GA4 enhance E-commerce Tracking Services

E-commerce business needs to understand how customers behave and optimize their online shops. Google Analytics 4 E-commerce tracking provides valuable information about customer behavior. In this article, you will learn how to set up E-commerce tracking in Google Analytics 4. It will help you make choices based on data and improve the performance of your online store.

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Access to Google Analytics 4, Tag Manager, and Website backend admin account access.

Yes, of course, I can. Just send me a message about what do you want to measure. I will help you to do that.

WordPress/WooCommerce, Shopify, Magento, Wix, BigCommerce, and Custom platforms too.

Server-side tracking is a bit different tracking method where your website first sends data (from a First-party cookie) to the cloud server. Then the cloud server distributes data between third-party vendors and tracking platforms.

How To Set Up E-commerce Tracking In Google Analytics 4

If you enable e-commerce tracking in Google Analytics 4 (GA4), you will set the best customization for your tracking. E-commerce interactions are the activities like viewing a product in detail, clicking on a product, adding it to the cart and making purchases. These are the things that customers usually do when they visit the store. 

Follow the below steps to set these data or interactions to be available to GA4-

Step 1: Get A Data Layer

First, go to your demo site, which uses Google Tag Manager to track transactions, page views, and other actions. So you have to start by purchasing a product on your demo store.

Follow the below steps-

1. Select a product and then add it to the cart.
2. Next, view the cart.
3. Then, click on check out.
4.Next, it will ask for your contact information
5. Then enter the shipping address and click on “continue to shipping.”
6.Click on the 'Continue To Payment' option.
7. Enter your payment details and click on “Pay now.”

After you process the purchase, go to the configuration page to search for the data layer. To get the data layer, follow the below steps-

  1. First, view the source code.
  2. Then search for ‘datalayer.’

After that, you can see the data layer of the transaction you made earlier. The data layer includes the details of your transaction.

Google Analytics 4 E-commerce tracking
Google Tag Manager

Step 2: Configure Google Tag Manager

To send the purchase or transaction details to GA4, the next step is to configure Google Tag Manager. To configure Google Tag Manager, follow the below steps-

  1. First, head to Google Tag Manager.
  2. Then, select ‘Tags.’

After you select “Tags,” you will see a GA4 Configuration tag in Google Tag Manager. This tag automatically sends page views and other events to GA4.

  1. Next, add another tag to send purchase details to GA4. So, click on the option “New.” 
  2. Name the tag ‘Google Analytics I GA4 I E-commerce.
  3. Then,  select ‘Tag Configuration.’
  4. For the tag type, choose ‘GA4 Event.
  5. Use the drop-down to select your existing GA4 configuration tag.

Step 3: Create an Event

There are a few ways to approach your e-commerce tracking. For example, you can create each event separately in Google Tag Manager to send the final transaction details to GA4.

However, another option is to use a variable that automatically passes the e-commerce action type to your event tag. You can use a single tag to send ‘add to cart, ‘purchase,’ and other e-commerce events to GA4. Now, to use this method, follow these steps-

  1. Click the variable icon under ‘Event Name.’

  2. Next, Choose ‘Event. 

  3. Click on ‘More Settings.

  4. Enable the ‘Send E-commerce Data’ option and then leave ‘Data Layer’ selected.



This setting will automatically capture the e-commerce details from the data layer and send them with our event to GA4.

Google Tag Manager
Google Tag Manager

Step 4: Add Trigger To Your Tag

To add trigger to your tag, follow the below steps- 

  1. First, select ‘Triggering.’ 
  2. Click on the blue plus sign in the top right corner.
  3. Name the trigger ‘GA4 E-commerce events.
  4. Next, click on the ‘Trigger Configuration.’
  5. Scroll down and click on the ‘Custom Event’ as the trigger type.
  6. Next, enter the data layer event names that you want to use to fire your tag.

You will get a list of e-commerce events recommendations from Google so that you can enter them all in the box. After you enter them in the box, you will notice an underscore separates each one.

However, if you do not need all the recommended events and only want to trigger your GA4 event tag for some of these events, you can adjust them. After you adjust the events, save the tag.

Step 5: Preview Your New GA4 Tag

Follow the below steps to preview your new GA4 Tag-

  1. Click on the ‘Preview.
  2. Enter the URL of your store and then click on “Connect.”
  3. Next, you can see Tag Assistant has loaded so that you can add another item to your cart. 
  4. Enter your details again.
  5. Click on the ‘Continue To Shipping.
  6. Then, enter your payment details and click on “ Pay now.”
  7. You will be on the configuration page after processing the purchase. 
Preview Your New GA4 Tag
Preview Your New GA4 Tag

Step 6: Check Whether The Tag Has Fired

After completing all the above steps, you need to check whether the tag has fired. Follow the below steps- 

  1. Select the Tag Assistant tab.
  2. Next, click on the purchase event.
  3. Select the tag. 

Note: You can also select the GA4 measurement ID at the top to see the purchase event. Or, you head to Google Analytics and check the details from DebugView.

If you are looking for the best Google Analytics 4 E-commerce tracking services, Trackingagency won’t disappoint you.

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Why Is Google Analytics Not Showing E-commerce? 

After setting up e-commerce tracking in google analytics, it might show the results later. Generally, it takes up to 48 hours to show the changes you made to the tracking code. 

What Is The E-commerce Rate In Google Analytics? 

In the context of GA4, the e-commerce conversion rate is the session conversion rate that only looks at sales made on the website. So all you have to do is choose the buy


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