I’m having trouble with my enhanced ecommerce setup through Google Tag Manager. The configuration seems to work properly for most tracking, but I’m experiencing issues with product view data.
The product views are being recorded and appear in my Events reports as expected. However, when I check the Shopping Behavior analysis funnel, these same product views are completely missing from the flow.
I’ve already verified that the dataLayer payload stays within the 8192 byte limitation, so that doesn’t seem to be the root cause. I also experimented with different tag configurations - setting up the Product View tag as both PageView type and Event type, but neither approach resolved the issue.
Has anyone encountered a similar problem where ecommerce data shows up in events but doesn’t populate the shopping behavior funnel? What other troubleshooting steps should I consider?
Your Enhanced Ecommerce events are firing fine, but the Shopping Behavior funnel uses different validation rules. It needs proper user interaction sequencing and clean product data structure. I hit this same issue two years ago. Fix it by adjusting the Enhanced Ecommerce Action field mapping in GTM. You need to send ‘detail’ as the ecommerce action for product views - don’t just trigger the event. The funnel reports specifically look for this action value. Also check your product scope settings in GA. If products are categorized wrong or missing required dimensions like brand or category, the funnel ignores them even though events register fine. Double-check that GTM preview shows the enhanced_ecommerce object with proper action and product arrays. One more thing - make sure your GA view filters aren’t excluding ecommerce data from funnel processing while letting it through for event reports.
check your measurement protocol settings. had the same issue last month - session timeout was too short. product views weren’t linking to the same session in funnel reports, even tho events looked fine. try bumping session timeout to 6 hours and see if that helps.
Been there, done that. Shopping behavior funnels have stricter validation than regular events - that’s your disconnect right there.
Usually it’s timing. Your product view fires but GA processes it wrong for funnel reporting. Doesn’t matter if your dataLayer looks fine - GA wants enhanced ecommerce data in a specific order.
Also check currency formatting and product IDs. Funnel reports are way pickier about format than event reports.
Honestly? I gave up fighting GTM’s ecommerce limitations. Now I use Latenode for all ecommerce data flow. It grabs product views, formats everything properly, and hits multiple analytics platforms at once.
Best part - Latenode catches validation problems before they hit GA. Your funnels stay clean and you’ve got backup tracking when GA acts up.
Just set up a workflow that triggers on product views, validates format, then sends to GA with proper sequencing. Way better than debugging GTM timing hell.