Problem
Marketing and product analytics need tracking context before dashboard metrics can be trusted or interpreted correctly.
archive case study
GTM Web Analytics Archive
A forked Jekyll storefront with a Google Tag Manager container and dataLayer event pushes, kept as web analytics instrumentation context.
Quick technical review
The case study in four points.
Architecture
The repository is a forked Jekyll storefront. The storefront and its dataLayer events (add to cart, remove from cart, checkout, contact form) come from the upstream repository; this fork adds its own Google Tag Manager container snippet, a…
Read complete note
The repository is a forked Jekyll storefront. The storefront and its dataLayer events (add to cart, remove from cart, checkout, contact form) come from the upstream repository; this fork adds its own Google Tag Manager container snippet, a unit-tested layer that pushes the GA4 e-commerce events add_to_cart, remove_from_cart and begin_checkout next to the storefront events, a README and CI. The repository carries no licence, because the upstream work has none. The GA4 property and tags live in the GTM container, which is not part of the repository, so there are no GA4 reports here.
Results
Shows a Google Tag Manager container wired into a forked storefront.
Verification path
Inspect it as archive proof for instrumentation awareness.
Summaries reuse the project’s documented evidence. Review the complete case study for evaluation boundaries.
Evidence-led visual review
Explore the actual work.
Concept art, dated captures and repository figures are identified separately.
Portfolio illustration
Original portfolio illustration. Diagrams are conceptual; verified methods and results appear in the linked case study. This is not an application screenshot.
Project proof
Verified external evidence
Last verified 2026-10-05
Problem and approach
Problem
Marketing and product analytics need tracking context before dashboard metrics can be trusted or interpreted correctly.
Architecture
The repository is a forked Jekyll storefront. The storefront and its dataLayer events (add to cart, remove from cart, checkout, contact form) come from the upstream repository; this fork adds its own Google Tag Manager container snippet, a unit-tested layer that pushes the GA4 e-commerce events add_to_cart, remove_from_cart and begin_checkout next to the storefront events, a README and CI. The repository carries no licence, because the upstream work has none. The GA4 property and tags live in the GTM container, which is not part of the repository, so there are no GA4 reports here.
Workflow logic
The archive supports the analytics story by showing awareness of instrumentation and event-tracking surfaces upstream of BI reporting.
Why it matters
It is useful supporting evidence for analytics roles, but it remains archive proof because the selected portfolio leads with modeled data products.
Architecture and analysis
- Connects analytics reporting with upstream tracking and instrumentation context.
- Adds Google Tag Manager context to the broader analytics capability map.
- Remains clearly labeled as archive proof rather than a primary case study.
Testing and validation
- Jekyll storefront structure
- Google Tag Manager container and dataLayer event pushes
- GA4 e-commerce event payloads (add_to_cart, remove_from_cart, begin_checkout) with 5 unit tests in CI
- README that separates the fork's own additions from the upstream storefront
Operational value
- Shows a Google Tag Manager container wired into a forked storefront.
- Adds a tested layer that builds GA4 e-commerce events (add_to_cart, remove_from_cart, begin_checkout) with currency, value and items.
- Supports marketing analytics positioning alongside the E-commerce analytics project.
- Documents a separate archive layer for tracking and storefront analytics context.
How to inspect
- Inspect it as archive proof for instrumentation awareness.
- Use it as support for analytics context, not as a primary dashboard project.
- Pair it with the E-commerce analytics case study for web-performance review.