Data for statistics (GTM)
Overview
This documentation describes the transaction data transferred in the dataLayer of the GTM container. You can use this data to set up tracking of transactions in GA or use it for other tags that support receipt of data transferred to dataLayer.
Transactions represent orders created. Thus, the statistics measures all customer orders regardless of payment result, including the ones that use an offline payment method.
Transaction data is transferred the first time you get to the page of successful order creation (/order/complete):
The customer must add a product to the checkout page, enter their personal data, select a payment method, agree to the terms of sale and the processing of their personal data (if necessary) and click Continue
After that:
An order is created having status new / not paid
The customer sees the page confirming the successful order creation (/order/complete) and containing the order payment form
The transaction data is transferred to the GTM container
Parameters
currency
string
string
Currency
Order currency code is transferred.
Format: ISO 4217 alpha-3, 3 characters
For the value options, see the reference guide
transaction_id
string
required
Transaction ID
Order ID (no prefix) is transferred.
value
number
required
Ecommerce revenue
Total order price is transferred.
Transferred in order currency
Учитывает количество продуктов, скидки, VAT, стоимость доставки
Формат: Число с 2 десятичными знаками, разделитель - точка
shipping
number
required
Shipping price
Total order shipping price is transferred.
Transferred in order currency
Format: Number with 2 decimals, separator – dot
If shipping is free, the parameter is transferred having value "0"
tax
number
required
Tax amount
Total VAT amount for all order items is transferred.
Transferred in order currency
Includes product quantity
Format: Number with 2 decimals, separator - dot
If VAT percentage is equal to zero for all order items, parameter is transferred having value "0"
coupon
string
Order coupon
A promotion code is transferred if it has been applied to at least one of the product items in an order. Note that the promotion code is considered redeemed if it has been successfully activated and its discount amount is available for at least one of the product items. At the same time, as a result, you can apply another discount amount to the product. In this case, when transferring data to GTM, the promotion code data is transferred at the order level, but not at the product level. More details on how promotion code redemption is registered.
items
array [objects]
required
List of order items
items / item_id
string
required
Item ID
Product ID is transferred.
items / item_name
string
required
Item name
Full product name is transferred (title and subtitle).
items / item_brand
string
Item brand name
Your company name is transferred. If the parameter contains no value on our end, it is transferred empty ("").
items / item_variant
string
required
Item variant
Customer subscription consent flag is transferred.
Value options:
AR - consent to auto-renewable subscription Note that an auto-renewable subscription is created after successful order payment. When transferring data via dataLayer, the subscription has not been created yet. If item_variant = AR, it means that the customer has agreed to the auto-renewable subscription on the checkout page, or it means a product having a trial period (no customer consent is required to purchase it with a subscription)
MR - for all products except auto-renewable products
items / item_category
string
required
Item category
Product sales business segment is transferred. You can fill in this product property via the Product API (business_segment).
Value options:
consumer - product is intended for natural persons (b2c)
corporate - product is intended for legal persons (b2b)
mobile - mobile app
If a product contains this parameter with no value on our end, it is transferred empty ("")
items / quantity
number
required
Quantity
Number of order products is transferred.
items / price
number
required
Item revenue
Full product price is transferred.
Transferred in order currency
Includes product quantity in order, VAT and discount
Format: Number with 2 decimals, separator - dot
items / affiliation
string
required
Item affiliation
Your checkout page technical name is transferred. This is an informational name on our end. It is not customer-facing.
items / coupon
string
Item coupon
A promotion code is transferred if it has been applied to a product and redeemed. Note that a promotion code is considered redeemed if it has been successfully activated, and its discount amount has been available for the product item. At the same time, as a result, you can apply another discount amount to the product item. More details on how promotion code redemption is registered.
items / sku
string
Item SKU
Your product SKU. If the parameter contains no value, it is transferred empty ("").
Additional reference guides
If you need more information about the parameters, see the Google Analytics Help:
Analytics dimensions and metrics (see section Ecommerce)
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