Store Intent Signals

A guide to implement dataLayer, Tags, Triggers, and Variables in GTM in order to capture physical store intent signals on your website.

Overview

This tutorial will explain how to install the specific Criteo Tags to capture different store intent signals that you are likely to have available on your website. We strongly advise that you implement all scenarios that are relevant to your site to maximize the performance of your store campaigns.

[[disclaimer-zipcode]]

DataLayer

The Criteo dataLayer is a javascript variable that needs to push all required information. It needs to be declared on each page of your site in the source code. The Criteo dataLayer should be implemented on the following pages on your website:

  1. 'Recommended' or 'Favorite' Store

  2. Store Locator main page or search page

  3. Store detail page

  4. Reserve a product in-store

  5. Click & Collect

  6. Check availability in-store

Tags, Triggers, and Variables

After the Criteo dataLayer is implemented, you will need to setup the following in your GTM:

  1. Tags

  2. Triggers

  3. Variables

DataLayer

Install the following dataLayer when you get the 'Recommended' or 'Favorite' Store of the user on your website.

Field Overview Example Syntax
event Page type event recommendedstore Static string value
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo Recommended store dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'recommendedstore',
        crto: {
            zipcode: ##Users Zipcode##,
            store_id: ##Users Store_id##
        }
    });
</script>
<!-- END Criteo Recommended store dataLayer -->

Example

<!-- Criteo Recommended store dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'recommendedstore',
        crto: {
            zipcode: 75000,
            store_id: 26
        }
    });
</script>
<!-- END Criteo Recommended store dataLayer -->

Store Locator main page or search page

Install the following dataLayer on the Store Locator main page or search page of your website.

Field Overview Example Syntax
event Page type event storelocator Static string value
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo Recommended store dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'storelocator',
        store_id: ['##Store_ID 1##', '##Store_ID 2##', '##Store_ID 3##'] // add a Store ID for each store in the list. Can be empty string if email not known
    });
</script>
<!-- END Criteo store locator  dataLayer -->

Example

<!-- Criteo store locator dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'storelocator',
        store_id: ['25', '26', '27'] // add a Store ID for each store in the list. Can be empty string if email not known

    });
</script>
<!-- END Criteo store locator dataLayer -->

Store detail page

Install the following dataLayer on the Store detail pages of your website.

Field Overview Example Syntax
event Page type event storepage Static string value
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo store page dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'storepage',
        crto: {
            zipcode: ##Users Zipcode##,
            store_id: ##Users Store_id##
        }
    });
</script>
<!-- END Criteo store page dataLayer -->

Example

<!-- Criteo store page dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'storepage',
        crto: {
            zipcode: 75000,
            store_id: 26
        }
    });
</script>
<!-- END Criteo store page dataLayer -->

Reserve a product in-store

If your website has the capability to allow shoppers to reserve products in-store, install the following dataLayer on the according pages of your website.

Field Overview Example Syntax
event Page type event reseveinstore Static string value
email Plain-text or MD5 Hash 79054025255fb1a26e4bc422aef54eb4 String. Trimmed and lowercase 32 character, encoded in UTF-8
Product ID unique ID of Product ProductID_1 String
price unit price of product 200.99 String or Integer, excluding the currency symbol
quantity number of units added 2 Integer
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo Reserve a product in-store dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'reseveinstore',
        crto: {
            zipcode: ##Users Zipcode##,
            store_id: ##Users Store_id##,
            email: '##Users Email##',  //can be empty string if email not known   
            products: [{
                id: '##Product ID 1##',
                price: '##Product Unit Price##',
                quantity: '##Number of Units##'
            }] //add new object for each product reserved in store.
        }
    });
</script>
<!-- END Criteo Reserve a product in-store dataLayer -->

Example

<!-- Criteo Reserve a product in-store dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'reseveinstore',
        crto: {             
            zipcode: 75000,
            store_id: 26
            email: 'crtotest@test.com',
            products: [{
                id: 'ProductID_1',
                price: '200.99',
                quantity: '2'
            },
            {
                id:'ProductID_2',
                price: '50.00',
                quantity: '1'
            }]
        }
    });
</script>
<!-- END Criteo Reserve a product in-store dataLayer -->

Click & Collect

Install the following dataLayer on the Click & Collect page of your website.

Field Overview Example Syntax
event Page type event clickandcollect Static string value
email Plain-text or MD5 Hash 79054025255fb1a26e4bc422aef54eb4 String. Trimmed and lowercase 32 character, encoded in UTF-8
Product ID unique ID of Product ProductID_1 String
price unit price of product 200.99 String or Integer, excluding the currency symbol
quantity number of units added 2 Integer
transactionid Confirmation or Order # 7654322 Integer. Unique ID
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo click and collect dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'clickandcollect',
        crto: {
            zipcode: ##Users Zipcode##,
            store_id: ##Users Store_id##,
            email: '##Users Email##',  //can be empty string if email not known   
            transactionid: '##Order Number##',
            products: [{
                id: '##Product ID 1##',
                price: '##Product Unit Price##',
                quantity: '##Number of Units##'
            }] //add new object for each product added to cart.
        }
    });
</script>
<!-- END Criteo click and collect dataLayer -->

Example

<!-- Criteo click and collect dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'clickandcollect',
        crto: {     
            zipcode: 75000,
            store_id: 26
            email: 'crtotest@test.com',
            transactionid: 'ORD00001',
            products: [{
                id: 'ProductID_1',
                price: '200.99',
                quantity: '2'
            },
            {
                id:'ProductID_2',
                price: '50.00',
                quantity: '1'
            }]
        }
    });
</script>
<!-- END Criteo click and collect dataLayer -->

Check availability in-store

The 'checkAvailability' event should be specified in the Criteo OneTag each time a user uses the 'check availability in store' functionality on your site. Install the following dataLayer on the according pages of your website.

Field Overview Example Syntax
event Page type event checkavailability Static string value
zipcode Deliery Zipcode 75000 String
store_id User's store_id 26 String
product_id unique ID of Product 12432 String

Structure

Dynamically replace fields surrounded by ## with users information. See Example

<!-- Criteo check availability dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'checkavailability',
        crto: {
            zipcode: ##Users Zipcode##,
            store_id: ##Users Store_id##,
            product_id: ##unique ID of Product##
        }
    });
</script>
<!-- END Criteo check availability dataLayer -->

Example

<!-- Criteo check availability dataLayer -->
<script type="text/javascript">
    var dataLayer = dataLayer || [];
    dataLayer.push({
        event: 'checkavailability',
        crto: {
            zipcode: 75000,
            store_id: 26,
            product_id: 12432   
        }
    });
</script>
<!-- END Criteo check availability dataLayer -->

Tags

Steps

1 Click on New Tag 1

2 Give the Tag a name from the list below

3 Choose tag type Custom HTML 3

4 Copy and paste the following code in the HTML frame 4

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "setZipcode", zipcode: {{zipcode}} }, 
  { event: "setStore", store_id: {{store_id}} },
  { event: "viewHome"}
);
</script>
<!-- End Criteo GTM Tag -->

Criteo Store Locator Tag

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "viewStore", user_segment: 18 } 
);
</script>
<!-- End Criteo GTM Tag -->

Criteo Store detail Tag

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "viewStore", store_id: {{store_id}}, zipcode: {{zipcode}}, user_segment: 18 } 
);
</script>
<!-- End Criteo GTM Tag -->

Criteo "Reserve a product in-store" Tag

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "reserveInStore", item: {{Criteo Products}} ,
    zipcode: {{zipcode}}, store_id: {{store_id}}, user_segment: 18 }
);
</script>
<!-- End Criteo GTM Tag -->

Criteo Click & Collect Tag

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "trackTransaction", id: {{Criteo Transaction ID}}, delivery: "store", zipcode: {{zipcode}}, store_id: {{store_id}}, user_segment: 18, item: {{Criteo Products}} }
);
</script>
<!-- End Criteo GTM Tag -->

Criteo Click & Collect Tag

<!-- Criteo GTM Tag -->
<script type="text/javascript" src="//static.criteo.net/js/ld/ld.js" async="true"></script>
<script type="text/javascript">
window.criteo_q = window.criteo_q || [];
window.criteo_q.push(
  { event: "setAccount", account: {{CriteoPartnerID}} },
  { event: "setEmail", email: {{Criteo Email}} },
  { event: "setSiteType", type: {{Criteo Site Type}} },
  { event: "checkAvailability", item: {id: {{Criteo Products}}}, zipcode: {{zipcode}}, store_id: {{store_id}}, user_segment: 18 } 
);
</script>
<!-- End Criteo GTM Tag -->

5 Save the tag 5

6 Repeat steps 1 to 5 for each of the Criteo Store intent tags 6

Triggers

Steps

  1. Click on Triggers > New 7

  2. Create the following Triggers for each page type:

    • Criteo recommended store Trigger
      • Trigger type: Custom Event
      • Event name: recommendedstore
      • Condition: Event equals recommendedstore
    • Criteo Store locator Trigger
      • Trigger type: Custom Event
      • Event name: storelocator
      • Condition: Event equals storelocator
    • Criteo store page Trigger
      • Trigger type: Custom Event
      • Event name: storepage
      • Condition: Event equals storepage
    • Criteo reseve in store Trigger
      • Trigger type: Custom Event
      • Event name: reseveinstore
      • Condition: Event equals reseveinstore
    • Criteo click and collect Trigger
      • Trigger type: Custom Event
      • Event name: clickandcollect
      • Condition: Event equals clickandcollect
    • Criteo check availability Trigger
      • Trigger type: Custom Event
      • Event name: checkavailability
      • Condition: Event equals checkavailability
  3. Give the Trigger a name. Example: Criteo recommended store Trigger

  4. Choose trigger type Custom Event 9

  5. Set the Event name to the corresponding dataLayer event for each trigger. Example: recommendedstore 10

  6. Set the trigger conditions to the following for each page type: 11

  7. Save the trigger 12

  8. Repeat steps 1 to 6 for each of the the triggers 13

Variables

Steps

1 Click on Variables > New 14

2 Create the following 6 variables:

15

Criteo Email

  • Add the name Criteo Email
  • Select the Variable type Data Layer Variable
  • Add the Data Layer Variable Name: crto.email
  • Save the Variable 16

Criteo Product IDs

  • Add the name Criteo Product IDs
  • Select the Variable type Custom JavaScript
  • Add the following code
function () {
    var products = {{Criteo Products}};
    var ids = [];
    for (var i = 0; i < products.length && i < 3; i++) {
        if (typeof products[i] == 'object') {
            if (products[i].hasOwnProperty('id')) {
                ids.push(products[i].id);
            }
        } else if (typeof products[i] == 'number' || typeof products[i] == 'string') {
            ids.push(products[i]);
        }
    }
    return ids;
}
  • Save the Variable 17

Criteo Products

  • Add the name Criteo Products
  • Select the Variable type Data Layer Variable
  • Add the Data Layer Variable Name: crto.products
  • Save the Variable 18

Criteo Site Type

  • Add the name Criteo Site Type
  • Select the Variable type Custom JavaScript
  • Add the following code
function(){
  return /iPad/.test(navigator.userAgent)?"t":/Mobile|iP(hone|od)|Android|BlackBerry|IEMobile|Silk/.test(navigator.userAgent)?"m":"d";
}
  • Save the Variable 19

Criteo Transaction ID

  • Add the name Criteo Transaction ID
  • Select the Variable type Data Layer Variable
  • Add the Data Layer Variable Name: crto.transactionid
  • Save the Variable 19

CriteoPartnerID

  • Add the name CriteoPartnerID
  • Select the Variable type Constant
  • Add the Value: {{accountid}}
  • Save the Variable 20

Criteo Zipcode

  • Add the name Criteo Zipcode
  • Select the Variable type Data Layer Variable
  • Add the Data Layer Variable Name: zipcode
  • Save the Variable 16

Criteo Store_ID

  • Add the name Criteo Store_ID
  • Select the Variable type Data Layer Variable
  • Add the Data Layer Variable Name: store_id
  • Save the Variable 16

OneTag 2.0

[[cname]]

Verification

[[accurate]]