Google Analytics 4 ecommerce tracking

Many carts like Shopify, Magento 2, or Woocommerce have great plugins that enable e-commerce tracking easily.

For other apps, it is a bit more complicated than it used to be in Universal Analytics.

Google suggests using Google Tag Manager for adding ecommerce measurements.

It is accurate, and we modified the tags there.

These are steps:

Measure ecommerce events with the GA4 Event tag

In your workspace, open the Tags menu.
Create a New tag. Click the Tag Configuration box and select the Google Analytics: GA4 Event tag.
For Event Name, use the built-in variable {{Event}}. This will use the GA4 ecommerce event name sent using the gtag.js API.
Under More Settings > Ecommerce, check Send Ecommerce data.
For Data Source, select Data Layer.
Set up a trigger for the GA4 Event, for example, when a user clicks a checkout button. See all available trigger types.
Name and Save the tag.

Google Analytics 4 ecommerce tracking - Event tag send ecommerce data

A typical ecommerce implementation measures any of the following actions – from Google Support:

Analytics conversions have been renamed “key events”

To distinguish Google Analytics from those in Google Ads, Analytics conversions are now called key events.

You don’t need to take any action on your existing setup. Key events are created and reported in Google Analytics the same way as previous conversions.

If you have a linked Google Ads account, Google Ads conversions created from Analytics key events appear as conversions in the Analytics advertising section.

Key events in Google Analytics measure the interactions most important to your business. For example, you could mark an important event like a purchase or newsletter subscription as a key event. This will appear as a key event metric in Analytics reports.

Conversions can be created from key events to help measure and optimize your ad campaigns. These conversions are shared between Google Ads and Google Analytics for consistent reporting and are eligible for bidding in Google Ads.

Here’s what you’ll see in Analytics reports and settings:

An event measures a specific behavioral interaction on your website or app.
A key event is an event that you mark as important to your business. Key events appear in Analytics reports but aren’t directly eligible for reporting or bidding in Google Ads.
A conversion created from an Analytics key event is eligible for reporting and bidding in Google Ads and also appears in Analytics Advertising reports.

In the future, the Advertising section of Analytics will include new features for advertisers, including additional conversion reporting and tools.

This is an example of key events tracked in the Magento 2 online shop with a Welt GA4 plugin.

Google Tag Manager ecommerce key events tracking

Other shopping carts

It is a very similar approach for Google Analytics 4 setup.

Prestashop has an extension – Google Analytics 4 API. You need to modify these files to enable a multisite tracking

Woocommerce has built-in API settings, where you can configure everything.

We can help with correct settings. Please feel free to contact us.

Check our posts

The Future of E-commerce Platforms: What to Expect in the Next 5 Years

Google Analytics 4 ecommerce tracking

Measure ecommerce events with the GA4 Event tag

Analytics conversions have been renamed “key events”

Other shopping carts

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