Measure conversion

We're going to use Google Tag Manager to send data to Google Analytics.

Before you begin:

This guide assumes you have some knowledge of Google Analytics and Google Tag Manager. We recommended reading:

Track conversion with Google Analytics 4 in four steps:

  1. Set up Google Analytics
  2. Set up Google Tag Manager
  3. Update your checkout
  4. Check your results

From the Google Analytics dashboard, go to Admin then click Create Property.

Screenshot showing Google Analytics dashboard admin page, calling out the Admin nav item and the create property button

Enter a name for your property, then choose other settings to suit your business.

If you've just created a property, you should be dropped into the Data Streams page. If not, go to Admin > Data Streams.

Choose Web, then fill out the information to create a data stream.

Screenshot showing Google Analytics data streams settings page, calling out the web button

Close the prompt asking you to install the Google tag on your website. We're going to use Google Tag Manager instead.

On the web stream details screen, find your measurement ID and copy it. We'll come back to this later.

Screenshot showing Google Analytics page, calling out the measurement ID

From the Google Tag Manager dashboard, click Create Account

Enter the details to create an account, choosing Web as the target platform.

Screenshot showing Google Tag Manager new account screen, calling out web platform

From the Google Tag Manager dashboard, go to Triggers then click New.

Enter a name for your tag, then click Trigger Configuration.

Choose Custom Event as the trigger type.

Screenshot calling out Custom Event in the list of trigger types

Check the UseRegEx matching box, then enter the names of the events that you'd like to send to Google Analytics separated by a pipe character. Add a final pipe character.

For example, to watch for purchase or checkoutSuccess then add: purchase|checkoutSuccess|

Screenshot of the custom event trigger setup screen

Next, we'll create a configuration tag and an event tag to capture and forward events from Tag Manager to Google Analytics.

From the Google Tag Manager dashboard, go to Tags then click New.

Enter a name for your tag, then click Tag Configuration.

Choose Google Analytics: GA4 Configuration as the type.

Paste your measurement ID from earlier. You don't need to change any other settings and there's no need to add a trigger.

Screenshot calling out trigger type and measurement ID

Go to Tags then click New.

Enter a name for your tag, then click Tag Configuration.

This time, choose Google Analytics: GA4 Event as the type. Then:

  • Set the tag you just created as the configuration tag
  • Enter {{Event}} as the Event Name.
  • Open the More Settings section, then check Send Ecommerce data.
  • Set data source to Data Layer.
Screenshot calling out trigger type and measurement ID

When you're done, click in the Triggering section and choose the custom event you just made as the trigger.

Screenshot calling out custom trigger

When you've created your trigger, event tag, and configuration tag, click Submit. On the next screen, click Publish.

From the Google Tag Manager dashboard, click on your tag Manager ID to get the code snippets you need to install Tag Manager on your page.

Screenshot of Install Google Tag Manager modal

Add the code to your checkout page.

Next, we need to send events to Google Tag Manager.

There are three callbacks you can use in Paddle.js:

CallbackMethodBlockingDescription on checkout completion. on checkout close.
eventCallbackPaddle.Setup()NoCalled for every checkout event.

For measuring conversion, we recommend using eventCallback because it occurs in the background without blocking other checkout operations. As well as success (Checkout.Complete) and close (Checkout.Close) tracking, it supports events throughout the checkout journey.

For example, your checkout funnel might look like this:

Checkout.Loaded Customer opens Paddle checkout.
Checkout.Customer.DetailsCustomer lands on the screen to enter their email and location details.
Checkout.Payment.SelectionCustomer lands on the screen to choose a payment method.
Checkout.Payment.Selected Customer chooses a payment method.
Checkout.PaymentCompleteCustomer payment goes through successfully.

Add your callback to your checkout, using a datalayer push to send data to Google Tag Manager.

In this example, we send information for a purchase event:

After checkout success, check Google Tag Manager. You should see:

  • your event tag under the Tags Fired section in the tags tab
  • your Google Analytics ID at the top
  • a summary that includes in the purchase event

In Google Analytics, you should see a Purchase hit was triggered. In the Data Layer tab, you can see the ecommerce data passed.

Screenshot of Google Analytics data layer