Set Up Tracking

The following content is an automated AI translation from the German version.

Here we provide an overview of the options available in incert for tracking shop events.

Setup basics

Important: The setup differs between standalone and embedded shops. To avoid complex consent management or tracking issues caused by the third-party context, we recommend tracking all shop events for embedded shops on the main website, based on the user consent obtained there.

Which shop type do I have?

  • Embedded shop (iFrame / Vue): The shop is embedded into an existing website and runs in the context of your main domain.
  • Standalone shop (subdomain): The shop runs independently under its own domain or subdomain.

Available tracking modules

The following table shows the tracking tools currently supported. If you have any questions about a module, please contact us at service@incert.at.

Tracking integration How it works Available events Setup details
Google Tag Manager Tag management system for centrally managing and deploying various tracking and marketing tags. Serves as a container for GA4, Google Ads, and other tracking solutions. page_view, view_item, view_item_list, begin_checkout, view_cart, purchase, add_shipping_info, add_payment_info, add_to_cart, remove_from_cart View details
Google Analytics 4 Web analytics tool for measuring user behaviour, conversions, and revenue throughout the customer journey. page_view, view_item, purchase View details
Google Ads Conversion and remarketing tracking for Google advertising campaigns. Enables ad performance measurement and campaign optimisation. page_view, purchase View details
Meta Conversion API Server-side transmission of conversion data to Meta. Supplements or replaces browser tracking and improves data quality. Note: If the Meta Pixel is also used, the corresponding view event must be disabled in the pixel to avoid duplicate tracking. purchase, add_to_cart, view_content View details
Meta Pixel Browser-based tracking for Facebook and Instagram campaigns. Supports conversion measurement, audience creation, and remarketing. page_view, purchase, add_shipping_info, add_payment_info, contact, view_content View details
Microsoft Ads Conversion tracking for campaigns in Microsoft Advertising (Bing Ads). Used for performance measurement and campaign optimisation. page_view, purchase View details

Google Tag Manager

GTM container template: A preconfigured GTM container is available for the e-commerce events supported by incert.

Google Tag Manager for an embedded shop (iFrame / Vue)

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Do not enter a GTM ID; only enable Parent Push (for iFrame). For Vue integration, only installation & activation are required
  4. Check in GTM whether events are being received (console: dataLayer)

If no ID is entered in the shop configuration, all events are written to the main website's dataLayer array. The main website's GTM can then read these events and forward them to Google Analytics 4, for example. This also keeps consent management on the main website, while the incert shop continues to use only essential/technically necessary cookies.

Google Tag Manager for a standalone shop (subdomain)

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Enter the GTM ID
  4. Set up a consent manager (Klaro! as the incert default, or a third-party CMP) – please contact service@incert.at
  5. Check in GTM whether events are being received (console: dataLayer)

Google Analytics 4

Google Analytics 4 for an embedded shop (iFrame / Vue)

Direct integration in incert is not recommended for embedded shops – tracking directly within the embedded shop does not work reliably due to the third-party context (consent). We recommend tracking events on the main website using Google Tag Manager for an embedded shop (iFrame / Vue).

Google Analytics 4 for a standalone shop (subdomain)

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Enter the GA4 ID
  4. Set up a consent manager (Klaro! as the incert default, or a third-party CMP) – please contact service@incert.at
  5. Check in GA4 whether events are being received

Direct integration in incert is not recommended for embedded shops – tracking directly within the embedded shop does not work reliably due to the third-party context (consent). We recommend tracking events on the main website using Google Tag Manager for an embedded shop (iFrame / Vue).

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Enter the conversion ID / conversion label (for conversion tracking and remarketing)
  4. Set up a consent manager (Klaro! as the incert default, or a third-party CMP) – please contact service@incert.at
  5. Check in your Google Ads account whether conversions are being received

Meta Conversion API

Server-side tracking: Conversion data is transmitted directly from the server to Meta – independently of the browser and without a client-side script.

Note: If the Meta Pixel is also used, view_content must be disabled in the Meta Pixel to avoid duplicate tracking.

Meta Conversion API – Server-side tracking

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Provide: Dataset ID (Pixel ID), Access Token, Test Event Code
  4. Consent: no consent setup required in the browser (server-side)

Meta Pixel

Tip: Create a separate dataset for the incert shop in Meta Business Manager.

Note: If the Meta Conversion API is also used, view_content must be disabled in the Meta Pixel to avoid duplicate tracking.

Meta Pixel for an embedded shop (iFrame / Vue)

Direct integration in incert is not recommended for embedded shops – tracking directly within the embedded shop does not work reliably due to the third-party context (consent). We recommend tracking events on the main website using Google Tag Manager for an embedded shop (iFrame / Vue).

Meta Pixel for a standalone shop (subdomain)

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Enter the ID; for custom event names, use custom conversions instead of standard events if necessary
  4. Set up a consent manager (Klaro! as the incert default, or a third-party CMP) – please contact service@incert.at
  5. Check in Meta Events Manager whether events are being received

Microsoft Ads

Microsoft Ads for an embedded shop (iFrame / Vue)

Direct integration in incert is not recommended for embedded shops – tracking directly within the embedded shop does not work reliably due to the third-party context (consent). We recommend tracking events on the main website using Google Tag Manager for an embedded shop (iFrame / Vue).

Microsoft Ads for a standalone shop (subdomain)

  1. Create a new entry in the Tracking menu item
  2. Select the environment: If multiple sub-shops require different IDs, repeat the steps for each sub-shop – otherwise select "All shops".
  3. Enter the ID
  4. Set up a consent manager (Klaro! as the incert default, or a third-party CMP) – please contact service@incert.at
  5. Check in your Microsoft Ads account whether conversions are being received

We provide the Klaro! consent manager free of charge. Alternatively, consent managers such as Usercentrics or Cookiebot can be integrated using their respective manager ID (additional costs apply for the licence from the respective provider).

You can also use the Klaro! consent manager free of charge with embedded systems. However, shop visitors would then see the website's consent manager as well as the incert system's consent manager on the page containing the shop.

Recommendation: If no tracking script runs directly in the incert system, no consent manager is required there – all cookies used in the incert system are then essential or technically necessary and therefore do not require consent. In this case, we recommend using only the main website's CMP so that visitors see just one consent manager.

Further information on data protection topics – such as the cookies used, etracker for dashboard statistics, and provider information about incert – can be found in the article Cookies & Consent.

UTM parameters & direct links

UTM parameters: Include information about the source the user came from and can be used for cross-page tracking. These parameters are not processed by incert but can be read using JavaScript (e.g., GTM, GA4 scripts, etc.).

Direct links: To learn how to link directly to detail pages (e.g., in ads), see the article Linking directly to detail pages.

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