It would be cool to be able to specify a more complete funnel in whatever way I want, and it would also be amazing if we could have multiple different checkout funnels in the data schema. I think we were all surprised by how beta they still were by the time GA4 was released out of beta. and see how promotions and product placement affects sales. It should point to either ecommerce.transaction_id or, if you’re migrating from Enhanced Ecommerce, to ecommerce.refund.actionField.id. these events combined with product data, you can also measure the effectiveness Then you can add it to your GA4 add_to_cart event tag as the value of the items field (see the next chapter). Remember also to set the trigger to a Custom Event trigger, set to the value of the event key in the object that was pushed to dataLayer (in the example above, it would be add_to_cart). Once you’ve installed WooCommerce Google Analytics Pro, you can choose your event names (if you don’t like the defaults), ensure that enhanced eCommerce tracking is enabled in your GA account, and then you’re ready to go! You might want to engineer the setup so that you always use Version 1 of the Data Layer variable to avoid values “leaking” from one object to another. To see Ecommerce data in Analytics, you need to … Universal Analytics lets us add additional metadata to each product using product-scoped custom dimensions and metrics. If you choose complacency over the effort of properly moving to the new setup, you might end up with a suboptimal Ecommerce setup for future iterations of GA4’s Ecommerce reports. The tag for purchase would look like this: Make sure you set the Event Name field to purchase. See add_to_cart for documentation on each parameter. You can add additional parameters (in addition to items) such as promotion_name or item_list_name if you want to associate this event with a promotion or an item list, respectively. It’s only fair to start with a comparison between Universal Analytics’ Enhanced Ecommerce data model and the one put forth by GA4. A user adds their shipping information during the checkout process. See begin_checkout for documentation on each parameter. A sample dataLayer object for the purchase event could look like this: Required parameters are transaction_id and currency. Remember also to set the trigger to a Custom Event trigger, set to the value of the event key in the object that was pushed to dataLayer (in the example above, it would be view_item_list). Other great resources include Charles Farina’s blog and Ken William’s Google Analytics 4 resource. gtag.js Event reference. In contrast, Google Analytics 4 property measurement is event-based, with the principle that any interaction can be captured as an event. A sample dataLayer object for the view_item event could look like this (adapted from the official documentation): Required parameters are either item_name or item_id. A sample dataLayer object for the remove_from_cart event could look like this (adapted from the official documentation): Then you can add it to your GA4 remove_from_cart event tag as the value of the items field (see the next chapter). Hit types. Select “Apps and web” as the property type. It’s an interesting choice, as it might not reflect reality to specify these on a product-by-product basis, but it’s never a bad thing to have as many parameters as possible available. Send a view_promotion event when a user views a particular promotion. See remove_from_cart for documentation on each parameter. But on the other hand, I don’t think this is a very big omission currently. Granted, attribution is part of a data model that might simply not be exposed in GA4 Ecommerce reports yet, so this is something that is likely to be fixed in the near future. You do not have to follow the migration path. Make sure you follow the official documentation as well: For help with analysis and what to do once the data hits the reports, make sure to follow Krista Seiden’s blog, where she’s already added a walkthrough of the Ecommerce reports in Google Analytics 4. A sample dataLayer object for the begin_checkout event could look like this (adapted from the official documentation): Then you can add it to your GA4 begin_checkout event tag as the value of the items field (see the next chapter). the most out of the ecommerce reports in Google Analytics. Ecommerce; Cookies and user identification; User properties; Measure exceptions; Screen … Java is a registered trademark of Oracle and/or its affiliates. The plugin handles tracking and sending all of the appropriate events to Google … Google Analytics 4 (GA4) properties enable unified measurement of user interactions and events between your website and app. This means that it’s more than just an automated button click in order to capture the necessary data from the dataLayer. ID of a promotion associated with the event. It looks like there are certain aspects of Enhanced Ecommerce that have not been transported to GA4 yet. 1 Like Having said that, it makes sense to implement GA4 Ecommerce as soon as possible. I think you got enough idea about how Google Analytics tracking for E-commerce works. By creating funnels with these Until we have these things, it’s best to treat GA4 Ecommerce as being in rough beta, even if that label has officially been dropped. But if you are an experienced Universal Analytics user and you often use things like … In Google Analytics, ecommerce and transactional data can all be found together, packed away under one neat little subhead. You can also use my custom variable template to convert an Enhanced Ecommerce promotions object automatically to the format required by select_promotion. I’m sure we’ll see something like this before the tags are out of beta, though. The Data Layer variable for transaction ID looks like this: The Data Layer variable for the refunded products looks like this: You can also use my custom variable template to convert an Enhanced Ecommerce products object automatically to the format required by refund. Send a refund event when a user requests a refund. You can send any custom parameters you wish. If you’re migrating from Enhanced Ecommerce, make sure the trigger fires when the shipping method has been selected, and not for any other checkout option you might have. The tag for view_item would look like this: Make sure you set the Event Name field to view_item. Any discount associated with this product. I’ve built a custom variable template that you can also use to map an Enhanced Ecommerce products (or impressions or promotions) object to its GA4 counterpart. This is a vital part of dimension widening that any modern online store desperately needs. Where Enhanced Ecommerce introduces a combination of funnel steps (e.g. About Ecommerce. The add_to_cart event is sent when the user adds a product to the cart, either by adding a new product to the cart or by increasing the quantity of an existing item in the cart. The begin_checkout event is sent when the user starts the checkout flow. Send a select_promotion event when a user directly interacts with a particular The tag for remove_from_cart would look like this: Make sure you set the Event Name field to remove_from_cart. Duplicate transactions are things you need to avoid at all costs. To make the reporting and tracking easy you can use the Analytify and Enhanced … See view_promotion for documentation on each parameter. You’ll want to start collecting that GA4 data as soon as possible to prepare for the eventual shift from Universal Analytics to Google Analytics 4. While Enhanced Ecommerce doesn’t have a direct analogy to add_shipping_info, most implementations have shipping method selection encoded in a checkout_option object. A sample dataLayer object for the view_item_list event could look like this (adapted from the official documentation): Required parameters are either item_name or item_id. A sample dataLayer object for the add_payment_info event could look like this: You can migrate from Enhanced Ecommerce by grabbing the payment method from the ecommerce.checkout.option or ecommerce.checkout_option.option Data Layer variables, depending on how you’ve setup payment method selection. The data model includes some welcome additions that were missing from Universal Analytics, namely add_to_wishlist and view_cart. Set up my Google Analytics 4 purchase tag to dual deploy alongside my Universal Analytics tag, using the existing Universal Analytics ecommerce object schema present on my purchase page. products from the original transaction, your measurement will be inaccurate. As with Enhanced Ecommerce, they’re a bit of an odd duck when it comes to the data model, as they describe banners and other promotions that might not be actually related to any specific products. There’s no evidence that a similar attribution setup works with GA4 right now. See select_item for documentation on each parameter. Name of the creative associated with the promotion. Set quantity to reflect the number of items added to the cart in this action. Note that you should always try to populate the item_list_name field so that you know which list was viewed. To create an Ecommerce tag in Google Tag Manager, you need to create a new Google Analytics 4 Event tag. Once you have enabled it on your shop and check the stats through your Google Analytics property, you will be able to see more detailed stats. In GA4, you can add any parameters you wish into the items array, and they will be transported to GA4, but even if you register these as custom definitions it doesn’t seem like they’re available in the Ecommerce reports themselves. Unlike Enhance Ecommerce there is no built-in Ecommerce integration in GA4. checkout process. On the left-side navigation bar, go to Conversions, and then locate “Ecommerce” underneath it. ... and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data. Everything is an event now. Google Analytics 4 is using a more flexible data model where things like “event category”, “event action”, etc. Now that you have set up your Google Analytics 4 property, you need to tag your site (with the global site tag, gtag.js). Before you start rewriting your dataLayer objects, do note that Google Analytics 4 Ecommerce does support the Enhanced Ecommerce data model - at least to some extent. Or you can add them as regular parameters to the event tag itself, in case the current Ecommerce action took place in a specific item list or within some promotion context. By creating funnels with events combined with promotion data, you can also measure the effectiveness of It doesn’t really help that the Google Tag Manager tags are still lagging behind in development. To measure product purchases, use the following events: Send a begin_checkout event when a user starts the checkout process. The view_item_list event is sent when the user sees a list of items in a dedicated product list. Under this subhead, you’ll be able to find product information, overall sales data, … The importance of different action parameters varies greatly by whatever action is being measured. To create a version 4 property, log in to Google Analytics > Admin [icon] > Create Property . But this is an incredibly oversimplified example. It modifies the dataLayer [] object so it can meet the new Google Analytics 4 specifications. shipping method, payment method), GA4 only has the begin_checkout event for establishing entrance into the checkout flow. One of the key features of Google Analytics 4 is how it utilizes the event name to carry quite a bit of semantic weight. A product list could be something like search results, featured items, upsell items, and so forth. The select_item event is sent when the user actually clicks or selects an item after viewing the item’s impression(s) in a list. To measure user behavior before checkout, use the following events: By sending these events, your Google Analytics reports will paint a more These are things that I hope (and expect) to see in the product before long, at which point I will naturally update this article accordingly. A user adds their payment info during the checkout process. confuse this event with select_item. Universal Analytics vs. Google Analytics 4, Product-scoped Custom Dimensions and Metrics, Google Analytics 4 instructions for Google Tag Manager implementation, walkthrough of the Ecommerce reports in Google Analytics 4, Ken William’s Google Analytics 4 resource, product-scoped custom dimensions and metrics. The challenge is, again, creating a custom mapping of the items array, as the Server container does not currently let you run JavaScript variables. Why … If you’re bundling impressions with some other Enhanced Ecommerce action (as you might commonly do), the custom variable template will not really work, as it always looks for the products array first. confuse this event with view_item. A sample dataLayer object for the view_promotion event could look like this (adapted from the official documentation): Required parameters are either promotion_id or promotion_name. Add shipping info during the checkout flow. There are two main types of Universal Analytics ecommerce implementation methods: Standard ecommerce and enhanced ecommerce. Product category 3rd level (or alternative). For more information about this see this article. Google Analytics 4 is new. GA4 will be able to map the parameter names in the Enhanced Ecommerce products object to their corresponding parameters in the Google Analytics 4 schema. GA4 is an event-based analytics tool. Make sure quantity is passed as an integer. Remember also to set the trigger to a Custom Event trigger, set to the value of the event key in the object that was pushed to dataLayer (in the example above, it would be begin_checkout). I hope we get an option similar to Enhanced Ecommerce, where the entire event payload could be fetched from a variable. accurate picture of how often products are seen. The tag for select_item would look like this: Make sure you set the Event Name field to select_item. As you go through the chapters below, each sub-chapter devoted to an Ecommerce action will include details on what the event name should be for that particular action. Remember also to set the trigger to a Custom Event trigger, set to the value of the event key in the object that was pushed to dataLayer (in the example above, it would be refund). —. An additional hiccup is the Custom JavaScript variable (or custom template) option, which we’ve been spoiled with when using Enhanced Ecommerce. The add_to_wishlist event is sent when the user adds a product to a wishlist.
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