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This article is an overview of setting up Enhanced Ecommerce tracking for the Google Universal Analytics tag in Tealium iQ Tag Management. Part of the series: Google Universal Analytics Guide for iQ Tag Management In this article: Table of Contents Placeholder Overview Enhanced Ecommerce is an advanced plugin for ecommerce tracking using Google Universal Analytics to track user interactions with products on your website, including: product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds. How It Works Enhanced Ecommerce tracking works with a combination of the E-Commerce extension and data mapping in the Google Universal Analytics tag. The E-Commerce extension handles the most common ecommerce data, while the more advanced data is sent using data mappings in the tag configuration. Enhanced Ecommerce actions are also mapped in the tag as events. Enhanced Ecommerce Data and Actions The E-Commerce Extension settings cover many of the new Enhanced E-Commerce features. However, if your Universal Data Object (UDO) does not accommodate the data required for Enhanced E-Commerce, you will have to add variables to your website's data layer. Here is a recommended list of data layer variables to add, along with their matching variable in Enhanced Ecommerce. If a variable is marked as "n/a" in the E-Commerce Extension column, it must be added to the tag as a data mapping. Impression Data When impression data is mapped and populated in the UDO it is passed to Google Analytics using the  ec:addImpression command. Data Layer Variable Google Key E-Commerce Extension product_impression_id id n/a product_impression_name name n/a product_impression_list list n/a  product_impression_brand brand n/a  product_impression_category category n/a  product_impression_variant variant n/a  product_impression_position position n/a  product_impression_price price n/a  Product Data The product variables are used in any event that expects product data. The product data required by Enhanced Ecommerce is mapped automatically via the E-Commerce Extension (see table below). Product variables are passed to Google Analytics using the ec:addProduct command. Data Layer Variable Google Key E-Commerce Extension product_id id _cprod product_name name _cprodname product_brand brand _cbrand product_category category _ccat product_variant variant n/a product_price price _cprice  product_quantity quantity _cquan product_promo_code coupon _cpdisc product_position position n/a Promotion Data When promotion data is mapped and populated in the UDOit is passed to Google Analytics using the  ec:addPromo  command. Data Layer Variable Google Key E-Commerce Extension promotion_id id n/a promotion_name name n/a promotion_creative creative n/a promotion_position position n/a Action Data The action variables are populated in any event that expect order data. The order data required by Enhanced Ecommerce is automatically mapped via the E-Commerce Extension (see table below). Action variables are passed to Google Analytics using the ec:setAction command. Data Layer Variable Google Key E-Commerce Extension order_id id _corder order_store affiliation _cstore order_grand_total revenue _ctotal order_tax_amount tax _ctax order_shipping_amount shipping _cship order_promo_code coupon _cpromo checkout_step step n/a  shipping_method, shipping_carrier, payment_method, etc. (various checkout options)  option n/a  Data Mapping for Actions Enhanced Ecommerce actions are triggered using data mappings. A data mapping for an event matches the values of the event variable to the corresponding Enhanced Ecommerce action. These mappings results in triggering the ec:setAction command in Google Analytics. Typical event variables in your data layer would be: tealium_event , page_type , or event_name . Example of event mappings: The following are suggested Tealium events that map onto the expected Enhanced Ecommerce actions: Tealium Event/Page Type Google Action (enh_action) product_click click product_view detail cart_add add cart_remove remove checkout checkout checkout_option checkout_option purchase purchase refund  refund promo_click promo_click Examples To trigger Enhanced E-Commerce actions map your event variable to an event in the data mappings. Product Impression You can send the following data with a product impression action: List of IDs (required) List of Names List of Brands List of Categories List of Variants Product List Names This event occurs on page load using  utag_data  or using  utag.view()  and triggers the ec:addImpression command in Google Analytics for each item in the arrays. // EXAMPLE CODE: Product Detail Page View var utag_data = { "product_impression_id" : ['P12345', 'P67890'], "product_impression_name" : ['DV T-Shirt', 'DV Water Bottle'], "product_impression_brand" : ['Tealium', 'Tealium'], "product_impression_variant" : ['black', 'blue'], "product_impression_category" : ['Shirts', 'Home & Office'], "product_impression_list" : ['Search Results', 'Search Results'], "product_impression_position" : [1, 2] }; Product Click Send the following data with a product click action: List of IDs (required) List of Names List of Brands List of Categories List of Variants Product Position This event is tracked using utag.link()  and triggers the ec:addProduct and ec:setAction (click) command in Google Analytics. // EXAMPLE CODE: Product Click utag.link({ "tealium_event" : "product_click", "product_id" : ['P12345'], "product_name" : ['DV T-Shirt'], "product_brand" : ['Tealium'], "product_variant" : ['black'], "product_category" : ['Shirts'], "product_position" : [1] }); Product View/Detail You can send the following data with a product detail action: List of IDs (required) List of Names List of Brands List of Categories List of Variants This event is tracked on page load using  utag_data  or using utag.view()  and triggers the ec:addProduct and ec:setAction (detail) command in Google Analytics. // EXAMPLE CODE: Product Detail Page View var utag_data = { "tealium_event" : "product_view", "product_id" : ['P12345'], "product_name" : ['DV T-Shirt'], "product_brand" : ['Tealium'], "product_variant" : ['black'], "product_category" : ['Shirts'] }; Cart Add You can send the following data with the cart add action: List of IDs List of Names List of Brands List of Categories List of Quantities List of Prices List of Discounts List of Variants Product Position This event is tracked using   utag.link()  and triggers the ec:addProduct and ec:setAction (add) command in Google Analytics. // EXAMPLE CODE: Product Add utag.link({ "tealium_event" : 'cart_add', "product_id" : ['P12345'], "product_name" : ['DV T-Shirt'], "product_brand" : ['Tealium'], "product_variant" : ['black'], "product_category" : ['Shirts'], "product_price" : ['23.49'], "product_quantity" : [1] }); Cart Remove You can send the following data with the cart  remove action: List of IDs List of Names List of Brands List of Categories List of Quantities List of Prices List of Discounts List of Variants This event is tracked using   utag.link()  and triggers the  ec:addProduct  and  ec:setAction  (remove) command in Google Analytics. // EXAMPLE CODE: Product Cart Removal utag.link({ "tealium_event" : 'cart_remove', "product_id" : ['P12345'], "product_name" : ['DV T-Shirt'], "product_brand" : ['Tealium'], "product_variant" : ['black'], "product_category" : ['Shirts'], "product_price" : ['23.49'], "product_quantity" : [1] }); Checkout You can send the following data with the checkout action: List of IDs List of Names List of Brands List of Categories List of Quantities List of Prices List of Discounts Checkout Step Checkout Option List of Variants Product Position This event is tracked on page load using  utag_data  or using  utag.view()  and triggers the ec:addProduct and ec:setAction  (checkout) command in Google Analytics. // EXAMPLE CODE: Checkout var utag_data = { "tealium_event" : 'checkout', "product_id" : ['P1235', 'P67890'], "product_name" : ['DV T-Shirt', 'DV Water Bottle'], "product_brand" : ['Tealium', 'Tealium'], "product_variant" : ['black', 'blue'], "product_category" : ['Shirts', 'Home & Office'], "product_price" : ['23.39', '11.00'], "product_quantity" : [1, 2], "product_position" : [1, 2], "checkout_step" : "1", "shipping_carrier" : 'FedEx' }; Checkout steps can be assigned more descriptive names using the Checkout Funnel Configuration within your Google Analytics account. Checkout Option The Checkout Option action lets you capture information about the state of a checkout after the initial page view, when the visitor is interacting with the site.  You can send the following data with the checkout option action: Checkout Step Checkout Option This event is tracked using   utag.link()  and triggers the ec:setAction (checkout_option) command in Google Analytics. // EXAMPLE CODE: Checkout Option utag.link({ "tealium_event" : "checkout_option", "checkout_step" : "2", "shipping_carrier" : "FedEx" }); Purchase You can send the following data with the purchase  action: Order ID Revenue Tax Shipping Promo Code List of IDs List of Names List of Brands List of Categories List of Quantities List of Prices List of Discounts List of Variants This event is tracked on page load using  utag_data  or using  utag.view()  and triggers the and  purchase  command in Google Analytics. // EXAMPLE CODE: Checkout // The following information should be in the data object on page load var utag_data = { "tealium_event" : 'purchase', "order_id" : 'O1234567', "order_grand_total" : '57.44', "order_tax_amount" : '3.65', "order_shipping_amount" : '8.50', "order_promo_code" : 'SALE20', "product_id" : ['P1235', 'P67890'], "product_name" : ['DV T-Shirt', 'DV Water Bottle'], "product_brand" : ['Tealium', 'Tealium'], "product_variant" : ['black', 'blue'], "product_category" : ['Shirts', 'Home & Office'], "product_price" : ['23.39', '11.00'], "product_quantity" : [1, 2] }; Promo Click You can send the following data with a promo click action: Promotion ID Promotion Name Promotion Creative Promotion Position This event is tracked using  utag.link()  and triggers the ec:addPromo and ec:setAction (promo_click) command in Google Analytics. // EXAMPLE CODE: Promotion Click utag.link({ "tealium_event" : "promo_click", "promotion_id" : ['DV18-EARLY-REG'], "promotion_name" : ['DV 2018 Early Registration'], "promotion_creative" : ['early_reg_promo1'], "promotion_position" : [1] }); Refund In order to fire a refund action, you must have the Order ID of the transaction that is being refunded. For a partial refund, the Product IDs of any items being refunded must be present as well. Order ID List of Product IDs (for partial refund only) List of Quantities This event is tracked on page load using  utag_data  or using  utag.view()  and triggers the  ec:addProduct  and  ec:setAction  (refund) command in Google Analytics. // EXAMPLE CODE: Refund var utag_data = { "tealium_event" : "refund", "order_id" : 'O123456', "product_id" : ['P12345'], "product_quantity" : [1] };  Additional Resources About Enhanced Ecommerce (Google Analytics) How to collect enhanced ecommerce data using analytics.js (Google Analytics) ... View more