Enhanced e-commerce data layer

Enhanced E-commerce Tracking offers deeper insights and more accurate tracking data of online shopping engagement, Google Analytics.

Our Enhanced E-commerce feature has been further extended and is here to support the following measurements of users' interactions:

How to migrate to Google Analytics Enhanced E-commerce

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This guide describes step-by-step how to migrate to the Google Analytics Enhanced E-commerce Tracking from the traditional E-commerce tracking, a new feature that SecuTix supports in Whymper V2. We recommend migrating your Google Analytics E-commerce today to take advantage of the new key features.

Prerequisite

Please note that our Enhanced E-commerce Tracking is only supported if you are using Universal Analytics tracking and Google Tag Manager.

1. Activate Enhanced E-commerce for the Point of Sales

Login to your SecuTix back-office, and activate enhanced e-commerce for the corresponding Internet point of sales via the screen Organisation > Initialisation > Organisation Parameters > Sales Channels > Point of Sale > Internet Parameters.

Wait for a few minutes for the corresponding PoS to be updated with the latest parameters.

Verification

Once the PoS parameter is successfully updated, you could verify whether your activation works by doing a test purchase.

When you reach the Confirmation Page of your test purchase, do the following:

press the "F12" key to open the Console (or right click the mouse and choose "Inspect Element")
type "dataLayer" in the Console and press the "Enter" key
if you can find the JavaScript object called "ecommerce" inside the dataLayer object (as highlighted below), then that means the activation step works.

2. Activate Enhanced E-commerce in Google Analytics

Login to your Google Analytics account
Go to the Admin page
Find the corresponding "View" where your online ticket shop is configured to send the tracking data
Click on the "Ecommerce Settings"
Activate the Enhanced Ecommerce Reporting
Add a new Annotation to mark the date when you activate enhanced e-commerce

3. Setup Google Tag Manager

Once you have activated the enhanced e-commerce tracking at the dataLayer level and inside Google Analytics, the final step is to configure the tags properly in your associated Google Tag Manager account.

3.1 Deactivate The Existing Traditional E-commerce Tag

Please note that this is an important step. If you couldn't configure it properly, you might end up having duplicated transactions in your Google Analytics reports.

To successfully migrate to the Enhanced E-commerce, first we need to deactivate the existing traditional e-commerce tag.

Login to your Google Tag Manager account
Open the Tag where you configured the traditional e-commerce tracking
On the top-right corner, click on "Pause" via the options menu to pause the tag
Click "Save" to save the changes

3.2 Enable Enhanced E-commerce

The second step is to enable enhanced e-commerce tracking inside your existing Universal Analytics basic tracking tag.

Open the Tag where you configured the Universal Analytics basic tracking
Open the "More Settings" > "Ecommerce" option and check both checkboxes as shown below
Click "Save" to save the changes

Note that you can also enable the "Enhanced Ecommerce" feature in GA by checking the same checkboxes in your Google Analytics Settings variable, if you are using it.

3.3 Preview & Publish

Click on the "Preview" button at the top right corner
Inside the same browser, open your target online ticket shop in a new tab
Do a test purchase
On the Confirmation Page:
- note down the Reference ID (i.e. File ID) for this transaction displayed in the thank you message
- verify that there is only one e-commerce tag fired (as shown in the example screenshot below)
Go to the corresponding Google Analytics account
Click on Conversions > Ecommerce > Sales Performance report and change the date range to the current date
Wait for a few minutes and keep refreshing the page until you see the Reference ID of your test purchase appears in the Sales Performance report
Go back to the Google Tag Manager account
Click on "Submit" button to publish your GTM container if the above steps are verified to be correct
Done!

Contact data

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Push contact's information (contact Number, hash Email) for all online journeys.

Contact's data Datalayer Example

Product impression and action data

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Impressions and clicks

On the landing page :
- Clusters & sections views: push all products' impression data (including all products in the List view, even if the "Load more" button has not been clicked.)
- For the carousel or slider sections, we push all products inside the slider, no matter when user clicks on an arrow to see the other products or not. Meaning that if the product is in the slider, it will considered as an impression.)
- Product type view: push all products belonging to the current Product Type selected (e.g push all products of the EVENT tab, when user clicks on the VISIT tab, and then pushing all VISIT tab products)
- On Landing page section view, sending data also depends on scroll depth. This means that the data will be pushed as the user scrolls the landing page.
- If a product card on the landing page is a Tour, we push the Tour id as the product Id.
- If a product card is a list of timeslots/performancse, we push its' product Id (Event Id or Visit pass Id).
Data are also sent after user clicks on a product/promotion, and in the product/promotion details page (page just before the shopping cart)

1. Product impression

Push product impression data to datalayer.

Product impression DataLayer Example

<script>
dataLayer.push ({
  'event':'ee-productImpression'
  'ecommerce': {
    'impressions': [{
      'id':'12345678',                  // Product ID, Tour ID. If on landing display multiple timeslots or multiple performances, push product ID of the Pass or Event multiple times.
      'name':'Romeo & Juliet',          // Product name, Tour name
      'brand':'Event / Drama',          // Product Family Type / Topic of the product (if set) 
      'position':0,                     // Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view). Position of a product in a Section can be different if user change the day view (Today, Tomorrow, After,...)
      'list': 'Hot topic'               // On Landing page content return Section name, on Landing page list view return Product type name (for a Product type products can be grouped by topic (sub-grouping), please set position and list by Topic name in this case
     },
     {
      'id':'ABC124',
      'name':'Product Name',
      'brand':'Product Brand',
      'position':1,
      'list': 'Hot topic'
     }]
   }
});
</script>

2. Promotion impression (Advantage)

Push Promotion impression data to datalayer on the same pages and sections mentionned above.

Promotion (advantage) impression DataLayer Example

<script>
dataLayer.push ({
  'event':'ee-promoImpression'
  'ecommerce':{
    'promoView':{
      'promotions':[{
      'id':'177664',                            // Advantage ID
      'name':'Member Exclusive',                // Advantage name
      'creative':'Only for member',             // Advantage description
      'position':1                              // Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view)
     }]
   }
  }
});
</script>

3. Product details impression

Data pushed when :

A product is clicked (accessing the product details page)
For the calculated season tickets, it is at the ticket selection page
For the Hospitality product family, it is at the hospitality selection page
At the ticket selection page.

Product details impression DataLayer Example

<script>
dataLayer.push({
  'event':'ee-productView'
  'ecommerce': {
    'detail': {
        'products': [{
        'id':'ABC123',						// Product ID
        'name':'Product Name',				// Product name
        'brand':'Product Brand',			// Product Family Type / Topic of the product (if set)
       }]
     }
   }
});
</script>

4. Product click

Push Product details' data when user clicks a product, includes the additional data

Product click DataLayer Example

<script>
dataLayer.push({
  'event':'ee-productClick'
  'ecommerce': {
    'click': {
      'actionField': {
      'list': 'Product list name'
      },
      'products': [{
        'id':'ABC123',						// Product ID
        'name':'Product Name',				// Product name
		'date':'15/04/2021 - 15:30'         // Date time of timeslot, performance, match
        'brand':'Product Brand',			// Product Family Type / Topic of the product (if set)
        'position':0						// Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view)
		'variant':'SALE'					// Product is to be SOLD or RESERVED
        }]
       }
    }
});
</script>

5. Promotion click

Push Product details' data when user clicks a product

Promotion click DataLayer Example

<script>
dataLayer.push ({
  'event':'ee-promoClick',
  'ecommerce':{
    'promoClick':{
      'promotions':[{
        'id':'Promo ID',						// Advantage ID
        'name':'Promo name',					// Advantage name
        'creative':'Creative name',				// Advantage description
        'position':Position						// Position of a product in a given Section (landing page) or Product type (Landing page list view or Normal view)
		'variant':'SALE'					// Product is to be SOLD or RESERVED
        }]
      }
    }
});
</script>

Cart and Check-out

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1. Add or Remove products from Cart

Push data when a product is added to cart, or remove from cart

Add to Cart DataLayer Example

// Measure adding a product to a shopping cart 
// and a list of product.
dataLayer.push({
  'event': 'addToCart',
  'ecommerce': {
    'currencyCode': 'EUR',         // Currency code used for the PoS
    'add': {                       // 'add' actionFieldObject measures.
      'products': [{                       //  List of product items added to the shopping cart.
        'name': 'Museum Pass',                  // Product Name
        'id': '1234-567-987',                   // Unique SKU of the product item, i.e. product id - item id (if product is non-dated product)  - performance id (if product is of event or parking or visit type) - seat category id - tarrif type id - timeslot id (if product is timeslot) - advantage id (if any) (same as enhanced e-commerce dataLayer)
        'price': '15.25',                       // Unit Price          
        'brand': 'Visit Pass / Exhibition',     // Product Family Type / Topic of the product (if set) (same as enhanced e-commerce dataLayer)
        'category': 'Cat A / Normal',           // Seat category / tarrif type
        'variant': 'Cross-sell 1-click / 1234', // Cross selling type / parent product id (if added to cart via cross-selling)
        'quantity': 1                           // Quantity added to cart for this product item
        'url': 'https://mosa.int1-shop.secutix.com/selection/timeslotpass?productId=101047223156'     // URL pointing to the corresponding product item selection page which can be used by 3rd-party email retargeting tools
        'imgUrl': 'https://mosa.int1-shop.secutix.com/api/1/dl/product/101047223156/logo'             // Image URL of the corresponding product item which can be used by 3rd-party email retargeting tools
       }]
    }
  }
});

Remove from Cart DataLayer Example

// Measure the removal of a product from a shopping cart.
dataLayer.push({
  'event': 'removeFromCart',
  'ecommerce': {
    'remove': {                               // 'remove' actionFieldObject measures.
      'products': [{                          //  removing a product to a shopping cart.
        'name': 'Museum Pass',                  // Product Name
        'id': '1234-567-987',                   // Unique SKU of the product item, i.e. product id - item id (if product is non-dated product)  - performance id (if product is of event or parking or visit type) - seat category id - tarrif type id - timeslot id (if product is timeslot) - advantage id (if any) (same as enhanced e-commerce dataLayer)
        'price': '15.25',                       // Unit Price          
        'brand': 'Visit Pass / Exhibition',     // Product Family Type / Topic of the product (if set) (same as enhanced e-commerce dataLayer)
        'category': 'Cat A / Normal',           // Seat category / tarrif type
        'variant': 'Cross-sell 1-click / 1234', // Cross selling type / parent product id (if added to cart via cross-selling)
        'quantity': 1                           // Quantity added to cart for this product item
      }]
    }
  }
});

2. Check out

Data are sent to datalayer in check out process with 2 steps: Delivery and Order confirmation (after the payment page)

Security and data layer

Please note that the payment page cannot push any data in the data layer, as this is a secure page and pushing data externally in a secure page is forbidden by the PCI certification.

When user choose a delivery mode and click on Continue

Delivery step DataLayer Example

<script> 
	dataLayer.push({ 
		'event': 'ee-checkout', 
			'ecommerce': { 
				'checkout': { 
					'actionField': { 
						'step': 1, 										//check out step, (1: Delivery, 2: Summary) 
						'id': '15284', 									//shipment Mode ID 
						'shippingMode': 'E-ticket', 					// shipment mode name 
						'shipping': 8 									//shipment fee 
						}, 
					'products': [{ 										// List of productFieldObjects inside the order. 
						'name': 'Triblend Android T-Shirt', 			// Product Name (mandatory). 
						'id': '12345', 									// Product Id (mandatory). 
						'price': '15.25', 								// Unit Price (mandatory) (same as the basic e-commerce tag). 
						'brand': 'Visit Pass / Exhibition', 			// Product Family Type / Topic of the product (if set) 
						'category': 'Cat A / Normal', 					// seat category / tarrif type 
						'variant': 'Cross-sell 1-click / 1234567', 		// cross selling type / parent product id (if purchased via cross-selling) 
						'quantity': 1, 									// same as the basic e-commerce tag 
						'coupon': 'PartnerCUBE' 						// advantage name / advantage id 
						}] 
					} 
				} 
}); 
</script>

When user input a voucher, select a payment method, then click on Continue to Payment

Order summary step DataLayer Example

<script> 
dataLayer.push({ 
	'event': 'ee-checkout', 
		'ecommerce':{ 
			'checkout':{ 
				'actionField':{ 
					'step': 2, 											//check out step, (1: Delivery, 2: Summary) 
					'option': 'VISA', 									//selected payment method name 
					'id': '1000463', 									//File ID 
					'shipmentID': '1111111', 							// shipment ID, get from Delivery step 
					'shippingMode': 'E-ticket', 						// shipment mode name 
					'shipping': 8, 										//shipment fee 
					'payment fee': 4, 									//payment overhead fee 
					'revenue': 35, 										//total amount to pay 
					'coupon': 'PROMO' 									//promotional code or voucher code 
					}, 
				'products': [{ 											// List of productFieldObjects inside the order. 
					'name': 'Triblend Android T-Shirt', 				// Product Name (mandatory). 
					'id': '12345', 										// Product Id (mandatory). 
					'price': '15.25', 									// Unit Price (mandatory) (same as the basic e-commerce tag). 
					'brand': 'Visit Pass / Exhibition', 				// Product Family Type / Topic of the product (if set) 
					'category': 'Cat A / Normal', 						// seat category / tarrif type 
					'variant': 'Cross-sell 1-click / 1234567', 			// cross selling type / parent product id (if purchased via cross-selling) 
					'quantity': 1, 										// same as the basic e-commerce tag 
					'coupon': 'PartnerCUBE' 							// advantage name / advantage id 
					}] 
				} 
			} 
}); 
</script>