dataLayer & Tracking Tags
Kixell Tag centralizes the deployment of all your advertising and analytics tags. Instead of manually adding each pixel to your theme, you enable the platforms you need from a single interface: the module builds the data and feeds Google Tag Manager.
The principle: a common foundation, tags driven by GTM
Kixell Tag relies entirely on Google Tag Manager (GTM) and/or Google Tag Manager Server Side (SGTM). The module:
- builds a normalized e-commerce dataLayer (compliant with Google Analytics 4) throughout the purchase journey;
- exposes the identifiers and parameters of the platforms you have enabled;
- lets the provided GTM container (Client Side and/or Server Side) fire each tag from this common foundation.
Keep in mind: enabling a tag in Kixell Tag prepares the data and the trigger, but the actual sending goes through your GTM container. Remember to import then publish the GTM configuration. See Client Side GTM Configuration and Server Side GTM.
Enable a platform
On the module home page, each platform is shown as a tile. The steps are the same for all of them:
- Click the platform tile.
- Turn on the corresponding switch.
- Enter the required identifier(s) (measurement ID, conversion ID, pixel, API key…).
- Save, then check the trigger in GTM Preview mode before you publish.
A checked tile (✓) indicates an active tag on the selected store.
Supported platforms
| Platform | Type | Main use |
|---|---|---|
| Google Analytics 4 | Analytics | Audience & e-commerce measurement (GA4 events) |
| Google Ads | Advertising | Conversions, dynamic remarketing, enhanced conversions |
| Microsoft Ads (Bing) | Advertising | UET tag, conversions and Microsoft consent |
| Meta (Facebook) | Advertising | Meta Pixel and Conversions API |
| Advertising | Pinterest Tag and catalog | |
| TikTok | Advertising | TikTok Pixel |
| Snapchat | Advertising | Snapchat Pixel and catalog |
| Microsoft Clarity | Analytics | Heatmaps and session recordings |
| Matomo | Analytics | Privacy-friendly analytics (self-hostable) |
| Fathom | Analytics | Cookieless analytics |
| Plausible | Analytics | Lightweight cookieless analytics |
| Kelkoo | Shopping | Kelkoo sales tracking |
| Criteo | Advertising | Criteo retargeting |
| Google Reviews | Reviews | Google Customer Reviews and badge |
Cross-cutting settings
Several options apply to all tags:
- Product identifier: for each platform, you choose the identifier sent (product ID, reference, or combination reference) to match your catalog structure.
- Revenue type: amounts reported can be computed excl. or incl. tax, with or without shipping — and, for Google Ads, based on gross margin to optimize bidding.
- Consent: all tags respect Google's Consent Mode v2 and the choices expressed in the CMP. See the consent management platform.
- Client Side / Server Side: each configuration can run client-side, server-side (SGTM), or both.
Only using Kixell Tag for consent? Tags are entirely optional: see the Consent Management Platform section.
Configure a platform
- Google Tag Manager Interface The Kixell Tag GTM interface: container ID, caching system, Server Side activation, SGTM URL and JS file, plus the products / checkout / statuses / enrichment tabs.
- Google Analytics 4 Configure Google Analytics 4 (GA4) in Kixell Tag on PrestaShop: data stream measurement ID, product identifier configuration and event-based e-commerce dataLayer.
- Google Ads Track your Google Ads conversions (purchases, sign-up, view_item…), enable enhanced conversions and dynamic remarketing with product mapping to Merchant Center.
- Microsoft Ads (Bing) Enable the Microsoft UET tag, map your conversion goals (cart, purchases, accounts…) and Microsoft consent with Kixell Tag.
- Meta (Facebook) Enable the Meta Pixel (Facebook), map your identifiers to the Meta catalog and distinguish new from returning buyers with Kixell Tag.
- Pinterest Enable the Pinterest Tag and map your product identifiers to the Pinterest catalog with Kixell Tag.
- TikTok Enable the TikTok Pixel and map your product identifiers to the TikTok catalog with Kixell Tag.
- Snapchat Enable the Snapchat Pixel and map your product identifiers to the Snapchat catalog with Kixell Tag.
- Microsoft Clarity Enable Microsoft Clarity (heatmaps, session replay) with Kixell Tag and respect for consent (Cookie Consent API).
- Matomo Enable Matomo (privacy-friendly, self-hostable analytics) with Kixell Tag: instance domain, Site ID, cookie options and PII collection.
- Fathom Enable Fathom Analytics (cookieless analytics) with Kixell Tag: site ID, EU isolation and e-commerce event identifiers.
- Plausible Enable Plausible Analytics (lightweight, cookieless analytics) in one click with Kixell Tag.
- Kelkoo Enable Kelkoo (Kelkoogroup) sales tracking with Kixell Tag: merchant identifiers per country and product identifier mapping.
- Criteo Enable Criteo retargeting with Kixell Tag: account ID, user data (hashed email) and product identifier mapping.
- Google Reviews Enable Google Customer Reviews with Kixell Tag: Merchant ID, on-site badge and post-purchase review collection.