A standard solution.
Pull all data into analytics.
We set ourselves the task of using Google Tag Manager’s data layer to pull in both Enhanced eCommerce data and all other types of user activity in a default integrated solution without any performance issues.
How could we create a default solution without trying to track non-existent entities?
We didn’t want to create multiple solutions, nor did we want a complicated config. We began by creating a script that could check what features were included in the site including e-commerce, contact forms, click to call and live chat and then automatically enable the relevant tracking.
Use the data layer.
How could we pull all tracking data from the site into Google Analytics?
We decided on every type of tracking we wanted to enable and the data we’d want to derive from this. We then used the data layer and event tracking in Google Tag Manager to pull the data straight into Google Analytics.
Tying it all together.
How could we create a one size fits all solution?
We created a WordPress plugin that could easily integrate into any install of WordPress. Compatible with a range of plugins, including WooCommerce, with little configuration.