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 via Google Tag Manager in Webflow, you need specific data fields on the checkout and order confirmation pages, and a proper completion URL to fire the purchase tracking tag.

1. Required Fields for GA E-commerce Tracking

Google Tag Manager needs access to the transaction details populated in the Webflow Order Confirmation Page. Webflow automatically injects this data into a JavaScript object called window.dataLayer, but you should confirm the following fields are included:

• transaction_id (Webflow Order ID)
• affiliation (e.g., "Webflow") — optional
• value (Total transaction amount)
• currency (e.g., “USD”)
• tax (Sales tax amount)
• shipping (Shipping cost)
• items[] (An array of purchased products, each with):
• item_id (Product ID or SKU)
• item_name (Product name)
• price (Unit price)
• quantity (Quantity purchased)

Webflow includes these automatically on the Order Confirmation Page when using Webflow’s e-commerce.

To verify, preview a test purchase and open the browser console. Type window.dataLayer and look for a "purchase" event containing those fields.

2. Completion URL for GTM Trigger

Google Tag Manager needs a trigger to know when a purchase is complete. In Webflow, this is usually identified by the order confirmation page, which lives at the default path:

• /checkout/confirmation (This may be different if you renamed default checkout paths.)

Use this path to configure your GTM trigger:

• Trigger Type: Page View
• Condition: Page Path equals /checkout/confirmation

Or, more securely:

• Trigger Type: Custom Event
• Event Name: purchase (if pushed via dataLayer using a custom event)

Make sure your GTM tag for “Google Analytics 4 – Purchase” listens for this trigger.

3. Notes on Setup

• If you're using Google Analytics 4 (GA4), use Enhanced E-commerce format, and trigger the "purchase" event with event: 'purchase' in the dataLayer.
• If you're using Universal Analytics, know that GA3 support officially ended July 2023.
• You do not need to manually add any fields in Webflow—just ensure your project uses Webflow E-commerce, and the order confirmation page is live and connected.

Summary

To track e-commerce purchases in GA via GTM on Webflow:

• Ensure your order confirmation page (default /checkout/confirmation) has the necessary dataLayer fields, especially for purchase events.
• Use window.dataLayer to verify these fields post-checkout.
• In GTM, trigger your purchase tag using either the URL path or custom event ‘purchase’ on that page.

This setup allows you to accurately report e-commerce transactions from Webflow into Google Analytics via GTM.