Google Tag Manager (GTM) Integration via Google Analytics 4 

Virto Commerce storefronts offer native Google Tag Manager (GTM) support through the built-in Google Analytics 4 (GA4), allowing all key ecommerce actions—add-to-cart, product views, checkout, purchases, etc—to be tracked out of the box.

The integration enables the teams to set up analytics, track conversions, set up remarketing, and operate third-party tools—chatbots, ads, A/B testing, personalization, and more—directly in GTM instead of making changes to the website’s code.

GTM integration via GA4 capabilities are available through Virto’s Commerce Innovation Platform—a composable, headless, PaaS eCommerce solution for B2B, B2C, and D2C.  

• Native support for GTM through the built-in GA4 module automates tracking of critical ecommerce events, such as checkout or product view).
• Seamless connection of third-party tools—heatmaps, chat, A/B testing, personalization, etc., via GTM, without extra frontend development.
• Centralized management of analytics tags, conversion pixels, remarketing, and third-party tools directly in GTM.
• No-code changes for new marketing or analytics tools straight from the GTM interface.
• Scalable and consistent tracking across multi-store, B2B2C, and marketplaces without duplicating custom frontend code. 

• Faster go-live for analytics and tools: Instantly launch or adjust GA4 tracking, pixels, and third-party SaaS tools—no frontend development or redeploys.
• Lower TCO and less maintenance: Reduce the number of custom script injections and code changes, cutting developer workload and maintenance overhead.
• Marketing and growth agility: Facilitate experiments with new tags, A/B-tests, and optimization tools by non-technical teams, supporting continuous campaign optimization.
• Scalability across complex setups: Standardize or differentiate tracking across setups with multiple stores, portals, and marketplaces from a single GTM environment—without replicating custom code for each storefront. 

• Marketing, growth, and analytics teams: Launch and adjust tracking, pixels, conversion events, and third-party marketing scripts (personalization, chatbots, A/B-tests) directly in GTM without involving the development team.
• Developers and frontend engineers: Enable GTM and GA4 integrations once to avoid repetitive manual script injections and tag edits, reducing maintenance costs and keeping the storefront codebase clean.
• Implementation partners and agencies: Simplify onboarding, reduce code customization, and speed up go-live for customers who need rapid analytics or third-party tools deployment. 

• B2B: Track complete user journeys (product views, add-to-cart, checkout, conversions), measure marketing ROI, run A/B tests, optimize CRO, and integrate remarketing and ads without new dev work.  
• D2C: Improve conversion rates, subscription sign-ups, and customer loyalty with seamless integration of retargeting tools, personalized offers, and funnel analytics via GTM.
• B2B and B2B wholesale: Optimize funnels without changing platform code to capture analytics in catalog engagement, account-level behavior, and quote-to-order flows for marketing and ops teams.
• B2B2C, multi-portal, and omnichannel: Standardize tracking across portals and deploy different tags per portal for customers running multiple storefronts or organization-specific portals—without branching or duplicating frontend code.
• Marketplace and multi-vendor: Monitor buyer funnels, vendor performance, and campaign and onboarding impact, while adding UX overlays, marketing automation, and third-party vendor onboarding tools.