STOP using Google Tag Manager in Shopify

by | Oct 23, 2024 | E-Commerce Marketing

STOP Installing Google Tag Manager in Shopify

If you’re a Shopify store owner who’s been tempted to install Google Tag Manager (GTM), it’s time to hit the brakes. While GTM is often hailed as a marketer’s best friend for its ability to streamline tag management and conversion tracking without installing scripts directly on the site, integrating it into Shopify isn’t as smooth as you might hope.

Why? Shopify’s templating system just doesn’t play nice with GTM, often requiring more coding prowess than many anticipate. So, before you dive into questions like, “Can I add Google Tag Manager to Shopify?”, it’s crucial to weigh the potential headaches against the benefits.

Common Challenges

Duplicate Tracking & Data Layer Issues

Challenge: Shopify’s native integration with Google Analytics or Facebook Pixel may create conflicts with GTM, resulting in duplicate tracking. Existing tracking codes might already be installed, and adding them through GTM creates redundancy.

Explanation: This redundancy can inflate metrics like pageviews and conversions, skewing data reliability and affecting retargeting, audience creation, and ad performance.

Shopify Templating Conflicts

Challenge: Shopify’s built-in theme editor restricts your direct access to the complete HTML and JavaScript code of your store. While GTM can be inserted in the theme.liquid file, it doesn’t offer the full range of placement options available on a custom-coded site.

Explanation: This can complicate placing tags in optimal locations for efficient tracking, particularly for triggering tags in response to actions beyond standard page views (such as button clicks or form submissions).

Event Tracking Complications

Challenge: When deploying GTM in Shopify, built-in features often override custom settings. Shopify’s integrated analytics and tracking are designed to work seamlessly within its ecosystem, but this can clash with GTM configurations.

Explanation: These conflicts can lead to missing or duplicated data points, requiring deep technical expertise to resolve and maintain accurate tracking.

Checkout Restrictions

Challenge: Shopify limits access to the checkout and thank-you pages for non-Plus stores. Only Shopify Plus accounts can modify the checkout process to include custom GTM scripts.

Explanation: Without Shopify Plus, tracking user actions during the checkout process is compromised, leading to incomplete or inaccurate metrics like sales conversions and cart abandonment.

Limited Data Layer Capabilities

Challenge: GTM relies significantly on the data layer to transmit dynamic information (such as product details, prices, and transaction data) to third-party tools. Shopify lacks a robust native data layer setup.

Explanation: Without a detailed data layer, capturing custom events, user behavior, and transaction data is challenging, limiting valuable insights from analytics and conversion tracking.

Tag Delays & Misfires

Challenge: GTM’s container script loads asynchronously. With numerous custom scripts or a heavy theme, certain tags may not fire correctly, especially during slow page loads or rapid interactions.

Explanation: This can lead to delayed or missed tag firings, resulting in gaps in tracking critical user actions or transactions.

Speed and Performance Impact

Challenge: GTM adds additional JavaScript code to your Shopify store. If not optimally managed, this can decelerate the site’s performance.

Explanation: A slower site diminishes user experience, conversion rates, and SEO performance. Inefficient tag management may exacerbate this by triggering unnecessary tags.

Solutions

For Shopify Plus Users

  • Full access to checkout customization

  • Ability to add custom scripts

  • Better control over tracking implementation

For Regular Shopify Users

  • Collaborate with a developer to implement a custom data layer

  • Carefully select and optimize added tags

  • Regular monitoring and maintenance of tracking setup

  • Consider using Shopify’s native tracking features instead

Conclusion:

Integrating Google Tag Manager with Shopify is certainly feasible, yet it demands careful planning and technical insight to circumvent challenges like incomplete tracking, duplicated data, and decreased site performance.

For those seeking to implement more complex tracking features—such as advanced checkout tracking or bespoke event monitoring—Shopify Plus provides more versatility.

Additionally, partnering with a seasoned developer familiar with both Shopify and GTM can significantly ease the integration journey, ensuring that your analytics setup is robust and reliable while gaining much needed insights garnered from user interactions. But if you don’t need anything more than what you see in Shopify analytics or GA4, don’t bother installing GTM.

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Greg Morris

Written by Greg Morris

Greg Morris is a top digital marketing strategist helping businesses of all sizes ranging from service-based local business to Fortune 500 companies.

Since 2006, Greg has helped clients leverage a comprehensive range of digital channels to enhance brand visibility, engage target audiences, and build their digital footprint.