Maximizing GTM with Shopify – Webinar Recap and Downloads

Get the recap of our webinar on how to maximize GTM with Shopify including free container downloads and video walkthroughs.

For those than joined us for our webinar on maximizing Shopify and GTM – thank you for attending!

Due to our technical difficulties towards the end that cut us short, I’ve put together videos of the last “how to” that we were not able to cover. No – we aren’t quite webinar experts yet 🙂

During the webinar we covered the following topics:

  1. How to Sync Marketing Channel Audiences
  2. How to Create CRO Test by Campaign
  3. How to Leverage Data Layer Variables
  4. How to Create Custom Events via GTM

You can view the full replay here.

How to Sync Marketing Channel Audiences

In this section I showed how to unify audience data across all channels via GTM.

For example – sending custom events via GTM for users adding to cart, watching video, etc so you can create the same remarketing audiences and match your campaigns across each so the customer is bucketed properly within each channel (so they aren’t getting top of funnel awareness from one channel while they are getting abandoned cart remarketing in another).

Here is the example grid we reviewed of common marketing channels & what tags exist by default:

marketing channel audiences


Here’s a link to the document and here is a link to GTM starter containers that contain tags for Twitter, Pinterest, and Klaviyo.

These can be imported to GTM > assigned triggers > update your account variables > test & publish.

How to Create CRO Tests by Campaign

This was showcasing the “how to” from this article on utilizing utm parameters from your marketing campaigns by leveraging the built in Shopify cookie that stores the utm values to personalize the user experience across all pages of your site with Google Optimize.

Typically you might use a query parameter variable to trigger this test but unfortunately once the user moves to a 2nd page (when no more UTMs exist) then they will fall out of the experiment.

How to Leverage Data Layer Variables for Testing

This example showed how to leverage your cartValue variable to create an a/b test via Optimize targeting high cart value customers.

Here’s the full how to video:

How to Create Custom Events via GTM

This last how-to (and my favorite) is where we got cut off – but shows 3 ways to create custom events inside of GTM.

The third example is using our new Google Chrome Extension which allows you to point and click your way to creating new tags.

You can see how it works in our help guide here along with this quick visual:


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Brad Redding

Brad, co-founder of Elevar, has lived in eCommerce for over 12 years. He's helped design, build, and optimize over 100 websites in his career. From new retail startups to well-known brands like Le Creuset, Signature Hardware, Rebecca Minkoff, Char-Broil and more, he specializes in data analytics and conversion optimization to help achieve business goals.

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