Gtm Myarmy

MyArmy GTM Implementation

Extends analytics-framework/gtm-integration with MyArmy-specific configuration for Swiss military e-commerce and lead generation.

Configuration

GTM Container: GTM-T8WRBMWV (ID: 226061083) Google Ads Account: 8847935674 Conversion ID: 659644670

Conversion Labels

Event Tracking

MyArmy uses dual event systems (see CLAUDE.md analytics section):

Lead Generation Events (Landing Page)

import { LEAD_GENERATION_EVENTS } from '@akson/cortex-utilities/events';

// Track lead journey with scoring
trackEvent(LEAD_GENERATION_EVENTS.LEAD_PAGE_VIEW, { page: '/funktionsabzeichen' }); // +5
trackEvent(LEAD_GENERATION_EVENTS.LEAD_CONTENT_VIEW, { content: 'custom-badges' }); // +15
trackEvent(LEAD_GENERATION_EVENTS.LEAD_INQUIRY_STARTED, { formId: 'contact' }); // +40
trackEvent(LEAD_GENERATION_EVENTS.LEAD_CONTACT_INFO, { email: '...' }); // +60
trackEvent(LEAD_GENERATION_EVENTS.LEAD_WHATSAPP_CONTACT, { number: '...' }); // +85
trackEvent(LEAD_GENERATION_EVENTS.LEAD_FORM_SUBMITTED, { leadScore: 100 }); // +100

E-commerce Events (Shopify)

import { ECOMMERCE_EVENTS } from '@akson/cortex-utilities/events';

// Track e-commerce with actual CHF values
trackEvent(ECOMMERCE_EVENTS.VIEW_ITEM, { productId: '...', value: 149.90 });
trackEvent(ECOMMERCE_EVENTS.ADD_TO_CART, { productId: '...', value: 149.90 });
trackEvent(ECOMMERCE_EVENTS.BEGIN_CHECKOUT, { cartValue: 299.80 });
trackEvent(ECOMMERCE_EVENTS.PURCHASE, { orderId: '...', value: 299.80 });

GTM Configuration

Managed via @akson/cortex-gtm package:

# Validate current GTM setup
npm run gtm:validate

# Preview changes (dry run)
npm run gtm:plan

# Apply configuration
npm run gtm:apply

# Check status
npm run gtm:status

Service Account

Email: gtm-api-automation@myarmy-ads-prod.iam.gserviceaccount.com Key Location: landing/config/gtm-api-automation.json (from 1Password)

Permissions:

• GTM Container GTM-T8WRBMWV: Full access
• Google Ads Account 8847935674: Conversion tracking
• GA4 Property G-PTZF5JDTMH: Event tracking

Swiss Market Context

Target Keywords (GSC)

• militär badge - Primary Swiss German keyword
• funktionsabzeichen - Technical term for function badges
• rekrutenschule souvenir - Recruitment school souvenirs
• schweizer armee - Swiss Army (brand)
• abzeichen schweizer armee - Swiss Army badges

Conversion Funnel

1. Organic Search (militär badge) → Landing Page
2. Product Page View (custom badges)
3. Design Inquiry Form Started
4. Contact Info Submitted
5. WhatsApp Contact → Quote Request
6. Order Placed (Shopify)

Platform Integration

PostHog (Product Analytics)

Project ID: phc_Y8vb3DFiRumtKXyoKQsVO77XlE26AuDWc1iXaZc8rjC

Events are sent to both GTM and PostHog for cross-validation:

function trackConversion(eventName: string, data: any) {
  // GTM for ads platforms
  dataLayer.push({ event: eventName, ...data });

  // PostHog for product analytics
  if (window.posthog) {
    window.posthog.capture(eventName, data);
  }
}

GA4 (Google Analytics)

Measurement ID: G-PTZF5JDTMH

All lead generation events flow through GTM → GA4 for funnel analysis.

Debugging

Enable debug logging in Next.js app:

import { createDebugLogger } from '@/app/lib/debug/debug-logger';

const debug = createDebugLogger('GTM');

debug.log('DataLayer push:', { event: 'form_submitted', formId: 'contact' });
debug.time('gtm-tag-fire');
// ... wait for tag
debug.timeEnd('gtm-tag-fire');

Key Rules

DO:

• Use standardized event names from @akson/cortex-utilities
• Track lead score (1-100) with every event
• Test in GTM Preview mode before publishing
• Use CHF currency for all monetary values
• Separate lead generation events from e-commerce events

DON'T:

• Mix event naming conventions
• Hardcode conversion labels (use env vars)
• Deploy without validation (npm run gtm:validate)
• Skip PostHog tracking (needed for attribution)
• Forget to update event documentation when adding new events

Environment Variables

GTM_CONTAINER_ID="GTM-T8WRBMWV"
GA4_MEASUREMENT_ID="G-PTZF5JDTMH"
GOOGLE_ADS_CUSTOMER_ID="8847935674"
GOOGLE_ADS_CONVERSION_ID="659644670"
CONVERSION_LABEL_FORM="JIHLCN-r-IwbEP7BxboC"
CONVERSION_LABEL_WHATSAPP="o9ylCNyr-IwbEP7BxboC"
POSTHOG_PROJECT_KEY="phc_Y8vb3DFiRumtKXyoKQsVO77XlE26AuDWc1iXaZc8rjC"

Resources

• Framework: analytics-framework/gtm-integration
• CLAUDE.md: Analytics & Event Standardization section
• @akson Packages: cortex-gtm, cortex-analytics, cortex-utilities
• Landing Docs: /landing/docs/03-analytics/