The tip of Common Analytics is main information for all entrepreneurs counting on Google Analytics to research visitors, conduct, attribution, and extra regularly.

Particularly for ecommerce.

You see, GA4 is just not your typical software program improve.

It’s a totally totally different platform, and organising GA4 on ecommerce websites is just not as simple as flipping a toggle change anymore.

The next is a complete information on tips on how to arrange GA4 for ecommerce.

1. Primary GA4 Configuration

Understandably, the shift to GA4 is nerve-racking.

And it doesn’t assist that the implementation steps are far totally different from what we had been used to with Common Analytics.

The excellent news is that GA4 is full of options that had been beforehand unavailable.

For instance, there is no such thing as a knowledge sampling for normal experiences, you’re not caught with last-click solely attribution, and there’s a actually useful funnel builder in Explorations.

To get began you have to so as to add GA4, create a purchase order knowledge layer, and create a product view knowledge layer.

Newbies ought to begin with our article Get to Know Google Analytics 4, to discover ways to arrange a GA4 account and knowledge property.

Migrating UA to GA4_Get Started screenshotScreenshot from UA, April 2022

In the event you’ve already configured Google Tag Supervisor for GA4, go forward and bounce to step 2 the place we get into creating knowledge layers for ecommerce.

After you’ve created the GA4 property, you’ll have to create tags to ship knowledge out of your web site to your Google Analytics account.

There are two strategies for configuring GA4 in your store web site: World Web site Tag (gtag.js) or Google Tag Supervisor (GTM).

In the event you’re utilizing the World Web site Tag technique you have to to speak together with your developer. Here’s a hyperlink to Google Analytics’ information for builders to assist them get began.

Or, you should use Google Tag Supervisor (GTM).

Google Tag Supervisor is a free knowledge container by Google Analytics. You possibly can be taught to handle GTM your self and it doesn’t require a developer on employees.

Learn SEJ’s Google Tag Supervisor GA4 information for an entire step-by-step masking setup, set up, and the fundamental GA4 configuration tag.

GA4 and GTM_Tag ConfigurationScreenshot from GA4, April 2022

As soon as GA4 is configured, you’ll discover that the GTM container alone is just not sufficient for ecommerce outlets.

To get our ecommerce experiences working we have to add two further items of code, referred to as a knowledge layer, to move buy and product view particulars to Google Analytics.

Let’s begin with the acquisition knowledge layer. That is the code that’s chargeable for conversions and gross sales income.

Notice: This text makes use of Shopify because the ecommerce instance. You will want the power to edit your theme and checkout liquid file.

2. Buy Information Layer

When a buyer completes an order, the acquisition knowledge layer will move variables to Google Tag Supervisor.

Variables are the information factors we wish to observe comparable to income, tax, and delivery data.

There are 4 steps to organising a purchase order knowledge layer:

  • Including the code to the checkout web page.
  • Making a customized occasion.
  • Creating a knowledge layer variable.
  • Creating a brand new tag in GTM.

Create Buy Information Layer Code

Your precise knowledge layer code might differ relying in your knowledge assortment technique and I encourage you to talk together with your developer.

Right here is an instance of a purchase order knowledge layer for Shopify written by Adam Gorecki, Chief Options Officer at Intigress.

{% if first_time_accessed %}


window.dataLayer = window.dataLayer || [];


'page_type': 'buy',

'occasion': 'SEJ_purchase', //create a customized occasion in GTM

'transaction_id': '{}',

'totalValue': { take away:',' }, // Consists of tax & delivery

'subtotalValue': { take away:',' },

'tax': { take away:',' },

'delivery': { money_without_currency },

'forex': '{{ store.forex }}',

'payment_type': '{{ order.transactions[0].gateway }}', //non-obligatory parameter

'objects': [

{% for line_item in line_items %}


'item_id': '{}', //if no SKU exists, use product Id

'item_name': '{{ line_item.product.title }}',

'discount': { money_without_currency },

'item_variant': '{{ line_item.variant.title }}',

'price': { money_without_currency },

'quantity': {{ line_item.quantity }}


{% endfor %}




{% endif %}

Notice: Modify the customized occasion parameter “occasion: SEJ_purchase” by changing SEJ with the account title you’re engaged on or use a common possibility like “occasion: checkoutComplete.”

Add Buy Information Layer To Checkout Web page

Copy and paste the acquisition knowledge layer into the checkout web page of your Shopify retailer.

Click on on Admin settings within the far backside left-hand nook and choose “Checkout” from the left-hand navigation.

Shopify Checkout Settings screenshot_eCom GA4Screenshot from Shopify, April 2022

Scroll all the way down to the Order standing web page part. Paste the code you copied in Further scripts proper beneath your GTM container snippet.

Click on Save.

Shopify Order status page exampleScreenshot from Shopify, April 2022

If you don’t see a GTM container snippet, learn SEJ’s Google Tag Supervisor GA4 information.

Create Customized Buy Occasion Set off In GTM

Your buy knowledge layer is prepared for Google Tag Supervisor.

Earlier than you go, copy the customized occasion out of your knowledge layer code.

Utilizing the instance above we’ll copy SEJ_purchase.

Shopify purchase datalayer_purchase event exampleScreenshot from Shopify, April 2022

Time to move over to Google Tag Supervisor. Open the GTM account and workspace for the corporate you’re engaged on.

Choose Triggers within the left-hand menu and click on the blue button within the high proper nook to create a brand new set off.

GTM creating a new trigger screenshotScreenshot from GTM, April 2022

Identify the brand new set off one thing that may make sense internally.

For instance, Customized Buy Occasion.

Click on to configure the set off and choose customized occasion from the choices on display screen.

Paste the occasion title you copied beforehand.

It will be significant that the occasion title matches the information layer code precisely. Finest observe is to repeat/paste.

GTM_custom event trigger_purchase data layer exampleScreenshot from GTM, April 2022

For this instance, we’re making a set off for the customized buy occasion “SEJ_purchase.” Click on to save lots of your occasion set off.

It’s a good suggestion to check at this stage earlier than constructing out your complete GTM simply to make sure that the information layer is working as anticipated.

To check return to your workspace and click on Preview within the high proper nook.

Enter your web site’s URL and await the display screen to say “Related!”

Full a take a look at buy and watch in Tag Assistant for the brand new occasion set off.

Within the left-hand column, Abstract, click on the occasion SEJ_purchase.

Then click on the API Name dataLayer.push and it is best to be capable of see all of the variables in your code.

eCom purchase event_GTM preview_API items exampleScreenshot from GTM debug device, April 2022

Because of this our buy knowledge layer is efficiently sending data to Google Tag Supervisor. Hooray!

Create Information Layer Variables

Return to your GTM workspace and click on Variables within the left-hand navigation.

Right here you will notice built-in variables and any variables you have got outlined beforehand, like your Common Analytics ID monitoring.

GTM _new variables screenshotScreenshot from GTM, April 2022

Click on to create a brand new user-defined variable.

The naming of your variable is for inside use nevertheless it helps when different individuals are working throughout the Google Tag Supervisor to make use of one thing informative like “dlv-totalValue.”

Click on to decide on the variable kind and choose the Information Layer Variable possibility.

The Information Layer Variable title worth should match what’s in your knowledge layer precisely, in any other case, it won’t work. It’s greatest to repeat and paste.

For instance, totalValue.

GTM userdefined datalayer variable eCom purchase total value_screenshotScreenshot from GTM, April 2022

You will want to repeat this course of for all seven variables:

  • dlv-currency/forex.
  • dlv-items/objects.
  • dlv-payment_type/payment_type.
  • dlv-shipping/delivery.
  • dlv-tax/tax.
  • dlv-totalValue/totalValue.
  • dlv-transaction_id/transaction_id.

On the finish of this step, your GTM variable settings ought to seem like the screenshot beneath.

GTM variable settings for ecommerce exampleScreenshot from GTM, April 2022

Ship Conversions To GA4

Now, you might want to ship this buy data to your Google Analytics account so your advertising group can begin digging into experiences.

Click on Tags within the left-hand menu and choose New.

Identify your new tag “GA4 – Buy Monitoring” and click on throughout the physique of the primary card to configure your tag.

Select the tag kind, Google Analytics GA4 Occasion.

GTM_creating a new tag screenshotScreenshot from GTM, April 2022

Configuration tag will likely be your GA4 – World Tag which we created earlier.

If you don’t see a GA4 World Tag learn SEJ’s Google Tag Supervisor GA4 information.

The Occasion Identify will likely be “buy.”

GTM_creating a purchase event tag exampleScreenshot from GTM, April 2022

With GA4 you additionally want so as to add occasion parameters.

This can be a hyperlink to the full documentation of accessible GA4 occasion parameters.

We will likely be including occasion parameters for the variables in our knowledge layer. Below Occasion Parameters, click on Add Row.

The parameter title you’ll copy and paste from GA4 documentation.

For instance, “transaction_id.”

The worth would be the knowledge layer variable we created in step 4.

For instance, “dlv-transaction_id.”

So as to add your knowledge layer variable, you’ll be able to both click on the plus icon to open a popup with all of the variables out there or kind double brackets {{ which is able to open a dropdown with your entire choices.

GTM_double brackets_dropdown menu of purchase event variablesScreenshot from GTM, April 2022

Right here is an instance of what your closing occasion parameters display screen might seem like.

Purchase event parameters exampleScreenshot from GTM, April 2022

Set off would be the customized buy occasion beforehand created. If you don’t see a customized buy occasion, revisit step 3 above.

Upon completion, your GA4 buy monitoring tag will look just like the screenshot beneath. Click on Save.

Undergo publish your container.

GTM purchase event tag_Final ViewScreenshot from GTM, April 2022

Now, you’re going to need details about which merchandise had been seen earlier than buying in your experiences. Let’s hold going.

3. Product View Information Layer

To get product-level element in Google Tag Supervisor, we might want to add a second knowledge layer. The product view knowledge layer will likely be added to the Shopify theme.liquid file.

The identical 5 steps are concerned.

We will likely be including a knowledge layer code, making a customized occasion, creating knowledge layer variables, and creating a brand new set off in GTM.

You’ve completely received this!

Create A Product Information Layer

Your precise product knowledge layer code might differ and I encourage you to talk together with your developer.

Right here is an instance of a Shopify product knowledge layer.

<script kind="textual content/javascript">

window.dataLayer = window.dataLayer || [];

window.appStart = perform(){

{% assign template_name = template.title %}

window.productPageHandle = perform(){

var productName = "{ take away: '"' }";

var productId = "{{ product.id }}";

var productPrice = "{ money_without_currency }";

var productBrand = "{ take away: '"' }";

var productCollection = "{ take away: "'" }"


occasion: 'SEJ_productDetail',

productName: productName,

productId: productId,

productPrice: productPrice,

productBrand: productBrand,

productCategory: productCollection,



{% case template_name %}

{% when 'product' %}


{% endcase %}




Add Product Information Layer To Theme Recordsdata

To ship product data to GA4, you have to to edit your theme recordsdata.

Modifications to your theme file are comparatively risk-free as a result of Shopify mechanically saves change historical past.

However, when you’re feeling not sure you’ll be able to completely work inside a duplicate of the stay theme.

Open your Shopify Admin panel and click on On-line Retailer.

Choose Themes and select your stay theme. Click on Actions and choose edit code from the drop-down menu.

Shopify edit theme.liquid file_screenshotScreenshot from Shopify, April 2022

Scroll all the way down to the Snippets‘ part and click on Add new snippet.

Identify the brand new snippet GTM-product-datalayer and click on create.

Paste the code you copied from step 1 into this newly created snippet file and click on Save.

Shopify_product data layer snippet exampleScreenshot from Shopify, April 2022

Within the left-hand menu, scroll as much as discover the theme.liquid file. It’s situated beneath the “Format” part.

Open the theme.liquid file and seek for “/head”.

Paste the next code simply above “/head”: {% render ‘GTM-product-datalayer.liquid’ %} and save your work.

Shopify_Add render product datalayer snippet to theme liquid_screenshotScreenshot from Shopify, April 2022

Now it’s time to check if the product knowledge layer is passing details about our product views to Google Tag Supervisor as anticipated.

Open Google Tag Supervisor and click on Preview.

Observe the onscreen prompts after which full a take a look at buy.

If the product element knowledge layer is working you will notice the customized occasion SEJ_productDetail within the left-hand navigation.

If you click on on this practice occasion it is best to see all of the variables out of your code.

GTM preview_product data layer API callScreenshot from GTM debug device, April 2022

Create Product Element View Set off

Your Shopify product view knowledge layer is prepared for Google Tag Supervisor.

Open Google Tag Supervisor and click on Triggers within the left-hand menu and click on “Add New.”

From the set off choices, select “Customized Occasion” and title the brand new set off, “ProductDetailView.”

Now add “SEJ_productDetail” within the customized occasion title subject. This title matches your knowledge layer occasion title. Bear in mind to save lots of.

GTM_example product detail view triggerScreenshot from GTM, April 2022

GTM Variables

Simply as we did earlier than, it’s time to add variables from our knowledge layer. This time will probably be to move the product element data like product title, model, and class.

Within the GTM left-hand menu choose Variables and click on New beneath Consumer-Outlined Variables.

When including your GTM variables this can be very necessary that the textual content matches your knowledge layer precisely and that you just hold naming constant.

For instance, we’ll create a variable for the product title. Enter the variable title “dlv-productName.”

Select the variable kind, “Information Layer variable.”

Copy and paste the precise variable out of your product knowledge layer code and save.

The screenshot beneath is an instance of the configuration for “dlv-productName.”

GTM_product detail view data layer variable exampleScreenshot from GTM, April 2022

Repeat this course of for each variable in your product view knowledge layer. Our instance on this article has 5 variables:

  • dlv-productID/productID.
  • dlv-productName/productName.
  • dlv-productBrand/productBrand.
  • dlv-productCategory/productCategory.
  • dlv-productPrice/productPrice.

On the finish, your user-defined variables checklist will embrace each buy and product variables and look just like the screenshot beneath.

GTM_Product datalayer variable_completed example screenScreenshot from GTM, April 2022

5. Create Product View Occasion Tag

Again to Google Tag Supervisor, this time you’ll click on Tags.

Begin a brand new tag and title it one thing like “GA4 – ProductView.”

Select the tag kind, “Google Analytics GA4 Occasion.”

GTM_example product view event tag_step 1 screenshotScreenshot from GTM, April 2022

Configuration tag will likely be your GA4 – World Tag which we created earlier. If you don’t see a GA4 World Tag learn SEJ’s Google Tag Supervisor GA4 information.

The Occasion Identify will likely be “view_item.”

With GA4 additionally, you will want so as to add occasion parameters. This can be a hyperlink to full GA4 documentation of accessible occasion parameters.

The primary parameter will likely be item_id and for the corresponding variable you’ll be able to both click on the plus icon to seek out your user-generated variables or use a double bracket {{ and a dropdown checklist will seem.

GTM_product view tag_event parametersScreenshot from Shopify, April 2022

This half is case-sensitive and must match GA4 documentation and the information layer variable precisely.

Repeat this course of till you have got added the entire 5 parameters and their corresponding variables:

  • item_id/productID.
  • item_name/productName.
  • item_brand/productBrand.
  • item_category/productCategory.
  • item_price/productPrice.

Select the customized ProductDetailView set off that we created in step # because the set off.

The screenshot beneath is an instance of what your closing product view tag might seem like.

GTM_Product view tag for GA4Screenshot from GTM, April 2022

GA4 Ecommerce Debugging

You’re within the closing stretch! It’s time to ensure that every thing is working as anticipated.

Open GTM preview and enter your web site URL. As soon as the GTM preview device is related, view a number of merchandise, add-to-cart, and full a purchase order.

Watching in Google Tag Assistant for the product view occasion tag and buy view occasion tag to fireplace.

Below the abstract, click on on the customized buy occasion (SEJ_purchase) and open the API name particulars. You wish to see the entire objects out of your knowledge layer variable.

For instance, beneath is an instance screenshot for product element.

GTM preview_product data layer API callScreenshot from GTM debug device, April 2022

And right here is an instance for buy.

GTM_Purchase event API_with items exampleScreenshot from GTM debug device, April 2022

This implies your Shopify retailer is passing ecommerce product view data and transaction knowledge to GTM. Hooray!

Subsequent, we open GA4 Realtime experiences and examine that person occasions have recorded our product element view and buy occasion.

GA4 Real Time Report_Shopify Testing exampleScreenshot from GA4 realtime report, April 2022

The ultimate examine is to substantiate in GA4 Debugger that every one of our occasion parameters and objects array are working as supposed.

Within the left-hand menu navigation, click on Configure > DebugView.

It’s not tremendous clear however you have to to seek out your gadget within the dropdown menu for DEBUG DEVICE.

From this view, you will notice a timeline of your exercise on the positioning. Within the far proper column titled TOP EVENTS click on on the acquisition occasion.

Then click on on objects to ensure the acquisition occasion is sending the product merchandise data to GA4. With out “objects” the complete experiences cannot show.

It ought to look just like the screenshot beneath.

GA4 debugger_purchase event variablesScreenshot from GA4 Debugger, April 2022


Because of this your Shopify retailer is passing buy and product view knowledge completely. Take into account that commonplace GA4 ecommerce experiences might take 24 – 48 hours to totally populate.

In the end your Monetization > Ecommerce purchases report will look just like the screenshot beneath.

GA4 ecommerce purchases report exampleScreenshot from GA4 Debugger, April 2022

Last Ideas

To make use of GA4 ecommerce experiences, we added a Google Tag Supervisor container script to our on-line store, s buy knowledge layer to our checkout web page, and a product view knowledge layer to our Shopify theme.liquid file.

Then we created a customized set off, customized occasion, and knowledge layer variables inside Google Tag Supervisor.

Final we used GA4 tags to ship data on income, tax, delivery, product title, model, and class into our GA4 experiences.

Don’t neglect to check utilizing GTM preview and GA4 debugger instruments. Your commonplace experiences might take 24 to 48 hours to populate.

GA4 is an evolving product and I hope ecommerce monitoring turns into simpler as third-party platforms, like Shopify, make changes on their finish.

Extra sources:

Featured Picture: Paulo Bobita


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