Disclaimer. Please view this technical project on a computer for the best experience. Formatting may appear slightly different on mobile or tablet devices, which could affect readability. As you scroll through the project, you will see click-to-expand sections that provide a deeper look into each tracking area. After reviewing a section, please click the arrow again to collapse it before continuing. This project demonstrates my experience implementing website tracking with Google Tag Manager, GA4, and JavaScript. It includes event names, descriptions, and parameters for key ecommerce interactions. The website visuals used in this project are for demonstration purposes only and were sourced from Pinterest. I am not affiliated with the company or brand shown. This project represents an example of tracking work I have implemented in practice and provides a high-level overview of primary ecommerce tracking opportunities rather than a complete website tracking audit.

Google Tag Manager and Google Analytics Ecommerce Tracking

Business Overview

Washington Vinyl Siding & CO.

Watercolor fashion illustrations of stylish figures wearing suits, patterned dresses, hats, and sunglasses

Modern Fashion Ecommerce Brand for Timeless Women’s & Men’s Style:

• United States • Canada • Australia

A contemporary ecommerce fashion brand offering timeless wardrobe essentials, trend-forward pieces, and elevated everyday fashion designed for men and women.

Yearly Sales: $6,000,000,000

Introduction

Luxora Fashion needed a reliable measurement system to understand how shoppers moved from discovery to purchase across its global ecommerce website. I implemented a GTM-to-GA4 tracking framework that captured high-value interactions across the homepage navigation, search, promotions, and product cards. Several events required custom JavaScript and dataLayer logic to capture dynamic values. This gave the business cleaner data for funnel analysis, merchandising decisions, campaign measurement, and conversion optimization.

Objective

Implement scalable GA4 ecommerce tracking through Google Tag Manager to capture meaningful shopper behavior and identify where users engaged, hesitated, or dropped off before purchase.

My Role

As a marketing analyst, I translated business questions into measurable GA4 events, defined the event structure, configured GTM tracking requirements, and documented event names, triggers, descriptions, and parameters for reporting.

Luxora Fashion ecommerce homepage featuring women's clothing, men's fashion, dresses, shoes, bags, accessories, sale promotions, and product listings.

Header Navigation

Description: User clicks the header logo and returns to the homepage.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale
Description: User clicks a navigation link in the header, with tracking capturing both the primary navigation category and the final subnavigation item selected.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, primary_nav, subnav_last_click

JavaScript Needed: Yes
Description: User submits a site search, and tracking captures the search term, search type, and search results page URL.

Parameters: search_term, search_type, search_url_query, page_url, page_title, site_locale

JavaScript Needed: Yes
Description: User clicks the account or login icon in the header.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale
Description: User clicks the cart icon in the header.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, cart_quantity, cart_value

Hero Section

Description: User clicks a call-to-action in the homepage hero.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, button_variant
Description: User clicks the primary hero button.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, button_variant
Description: User clicks the secondary outlined hero button.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, button_variant
Description: User clicks the Shop Now CTA in the hero promotional card that is in the bottom right corner.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, item_id, item_name, item_category, item_price

JavaScript Needed: Yes

Promotional Banners

Best Seller

Description: User clicks a product card in the Best Seller section.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, item_id, item_name, item_price, item_category, product_position

JavaScript Needed: Yes
Description: User clicks the wishlist (heart) icon on a product card in the Best Seller section.

Parameters: click_classes, page_url, page_title, site_locale, item_id, item_name, item_price, item_category, product_position

JavaScript Needed: Yes
Description: User clicks the review count next to the star rating to read product reviews.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, item_id, item_name, item_price, item_category, product_position, review_count

Description: User begins the newsletter signup process by clicking into the email field.

Parameters: page_url, page_title, site_locale, form_id, form_classes, form_text
Description: User successfully submits the newsletter signup form.

Parameters: page_url, page_title, site_locale, form_id, form_classes, form_url, form_text

Footer

Description: User clicks a social media icon in the footer.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, social_platform
Description: User clicks a navigation link in the footer.

Parameters: click_text, click_url, click_classes, page_url, page_title, site_locale, footer_column

JavaScript Needed: Yes
Description: User successfully submits the footer newsletter signup form.

Parameters: page_url, page_title, site_locale, form_id, form_classes, form_url, form_location