This is How to Map WordPress Plugin Data on Google Tag Manager dataLayer
As a WordPress site owner, you know how powerful plugins can be for adding functionality and enhancing the user experience. However, tracking the data from these plugins in your analytics can be a real challenge.
One common issue is trying to access plugin data within Google Tag Manager (GTM). If you've ever encountered an error like "total_donation is not defined", you know how frustrating it can be to get your plugin data flowing into your analytics reports.
In this article, we'll walk through a step-by-step process for mapping your WordPress plugin data to the Google Tag Manager dataLayer. This will ensure you can accurately track and analyze the performance of your plugin-powered features.
What is the dataLayer and Why Does it Matter?
The dataLayer is a JavaScript object in Google Tag Manager that acts as a data warehouse. It allows you to push custom data from your website or application into Google Analytics, Google Ads, and other marketing platforms.
When you add an event or variable to the dataLayer, you can then create triggers and tags in GTM to capture that data. This gives you much more control and flexibility in your data collection compared to relying solely on built-in platform tracking.
For WordPress sites, the dataLayer is particularly useful for capturing data from your plugins. Many plugins don't automatically integrate with Google Analytics or other tools. By mapping the plugin data to the dataLayer, you can ensure it gets passed into your analytics reports.
This data can provide valuable insights to help you optimize your website. For example, you might track form submissions, product purchases, content downloads, and other key actions driven by your plugins. With this data, you can identify high-performing areas of your site and make more informed decisions about where to focus your efforts.
Step 1: Identify the Plugin Data You Want to Track
The first step is to determine which data points from your WordPress plugins you want to monitor. This will depend on the specific plugins you're using and the goals you have for your website.
Some common examples of plugin data you might want to track include:
- Form submissions: If you're using a plugin like Gravity Forms or Contact Form 7, you'll want to track form completions.
- Content downloads: For a plugin like Download Monitor or Easy Digital Downloads, you'll want to log when users download your content or products.
- Ecommerce transactions: If you have an online store powered by a plugin like WooCommerce, you'll want to capture sales data.
- User registrations: For membership or community sites, you may want to track new user sign-ups.
- Video engagement: With a plugin like Wistia or Vimeo, you can log video plays, completions, and other interactions.
Make a list of the specific data points you want to capture from your WordPress plugins. This will guide the rest of the process.
Step 2: Set Up the dataLayer in WordPress
Next, you'll need to add the dataLayer code to your WordPress site. This is the JavaScript object that will hold the custom data you want to track.
There are a few different ways you can implement the dataLayer in WordPress:
- Using a plugin: There are several WordPress plugins that can automatically set up the dataLayer for you, such as Google Tag Manager for WordPress or durabledash.
- Adding code to your theme: You can add the dataLayer code directly to your WordPress theme's functions.php file or a custom plugin.
- Using a site builder: If you're using a page builder like Elementor or Beaver Builder, you may be able to add the dataLayer code through the plugin's settings.
Regardless of the method you choose, the key is to ensure the dataLayer is properly initialized and ready to receive your custom data.
Here's an example of what the basic dataLayer code might look like:
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'UA-123456789-1');
This sets up the dataLayer object and initializes the Google Analytics 4 (GA4) tag. You'll need to replace the "UA-123456789-1" with your own Google Analytics property ID.
Step 3: Push Plugin Data to the dataLayer
Now that the dataLayer is set up, you can start pushing your WordPress plugin data into it. This involves adding custom JavaScript code to your site that will trigger the data to be sent to the dataLayer.
The exact code you'll need will depend on the specific plugin you're using and the data points you want to track. However, the general process looks like this:
- Identify the plugin event or action you want to track: This could be a form submission, a content download, a product purchase, etc.
- Add a custom JavaScript function to capture the data: This function should extract the relevant data from the plugin and push it to the dataLayer.
- Trigger the custom function when the event or action occurs: This might involve adding a custom event listener or hooking into the plugin's own event system.
Here's an example of what the custom JavaScript function might look like for tracking a form submission with Gravity Forms:
document.addEventListener('gform_confirmation', function(event) {
// Get the form ID
var formId = event.detail.formId;
// Prepare the data to send to the dataLayer
var formData = {
'event': 'gravity_form_submission',
'formId': formId,
'formName': event.detail.formTitle
};
// Push the data to the dataLayer
dataLayer.push(formData);
});
In this example, we're listening for the gform_confirmation
event, which Gravity Forms fires when a form is successfully submitted. We then extract the form ID and title and push that data to the dataLayer as an object.
You'll need to modify this code to match the specific plugin and data points you want to track. But the general process of capturing the data and pushing it to the dataLayer will be similar.
Step 4: Create GTM Tags and Triggers to Capture the Data
With the plugin data now flowing into the dataLayer, the final step is to set up the necessary tags and triggers in Google Tag Manager to actually capture and report on that data.
Here's a quick overview of the process:
- Create a trigger: In GTM, go to the "Triggers" section and create a new trigger that will fire when the dataLayer event you're tracking occurs. For example, you might create a trigger for the
gravity_form_submission
event.
- Create a tag: Next, create a new tag in GTM. This could be a Google Analytics tag, a Google Ads tag, or any other marketing platform tag you want to use to collect the data.
- Configure the tag: In the tag settings, you'll need to specify which data points from the dataLayer you want to capture. This might include the form ID, form name, or any other relevant information.
- Preview and publish: Test your setup by previewing the tag in GTM, then publish the changes to make the new tag and trigger live on your site.
Once everything is set up, you should start seeing the plugin data flowing into your analytics and marketing reports. This will give you much deeper visibility into how your users are interacting with the plugin-powered features on your WordPress site.
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The Benefits of Mapping WordPress Plugin Data to the dataLayer
Properly integrating your WordPress plugin data with the Google Tag Manager dataLayer offers several key benefits:
-
Improved Reporting: By capturing plugin data in your analytics, you can generate more detailed and accurate reports. This allows you to better understand user behavior and identify high-performing areas of your site.
-
Optimized Conversions: With a deeper understanding of how users are engaging with your plugin features, you can make more informed decisions to optimize your site for higher conversions.
-
Seamless Integration: Pushing plugin data to the dataLayer makes it easy to send that information to a wide range of marketing platforms, from Google Analytics to Facebook Ads. This improves your overall data integration and marketing attribution.
-
Faster Troubleshooting: If you ever encounter issues with your plugin tracking, the dataLayer provides a clear record of the data that's being sent. This makes it much easier to identify and resolve any problems.
By following the steps outlined in this article, you can overcome the challenge of mapping WordPress plugin data to the Google Tag Manager dataLayer. This will unlock powerful new insights and optimization opportunities for your website.
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