Tagged with 'google tag manager'

Kadro eCommerce Insights Newsletter May 2021 Issue

May 2021 Edition

News, insights and information from the rapidly changing world of eCommerce designed for the online merchant!

eCommerce Puzzle Pieces
May is quickly fading into the rearview mirror along with annual spring celebrations like Cinco De Mayo, Mother's Day and for many - graduation. Now we prepare for June and the coming of summer.  Predications are that it will be a very busy summer travel season as we hit the roads and take to the skies to our favorite destinations.  Travel and destination websites should see significant traffic increases and robust bookings.
Google's Core Web Vitals website ranking factors are set for June 2021 implementation. Regardless of what you sell online, it's a good time to revisit the performance aspects of your website and how it delivers the user experience. Pay special emphasis to the mobile experience. 
Not yet have an eCommerce website? Kadro is here to help with an array of available services including our newest offering - Accelerated Magento Website Development.   
Be sure to take a few minutes to read an informative new article by James Bruner, Senior Business Solutions Analyst, about setting up Google Tag Manager for Adobe Commerce. You can also learn more about James in our Employee Spotlight below.


A new service from Kadro designed for those looking to start selling online faster with a powerful, feature-rich, custom Adobe Commerce (formerly called Magento Commerce) website. It's a scalable solution that can grow as your business does delivering lower initial project costs and higher value.

Learn more. Visit our Accelerated Magento Website Development page.





eCommerce projects don’t always go as planned. This can occur for many reasons. No matter what the reason, Kadro can help. We offer a comprehensive array of website project rescue and support services tailored to each client’s needs.

Visit our Magento Project Rescue Services page to learn more.

In a COVID world, customer support teams now have blurred lines between support and sales. Support representatives are ramping up their skills to deliver exceptional customer service experiences that wow their clients, drive sales, and create loyalty.  That is why Kadro has partnered with Gorgias, a machine learning helpdesk built natively for e-commerce merchants to help our clients turn their call centers into profit centers.    
Gorgias enables a seamless customer journey by aggregating all channels (email, voice, chat, SMS, social) into one platform and personalizing engagement with intelligence from integrations with the e-commerce platforms and the e-commerce technology stack (loyalty, shipping, reviews and ratings, marketplaces and more). Gorgias customers increase support efficiency by 30% or more using automations to handle common and repetitive inquiries.
How do you drive sales from your call center? Through Automation, Personalization, Channel Aggregation 

  • Automation: Provide lighting fast responses to turn browsers into buyers
  • Personalization: data-enriched interactions create meaningful connections with customers that increase order values and lifetime value 
  • Channel Aggregation: All channels in one platform create a seamless, connected customer experience. 
Take a look at Gorgias' guide on pre-sales support to learn how you can start driving revenue from your support operations. And if you sign up with Gorgias now, you can even get the 2nd month of service FREE.
(formerly Magento Commerce) 
Let Us Know
Meet James Bruner
Senior Business Solutions Analyst

What do you do at Kadro?

I help Kadro clients with their incoming project and support requests advising  them on the best way to proceed. I also provide counsel on long-term strategy and project ROI. The requests can address a range of issues from frontend bugs to full integrations. Our clients span such a wide range of industries that you really get exposed to a lot of different solutions. So, that’s pretty cool. 

If you could do anything you want right now, what would it be?

Explore space. Or be a full-time philanthropist. Or be a full-time philanthropist that travels through space helping people out.

What’s your favorite food?

Food is my love language. I love cooking and try to make dinner for my family every night, so we rotate through a lot of recipes in my house. If I had to pick a singular dish as my favorite though, it wouldn’t be something I make: it would be the Beef Wrap (basically a fancy Gyro) from Devine Foods in Columbia, SC where I grew up. I worked there back in the day and frequented the place for decades. They closed their doors several years ago, but I still dream about their food.

What about family?

I’ve been married for nine years with two kids (three if you count the dog). My wife Lauren has never met a stranger, and she can put together a pretty mean gift basket. My son will be four this summer, my daughter will be one, and Sunny the mini Yorkie turned 5 this year. They’re all pretty great - most of the time.

Favorite video game?

If my kids are asleep and it’s a weeknight you’ll find me either making music or gaming.

Favorite quote?

“You’re not wrong, Walter, you’re just .......” - The Big Lebowski

Favorite place to visit?

Colorado. My family has a place on the Western Slope where I’ve gone my whole life. Being able to share that with my family and now my kids is just incredible, so I try to get out there as much as I can.

What gets you out of bed in the morning?

Coffee, coffee, and more coffee.

Biggest or most meaningful recent personal accomplishment?

I have a lot to be grateful for - my family, friends, and bandmates to start - but I think one of the biggest accomplishments recently was getting debt free. We still owe on our house, but even with two kids in daycare we managed to pay off all other debts, which is an incredible feeling.

What is one unique thing about you that few people know?

I like to record hip songs about robots when no one is around.

Featured Kadro Blog content of the month:
  1. Setting up Google Tag Manager for Adobe Commerce, an informative article by Kadro's Senior Business Solutions Analyst - James Bruner
  2. Deciphering a Magento Website's Delivery Times Dilemma - an interesting article about overcoming technical challenges for a client written by one of Kadro's Senior Software Engineers - Logan Wilkerson.
  3. Watch the dotlive by dotdigital webinar on How to use segmentation to supercharge your marketing campaigns.
  4. What’s the One Thing Businesses Need in 2021 - an informative article by Kadro and Annex Cloud
  5. Listen to the Naughty x Nurture by dotdigital podcast with Ariel Mordetsky (Kadro) and other eCommerce experts as they talk about the similarities between eCommerce and fishing. It's reel interesting!

Setting up Google Tag Manager for Adobe Commerce

Google Tag Manager logo

Google Tag Manager (GTM) has become an incredibly powerful tool in eCommerce when it comes to tracking user behavior, gathering analytics, tracking affiliate activity, and user testing. Over the years I’ve watched the platform and technology grow beyond the original purpose of tag management. As a result, I’ve updated our approach to using it to make our work more efficient and effective. Below are a few tips to help you make sure you’re getting the most out of Google Tag Manager for your Magento eCommerce site.

Go Native

If you’re using Magento Open Source, you will need a module to provide you with the dataLayer, but if you’re using the more advanced Adobe Commerce, Adobe has already provided a baked-in solution. Simply look under the Google settings in the admin, add your container ID, and you’re set. Assuming you haven’t done any major customization to your templates, Magento will now be providing dataLayer information for all your primary events. Pretty cool.

  • Impressions (category pages and related product sliders)
  • Product Detail (aka Product Pages)
  • Adding and removing items from the cart
  • Checkout events
  • Transactions (order success)
  • Promo Views (for promotional content like banners)

Are You The One?

I still see many clients using different GTM containers to manage different environments, like a development environment versus production. But I found the process of exporting and importing tag information between different accounts, and having to review and adjust any tags that overlapped or were overridden - well, cumbersome. Even the built-in environments seem a bit clunky to me. As a result, requiring human intervention as part of the process inevitably leads to errors. Conversely, by setting up all of your environments using the same container will not only simplify your management, but reduce some risk while you’re at it.

Ok, ok, get on with it already... It’s pretty simple really. Look under the Built-In Variables section and make sure you have ‘Page Hostname’ checked. With that enabled you will now see the host name coming through on events (e.g. staging.domain.com, www.mysite.com, etc.) and more importantly, use this data to set conditions. We can now create a trigger that may only fire on our staging environment, and configure a custom variable to use a lookup table so we provide different analytics IDs based on your hostname. On top of that, deployment doesn’t require merging containers or switching environments; which would result in twice the testing cost. Once your tags have been confirmed in Preview mode, it’s as easy as updating a trigger and publishing the changes to your site.


There’s no reason to reinvent the wheel. Use templates or built-in tags whenever possible. More often than not you can find good examples of all your major tags. Custom tags are great but they add risk: thorough testing is required, and introducing any broken (or potentially malicious) JavaScript to your page could be catastrophic.

Less is More

When my family goes on vacation, it doesn’t matter if we’re leaving for just one night - sometimes my family needs EIGHT bags worth of stuff. It’s madness, and really causes me more stress than it should. So, my advice? Be mindful not to overpack for an overnight trip and when you’re reviewing your tag plan: minimize your tags. How many tags are too many? I don’t know, and I haven’t seen any conclusive performance testing to give any better advice other than the following: being nice to people, use your good common sense, and follow best practices:

  • Pause or remove any tags not relevant to current tracking or testing
  • Remove tags and triggers not being used
  • Remove any custom variables not being used

For the “remove tags and custom variables”, I recommend that you should audit all of your Google Tag Manager entries once a quarter to make sure obsolete tags and variables are no longer being used.

Keep It Tight

Lastly, tag Management isn’t a “set it and forget it” situation - this isn’t the Honda Civic you drove for four years of college without ever once changing the oil - it’s important to review your tags and update accordingly as technology and your business needs grow. But you also don’t need to review your implementation every single day or week.

The platform is growing and more tagging is coming into play as we find new ways to offer personalized experiences to our customers, which is exciting but requires regular maintenance.

Added Bonus

Google Tag Manager is also an excellent way to manage all of your 3rd party scripts for affiliate tracking, live chat, digital marketing, or advertising and social media tracking. Set up your ids as variables just like we set up our ecommerce tagging and you’ll keep the data clean. The added bonus: no need for code deployments or providing more admin access.