Your storefront measures itself. Every product view, cart action, checkout step, and completed sale is recorded and sent to your own Google Analytics — plus Google Ads, Meta, and Reddit if you advertise there. You don’t write any tracking code, and you don’t hand-build a tag container. You connect your Google account once, click Provision, and the entire measurement stack is created inside accounts you own.
ℹ️ Note: Everything here lives in your Google and ad accounts, not ours. If you ever leave ILLUMA, your historical data and configuration stay with you.
How the pieces fit together
There are four layers, and it helps to know which is which when something looks wrong.
- Your storefront announces what happened — “someone viewed this product”, “someone bought these four items for $34.47”. These announcements go into a browser structure called the data layer. Nothing has left the page yet.
- Google Tag Manager (GTM) listens to those announcements. It’s a dispatcher, not a database — it holds no data of its own.
- Tags inside GTM are the instructions: when this happens, send a message to that company. One tag sends purchases to Google Analytics; another sends the same purchase to Google Ads.
- The destinations — Google Analytics, Google Ads, Meta, Reddit — receive those messages and turn them into the reports you actually read.
💡 Tip: This is why a healthy-looking GTM container is not proof that anything is working. GTM can be perfectly configured and still be sending nothing. See Verify Your Tracking Works.
📸 Screenshot placeholder: Diagram — storefront data layer → GTM → GA4 / Google Ads / Meta / Reddit.
What you get out of the box
The full ecommerce funnel. Product impressions, product views, add-to-cart, cart views, checkout start, shipping and payment steps, and completed purchases with full line-item detail — revenue, tax, shipping, and every product in the order.
Lead and engagement tracking. Form submissions, phone-number clicks, email clicks, site searches, outbound link clicks, file downloads, and scroll depth. Useful whether you sell online, take orders by phone, or both.
Parts-and-equipment detail most stores never capture. Every product event carries manufacturer part number, SKU, brand, price band, whether the item is on sale, dropshipped, superseded, freight-required, and more. See What Gets Tracked.
Attribution that survives the whole journey. When a visitor arrives from an ad, we capture the click ID and keep it for 90 days across up to ten touchpoints — so a sale weeks later can still be credited to the ad that started it. See Traffic Sources & Attribution.
Privacy handled properly. A branded cookie banner, Google Consent Mode v2, and per-store consent settings. See Cookie Consent & Privacy.
Site health signals. Page speed metrics (the Core Web Vitals Google ranks on) and JavaScript errors are reported automatically, so you find out about a broken page from your data rather than from a customer.
What you need to supply
| You provide | Why |
|---|---|
| A Google account with admin on your Analytics and Tag Manager | So we can create and configure things on your behalf |
| Google Ads conversion ID and labels (optional) | Only if you run Google Ads |
| Meta and Reddit pixel IDs (optional) | Only if you advertise on those platforms |
| A privacy policy URL (recommended) | Linked from your cookie banner |
Everything else — the container, the tags, the triggers, the variables, the GA4 property and data stream — is created for you.
Where to find it
All of it lives under Marketing → Analytics in your dashboard.
📸 Screenshot placeholder: The Marketing → Analytics settings page, full view.
A note on how complete this is
A typical small-business storefront tracks pageviews and, if someone remembered, purchases. What’s described above — a full ecommerce funnel with parts-level product detail, multi-touch attribution with click-ID persistence, consent mode, and server-side event mirroring — is the kind of setup that usually costs a specialist agency a five-figure engagement to assemble, and it’s assembled here automatically for every store.