Data Layer

Your conversion numbers stop depending on the shopper's browser. Qoliber Data Layer gives Google Tag Manager a complete GA4 ecommerce data layer that you shape in the admin, and sends the purchase from your server as well, so an ad-blocker, a closed tab or a failed payment redirect no longer costs you the conversion.

Latest version: 1.1.0 — changelog

Who it's for

• Stores that run their tags through Google Tag Manager and report in GA4: every GA4 recommended ecommerce event arrives with the parameter names GA4 expects.
• Merchants buying ads on Google, Meta or TikTok who need conversions to reach the ad platform even when the browser pixel is blocked — the module ships destinations for the GA4 Measurement Protocol, the Meta Conversions API and the TikTok Events API, plus GTM Server-Side.
• Stores selling into the EU and UK, where tracking has to wait for consent: Google Consent Mode v2 defaults are set before GTM loads, and the server side respects the consent the shopper gave at the time of the event.
• Hyvä and Luma storefronts alike — Hyvä is covered by the qoliber/data-layer-hyva companion.

Why it matters

• Conversions you were losing come back. purchase is sent from the server the moment the order is placed, so a shopper who pays and closes the tab — or whose payment provider never redirects back — is still counted.
• Tracking changes without a deployment. Each event is a JSON template you edit, validate and preview in the admin, per store view.
• Numbers that agree across platforms. GA4, Meta and TikTok receive the same event, and a shared event ID lets Meta and TikTok merge the browser and server copies into one conversion.
• Consent risk kept low by default. Consent Mode defaults ship as denied, and nothing is stored for campaign attribution until the shopper grants ad_storage.
• Ad spend credited to the click that earned it. The first ad click and UTM campaign of a visit are stored against the order, and a later visit through another campaign does not take the credit.

See it in action

• A category page → one view_item_list push listing every product on the page, with its position and the list name — and clicking a product pushes select_item for exactly that product, on category pages and search results.
• A shopper changes a cart quantity from 1 to 3 → one add_to_cart with quantity 2, the difference — not a second add_to_cart for all three.
• A grouped product with two of its items added (24-WG085 × 2 and 24-WG087 × 3) → two add_to_cart events, each with its own SKU and quantity.
• A shopper lands from an ad at ?gclid=Cj0KCQtest123&utm_source=google&utm_medium=cpc&utm_campaign=brand → gclid Cj0KCQtest123, utm_source google, utm_medium cpc, utm_campaign brand are stored for the order, and the rest of the landing URL's query string is not.
• You map store_phone=general/store_information/phone under Custom Variables → every template can print your store phone as {{config.store_phone}}.

Features

Feature	Benefit
14 GA4 recommended events, installed ready to use	Tag Manager gets view_item through purchase and refund without theme work
Data Layer Templates (visual editor)	Change what an event carries, validate it and preview it with sample data before saving — no deployment
Server-Side Transmission to GA4, Meta and TikTok	Conversions reach the ad platforms even when the browser pixel is blocked
Retries for failed deliveries	A temporary outage at Meta or Google does not lose the conversion
Consent (Google Consent Mode v2)	Consent defaults set before GTM loads, and an optional gate that holds events until consent
First-touch attribution	Click IDs and UTM campaigns are stored against the order for reporting and server-side events
Item Attributes and Custom Variables	Brand, category hierarchy and your own product attributes and store settings in every item
Data Layer Dispatch Log	See every server-side delivery, its HTTP status and the reason for a failure
Storefront debug panel	Check exactly what reaches window.dataLayer, in your own browser only
REST API for templates	Manage templates from deployment scripts and integrations

• Hyvä-native: the qoliber/data-layer-hyva companion delivers the same events on Hyvä without RequireJS or inline JavaScript, and works on stores that enforce a strict Content Security Policy.
• API-first: templates can be listed, created, updated and deleted over the REST API.
• No SaaS in between: events are rendered and sent from your own store — there is no third-party tracking service or subscription in the path.

Good to know

• Page views (view_item, view_item_list, …) are browser-only: product and category pages come from the full-page cache and never reach PHP, so only transactional events can be sent server-side.
• Headless storefronts (REST or GraphQL checkouts) get the server-side purchase, but no browser dataLayer pushes — there is no browser to push to.
• On Hyvä, the shipping and payment steps are covered on the Luma-fallback checkout. Hyvä Checkout (the Magewire checkout) is not intercepted, so it sends no add_shipping_info or add_payment_info; purchase is unaffected.
• GA4's Measurement Protocol cannot merge a browser and a server purchase, so decide which side reports purchases to GA4 — the configuration page shows the options.

Supported versions

PHP	8.1 – 8.5
Magento / Mage-OS	magento/framework ^103.0.7 (Magento Open Source 2.4.6+, Mage-OS equivalents)
Hyvä (optional)	hyva-themes/magento2-theme-module ^1.4, with qoliber/data-layer-hyva

Next steps

• Installation
• Configuration
• Usage