Google Tag Manager, GA4 & Google Ads (including server-side tracking)
Description
Highlights
About the Extension
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Detailed documentation incl. step-by-step guide
Professional event tracking for Shopware – simple, precise, and GDPR-compliant
With this plugin, you seamlessly integrate Google Tag Manager, Google Analytics 4 (GA4), and Google Ads conversion tracking into your Shopware shop—no coding required. Capture key e-commerce metrics such as cart values, product views, and purchases, and use this data efficiently to build and manage effective, dynamic marketing campaigns.
The configuration is intentionally kept simple: just enter your Google Tag Manager or GA4 ID in the app configuration and start tracking right away. We provide a ready-to-use template for Google Tag Manager (GTM) that includes all supported events and can be imported directly into your GTM container.
In addition, you can configure in the plugin whether gross or net prices—with or without shipping costs—should be transmitted to Google Analytics or Google Ads.
The following events are supported:
- view_item_list: Tracks the display of product lists, categories, or product sliders.
- view_item: Records visits to product detail pages.
- add_to_cart: Documents adding items to the cart (incl. price and quantity).
- remove_from_cart: Tracks removing items from the cart.
- view_cart: Records calls to the cart page.
- begin_checkout: Marks the start of the checkout process.
- add_shipping_info: Tracks the selection of the shipping method during checkout.
- add_payment_info: Records the selection of the payment method during checkout.
- purchase: Sends all relevant data upon successful purchase completion (revenue, items, taxes).
- view_search_results: Documents searches within the shop, including the search terms used.
- select_item: Tracks the targeted selection (click) of a product from a list.
- page_view: Tracks general page views and passes the URL and page title to GA4 in accordance with the standard.
Why this plugin?
Instead of manually embedding complex tracking scripts or hiring external developers, this plugin gives you a ready-to-use solution for professional web tracking.
Integration with Google Tag Manager allows you to centrally manage and flexibly adjust all important tags—such as for GA4, Google Ads, or third-party providers. This saves time, reduces sources of error, and delivers the data you actually need—right where it matters: in your campaigns, your reporting, and your conversion optimization.
More transparency – less wasted spend
With the help of precise event tracking, you can see exactly how customers behave in your shop: which products they view, what they add to the cart, when they start checkout—or abandon it. This data is the foundation for sound marketing decisions, targeted remarketing, and an efficiently used advertising budget.
Strong privacy – GDPR-compliant
Tracking and privacy are not mutually exclusive: the app supports numerous consent managers, including:
- Shopware Cookie Consent Manager
- CookieBot
- CookieFirst
- UserCentrics
- CCM19
- CMP
This allows visitors to explicitly consent to whether Google cookies may be set. In addition, the app provides a convenient opt-out link (see installation guide) that allows users to disable website tracking themselves.
Note: Despite extensive privacy features, we do not assume any liability for potential data protection violations. Compliance with the GDPR remains the responsibility of the respective website operator.
Optional consent-free Tag Manager snippet
Enables the integration of an additional Google Tag Manager container—independent of the consent manager. Ideal for tags that should run regardless of consent.
New feature: Server-side tracking
The plugin now supports server-side tracking for Google Tag Manager and Google Analytics 4. With this feature, tracking data can be sent via your own server container instead of directly to Google.
Benefits of server-side tracking:
- Better data quality: Less data loss due to ad blockers and browser restrictions
- Higher performance: Less JavaScript in the browser means faster load times
- More privacy: You control which data is passed on to third parties
- Longer cookie lifetimes: First-party cookies can be stored for longer
- Improved security: Sensitive data is processed server-side
Where can I find support for my questions about this Shopware plugin?
At https://www.biloba-it.de/en/doku/google-tag-manager/ you will find answers to frequently asked questions.
Do you need further customization?
You want to customise your shop more? Then get in touch with us! As a Shopware partner agency, we not only develop individual plugins, but also support customers from the shop idea, through planning to programming and shop hosting. Just write us an email at support@biloba-it.de or call us at +49 711 13633800.
Details
- Available: English, German, Dutch, Italian, French, Bulgarian, Czech, Danish, Finnish, Greek, Indonesian, Latvian, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish
- Latest update: 2 February 2026
- Publication date: 7 February 2020
- Version: 6.7.0
- Category: Tracking
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About the Extension Partner
Biloba IT
Partner Status
-
Shopware
Premium Extension Partner
Details
- Ø-Rating: 4.9
- Partner since: 2017
- Extensions: 64
Support
- Based in: Germany
- Speaks: German, English
- Response time: Quickly