To see how Trustana enrichment affects your storefront performance, your development team needs to pass one custom parameter to Google Analytics: the Trustana Enriched Tag (trtag). This unlocks two key reports:

Landing Page Cohort Analysis — compares sessions that landed on enriched vs non-enriched product pages
Add-to-Cart Cohort Performance — compares add-to-cart and conversion rates between enriched and non-enriched product cohorts

This article explains what the tag is, how to register it in Google Analytics, and how your developers should implement it.

How Session Tagging Works

A session is counted as enriched when the visitor views at least one product detail page (PDP) where the trtag parameter is present and set to a truthy value.

This means:

If a user visits three product pages and one of them has trtag set, their entire session is tagged as enriched
Sessions where no product page carries the tag are treated as non-enriched
Pages that are not product detail pages (homepage, category listings, checkout) do not affect the session's tag

The two cohort reports use this session-level tag to split your traffic and show you how enriched product sessions compare to non-enriched ones. Learn more about how Google Analytics defines sessions.

Before You Begin

Your product records must include a field that indicates whether Trustana has enriched that product. This field needs to be readable by your storefront's frontend at page-render time.

This field is not set automatically. It must be populated either:

Manually — by updating product records when enrichment is complete
Via import — for example, by updating product data during a Trustana import run that brings back enriched attribute values

Common places to store this indicator include:

Product tags — many ecommerce platforms (e.g. Shopify) support free-text tags on product records. A tag like trtag can be added to enriched products and read by the frontend at render time.
Product metadata / metafields — platforms that support structured metadata allow you to store a dedicated enrichment field (e.g. trustana_enriched: Y) alongside the product record.
Custom fields — if your backend uses a custom product schema, the field can be added there.

Whichever mechanism you use, confirm with your development team that the enrichment field is included in the product data the frontend app fetches when building a product detail page. If the field is stored but not returned by the product API or query, the frontend will not be able to pass it to GA4.

How the Integration Works

The diagram below shows the full data path — from your product records through to the Trustana cohort reports.

Your team is responsible for the left side: populating the enrichment field in your product database and passing it from the backend to the frontend. Everything to the right — Google Analytics receiving the parameter and Trustana reading it — is handled automatically once the parameter is in place.

Step 1: Register the Custom Dimension in Google Analytics

Before your developers send the parameter, register it as a custom dimension in your GA4 property so it becomes available for reporting.

Go to Admin in the left sidebar of Google Analytics.
Under Property settings, click Data display.
Click Custom definitions.
Click Create custom dimension.
Fill in the fields:
- Dimension name: TrustanaEnriched
- Scope: Event
- Description: Whether or not the event was for an Enriched Product
- Event parameter: trtag
Click Save.

Note: Custom dimensions can take up to 24 hours to appear in reports after they are registered.

Step 2: Developer Implementation

Once the custom dimension is registered, your development team can implement the parameter. The implementation has two parts.

Load product data from your backend

When rendering a product detail page, your storefront backend should include the enrichment status field in the product payload returned to the frontend. The frontend needs to read this field before sending analytics events.

Send trtag with the page_view event

If the product's enrichment field is present and truthy, include trtag as a custom parameter on the GA4 page_view event for that page:

// Pseudocode — on a product detail page:
product = loadProductFromBackend(productId)// Read whichever field your team uses for enrichment status
enriched = product.trtag OR product.trustana_enriched OR product.your_enrichment_fieldif enriched:
    ga4_event("page_view", {
        trtag: enriched  // the GA4 parameter name must always be "trtag"
    })
else:
    ga4_event("page_view", {})  // send page_view without trtag

If the field is absent or falsy, send the page_view event without trtag. Do not send trtag with a blank or false value — its absence is what marks a session as non-enriched.

Optional: also send trtag with item_viewed

If your storefront fires the GA4 item_viewed ecommerce event on product pages, include trtag there as well. This is optional but gives additional signal for the cohort reports:

// Pseudocode — optional, on product detail page:
if enriched:
    ga4_event("item_viewed", {
        item_id: product.sku,
        item_name: product.name,
        trtag: enriched
    })

Step 3: Verify with Tag Assistant

Once your developers have deployed the change, verify it is working before waiting for GA4 reports. Use the Google Tag Assistant Chrome extension to inspect events in real time as you browse your storefront.

Install: Tag Assistant — Chrome Web Store

How to verify:

Install Tag Assistant and open it in Chrome.
Navigate to a product detail page on your storefront that has been marked as enriched.
In Tag Assistant, find the page_view event in the event list.
Click the event and look for an Event Parameter named ep.trtag.
Confirm the value is truthy (e.g. true, Y, or the enrichment date).

If ep.trtag appears with a truthy value on enriched product pages and is absent on non-product pages or non-enriched product pages, the implementation is correct.

Note: If ep.trtag does not appear, ask your developer to check that the enrichment field is included in the backend product payload and that the condition in the frontend code is evaluating correctly for enriched products.

What to Tell Your Developer

Share this with your development team:

Add an enrichment indicator to your product data — this can be a tag named trtag, a field named trustana_enriched, or any other mechanism your team prefers. What matters is that it is present and truthy when a product has been enriched. Your developers will map whatever value this holds to the trtag parameter in GA4 events. Populate it when products are enriched — manually or via import.
On every product detail page, load this field from your backend product payload.
If the field is truthy, include trtag as a custom parameter on the GA4 page_view event. If it's blank or absent, send page_view without trtag.
Optionally, also include trtag on the GA4 item_viewed ecommerce event.
Do not send trtag on non-product pages (homepage, category pages, checkout).

After implementation, let your Trustana account manager know the parameter is live so we can verify the data and confirm the cohort reports are working.

Setting Up Google Analytics Integration

Understanding Your Storefront Reports

Getting the Most from Storefront Analytics: Enrichment Tagging