Chapter 7
Server-side tracking in Shopware 6
 "Zoran Artmagic")
Table of contents
Shopware gives you full control over the storefront as a store owner. For tracking, that is an advantage: the data layer can be built completely and cleanly. It also means that measurement quality depends on the extension you choose and how it is configured.
Which building blocks does a Shopware store need?
A complete server-side setup in Shopware 6 consists of three parts:
A cookie consent tool with Consent Mode V2 that passes the consent status to the data layer.
An extension for the data layer and Tag Manager that provides all e-commerce events to the GA4 standard, from the product list to the purchase.
The web container and the server container in Google Tag Manager, as described in Chapter 6.
Is Shopware's native Google integration enough?
Shopware comes with its own Google Analytics integration. Since Shopware 6.7.12 (July 2026), it also supports Enhanced Conversions, though only with the hashed email address. That is usable for a simple start. For server-side tracking with several platforms, however, it lacks the flexibility of a complete data layer with custom events, lead tracking and control over gross and net prices.
Important: the native integration and a Tag Manager extension must not be active at the same time. Otherwise every purchase is measured twice.
Which extensions are worth considering?
The Shopware Store offers several mature solutions:
TAGGRS – Server Side Tracking: The hosting provider's own extension. It delivers a GA4 data layer, supports Enhanced Conversions and connects directly to the TAGGRS container.
Third-party Tag Manager extensions such as the one from Biloba IT, which in addition to the data layer provide lead events for contact forms, dynamic remarketing and connections to various consent managers.
Which solution fits depends on your Shopware version, the plugins you use and the events you need. Before installing, check whether the extension supports your Shopware version and when it was last updated.
Which cookie consent tool fits Shopware?
Shopware has its own cookie consent manager. For stores that want to map Consent Mode V2 cleanly and load scripts only after consent, arboro uses the EU Cookie Policy Pro extension by ACRIS in its projects. It detects cookies automatically, supports Consent Mode V2 for GA4 and Google Ads and passes the consent status to the Tag Manager data layer. Alternatively, external consent platforms such as Cookiebot or Usercentrics are used. What matters is that the tool and the tracking extension work together.
What to watch out for in Shopware
Multiple sales channels: Each sales channel with its own domain needs a well-thought-out mapping to containers, subdomains and GA4 data streams.
Gross or net: Especially in B2B stores, you need to decide which value is sent to the platforms as revenue.
Payment providers: Redirects from PayPal, Klarna, Mollie or Unzer belong in the GA4 referral exclusion list.
Updates: Shopware updates can change templates and therefore events. A quick test of purchase tracking after every update should be routine.
Shopware 5: Server-side tracking is also possible for stores on Shopware 5, but the data layer usually has to be customized.
What you can check today
Check whether Shopware's native Google integration and a Tag Manager extension are active at the same time.
Check in Tag Assistant whether view_item, add_to_cart, begin_checkout and purchase arrive in the data layer with product ID, price and quantity.
Check whether your cookie tool sets the Consent Mode signals before the Google tags load.
Check whether all payment providers are on the GA4 referral exclusion list.
Frequently asked questions
Yes, an extension is the sensible route to a complete data layer. The native Google integration covers the basics, but not the flexibility needed for several ad platforms.
Yes, with some customization. The data layer usually has to be tailored to the existing store.