ALBERA - GTM Strategy
The tracking strategy of Albera.es is based on an advanced measurement architecture using Google Tag Manager and Google Analytics 4. This approach allows collecting real user behavior data and understanding how users interact with the online store, content, and purchase process. The system is designed to transform user actions into actionable data, enabling data-driven decision-making instead of relying on assumptions.
Through the implementation of the DataLayer, real user interactions are connected with events defined in Google Analytics 4, making it possible to analyze the entire conversion funnel. This strategy has been developed to optimize the performance of the online store, improve user experience, and support business growth.
You can also explore the SEO Strategy of Albera and the Albera Content Strategy.
Measurement Plan:
2025
The Measurement Plan defines how data is collected, structured, and analyzed on Albera.es.
This system enables analyzing user behavior, evaluating online store performance, and measuring the effectiveness of marketing actions.
Measurement Plan Objectives
The measurement framework is designed to provide a complete overview of the digital business:
- Analyze user behavior and interaction with the website
- Measure online store performance and sales
- Optimize the purchase funnel by identifying friction points
- Evaluate acquisition channels and their impact
Event-based tracking (GA4)
The strategy is based on an event-driven tracking system, allowing precise measurement of user interactions.
Main events:
- view_item → product view
- add_to_cart → purchase intent
- begin_checkout → checkout initiation
- purchase → completed transaction
Purchase Funnel
The system allows full analysis of the user journey:
Page view → view item → add to cart → begin checkout → purchase
This funnel helps identify improvement opportunities and optimize conversion rates.
Key KPIs
- Total and new users
- Conversion rate
- Revenue and average order value (AOV)
- Channel performance
- Coupon usage and impact on sales
Thanks to this system, Albera can make data-driven decisions and continuously optimize its digital performance.
2025
Google Tag Manager - Tags:
2025
Albera’s tracking architecture is based on the combination of tags, triggers, and variables within Google Tag Manager.
This system allows capturing user interactions and sending structured data to Google Analytics 4.
Tags
Tags are responsible for sending data to GA4:
- add_to_cart → triggered when a user adds a product
- begin_checkout → detects checkout initiation
- purchase → records completed transactions
- view_cart → cart view tracking
- remove_from_cart → product removal tracking
These tags allow full eCommerce behavior tracking across the online store.
Triggers
Triggers define when tags are executed:
- Custom DataLayer events
- User interactions (clicks, forms, actions)
- eCommerce actions within WooCommerce
Triggers connect user behavior with the tracking system.
Variables
Variables capture the data associated with each interaction:
- ecommerce.value → transaction value
- ecommerce.transaction_id → transaction ID
- ecommerce.items → purchased products
- ecommerce.coupon → applied coupon
- user_id → user identifier
This data enables advanced analysis of purchasing behavior and business performance.
DataLayer
The DataLayer acts as a bridge between the website and Google Tag Manager:
- Captures user actions
- Structures data in real time
- Ensures reliable and scalable tracking
Thanks to this architecture, the tracking system is robust, flexible, and scalable.
2025
(The data shown in this page might be out of date or inactive)
(The project might be finished or deleted)
