<NEW> Google Analytics events Data Layer

This article explains how you can track AI shopping assistant user behaviour within your own Google Analytics (GA) reports.

4 easy steps

Contact your Customer Success representative to turn on your ‘data layer’ AI shopping assistant events
Create custom variables to pass data layer values into your Google Tag Manager (GTM)
Create custom tags in your GTM to pass the data to your GA
Create the custom variables in your GA4 to use them in your reports

This guide covers passing all of the available AI shopping assistant events into your GA, however you can choose to pass only the ones you need

Step 1: Check the data layer is turned on

After your CS rep has confirmed this is now activated, open up Google Chrome browser:

Visit your website page where AI shopping assistant is loaded, e.g.

Interact with widget
When you have done some interaction, right-click > Inspect (or Ctrl+Shift+I) to open the Chrome Developer tools console

Choose the Console tab, type dataLayer (it’s case sensitive!) and hit Enter, you will now see the fired events:

Depending on what action you performed you will see AI shopping assistant events fired (full details) for:
- aishoppingassistant.view - fired everytime AI shopping assistant widget is loaded
- aishoppingassistant.externalTrigger - fired everytime external trigger activates
- aishoppingassistant.opened - fired everytime someone opened chat window
- aishoppingassistant.1stMessageSent - fired everytime someone sent a first message
- aishoppingassistant.messageSent - fired everytime someone sent a message
- aishoppingassistant.productRecommended - fired everytime products are recommended
- aishoppingassistant.productClick - fired everytime someone clicks on a product
- aishoppingassistant.addToCart - fired if someone adds a product to the cart from the widget
- aishoppingassistant.restart - fired when someone restart the chat
- aishoppingassistant.closed - fired when someone closed the widget
PDP Events
- aishoppingassistant.pdp.view - fired everytime AI shopping assistant widget is loaded
- aishoppingassistant.pdp.externalTrigger - fired everytime external trigger activates
- aishoppingassistant.pdp.1stMessageSent - fired everytime someone sent a first message
- aishoppingassistant.pdp.messageSent - fired everytime someone sent a message
- aishoppingassistant.pdp.productRecommended - fired everytime products are recommended
- aishoppingassistant.pdp.productClick - fired everytime someone clicks on a product
- aishoppingassistant.pdp.addToCart - fired if someone adds a product to the cart from the widget
- aishoppingassistant.pdp.restart - fired when someone restart the chat

You’re now ready to join this custom data to your GA using GTM.

Step 2: Pass AI shopping assistant data into Google Tag Manager (GTM)

2a. Create the GTM Data Layer Variables

This will allow any GTM tags to use the preezie data variables (as GA4 parameters) in various ways.

First go to your GTM account:

Variables > User-Defined Variables > New
Give it a name of aishoppingassistant.products
Click Variable Configuration > Data Layer Variable

In Data Layer Variable Name enter aishoppingassistant.products hit Save

Repeat these 4 steps to create the other 8 data layer variables needed:

Variable name (8 Data Layer Variables)	Data Layer Variable Name	What it captures

Variable name (8 Data Layer Variables)	Data Layer Variable Name	What it captures
aishoppingassistant.visitorId	aishoppingassistant.visitorId	The user using the AI shopping assistant widget
aishoppingassistant.sessionId	aishoppingassistant.sessionId	The user using the AI shopping assistant widget
aishoppingassistant.page	aishoppingassistant.page	The page that user is on
aishoppingassistant.message	aishoppingassistant.message	The message user sent in the AI shopping assistant
aishoppingassistant.isSuggestedText	aishoppingassistant.isSuggestedText	The message is coming from suggested text
aishoppingassistant.products(array)	aishoppingassistant.products	The products recommended
aishoppingassistant.productId	aishoppingassistant.productId	The unique id of the clicked product in the recommended products (as defined by your product feed)
aishoppingassistant.productName	aishoppingassistant.productName	The name of the product that was clicked on.
aishoppingassistant.productPrice	aishoppingassistant.productPrice	The price of the product that was clicked on
aishoppingassistant.productPosition	aishoppingassistant.productPosition	The position the clicked product was ranked in the recommendation products
aishoppingassistant.triggerType	aishoppingassistant.triggerType	The trigger type of the external trigger

Now to join the above to Data Layer events, repeat the above steps 9 times but instead use variable type Custom Event - just ensure the variable names match these below:

Variable name (Custom Event)	What it captures

Variable name (Custom Event)	What it captures
aishoppingassistant.view	When the AI shopping assistant loads
aishoppingassistant.externalTrigger	When the external trigger fires
aishoppingassistant.opened	When the chat model opened
aishoppingassistant.1stMessageSent	When the 1st message sent
aishoppingassistant.messageSent	When the message sent
aishoppingassistant.productRecommended	Products recommended
aishoppingassistant.productClick	A click on a product recommendation
aishoppingassistant.addToCart	When add-to-cart is performed
aishoppingassistant.restart	When chat is restarted
aishoppingassistant.closed	When widget is closed

You now have your new variables, they should look like this:

PDP Custom Events

Variable name (Custom Event)	What it captures

Variable name (Custom Event)	What it captures
aishoppingassistant.pdp.view	When the AI shopping assistant loads
aishoppingassistant.pdp.externalTrigger	When the external trigger fires
aishoppingassistant.pdp.1stMessageSent	When the 1st message sent
aishoppingassistant.pdp.messageSent	When the message sent
aishoppingassistant.pdp.productRecommended	Products recommended
aishoppingassistant.pdp.productClick	A click on a product recommendation
aishoppingassistant.pdp.addToCart	When add-to-cart is performed
aishoppingassistant.pdp.restart	When chat is restarted

2b. Create the GTM triggers for your tags

In your GTM account, create these triggers before you create your tags:

AI shopping assistant ‘view’ event

Triggers > New
Name: aishoppingassistant.view
Trigger Type: Custom Event
Event name: aishoppingassistant.view
Save

Now repeat these steps for the other 8 triggers:

Name (9 triggers)	Trigger Type	Event name	What it captures

Name (9 triggers)	Trigger Type	Event name	What it captures
aishoppingassistant.view	Custom Event	aishoppingassistant.view	Each time the AI shopping assistant widget loads on the page
aishoppingassistant.externalTrigger	Custom Event	aishoppingassistant.externalTrigger	Each time the external trigger fires
aishoppingassistant.opened	Custom Event	aishoppingassistant.opened	Each time the user opens the AI shopping assistant widget
aishoppingassistant.1stMessageSent	Custom Event	aishoppingassistant.1stMessageSent	When the user sent the first message
aishoppingassistant.messageSent	Custom Event	aishoppingassistant.messageSent	When a message is sent from user
aishoppingassistant.productRecommended	Custom Event	aishoppingassistant.productRecommended	When products are recommended
aishoppingassistant.productClick	Custom Event	aishoppingassistant.productClick	Each click to product in the recommended products
aishoppingassistant.addToCart	Custom Event	aishoppingassistant.addToCart	When product is add to the cart
aishoppingassistant.restart	Custom Event	aishoppingassistant.restart	When user restart the chat
aishoppingassistant.closed	Custom Event	aishoppingassistant.closed	When the AI shopping assistant widget is closed

PDP Tags

Name (9 triggers)	Trigger Type	Event name	What it captures

Name (9 triggers)	Trigger Type	Event name	What it captures
aishoppingassistant.pdp.view	Custom Event	aishoppingassistant.pdp.view	Each time the AI shopping assistant widget loads on the page
aishoppingassistant.pdp.externalTrigger	Custom Event	aishoppingassistant.pdp.externalTrigger	Each time the external trigger fires
aishoppingassistant.pdp.1stMessageSent	Custom Event	aishoppingassistant.pdp.1stMessageSent	When the user sent the first message
aishoppingassistant.pdp.messageSent	Custom Event	aishoppingassistant.pdp.messageSent	When a message is sent from user
aishoppingassistant.pdp.productRecommended	Custom Event	aishoppingassistant.pdp.productRecommended	When products are recommended
aishoppingassistant.pdp.productClick	Custom Event	aishoppingassistant.pdp.productClick	Each click to product in the recommended products
aishoppingassistant.pdp.addToCart	Custom Event	aishoppingassistant.pdp.addToCart	When product is add to the cart
aishoppingassistant.pdp.restart	Custom Event	aishoppingassistant.pdp.restart	When user restart the chat

Step 3: Create GA4 tags

Now you need to create tags to tell GA what event data is available. Each event fired contains parameters, you can choose which parameters you’d like to send to GA4 (full details).

3a. Tag set up

In GTM > Tags > New
Create and publish these tags with the below values:

If you want to include other parameters just use the same format with the variables from Step 2a.

Tag name	Taq type	Configuration Tag	Event Name	Event Parameter Name	Value	Trigger (as per Step 2b)

Tag name	Taq type	Configuration Tag	Event Name	Event Parameter Name	Value	Trigger (as per Step 2b)
GA4 aishoppingassistant_view	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_view	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.view Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_externalTrigger	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_externalTrigger	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.externalTrigger Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_trigger_type	{{aishoppingassistant.triggerType}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_opened	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_opened	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.opened Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_1stMessageSent	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_1stMessageSent	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.1stMessageSent Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_messageSent	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_messageSent	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.messageSent Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_is_suggested_text	{{aishoppingassistant.isSuggestedText}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_productRecommended	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_productRecommended	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.productRecommended Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_products	{{aishoppingassistant.products}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_productClick	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_productClick	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.productClick Custom Event
				aishoppingassistant_product_id	{{aishoppingassistant.productId}}
				aishoppingassistant_product_name	{{aishoppingassistant.productName}}
				aishoppingassistant_product_position	{{aishoppingassistant.productPosition}}
				aishoppingassistant_product_price	{{aishoppingassistant.productPrice}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_addToCart	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_addToCart	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.addToCart Custom Event
				aishoppingassistant_product_id	{{aishoppingassistant.productId}}
				aishoppingassistant_product_name	{{aishoppingassistant.productName}}
				aishoppingassistant_product_price	{{aishoppingassistant.productPrice}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_restart	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_restart	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.restart Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_closed	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_closed	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.closed Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}

PDP GA4 Tags

Tag name	Taq type	Configuration Tag	Event Name	Event Parameter Name	Value	Trigger (as per Step 2b)

Tag name	Taq type	Configuration Tag	Event Name	Event Parameter Name	Value	Trigger (as per Step 2b)
GA4 aishoppingassistant_pdp_view	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_view	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.view Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_externalTrigger	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_externalTrigger	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.externalTrigger Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_trigger_type	{{aishoppingassistant.triggerType}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_1stMessageSent	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_1stMessageSent	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.1stMessageSent Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_messageSent	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_messageSent	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.messageSent Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_is_suggested_text	{{aishoppingassistant.isSuggestedText}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_productRecommended	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_productRecommended	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.productRecommended Custom Event
				aishoppingassistant_message	{{aishoppingassistant.message}}
				aishoppingassistant_products	{{aishoppingassistant.products}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_productClick	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_productClick	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.productClick Custom Event
				aishoppingassistant_product_id	{{aishoppingassistant.productId}}
				aishoppingassistant_product_name	{{aishoppingassistant.productName}}
				aishoppingassistant_product_position	{{aishoppingassistant.productPosition}}
				aishoppingassistant_product_price	{{aishoppingassistant.productPrice}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_addToCart	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_addToCart	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.addToCart Custom Event
				aishoppingassistant_product_id	{{aishoppingassistant.productId}}
				aishoppingassistant_product_name	{{aishoppingassistant.productName}}
				aishoppingassistant_product_price	{{aishoppingassistant.productPrice}}
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}
GA4 aishoppingassistant_pdp_restart	Google Analytics: GA4 Event	(Select your GA4 variable within GTM)	aishoppingassistant_pdp_restart	aishoppingassistant_page	{{aishoppingassistant.page}}	aishoppingassistant.pdp.restart Custom Event
				User Properties
				aishoppingassistant_user	{{aishoppingassistant.visitorId}}{{aishoppingassistant.sessionId}}

These events now need to be configured in GA4.

3b. Mapping your Custom events into GA4

Each GTM event will automatically fire into GA4 however you now need to set up the additional ‘values’ sent with each event.

In GA4 > Admin > Property Settings > Data Display > Custom definitions
Create custom dimension
Then add each of these values for these events. (You can add custom dimensions for the PDP if needed)

Dimension name	Scope	Description	Event parameter *note, must match your GTM parameter names!

Dimension name	Scope	Description	Event parameter *note, must match your GTM parameter names!
aishoppingassistant_page	Event	Which page the AI shopping assistant was on	aishoppingassistant_page
aishoppingassistant_message	Event	What message was sent to the AI shopping assistant	aishoppingassistant_message
aishoppingassistant_trigger_type	Event	What trigger type triggered in external trigger	aishoppingassistant_trigger_type
aishoppingassistant_is_suggested_text	Event	When a message is from suggested text	aishoppingassistant_is_suggested_text
aishoppingassistant_products	Event	What products are recommended to user	aishoppingassistant_products
aishoppingassistant_product_id	Event	The unique ID of the clicked product	aishoppingassistant_product_id
aishoppingassistant_product_name	Event	The name of the clicked product	aishoppingassistant_product_name
aishoppingassistant_product_position	Event	The rank position of the clicked product in the product recommendation	aishoppingassistant_product_position
aishoppingassistant_product_price	Event	The price of the clicked product	aishoppingassistant_product_price
aishoppingassistant_user	User	The user who interacted with the AI shopping assistant	aishoppingassistant_user

Make sure the event parameter names are identical to your GTM parameter Names.
Note, all are Event scoped except for preezie_user.

That’s it!

Note: It can take up to 24 hours for these events to show within your GA4.

Remember to submit/publish your tag manager changes so it can become active.

Step 4: How to use the data in GA

These events will give you the ability to segment/group behaviour.

But you can also breakdown by matching exactly/partially on the text of the values, e.g.

Engagement with AI shopping assistant i.e. how many users opened the AI shopping assistant when it was loaded?
Which pages are most engaging?
Which products are more frequently clicked on

A full event definition guide can be found here: Using Data Layer with AI shopping assistant

AI Shopping Assistant Handbook