LA GAETA - GTM Strategy

The tracking strategy of La Gaeta is based on an advanced measurement architecture using Google Tag Manager and Google Analytics 4. This approach enables tracking user behavior across the entire eCommerce journey, from product discovery to purchase. The system is designed to capture real user interactions within the online store, including product views, cart interactions, checkout behavior, and form submissions. This allows transforming user actions into structured data for analysis.

Through the implementation of a DataLayer-based tracking system, all key eCommerce interactions are connected with GA4 events, making it possible to analyze the full purchase funnel and optimize conversion performance.

This strategy enables data-driven decision-making, helping improve user experience, increase conversions, and optimize the performance of the online store.

Measurement Plan:

2024

The Measurement Plan defines how data is collected, structured, and analyzed on La Gaeta.

This system enables tracking user behavior across the eCommerce funnel, from initial visits to completed purchases.

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 user engagement across key pages and actions

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 → product added to cart
remove_from_cart → product removal
begin_checkout → checkout initiation
purchase → completed transaction
form_submit → contact or interaction forms
click → user interactions (buttons, links)

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 drop-off points and optimize conversion rates.

Key KPIs

Total and new users
Conversion rate
Revenue and transactions
Cart and checkout interactions
User engagement (scroll, interaction, session activity)

According to the analytics data, the system tracks both standard events (page_view, session_start, user_engagement) and eCommerce-specific actions, providing a complete view of user behavior and performance.

2024

Google Tag Manager - Tags:

2024

La Gaeta’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, enabling full eCommerce tracking.

Triggers

Triggers define when tags are executed:

Page load events (page_view, session_start)
eCommerce interactions (cart, checkout, purchase)
Click events on buttons and links
Form submissions and user interactions

Triggers connect user behavior with the tracking system.

Variables

Variables capture the data associated with each interaction:

ecommerce.items → product data
ecommerce.value → transaction value
transaction_id → order ID
user interaction data → clicks and engagement

This data enables advanced analysis of purchasing behavior and user interaction.

DataLayer

The DataLayer acts as a bridge between the website and Google Tag Manager:

Captures user actions in real time
Structures data for GA4
Ensures scalable and reliable tracking

Thanks to this architecture, La Gaeta can measure and optimize its eCommerce performance effectively.

2024

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(The project might be finished or deleted)