Veröffentlicht: 20. Januar 2025
GTM Template: WordPress E-Commerce Tracking mit GTM4WP & GA4
Kostenloses GTM-Template für WordPress E-Commerce Tracking via GTM4WP Plugin. GA4 E-Commerce Events mit 18 DataLayer-Variablen — fertig konfiguriert.
Daniils Visnakovs 
Das WordPress-Plugin GTM4WP pusht automatisch E-Commerce-Events in den DataLayer. Aber das GTM-Setup auf der anderen Seite fehlt meistens. Dieses Template liefert die passende Konfiguration: 1 GA4 Event Tag + 18 DataLayer-Variablen für vollständiges E-Commerce Tracking.
Was das Template enthält
1 GA4 Event Tag
Ein einziger Tag, der auf alle E-Commerce Custom Events von GTM4WP reagiert — von view_item bis purchase.
18 DataLayer-Variablen
Alle E-Commerce-Parameter, die GA4 braucht:
| Variable | Beschreibung |
|---|---|
ecommerce.items | Produkt-Array |
ecommerce.value | Gesamtwert |
ecommerce.currency | Währung |
ecommerce.coupon | Gutscheincode |
ecommerce.tax | Steuer |
ecommerce.shipping | Versandkosten |
ecommerce.transaction_id | Bestellnummer |
ecommerce.affiliation | Shop-Name |
| … | und 10 weitere |
1 Custom Event Trigger
Feuert auf alle GTM4WP E-Commerce Events: view_item, add_to_cart, begin_checkout, purchase, etc.
Voraussetzung: GTM4WP Plugin
Das GTM4WP Plugin muss installiert und konfiguriert sein:
- Plugin installieren und aktivieren
- Container-ID eintragen
- Unter Integration → WooCommerce: „Track Enhanced E-Commerce” aktivieren
- DataLayer-Format: GA4 auswählen
Setup-Anleitung
1. Template importieren
Container importieren → JSON hochladen → Zusammenführen.
2. GA4 Measurement ID eintragen
Im GA4 Event Tag deine G-XXXXXXX ID hinterlegen. Die E-Commerce-Parameter werden automatisch aus den DataLayer-Variablen gezogen.
3. Testen
- GTM Preview Mode aktivieren
- Shop aufrufen → Produkt ansehen → In den Warenkorb → Checkout → Kaufen
- In GA4 DebugView prüfen: Kommen
view_item,add_to_cart,begin_checkout,purchase?
Warum ein einzelner Tag für alles?
GTM4WP pusht den Event-Namen als Teil des DataLayer-Events. Der Tag nutzt den Event-Parameter direkt als GA4 Event Name — so brauchst du nicht für jeden Event einen separaten Tag. Das hält den Container schlank und wartbar.
Template herunterladen
Kopiere den JSON-Code, speichere ihn als .json-Datei und importiere sie in deinem Google Tag Manager Container unter Admin → Container importieren.
Kein E-Mail, kein Formular — direkt loslegen.
GTM Container JSON anzeigen
{
"exportFormatVersion": 2,
"exportTime": "2024-01-29 14:09:36",
"containerVersion": {
"path": "accounts/0000000000/containers/000000000/versions/0",
"accountId": "0000000000",
"containerId": "000000000",
"containerVersionId": "0",
"container": {
"path": "accounts/0000000000/containers/000000000",
"accountId": "0000000000",
"containerId": "000000000",
"name": "Dein Container",
"publicId": "GTM-XXXXXX",
"usageContext": [
"WEB"
],
"fingerprint": "0000000000000",
"tagManagerUrl": "https://tagmanager.google.com/#/container/accounts/0000000000/containers/000000000/workspaces?apiLink=container",
"features": {
"supportUserPermissions": true,
"supportEnvironments": true,
"supportWorkspaces": true,
"supportGtagConfigs": false,
"supportBuiltInVariables": true,
"supportClients": false,
"supportFolders": true,
"supportTags": true,
"supportTemplates": true,
"supportTriggers": true,
"supportVariables": true,
"supportVersions": true,
"supportZones": true,
"supportTransformations": false
},
"tagIds": [
"GTM-XXXXXX"
]
},
"tag": [
{
"accountId": "0000000000",
"containerId": "000000000",
"tagId": "5",
"name": "GA4 - Event - Ecommerce events",
"type": "gaawe",
"parameter": [
{
"type": "BOOLEAN",
"key": "sendEcommerceData",
"value": "true"
},
{
"type": "TEMPLATE",
"key": "getEcommerceDataFrom",
"value": "dataLayer"
},
{
"type": "BOOLEAN",
"key": "enhancedUserId",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "eventName",
"value": "{{Event}}"
},
{
"type": "TEMPLATE",
"key": "measurementIdOverride",
"value": "{{GA4 ID}}"
}
],
"fingerprint": "0000000000000",
"firingTriggerId": [
"4"
],
"tagFiringOption": "ONCE_PER_EVENT",
"monitoringMetadata": {
"type": "MAP"
},
"consentSettings": {
"consentStatus": "NOT_SET"
}
}
],
"trigger": [
{
"accountId": "0000000000",
"containerId": "000000000",
"triggerId": "4",
"name": "Event - Ecommerce Events",
"type": "CUSTOM_EVENT",
"customEventFilter": [
{
"type": "MATCH_REGEX",
"parameter": [
{
"type": "TEMPLATE",
"key": "arg0",
"value": "{{_event}}"
},
{
"type": "TEMPLATE",
"key": "arg1",
"value": "view_item|view_item_list|select_item|add_to_cart|remove_from_cart|view_cart|begin_checkout|add_payment_info|add_shipping_info|purchase"
}
]
}
],
"fingerprint": "0000000000000"
}
],
"variable": [
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "3",
"name": "Ecommerce Value",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.value"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "6",
"name": "Ecommerce Coupon",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.coupon"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "7",
"name": "Ecommerce Tax",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.tax"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "8",
"name": "Ecommerce Currency",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.currency"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "9",
"name": "Ecommerce",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "1"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "10",
"name": "Ecommerce Affiliation",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.affiliation"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "11",
"name": "Ecommerce Items",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.items"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "12",
"name": "Ecommerce Transaction ID",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.transaction_id"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "13",
"name": "Ecommerce Shipping",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "ecommerce.shipping"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "14",
"name": "Order Data - Billing First Name Hash",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.first_name_hash"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "15",
"name": "Order Data - Billing Last Name Hash",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.last_name_hash"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "16",
"name": "Order Data - Billing Email Hash",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.email_hash"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "17",
"name": "Order Data - Billing Phone Hash",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.phone_hash"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "18",
"name": "Order Data - Billing Street",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.address_1"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "19",
"name": "Order Data - Billing City",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.city"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "20",
"name": "Order Data - Billing Region",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.state"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "21",
"name": "Order Data - Billing Postal Code",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.postcode"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "22",
"name": "Order Data - Billing Country",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderData.customer.billing.country"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
}
],
"builtInVariable": [
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "EVENT",
"name": "Event"
}
],
"fingerprint": "0000000000000",
"tagManagerUrl": "https://tagmanager.google.com/#/versions/accounts/0000000000/containers/000000000/versions/0?apiLink=version"
}
}E-Commerce Tracking professionell aufsetzen? Jetzt Beratung anfragen →
Über den Autor
Daniils Visnakovs
Ex-Google-Berater, Speaker (u.a. Nomad World Fest) und Coach. Spezialisiert auf Conversion-Tracking, Google Ads und datenbasiertes Marketing. Hilft Unternehmen, Werbebudgets messbar einzusetzen — in 1:1 Beratung, Workshops oder auf der Bühne.