[intro] In this Guide, you'll learn how to check that your Google Tags are correctly configured and trigger when customers visit your EKM online shop. [/intro]

[caution]Before you begin, you need to have completed the steps within this guide. [/caution]

1. Ensure that you have installed an Offline Payment Gateway on your EKM online shop for testing purposes, such as Fax. Click here and click on the name of your EKM online shop:

2. Click Preview in the top right-hand corner:

3. You'll then see this modal appear. Add the domain name of your EKM online shop into the field provided and click the blue Connect button:

4. You'll notice another browser window open up on the homepage of your EKM online shop. Click to minimise this window and return to your previous browser tab, before clicking the blue Continue button:

5. Return to your original tab, where you’ll see a list of the Google Tags that were activated when your EKM online shop was launched:

6. If you maximise the browser window that opened displaying the front end of your EKM online shop, you can now go through the process of placing a test order using an offline payment gateway and use the Tag Assistant to monitor your activity. When you have finished placing your test order and have been redirected to the Order Complete page of the Checkout Flow, click Finish on the Tag assistant in the bottom right-hand corner:

7. You can also click the tag IDs at the top of the page to see which events were triggered during your test order. The IDs with the GA4 symbols indicate tags set up within your GA4 account, whilst the GTM symbols represent tags set up within Google Tag Manager:

8. Now that you have set up your GA4 and GTM accounts, configured your tags and tested these trigger correctly, you can set up some exploration reports to help you analyse the data as GA4 tracks it.

Frequently Asked Questions

Why is the traffic on my EKM online shop different from what’s reported in GA4?

There are usually two main reasons, although it’s not always possible to pinpoint an exact cause. Firstly, customers need to click ‘Accept All Cookies’ on your EU Cookie Bar for their activity to be tracked. If they don’t, GA4 and GTM won’t record their visit, which naturally lowers the numbers you see in Google Analytics.

Secondly, discrepancies can occur when Google rolls out updates to GA4. These updates sometimes cause reporting issues or temporary inconsistencies, which you might notice in your explorations or reports. Websites like Search Engine Roundtable are often the first to highlight these Google-related problems - especially when Google hasn’t yet confirmed an update.

When in doubt, your EKM online shop is the ‘source of truth’. The activity you see there is based on real customer behaviour. GA4 and GTM are tools that monitor activity only when permissions and tracking conditions are met, so any inconsistencies are usually due to Google’s own settings or updates, not your EKM online shop.

Why can I see the tag GTM-KF9VMP on my EKM online shop?

This tag is part of the EKM platform, and there’s nothing you need to do with it - you can ignore it. If you’d like to know more, you can read about it in this guide. 

Where can I learn more about GA4 and GTM?

Google offers an extensive library of articles, videos and free training courses.

You can also use the AI Chat Assistant within your GA4 account if you have any questions -  click the icon in the top right-hand corner to get quick, helpful answers.

[contact]If you need our help with your EKM online shop, contact your Ecommerce Expert, Account Manager, or the Customer Support Team, who can point you in the right direction. Our opening hours are 9 am - 5.30 pm Monday to Friday, for telephone calls, live chats, and emails. Outside of these hours, you can leave a message for us in the live chat window or email support@ekm.com, and we will answer as soon as possible. If you'd like to suggest a feature or an upgrade on any of the EKM platforms, please let us know on the EKM Suggestions Board. [/contact]