What are the required fields and completion URL in Webflow for enabling Google Analytics e-commerce sales tracking with Tag Manager?

To enable Google Analytics e-commerce sales tracking with Google Tag Manager (GTM) in Webflow, you need to set up the necessary data layer variables, define the required Tag Manager triggers, and specify the correct completion (confirmation) page URL.

1. Ensure Webflow Checkout Events Are Enabled

• Webflow automatically pushes e-commerce data to the window.dataLayer upon a successful transaction.
• You need to make sure the checkout page and order confirmation page correctly contain and pass this data to GTM.

2. Locate the Required Data Fields

• Webflow's e-commerce purchase event normally includes key transaction attributes in the window.dataLayer such as:
• transaction_id (Order ID)
• affiliation (Store Name)
• value (Total Purchase Amount)
• currency (Currency of Purchase)
• tax (Tax Amount)
• shipping (Shipping Cost)
• items (List of Purchased Products)

3. Set Up Google Tag Manager to Read Webflow’s Data Layer

• In GTM, create a Custom Event Trigger for purchase.

• Define the following Data Layer Variables in GTM:

• Variable Name: ecommerce.purchase.transaction_id

• Variable Type: Data Layer Variable

• Variable Name: ecommerce.purchase.value

• Variable Type: Data Layer Variable

• Create a GA4 Event Tag:

• Tag Type: Google Analytics 4 Event

• Event Name: purchase

• Event Parameters:

  • transaction_id: {{DLV - transaction_id}}
  • value: {{DLV - value}}
  • currency: {{DLV - currency}}
  • tax: {{DLV - tax}}
  • shipping: {{DLV - shipping}}
  • items: {{DLV - items}}

4. Set Up the Order Confirmation (Completion) Page in Webflow

• The completion URL in Webflow for successful purchases typically follows:

• /checkout/order-confirmation

• This page is where Webflow pushes purchase details into the dataLayer.

5. Preview and Test in GTM and GA4

• Use Google Tag Assistant or GTM’s Preview Mode to confirm:
• The purchase event fires correctly on /checkout/order-confirmation.
• The transaction data is passed properly to Google Analytics.

Summary

To set up Webflow’s e-commerce tracking with Google Tag Manager, ensure Webflow’s purchase event sends data to the window.dataLayer, configure GTM to read this data, and track purchases via a GA4 event tag triggered on the confirmation page (/checkout/order-confirmation). Test using Tag Assistant to confirm everything is working properly.