tracking tools you can record key actions, like page views, adds to cart, purchases, and send that data to your analytics and marketing tools for further analysis.
Common destinations include web analytics platforms (such as Google Analytics and Adobe Analytics), ad networks (such as Google Ads, Microsoft Advertising, and Meta Pixel), and affiliate systems (such as Commission Junction and Tradedoubler).
Regardless of the chosen tools, there are three main components that work together to track actions and send data to your analytics or marketing tools:
- Tags: Small pieces of code that collect and send information (for example, a Google Analytics tag sends page-view data to your Analytics account).
- Triggers: Rules that tell the tracking system when to fire a tag. A trigger could be something like “when a customer clicks Buy Now” or “when a purchase is completed.”
- Events: Actual actions or data-layer signals that occur on the checkout page. The tracking system listens for these events and uses your triggers to decide which tags to fire.
Together, these components let you control what data is collected when the customers interact with your Checkout pages, as well as when and where this data is sent.
Use Google Tag Manager
The Cleverbridge Google Tag Manager (GTM) integration is the recommended way to manage tracking on your checkout pages. GTM gives you a single, centralized container and controller for all tags, so you can launch, test, and refine third-party tracking without code changes or Commerce Assistant (CA) setup.
Set up Google Analytics 4
Cleverbridge offers two ways to implement Google Analytics 4 (GA4) via Google Tag Manager (GTM):
Manage a third-party tracking setup
The Cleverbridge Google Tag Manager (GTM) integration is the preferred option for most clients because it allows them to manage third-party tracking tools and custom data integrations on their own. For more information, see Integrate Google Tag Manager.
Implement a tracking code
If you want to implement a new tracking code in your checkout process, complete the following process: