 <p>You need to combine all of the product IDs into an array and use <em>that</em> as the value for ecomm_prodid. There should only ever be one google_tag_params assignment, not multiple (unless you are doing something crazy with multiple firings of the tag which probably isn't a good idea...)</p> <p>For example, say you had your 12 products. For the sake of clarity lets say that the IDs are 1,2,3,4,5,6,7,8,9,10,11,12.</p> <p>This is what you want to get to:</p> <pre><code>&lt;script type='text/javascript'&gt; var google_tag_params = { ecomm_prodid: [1,2,3,4,5,6,7,8,9,10,11,12], ecomm_pagetype: 'product', ecomm_totalvalue: 1974.99 }; &lt;/script&gt; </code></pre> <p>Note that the ecomm_totalvalue should be a sum of the values of all products that are in the ecomm_prodid array, and should be a normal Number and not a string (no commas, no $ or £ etc)</p> <p>So, something like this:</p> <pre><code>var products = [{'id':'1','price':9.99},{'id':'2','price':4.99}]; var ids = []; var total = 0; $.each(products, function(key, value){ ids.push(value.id); total += Number(value.price); }); var google_tag_params = { ecomm_prodid: ids, ecomm_pagetype: 'product', ecomm_totalvalue: total }; </code></pre> <p>This would then be equivalent of something like this:</p> <pre><code>var google_tag_params = { ecomm_prodid: ["1", "2"], ecomm_pagetype: "product", ecomm_totalvalue: 14.98 }; </code></pre>