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Google Tag Manager integration - Universal Analytics

Tracking the visits within the ordering menu and measuring the conversion rate of the restaurant's orders based on the menu visits is possible using the Google Tag Manager integration within the system, by connecting it to the Google Analytics platform.

To set up Google Analytics, copy the Google Tag Manager install code and paste it in the restaurant's account -> Other Tab -> 3rd Party Integrations Section, 3rd Party Tracking Field:

google tag manager code

Generate the Google Tag Manager code

  • First, access the restaurant's Google Tag Manager account, Admin tab, and go to the Install Google Tag Manager section:

google tag manager integration

  • Copy the first code (the 2nd code is not needed)

google tag manager code example

  • Paste the code in the restaurant administration page, 3rd Party tracking section, and Save, like this:

google tag manager tutorial for restaurants

Configure Google Tag Manager

To start the Google Tag Manager configuration, the restaurant needs to access the Workspace Tab within their Tag Manager account:

google tag manager tool

  • Add the Analytics Tag from the Tags Section by pressing on the New button:

google tag manager integration with google analytics

google analytics tag

select google analytics tag

In the Tag Configuration screen, select the New Variable option from the dropdown:

google analytics new variable

Please be advised that when the account holder configures the Analytics Tag, they need to add the Analytics Tracking ID when they set up the variable configuration. 

google tag manager id analytics integration

The tracking ID can be found in the Analytics Account Admin Tab, Tracking Info section:

google tag manager id

The next step is to configure the two triggers for the Google Analytics tag. The account holder can do this by accessing the Edit button, like this:

google analytics triggers

  • Page View - so that each page can be seen in analytics (whenever there is a different URL);

google analytics page view

google analytics page view trigger

page view trigger google tag manager

page view trigger in google analytics

  • History Change - so that each step of the cart in analytics can be seen (the widget is a single-page app, so there’s one URL, which is why this is needed in addition to the Page View trigger).

gtm tutorial: what is google tag manager used for

add new trigger in google tag manager

add new trigger google analytics

google tag manager trigger configuration

history change trigger

history change trigger google tag manager

Once both triggers have been configured, press Save on the Tag Configuration page:

google tag manager tag configuration page

In the Workspace tab, the account holder should see the Tag they configured and the triggers. To submit the changes that were made, press the SUBMIT button:

submit tags in google tag manager

IMPORTANT: If the changes are not submitted, then the integration will not work. Also, if at first, the account holder does see any changes in the workspace tab, then please make sure the browser page is refreshed.

publish google tag manager tags

Once the changes are published, when the account holder accesses the Workspace tab, the message in the green box should be “Live version” followed by the version number of the Tag Manager setup. If they set this up for the first time, the version should be 1.

google analytics tag manager integration

Track conversion of accepted orders

In order to track the conversion of accepted orders, they need to first create a Goal in their Analytics Account. To do this, they need to go to the Goals Section of the Admin Tab of their Analytics account, like this:

create analytics goal

In the Goals section, they can create a new conversion goal by selecting the New Goal button:

add new goal in analytics

Afterward, they can create a Goal for accepted orders. Make sure that the Goal type is set to destination and the Destination in the Goal details is set to Regular Expression, like this:

google tag manager integration: accepted orders goal

It is good to mention that, if the order was placed outside of restaurant business hours, they may configure a similar goal for the scheduled orders (orders for later). Within the system, the URL for orders for later is /ordering/restaurant/menu/outcome/later?.

So, the account holder simply needs to make another goal with the phrase "later" instead of "accepted", like this:

order for later goal google tag manager

However, since Analytics tracks the page views, it will not be possible to tell which of the tracked orders, placed outside of restaurant opening hours have been accepted or not, as the food client will no longer be on the respective page by then.

But the account holder will be able to verify the goal completion rate in the Analytics account Conversions Tab, Overview Section:

analytics goal completion rate

Verify Google Tag Manager installation

To verify if the Google Tag Manager integration has been configured properly, the account holder can simply test this by accessing the ordering menu from another tab in the browser or from a browser on their mobile device. Once they have accessed the ordering menu, they should receive data in the Real-time section of their Analytics account:

verify correct google tag manager integration

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