Setup of Google Analytics Conversion Tracking via Google Tag Manager

Project correspondence can be done in German or English. All efforts concern our Website and all its subsites. The Webshop - based on OpenCart - was built by an agency and is maintained by an Indian and India-based programmer, with whom we can do web design changes via Skype and via our Sharepoint Webdesign Issues management. We’re currently investigating CRO/SEO/SEM improvement options. We’re starting at the very basics. The current status is: - A Google Analytics account is already existing, but not really configured (especially in regard to conversion tags/flags and the attribution of the conversions). Analytics was not really used so far. - A Google Search Console account is already set up and connected to our web properties. Canonical Elements are already set on our web pages. The Search Console Account is linked to the Analytics account. - A Google Tag Manager account is set up and the code is already integrated to our Webshop. The the removal of old codes / transfer of old tags needs to be checked and done. Apart from the Analytics Code there should not be other tags so far. The container is empty at this time. - We already set up a Google AdWords account, but did not use it. AdWords was not really used so far. - For SEO, there were already some efforts integrated by an agency two years ago. There are already modifications for OpenCart installed that allow us to insert Meta Tag Keywords and Meta Tag Descriptions on each product side, which were not maintained for new products released after ending the partnership with the agency. - The integration of our affiliate program to analytics for channel and conversion tracking is an open task. - The integration of social media tags to the Google Tag Manager for channel and conversion tracking is an open task. - The integration of the email newsletter channel (Microsoft CRM/MailChimp) to analytics for channel and conversion tracking is an open task. Current goals are: - Proper setup of Google Analytics in regard to the conversion rate by setup of Google Tag Manager (Tags, Data Layer, DL-Pushs…). Goal: See conversions. - Proper setup of Google Analytics in regard to all existing channels, conversions and attribution of the conversions to the channels. Goal: Know what channels the conversions come from and monitor influences of marketing campaigns on the individual channels. - Setup of a management dashboard for Google Analytics. Goal: Quickly understandable overview of impressions, klicks and conversions development by channels. - Integration of legal requirements, e.g. cookie hint. Goal: no legal vulnerability - Optional/following step: Customer Journey analysis in Analytics to identify stumbling blocks or improvement potential on the Webshop. Goal: Identify needs for improvements and their potential to argue workload - Optional/following step: SEO via discontinuing the old page. Goal: traffic/conversion improvement The channels we use for acquisition: - We have an own Affiliate program. At this time Affiliates means Forums or Communities. - Since we sell exclusively through our Webshop due to earnings and support reasons, we have no reseller program. A way to deal with them could be mixed way of Affiliate and Reseller program. - Referral is a huge channel for us by having press or e.g. YouTubers doing reviews of our products by us sending them promo products. - We plan to improve our SEO and drive traffic to our site via organic search - On the short hand we plan to test the potentials of AdWords / SEM to have quick successes - In the past we sent press releases and newsletters by email via our CRM and MailChimp. That should be intensified again. - We got a Blog on the Webshop, whose main focus is not acquisition though. - Our Social Media channels (Facebook, Twitter, YouTube) are to be used for acquisition more intense.