NAILSHOPART - GTM Strategy
The tracking strategy of Nail Shop Art is based on a simplified implementation using a native PrestaShop Google Analytics plugin. This approach allows automatic tracking of user interactions and eCommerce behavior without the need for a fully customized Google Tag Manager setup. The plugin connects directly with Google Analytics 4, capturing key actions such as product views, cart interactions, checkout steps, and purchases.
Although the implementation is less flexible than a custom GTM architecture, it provides a fast, reliable, and efficient way to measure the performance of the online store.
This setup enables basic data-driven insights, allowing the business to understand user behavior and optimize conversions with minimal technical complexity.
Measurement Plan:
2023
The Measurement Plan of Nail Shop Art is based on the automatic tracking capabilities of the Google Analytics plugin integrated into PrestaShop.
This system enables tracking the full eCommerce funnel, from user acquisition to completed purchases, using predefined GA4 events.
Measurement Objectives
- Understand user behavior across the website
- Measure eCommerce performance and revenue
- Analyze the purchase funnel
- Track user engagement and interactions
Event-based tracking (plugin-driven)
The tracking system automatically sends events to GA4 without manual DataLayer configuration.
Main events:
- view_item → product views
- select_item → product selection
- add_to_cart → cart interactions
- remove_from_cart → product removal
- begin_checkout → checkout start
- add_payment_info → payment step
- add_shipping_info → shipping step
- purchase → completed transactions
- refund → refunds
Purchase Funnel
The user journey can be analyzed through the standard eCommerce funnel:
Page view → view item → add to cart → begin checkout → purchase
Key KPIs
- Total users and sessions
- Engagement metrics (scroll, interaction)
- Conversion rate
- Revenue and transactions
- Checkout progression
According to the analytics data, the platform tracks high volumes of interaction events such as page_view, user_engagement, and scroll, alongside eCommerce events like add_to_cart and purchase, generating over €9,000 in tracked revenue.
2023
Google Tag Manager - Tags:
2023
Unlike custom implementations, Nail Shop Art does not rely on a fully configured Google Tag Manager architecture.
Instead, tracking is managed through a PrestaShop plugin that automatically sends events to Google Analytics 4.
Tags
The plugin internally handles the equivalent of GA4 tags:
- view_item
- add_to_cart
- begin_checkout
- purchase
- add_payment_info
- add_shipping_info
These events are automatically triggered without manual configuration.
Triggers
Triggers are not manually defined, as they are built into the plugin logic:
- Product page visits trigger view_item
- Cart actions trigger add_to_cart and remove_from_cart
- Checkout steps trigger begin_checkout, payment, and shipping events
- Order completion triggers purchase
Variables & Data
The plugin automatically sends structured eCommerce data:
- Product information
- Transaction value
- Order ID
- User interactions
This simplifies the implementation but limits customization and advanced tracking capabilities.
Tracking Approach
This setup represents a standardized tracking solution, ideal for projects that require:
- Fast implementation
- Low technical complexity
- Reliable basic eCommerce tracking
However, it offers less flexibility compared to a custom Google Tag Manager + DataLayer implementation.
2023
(The data shown in this page might be out of date or inactive)
(The project might be finished or deleted)
