{ "_meta": { "spec_version": "2.1", "ga4_property": "G-KLNNNZY8JW", "gtm_container": "GTM-XXXXXXX", "source_brand": "Bash (TFG — The Foschini Group)", "source_dataset": "Bash ecommerce platform — 9 275 products, 39 brands, ZAR currency", "author": "Anthony Apollis", "last_updated": "2026-06-22", "description": "GTM Data Layer specification for Bash (TFG) GA4 Enhanced Ecommerce implementation. Currency is ZAR. POPIA consent replaces generic GDPR consent. Loyalty tier and trading season are first-class dimensions. All item pushes use real Bash product IDs from the BASH-XXXX SKU system." }, "consent_initialization": { "description": "Must execute BEFORE the GTM container script loads. Sets default POPIA-compliant consent state for Consent Mode v2. South African POPIA requires explicit opt-in for analytics and marketing tracking.", "code_example": "window.dataLayer = window.dataLayer || [];\nfunction gtag(){dataLayer.push(arguments);}\n\n// Consent Mode v2 default — deny until POPIA consent granted\ngtag('consent', 'default', {\n analytics_storage: 'denied',\n ad_storage: 'denied',\n ad_user_data: 'denied',\n ad_personalization: 'denied',\n wait_for_update: 500\n});\n\n// GTM snippet loads here\n(function(w,d,s,l,i){\n w[l]=w[l]||[];\n w[l].push({'gtm.start': new Date().getTime(), event:'gtm.js'});\n // ... GTM loader\n})(window,document,'script','dataLayer','GTM-XXXXXXX');", "consent_update_on_accept": "gtag('consent', 'update', {\n analytics_storage: 'granted',\n ad_storage: 'granted',\n ad_user_data: 'granted',\n ad_personalization: 'granted'\n});", "popia_note": "POPIA (Protection of Personal Information Act) governs SA data collection. Email and phone must be SHA-256 hashed before any dataLayer push. Do not push raw PII." }, "base_data_layer": { "description": "Standard properties available on every Bash page load. page.trading_season drives Black Friday / festive campaign logic in GTM. user.loyalty_tier enables personalisation tags for Gold/Silver/Bronze/Standard tiers.", "push_timing": "synchronous, before GTM snippet", "object": { "event": "page_data_ready", "page": { "type": "home | category | product | cart | checkout | confirmation | account | other", "path": "/women/new-in", "title": "New In | Bash", "environment": "production | staging", "trading_season": "Black Friday Season | Festive Peak | January Slump | Standard Trading", "brand_context": "bash" }, "user": { "logged_in": false, "id_hashed": null, "segment": "new | returning | loyal", "loyalty_tier": "Gold | Silver | Bronze | Standard | null", "rfm_segment": "Champion | Loyal | Active | New | Prospect | null", "consent_analytics": false, "consent_marketing": false } } }, "events": { "view_item_list": { "ga4_event": "view_item_list", "gtm_trigger": "Custom Event — event equals view_item_list", "description": "Fire when a category or search results page loads showing a product grid. Captures the list name and all visible Bash products.", "dataLayer_push": { "event": "view_item_list", "ecommerce": { "item_list_id": "new_in_women", "item_list_name": "New In — Women", "items": [ { "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "item_category2": "Womens Clothing", "item_category3": "Jeans", "item_variant": "Standard", "price": 399.99, "currency": "ZAR", "quantity": 1, "index": 1 }, { "item_id": "BASH-0007-melton-diamante-cape-coat", "item_name": "Melton Diamante Cape Coat", "item_brand": "Bash Marketplace", "item_category": "New In", "item_category2": "Womens Clothing", "item_category3": "Jackets & Coats", "item_variant": "Standard", "price": 899.00, "currency": "ZAR", "quantity": 1, "index": 2 } ] } }, "gtm_variables": [ "DLV - ecommerce.item_list_id", "DLV - ecommerce.item_list_name", "DLV - ecommerce.items" ], "notes": "Push once on page load after all product tiles are rendered. Clear ecommerce before push." }, "view_item": { "ga4_event": "view_item", "gtm_trigger": "Custom Event — event equals view_item", "description": "Fire when a Bash product detail page (PDP) loads. item_brand reflects the TFG sub-brand (The FIX, Jet, Exact, Cotton On, Nike etc.). price in ZAR.", "dataLayer_push": { "event": "view_item", "ecommerce": { "currency": "ZAR", "value": 399.99, "items": [{ "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "item_category2": "Womens Clothing", "item_category3": "Jeans", "item_variant": "Standard", "price": 399.99, "currency": "ZAR", "quantity": 1, "index": 0 }] } }, "gtm_variables": [ "DLV - ecommerce.currency", "DLV - ecommerce.value", "DLV - ecommerce.items" ], "ga4_tag": "GA4 Event — view_item", "notes": "Clear ecommerce object before pushing: dataLayer.push({ecommerce: null})" }, "add_to_cart": { "ga4_event": "add_to_cart", "gtm_trigger": "Custom Event — event equals add_to_cart", "description": "Fire on Add to Cart button click. Captures the Bash item being added. Value must be price × quantity in ZAR.", "dataLayer_push": { "event": "add_to_cart", "ecommerce": { "currency": "ZAR", "value": 399.99, "items": [{ "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "item_category2": "Womens Clothing", "item_category3": "Jeans", "item_variant": "Standard", "price": 399.99, "currency": "ZAR", "quantity": 1 }] } }, "gtm_variables": ["DLV - ecommerce.items", "DLV - ecommerce.value"], "ga4_tag": "GA4 Event — add_to_cart", "notes": "Use click listener on Add to Cart CTA. Bash PDPs render item data in a JSON-LD block — read from there, not the DOM text." }, "remove_from_cart": { "ga4_event": "remove_from_cart", "gtm_trigger": "Custom Event — event equals remove_from_cart", "description": "Fire when user removes an item from the Bash cart page. value = price of removed item × quantity.", "dataLayer_push": { "event": "remove_from_cart", "ecommerce": { "currency": "ZAR", "value": 399.99, "items": [{ "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "item_variant": "Standard", "price": 399.99, "currency": "ZAR", "quantity": 1 }] } } }, "begin_checkout": { "ga4_event": "begin_checkout", "gtm_trigger": "Custom Event — event equals begin_checkout", "description": "Fire when user clicks Proceed to Checkout from the Bash cart. coupon reflects any active Bash promotional code.", "dataLayer_push": { "event": "begin_checkout", "ecommerce": { "currency": "ZAR", "value": 799.99, "coupon": "BFRIDAY25", "items": [ { "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "price": 399.99, "currency": "ZAR", "quantity": 2 } ] } } }, "add_shipping_info": { "ga4_event": "add_shipping_info", "gtm_trigger": "Custom Event — event equals add_shipping_info", "description": "Fire when user submits a delivery address on the Bash checkout. shipping_tier maps to Bash's delivery options.", "dataLayer_push": { "event": "add_shipping_info", "ecommerce": { "currency": "ZAR", "value": 799.99, "shipping_tier": "Standard | Express | Click & Collect | Pargo Point", "province": "Gauteng | KwaZulu-Natal | Western Cape | Eastern Cape | Limpopo | Mpumalanga | North West | Free State | Northern Cape", "items": [{ "item_id": "BASH-0001-the-fix-women-s-black-balloo", "price": 399.99, "currency": "ZAR", "quantity": 2 }] } }, "notes": "province is a custom Bash dimension — not a standard GA4 field. Pass it as a custom parameter on the GA4 Event tag." }, "add_payment_info": { "ga4_event": "add_payment_info", "gtm_trigger": "Custom Event — event equals add_payment_info", "description": "Fire when user selects a payment method on the Bash checkout. payment_type covers all Bash-supported methods including SA-specific options.", "dataLayer_push": { "event": "add_payment_info", "ecommerce": { "currency": "ZAR", "value": 799.99, "payment_type": "Credit Card | Debit Card | EFT | SnapScan | Payflex | Store Credit | TFG Money Card | Gift Voucher", "items": [{ "item_id": "BASH-0001-the-fix-women-s-black-balloo", "price": 399.99, "currency": "ZAR", "quantity": 2 }] } }, "notes": "SnapScan and Payflex are SA-specific payment methods widely used on Bash. Store Credit and TFG Money Card are loyalty-linked — segment these in GA4 custom reports." }, "purchase": { "ga4_event": "purchase", "gtm_trigger": "Custom Event — event equals purchase", "description": "Fire on the Bash order confirmation page. transaction_id is the Bash order number. value must equal the net total in ZAR (after discounts, before loyalty points redemption). Must be deduplicated by transaction_id.", "dataLayer_push": { "event": "purchase", "ecommerce": { "transaction_id": "BASH-ORD-98765", "currency": "ZAR", "value": 799.98, "tax": 0, "shipping": 60.00, "coupon": "BFRIDAY25", "trading_season": "Black Friday Season", "payment_type": "Credit Card", "loyalty_tier": "Gold", "items": [ { "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_name": "The FIX Women's Black Balloon Jeans With Cuff", "item_brand": "The FIX", "item_category": "New In", "item_category2": "Womens Clothing", "item_category3": "Jeans", "item_variant": "Standard", "price": 399.99, "currency": "ZAR", "quantity": 2 } ] } }, "deduplication": "Server-side: check transaction_id in GA4 Measurement Protocol before firing. GTM: use a sessionStorage flag keyed on transaction_id to prevent re-fire on page refresh.", "enhanced_conversions": { "description": "POPIA-compliant Enhanced Conversions — hash PII server-side before sending. Do NOT push raw email/phone to the dataLayer.", "fields": { "email": "sha256_hashed_lowercase_trimmed_email", "phone_number": "sha256_hashed_sa_format_phone", "address": { "first_name": "sha256", "last_name": "sha256", "postal_code": "plain_text_ok", "country": "ZA" } }, "popia_requirement": "Only push hashed PII for customers who granted consent_marketing = true. Check user.consent_marketing from base_data_layer before firing Enhanced Conversions tag." }, "notes": "VAT is included in ZAR prices — Bash does not separate tax on the confirmation page. Set tax: 0 and include VAT in value." }, "search": { "ga4_event": "search", "gtm_trigger": "Custom Event — event equals search", "description": "Fire on Bash site search submission. search_results_count enables zero-results tracking — a key signal for catalogue gaps.", "dataLayer_push": { "event": "search", "search_term": "black jeans", "search_results_count": 48, "search_brand_filter": "The FIX | null" } }, "select_promotion": { "ga4_event": "select_promotion", "gtm_trigger": "Custom Event — event equals select_promotion", "description": "Fire when a user clicks a Bash homepage banner, category hero image, or promotional tile. creative_slot maps to the Bash CMS slot name.", "dataLayer_push": { "event": "select_promotion", "ecommerce": { "items": [{ "promotion_id": "BF2026_HERO_01", "promotion_name": "Black Friday — Up to 50% Off", "creative_name": "Black Friday Hero Banner v2", "creative_slot": "homepage_hero", "location_id": "hero_01", "item_id": "BASH-0001-the-fix-women-s-black-balloo", "item_brand": "The FIX" }] } } }, "view_promotion": { "ga4_event": "view_promotion", "gtm_trigger": "Custom Event — event equals view_promotion", "description": "Fire when a promotional banner enters the viewport. Use an Intersection Observer to detect visibility.", "dataLayer_push": { "event": "view_promotion", "ecommerce": { "items": [{ "promotion_id": "BF2026_HERO_01", "promotion_name": "Black Friday — Up to 50% Off", "creative_name": "Black Friday Hero Banner v2", "creative_slot": "homepage_hero", "location_id": "hero_01" }] } } }, "login": { "ga4_event": "login", "gtm_trigger": "Custom Event — event equals login", "description": "Fire on successful Bash account login. method distinguishes loyalty app logins from web logins.", "dataLayer_push": { "event": "login", "method": "Email | Google | Apple | TFG Account App", "user": { "loyalty_tier": "Gold | Silver | Bronze | Standard", "rfm_segment": "Champion | Loyal | Active | New | Prospect", "id_hashed": "sha256_hashed_customer_id" } } }, "sign_up": { "ga4_event": "sign_up", "gtm_trigger": "Custom Event — event equals sign_up", "description": "Fire on new Bash account registration. Consent flags must match what the customer selected on the POPIA consent screen.", "dataLayer_push": { "event": "sign_up", "method": "Email | Google | Apple", "consent_analytics": true, "consent_marketing": false } } }, "gtm_container_structure": { "variables": { "built_in": [ "Click Element", "Click Classes", "Click ID", "Click Text", "Click URL", "Page URL", "Page Path", "Page Hostname", "Scroll Depth Threshold", "Scroll Depth Direction", "Video Status", "Video Title", "Video URL", "Video Percent" ], "data_layer": [ "DLV - ecommerce.currency", "DLV - ecommerce.value", "DLV - ecommerce.transaction_id", "DLV - ecommerce.items", "DLV - ecommerce.coupon", "DLV - ecommerce.shipping_tier", "DLV - ecommerce.payment_type", "DLV - ecommerce.trading_season", "DLV - ecommerce.province", "DLV - search_term", "DLV - search_results_count", "DLV - page.type", "DLV - page.trading_season", "DLV - page.brand_context", "DLV - user.logged_in", "DLV - user.id_hashed", "DLV - user.loyalty_tier", "DLV - user.rfm_segment", "DLV - user.consent_analytics", "DLV - user.consent_marketing" ], "javascript": [ "JS - User ID (hashed)", "JS - Session ID", "JS - Client ID", "JS - Consent Status", "JS - Loyalty Tier", "JS - Trading Season" ], "constants": [ "CONST - GA4 Measurement ID", "CONST - Environment", "CONST - Currency (ZAR)" ] }, "triggers": { "page_view": "Pageview — All Pages", "first_visit": "Pageview — fires when first_visit cookie absent", "custom_events": [ "CE - view_item_list", "CE - view_item", "CE - add_to_cart", "CE - remove_from_cart", "CE - begin_checkout", "CE - add_shipping_info", "CE - add_payment_info", "CE - purchase", "CE - search", "CE - select_promotion", "CE - view_promotion", "CE - login", "CE - sign_up" ], "scroll": "Scroll Depth — 25%, 50%, 75%, 90% — All Pages", "engagement": "Timer — 10s, 30s, 60s — All Pages" }, "tags": { "ga4_config": { "type": "Google Analytics: GA4 Configuration", "name": "GA4 Config - {{CONST - GA4 Measurement ID}}", "trigger": "Pageview — All Pages", "settings": { "measurement_id": "{{CONST - GA4 Measurement ID}}", "send_page_view": true, "fields": { "user_id": "{{JS - User ID (hashed)}}", "client_id": "{{JS - Client ID}}", "loyalty_tier": "{{JS - Loyalty Tier}}", "trading_season": "{{JS - Trading Season}}" } } }, "ga4_events": "One GA4 Event tag per CE trigger, referencing DLV variables", "enhanced_conversions": "Fires on CE - purchase only when DLV - user.consent_marketing = true" } }, "custom_dimensions": { "description": "Register these as custom dimensions in the GA4 property (Configure > Custom definitions) to enable segmentation in Explore reports.", "event_scoped": [ { "name": "trading_season", "parameter": "trading_season", "values": ["Black Friday Season", "Festive Peak", "January Slump", "Standard Trading"] }, { "name": "payment_type", "parameter": "payment_type", "values": ["Credit Card", "Debit Card", "EFT", "SnapScan", "Payflex", "Store Credit", "TFG Money Card", "Gift Voucher"] }, { "name": "shipping_tier", "parameter": "shipping_tier", "values": ["Standard", "Express", "Click & Collect", "Pargo Point"] }, { "name": "province", "parameter": "province", "values": ["Gauteng", "KwaZulu-Natal", "Western Cape", "Eastern Cape", "Limpopo", "Mpumalanga", "North West", "Free State", "Northern Cape"] } ], "user_scoped": [ { "name": "loyalty_tier", "parameter": "loyalty_tier", "values": ["Gold", "Silver", "Bronze", "Standard"] }, { "name": "rfm_segment", "parameter": "rfm_segment", "values": ["Champion", "Loyal", "Active", "New", "Prospect"] } ] }, "testing_checklist": { "tools": [ "GTM Preview & Debug Mode", "GA4 DebugView (GA4 Property → Configure → DebugView)", "Chrome DevTools → Network → filter 'collect' or 'g/collect'", "Google Tag Assistant (Chrome Extension)", "Charles Proxy / Fiddler for server-side Measurement Protocol validation" ], "checks": [ "dataLayer.push fires before GTM tag triggers", "ecommerce object cleared (dataLayer.push({ecommerce: null})) before each push", "transaction_id deduplication prevents re-fire on order confirmation page refresh", "Consent Mode v2 default fires before GTM snippet", "POPIA consent update fires on CMP accept callback (analytics AND marketing toggles)", "All item arrays contain required fields: item_id, item_name, price, currency (ZAR), quantity", "item_brand reflects TFG sub-brand (The FIX / Jet / Exact / Cotton On / Bash Marketplace etc.)", "trading_season custom parameter populated on all purchase events", "loyalty_tier custom parameter populated for logged-in users only", "Enhanced Conversions tag does NOT fire when user.consent_marketing = false", "province populated on add_shipping_info (required for SA geographic reporting)" ] } }