Stop Guessing: Set Up Accurate Conversion Tracking on BigCommerce (2025 Guide)
Updated: June 24, 2025 at 04:52 AM
Introduction
BigCommerce powers your store. Ads drive your traffic. But without tracking, you can’t prove what works. Accurate data shows you which channels perform and which waste your budget.
This guide explains how to track conversions clearly and correctly using Google Tag Manager. You’ll learn how to send events to Google Analytics 4, Google Ads, Meta (Facebook), TikTok, Pinterest, Microsoft Ads, Reddit, and LinkedIn. We also cover server-side tagging and privacy tools like Consent Mode.
Each section is clear, direct, and actionable. Whether you’re setting up tracking for the first time or fixing a broken setup, you’ll find simple steps you can use today.
Good data is the difference between steady growth and wasted ad spend. If you’re using BigCommerce and running paid ads, you need accurate tracking. Without it, you’re flying blind.
This guide shows you how to set up conversion tracking across major platforms—Google Analytics 4, Google Ads, Meta (Facebook), TikTok, Pinterest, Microsoft Ads, Reddit, LinkedIn, and others. You’ll learn how to install Google Tag Manager, build a clean dataLayer, configure each platform’s tags, and improve accuracy using server-side tagging and Consent Mode.
Each section uses clear structure and simple language, making it easy to follow. Whether you’re a store owner or a technical marketer, you’ll walk away with a reliable setup that helps you scale smarter.
Let’s start.
1. Install Google Tag Manager on BigCommerce
Google Tag Manager helps you manage all your tracking scripts in one place.
How to install GTM:
- Create a GTM account and container.
- Copy the container code snippets.
- Paste the <head> script in templates/layout/base.html.
- Paste the <body> script right after the opening <body> tag.
- Save and publish the theme files.
Use GTM preview mode to test if it’s installed correctly.
2. Add a Custom dataLayer
The default data is limited. A custom dataLayer lets you send detailed events like product views, cart adds, and purchases.
Add these events:
- view_item: product pages
- add_to_cart: when cart is updated
- begin_checkout: at checkout start
- purchase: on order confirmation
Example for purchase:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "purchase",
ecommerce: {
transaction_id: "{{order.id}}",
value: {{order.total}},
currency: "USD",
items: [
{
item_name: "{{item.name}}",
item_id: "{{item.id}}",
price: {{item.price}},
quantity: {{item.quantity}}
}
]
}
});
</script>Inject this code only on the order confirmation page.
3. Google Analytics 4 Setup
Google Analytics 4 (GA4) shows how people interact with your BigCommerce store. It tracks user actions across devices and reports key metrics like engagement, conversions, and revenue.
Setup Steps:
- Create a GA4 property in your Google Analytics account.
- In Google Tag Manager, add a GA4 Configuration tag with your Measurement ID.
- Set the trigger to “All Pages.”
Set Up Ecommerce Event Tracking with dataLayer:
Each ecommerce event needs to send structured data using the dataLayer. Google Tag Manager listens for these events and sends them to GA4.
Create separate GTM Event tags for the following actions:
- view_item — Product detail views
- add_to_cart — Add-to-cart button clicks
- begin_checkout — Start of the checkout process
- purchase — Successful order completion
Use this example for the add_to_cart event:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "add_to_cart",
ecommerce: {
currency: "USD",
value: 39.99,
items: [
{
item_id: "SKU456",
item_name: "Hat",
price: 39.99,
quantity: 1
}
]
}
});
</script>In GTM, create a tag for each event and map the variables from the dataLayer to match GA4’s recommended parameters. Use triggers that match the pushed event value exactly.
Repeat the process for each ecommerce step. Always test in GA4 DebugView.
- Create GA4 Event tags for:
- view_item — product page views
- add_to_cart — add-to-cart actions
- begin_checkout — start of the checkout flow
- purchase — completed orders
- For each tag, pull data from your dataLayer to include product ID, price, currency, and quantity.
Example Event Parameters:
{
"event": "purchase",
"ecommerce": {
"transaction_id": "12345",
"value": 49.99,
"currency": "USD",
"items": [
{
"item_id": "SKU123",
"item_name": "T-shirt",
"price": 24.99,
"quantity": 2
}
]
}
}Test Your Setup:
- Use GA4 DebugView to confirm your events are sent.
- Check the Realtime report for active event data.
- Make sure values match your product and order details.
GA4 gives you insights into how people use your site.
Steps:
- Add a GA4 Configuration tag in GTM with your Measurement ID.
- Trigger it on all pages.
- Create Event tags for view_item, add_to_cart, begin_checkout, purchase.
- Pull event data from your custom dataLayer.
Use GA4 DebugView to confirm events are firing correctly.
4. Google Ads Conversion Tracking
Google Ads needs conversion data to improve performance. If you skip this step, your campaigns may optimize for the wrong actions.
Setup Instructions:
- Sign in to Google Ads and create a new conversion action.
- Choose “Website” as the source.
- Define your goal (e.g., purchase) and assign a value (e.g., use dynamic value from order).
- Save the conversion and copy the Conversion ID and Conversion Label.
In GTM:
- Create a Google Ads Conversion Tracking tag.
- Paste the Conversion ID and Conversion Label into the tag fields.
- Set the trigger to fire on the purchase event.
- Pass dynamic values like transaction amount, currency, and order ID using dataLayer variables.
Optional Setup:
- Link your GA4 property with Google Ads.
- Enable auto-import of GA4 conversions into Google Ads.
This helps Google Ads optimize bids and reach high-intent buyers.
Google Ads needs conversion data to optimize your campaigns.
Steps:
- Create a conversion action in Google Ads.
- Note the Conversion ID and Label.
- In GTM, create a Google Ads Conversion tag.
- Trigger it on the purchase event.
- Include value, currency, and order ID.
Link GA4 and Google Ads for seamless goal import.
5. Meta Pixel and CAPI
Meta Pixel tracks user actions for Facebook and Instagram ads. It works well with Meta’s Conversion API (CAPI), which sends event data directly from your server.
Setup with GTM and dataLayer:
- Add a Meta Pixel base tag in GTM.
- Trigger it on all pages.
Create event-specific tags:
- ViewContent: fire on product pages
- AddToCart: fire when an item is added to cart
- Purchase: fire on the order confirmation page
Use the dataLayer to pass key data for each event. Example:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "purchase",
content_type: "product",
content_ids: ["{{item.id}}"],
value: {{order.total}},
currency: "USD",
eventID: "{{order.id}}"
});
</script>In GTM, use Data Layer Variables to pass content_ids, value, currency, and eventID to Meta tags.
Conversion API Setup:
- Use GTM server container or a service like Stape.
- Send matching eventID to deduplicate Pixel and server events.
- Include user data (email, phone) for better attribution.
Test Pixel and CAPI events using Meta Events Manager Debug Tool.
Meta Pixel tracks user actions for Facebook and Instagram ads.
Steps:
- Create a base Pixel tag in GTM.
- Fire it on all pages.
- Create event tags for ViewContent, AddToCart, Purchase.
- Include product details and event ID.
Set up Conversion API via GTM server container or external service. Match Event ID to avoid duplicates.
6. TikTok Pixel
TikTok uses Pixel events to optimize ad delivery and measure performance.
Setup with GTM and dataLayer:
- Add the TikTok Pixel base code in GTM.
- Fire it on all pages.
Create event-specific tags:
- ViewContent: fire on product detail pages
- AddToCart: fire when a product is added to cart
- CompletePayment: fire on the order confirmation page
Use dataLayer to send accurate event data. Example for CompletePayment:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "CompletePayment",
content_type: "product",
content_id: ["{{item.id}}"],
value: {{order.total}},
currency: "USD",
event_id: "{{order.id}}"
});
</script>In GTM:
- Use Data Layer Variables to pull content_id, value, currency, and event_id.
- Pass this data into your TikTok tag template.
Server-Side Option:
- TikTok Events API supports sending events server-side.
- Use GTM server container or external services.
- Send event_id for deduplication.
Verify event firing using TikTok Pixel Helper and the TikTok Events Manager.
TikTok uses Pixel events to optimize ad delivery.
Setup:
- Add the TikTok Pixel base code in GTM.
- Track ViewContent, AddToCart, CompletePayment.
- Map values like price, currency, and content ID.
Consider TikTok Events API for better accuracy.
7. Pinterest Tag
Pinterest Tag helps track conversions from promoted pins and organic actions.
Setup with GTM and dataLayer:
- Add the Pinterest base code to GTM.
- Fire it on all pages.
Create event-specific tags:
- PageVisit: trigger on all page views
- AddToCart: fire when a user adds an item to their cart
- Checkout: trigger at the start of the checkout process
- Purchase: fire after a successful transaction
Use dataLayer to pass data to Pinterest:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "Purchase",
ecommerce: {
value: {{order.total}},
currency: "USD",
order_id: "{{order.id}}",
content_ids: ["{{item.id}}"],
content_type: "product"
}
});
</script>In GTM:
- Use Data Layer Variables to map value, currency, order_id, and content_ids to Pinterest events.
- Set triggers based on the event type pushed into the dataLayer.
Use event IDs for deduplication and validate events using the Pinterest Tag Helper.
Pinterest Tag helps track conversions from promoted pins.
Setup:
- Install base tag in GTM.
- Track: PageVisit, AddToCart, Checkout, Purchase.
- Include revenue, order ID, and currency.
Use event IDs for deduplication.
8. Microsoft Ads (UET Tag)
Microsoft Ads uses UET (Universal Event Tracking) to measure performance and improve ad optimization.
Setup with GTM and dataLayer:
- In Microsoft Ads, create a UET tag.
- Copy the UET tracking code.
- Add the UET base code to GTM and trigger it on all pages.
Track Conversions with dataLayer:
Use a purchase event in the dataLayer like this:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "purchase",
transaction_id: "{{order.id}}",
revenue: {{order.total}},
currency: "USD"
});
</script>In GTM:
- Create a custom HTML tag for the Microsoft Ads event.
- Use Data Layer Variables to capture transaction_id, revenue, and currency.
- Fire the tag on the purchase event trigger.
In Microsoft Ads:
- Set up a conversion goal that matches your purchase trigger.
- Verify the goal is tracking using the UET Tag Helper browser extension.
This approach gives you more accurate conversion data linked to your ad campaigns.
9. Reddit Pixel
Reddit Ads uses its pixel to track on-site actions and optimize ad delivery.
Setup with GTM and dataLayer:
- Get your Reddit Pixel ID from your Reddit Ads account.
- Add the base Reddit Pixel code in GTM.
- Trigger it on all pages.
Use dataLayer for dynamic event tracking:
Push a custom event when a purchase is completed:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "Purchase",
transaction_id: "{{order.id}}",
value: {{order.total}},
currency: "USD",
content_type: "product",
content_ids: ["{{item.id}}"]
});
</script>In GTM:
- Create a Custom HTML tag for Reddit event tracking.
- Use Data Layer Variables to capture transaction_id, value, currency, and content_ids.
- Set the trigger to fire on the Purchase event.
Verify:
- Use the Reddit Pixel Helper extension to confirm events are sent correctly.
- Review event logs in the Reddit Ads dashboard.
This setup helps Reddit Ads understand user behavior and improve ad performance.
10. LinkedIn Insight Tag
LinkedIn Insight Tag tracks B2B conversion data.
Setup:
- Install base tag with GTM.
- Trigger it on all pages.
- Define conversion rules in LinkedIn Ads dashboard.
Use URL rules or event-based tracking.
11. Optional Platforms: Twitter, Snapchat, Quora
These platforms also support conversion tracking. While fewer merchants use them, they can still generate high-quality traffic.
Twitter (X) Pixel with dataLayer:
- Create a Twitter Pixel in your ad account.
- Add the base code to GTM and trigger on all pages.
- Use a dataLayer event to track conversions:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "TwitterPurchase",
value: {{order.total}},
currency: "USD",
transaction_id: "{{order.id}}"
});
</script>- In GTM, create a Custom HTML tag using this data.
Snapchat Pixel with dataLayer:
- Use the Snapchat GTM template.
- Fire events like PAGE_VIEW, ADD_CART, PURCHASE.
- Use variables from the dataLayer:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "SnapchatPurchase",
price: {{order.total}},
currency: "USD",
order_id: "{{order.id}}"
});
</script>- Configure GTM to map the values into the Snapchat event tag.
Quora Pixel with dataLayer:
- Manually install the Quora base pixel in GTM.
- Fire a custom conversion event:
<script>
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: "QuoraConversion",
qconversion_value: {{order.total}},
qconversion_currency: "USD"
});
</script>- Use GTM triggers and variables to match this event with the Quora tracking tag.
Always test pixel activity with browser tools provided by each platform. Confirm that values pass correctly and conversions record inside each ad dashboard.
You can track other platforms with custom pixel installs:
- Twitter (X): base pixel + events in GTM
- Snapchat: use GTM templates to add pixel and track events
- Quora: install pixel manually and fire conversion tags
Always test using their browser tools.
12. Consent Mode v2
Consent Mode helps meet privacy laws like GDPR.
Steps:
- Install a consent manager like Cookiebot.
- Enable Consent Mode in GTM.
- Update all tags to respect user choices.
Only fire tags if users accept tracking.
13. Server-Side Tracking
Server-side tracking improves accuracy and reduces data loss.
Setup:
- Use GTM Server container or host with Stape.
- Forward GA4, Ads, Meta, TikTok events server-side.
- Include user identifiers and event ID.
Use server logs to verify requests.
14. Testing and Debugging
Test everything before going live.
Tools to use:
- GTM Preview Mode
- GA4 DebugView
- Meta Pixel Helper
- TikTok Pixel Helper
- Microsoft UET Tag Helper
- Reddit Pixel Helper
Fix issues before running ads.
Conclusion
Conversion tracking is not optional in 2025. Every ad platform expects reliable data to optimize results. BigCommerce gives you the flexibility to control how events are tracked. Google Tag Manager lets you manage scripts efficiently. A clean dataLayer sends structured information about customer actions. This improves event accuracy and lowers wasted spend.
By combining client-side and server-side tracking, you reduce data loss and increase match rates on platforms like Meta, TikTok, and Google Ads. Consent Mode v2 also helps you stay compliant without losing key insights.
Test everything before you launch campaigns. One broken tag can lead to poor decisions and lost revenue. Clean data leads to better results.
Tracking helps you measure what works and scale your store faster. With BigCommerce and Google Tag Manager, you can build a full tracking system that supports every major ad platform.
Stick to clean structure. Keep your dataLayer accurate. Test often. You’ll save budget and get better results.
Call to Action
Need help setting up advanced conversion tracking for your BigCommerce store?
I help ecommerce brands build complete tracking systems using Google Tag Manager, custom dataLayer setups, server-side tagging, and Consent Mode. Whether you’re tracking purchases, form fills, or lead events across platforms like GA4, Google Ads, Meta, TikTok, and more — I can set it up cleanly and accurately.
Let’s connect. You’ll get reliable tracking that improves ad performance and reduces wasted spend.
Need help setting up tracking for your BigCommerce store? I offer full setup support for GA4, ads, server-side tagging, and consent management. Let’s talk.
