Google Tag Manager (GTM)

Get Access

Contact the Globber IT team to access your GTM dashboard (request form link coming soon)

Google Tag Manager (GTM) keeps all your website tracking tools in one place and controls when they work.

What GTM Manages

Analytics: GA4, Facebook Pixel, LinkedIn Insight Tag

Marketing: Conversion tracking, remarketing tags, email pixels

Website Features: Chat widgets, feedback tools, A/B testing

How GTM Works

Once GTM is installed on your site it will automatically:

• Loads tracking codes when visitors arrive
• Sends data to analytics platforms
• Triggers events based on visitor actions
• Manages privacy settings

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dataLayer Events Reference

The Globber theme pushes events to window.dataLayer automatically. All ecommerce events follow the GA4 Enhanced Ecommerce schema.

note

All ecommerce events are preceded by dataLayer.push({ ecommerce: null }) to clear any previous ecommerce object — this is the recommended GA4 practice.

Ecommerce Events

These events track the customer shopping journey and are compatible with GA4 Enhanced Ecommerce.

Event	Trigger	Source
view_item_list	Shop, category, search, or related products page loads	Server (PHP)
view_item	Single product page loads	Server (PHP)
select_item	Customer clicks a product card in a listing	Client (JS)
add_to_cart	Customer adds a product to the cart	Client (JS)
remove_from_cart	Customer removes a product from the cart	Client (JS)
add_to_wishlist	Customer adds a product to their wishlist	Client (JS)
view_cart	Cart page loads	Client (JS)
begin_checkout	Customer proceeds to checkout from the cart	Client (JS)
purchase	Order confirmation (thank-you) page loads	Server (PHP)

Example: purchase event payload

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: 'purchase',
  ecommerce: {
    transaction_id: '12345',
    affiliation: 'Globber HK',
    value: 99.00,
    tax: 0,
    shipping: 10.00,
    currency: 'HKD',
    coupon: 'SUMMER10',     // only present if a coupon was applied
    items: [
      {
        item_id: 'SKU-001',
        item_name: 'Globber One K E-Motion',
        item_brand: 'Globber',
        item_category: 'Electric Scooters',
        item_variant: 'Red',
        price: 89.00,
        quantity: 1,
        discount: 10.00     // only present if a discount was applied
      }
    ]
  }
});

Item object fields

Every items array entry follows this structure:

Field	Description
item_id	Product SKU, or WooCommerce product/variation ID if no SKU is set
item_name	Product name
affiliation	Site name (e.g. Globber HK)
item_brand	Brand name (from product_manufacturer taxonomy, ACF brand field, or 'Globber' as default)
item_category	Primary product category
item_category2–item_category5	Additional categories (if the product belongs to more than one)
item_variant	Variation attribute values joined by / (e.g. Red / Large), only present for variable products
item_list_name	The list the product was shown in (e.g. Shop, Related Products, Search Results)
item_list_id	Machine-readable list identifier (e.g. shop, related, search)
index	Position of the item in its list (1-based)
price	Unit price at the time of the event
quantity	Quantity
discount	Per-unit discount amount, only present when a discount applies
coupon	Coupon code, only present when a coupon is applied
currency	ISO 4217 currency code (e.g. HKD, USD)

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Marketing & Checkout Events

Event	Trigger	Source
checkout_newsletter_optin	Customer places an order and the newsletter opt-in checkbox is shown	Server (PHP)

checkout_newsletter_optin payload

dataLayer.push({
  event: 'checkout_newsletter_optin',
  newsletter_optin: true,         // or false
  newsletter_provider: 'klaviyo'  // or 'mailchimp'
});

Use this event in GTM to trigger a Klaviyo or Mailchimp subscription tag when newsletter_optin is true. See the Checkout guide for admin configuration.

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Popup Events

Popup interactions are tracked automatically by the popup manager.

Event	Trigger
popup_view	A popup is displayed to the visitor
popup_close	Visitor dismisses a popup
popup_cta_click	Visitor clicks the CTA button inside a popup

Popup event payload structure

All three popup events share the same popup object:

dataLayer.push({
  event: 'popup_view',   // or 'popup_close' / 'popup_cta_click'
  popup: {
    popup_id: 'promo-summer-2025',
    popup_title: 'Summer Sale',
    template: 'default',
    trigger_type: 'scroll'   // e.g. 'scroll', 'exit_intent', 'timer'
    // popup_cta_click also includes:
    // cta_url: 'https://...',
    // cta_text: 'Shop Now'
  }
});

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Adding New Tracking

See Google's guide on Adding and editing tags for detailed instructions on adding new tracking scripts.

Learning Resources

• GTM Help: Support Here
• GTM Training: Learn Today
• Google Analytics Training Course: Get Started
• About GTM: For Developers

Need help?

Contact the Globber IT team for all GTM assistance and setup.