Analytics

Introduction

Analytics is implemented by using GTM (Google Tag Manager). Parameters are pushed to a Data Layer object used by GTM, some parameters are always available and others only at certain steps in Tulo Shop Events are pushed to the Data Layer when the end user navigates and e.g. proceeds with the purchase, step by step

Custom GTM Container

If you have an existing GTM container that you would like to use, or if you want to target a specific GTM container, please contact Adeprimo to have this configured for your shop.

Data Layer object

The Data Layer object contains the following information, 4 top level properties as objects. These can be accessed in GTM using Data Layer Variables.

Top level properties

Properties	Explanation
general	General information about the shop, organisation, title in Payway, certain step/page etc
product	Product beeing shown/purchased. Available when user has selected a campaign or package for purchase
account	Account information from Payway. Available when the user is logged in.
order	Order information. Available when a purchase is completed or has failed, general.pageCategory=confirmation.

Data Layer, initial data after page load from server side

dataLayer = [
    {
        "general": {
            "pageName": "MARKETPLACE",
            "pageUrl": "some-group-key/some-marketplace-key", // the path to the shop (group and marketplace keys in Payway)
            "pageCategory": "marketplace", // see possible values below!
            "organisation": "", // organisation id, same as in Payway

            // The following parameters are received as query parameters in the original url to the shop                
            "title": "", // from tc/accountOrigin query parameter, see query parameter note below!
            "accountOrigin": "",
            "returnUrl": "",
            "articleId": "",
            "paywallId": ""
        },
        "product": {
            "productCode": "",
            "productName": "",
            "isCampaign": true | false,
            "tags": [],
            "title": ""
        },
        "account": {
            "accountId": "",
            "zipCode": "",
            "city": ""
        },
        "order": {
            // The following parameters are received as query parameters in the original url to the shop
            // see query parameter note below!
            "trafficSource": "",
            "merchantReference": ""
        }
    }
];

Query Parameters

More information about supported query parameters, see here

Data Layer, additional data added after steps are completed

general

these are updated when a package/campaign has been selected/is browsed

{
    "title": ""
}

product

these are updated when a package/campaign has been selected/is browsed

{
    "productCode": "",
    "productName": "",
    "isCampaign": true | false,
    "tags": [],
    "title": "" // package/campaign title code in Payway
}

account

if the customer is logged in, accountId is set. If the customers address is saved in Payway, the zipCode and city parameters will be set

    {
        "accountId": "",
        "zipCode": "",
        "city": ""
    }

order

    {
        "orderId": "", // Payway order id, e.g. ORGANISATION-12345
        "price": number, // Price paid for the first period
        "period": { "length": number, "type": "day | week | month | year" },
        "paymentMethod": "", // Purchased with payment method, e.g. adyen_scheme. See Payway docs!
        "subscriptionType": "limited | recurring",
        "status": "complete | failed | pending | ?",
        // optional
        "paywallId": "", // from query parameter "pid" in the original url when navigating to Tulo Shop
        "trustedIdentity": true | false, // if TrustedIdentity was used to complete the order, invoice for Finnish customers only!?
        // always set on initial page load (available before order is completed/failed)
        "trafficSource": "", // from query parameter...
        "merchantReference": "" // from query parameter...
    }

general.pageName (possible values)

pageName	Description
MARKETPLACE	Where several packages are presented, "entry page" from Payway admin link
MARKETPLACE_SHOP	When a campaign/package has been chosen
MARKETPLACE_SHOP_CONFIRMATION	When a purchase has been completed or has failed

general.pageCategory (possible values)

pageCategory	Description
marketplace	Marketplace overview page
shop	A purchase flow page initializes (awaits that product info has loaded and customer is possibly logged in)
shop_step1_complete	Address/account information step completed
shop_step3_complete	Payment step completed
shop_redeem_voucher	Redeem voucher page initializes
shop_requestpasswordreset	Reset password page loads
shop_completepasswordreset	Complete password reset page loads
express_checkout	Express checkout product loads
confirmation	Order confirmation page

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GTM Events

All GTM events are pushed to window.dataLayer. There are two main event types:

1. pageView — pushes { event: 'pageView' } (optionally with engage.customData)
2. Named events — pushes { event: 'engage.dp.init', 'engage.track': <eventName> } (optionally with engage.customData)

Additionally, data layer updates (product, account, order, page metadata) are pushed to enrich the context for subsequent events.

Page View Events

A pageView event is sent when:

• The marketplace initially loads
• An order confirmation page is displayed
• Any page category update occurs (each general.pageCategory change triggers a new pageView)

Named Events

Event Name	Custom Data	Trigger
account.registration.complete	—	Successful account registration
account.registration.failed	{ status: "unknown" }	Account registration failure
account.login.complete	—	Successful login
account.login.failed	{ status: <errorCode> } or { status: "invalid_credentials" }	Login failure
account.passwordreset.requested	—	Password reset email sent successfully
account.passwordreset.completed	—	Password reset completed successfully
purchase.payment.error	—	Payment processing fails
purchase.prevalidate.failed	{ reason: <reason> }	Pre-purchase validation fails