Ecommerce Tracking in GA4 Using GTM: Step-by-Step

Introduction on E-commerce Tracking

E-commerce tracking refers to the process of collecting and analyzing data related to the sales and performance of an e-commerce website. This data can be used to gain insights into customer behavior, optimize marketing campaigns, and improve the overall user experience.


Introduction on GTM

GTM stands for “Google Tag Manager,” which is a free tool from Google that allows website owners to manage and deploy tracking tags or snippets of code on their website without needing to edit the website’s code directly. With GTM, website owners can add tags for various tracking and analytics tools such as Google Analytics, Facebook Pixel, and more. GTM makes it easy to add, edit, and disable tags, allowing website owners to streamline their tag management process and improve their website’s performance.

Introduction on GA4

GA4 is a web analytics tool developed by Google that allows website owners to track and analyze user behavior on their website or app. It is the latest version of Google Analytics and it provides a more advanced and comprehensive approach to web analytics.

Some of the key features of GA4 include cross-device tracking, improved data privacy controls, more granular data analysis, and machine learning-powered insights. It also uses a new measurement model that focuses on events and user properties, rather than pageviews and sessions.

Google Analytics 4 Help E-Commerce Websites Grow by providing valuable insights into customer behavior, allowing businesses to optimize their website and marketing strategies.

Setting up ecommerce tracking in GA4 using GTM (Google Tag Manager) requires the following steps:

Step-by-Step Guide

1. Create a Google Tag Manager account and container

 If you don’t already have a GTM account, create one and set up a container for your website.

2. Install the GA4 tracking code

You need to add the GA4 tracking code to your website to enable data collection in Google Analytics 4. You can either use the Global Site Tag (gtag.js) or Google Tag Manager to install the GA4 tracking code.

3. Set up an ecommerce event tag in GTM

 Create a new tag in GTM and select “Event” as the tag type. Name the tag and choose the GA4 configuration you set up in step 2.

4. Configure the ecommerce event tag

In the Tag Configuration section, select “Enhanced Ecommerce” and choose the appropriate event category and action for the tag. You can select from a list of predefined ecommerce events, such as “Add to Cart,” “Checkout,” and “Purchase”

5. Configure the trigger for the ecommerce event tag

In the Triggering section of the tag, create a new trigger and select “Custom Event” as the trigger type. Enter the event name that you defined in step 4 as the trigger name.

6. Test the ecommerce event tag

Preview and debug the tag to ensure that it’s working properly. You can use the Preview mode in GTM to see the tag firing on your website and check that the data is being sent to GA4.

7. Publish the ecommerce event tag

Once you’ve tested and verified that the tag is working, publish it in GTM to start collecting ecommerce data in GA4.

8. Set up ecommerce reporting in GA4

To view ecommerce data in GA4, you need to set up ecommerce reporting. Go to the “Ecommerce Settings” page in your GA4 property, and enable the “Enable Enhanced Ecommerce Reporting” option. You can also configure other settings, such as currency and tax information, on this page.

9. View ecommerce data in GA4

After you’ve set up ecommerce tracking and reporting, you can view ecommerce data in the GA4 interface. You can see metrics such as revenue, average order value, and conversion rate for your ecommerce transactions. You can also view reports on product performance, sales funnel, and user behavior.


The article “Step-by-Step Guide: Setting Up Ecommerce Tracking in GA4 using GTM” provides a detailed guide on how to set up ecommerce tracking in GA4 using Google Tag Manager (GTM). The article covers the necessary steps to configure GA4 and GTM for ecommerce tracking, including creating and configuring tags, triggers, and variables.

The guide is well-structured and easy to follow, making it accessible even to those with little or no experience with GA4 and GTM. It provides clear explanations of the concepts and terminology involved, as well as screenshots and examples to illustrate the process.

Overall, this article is a valuable resource for anyone looking to set up ecommerce tracking in GA4 using GTM. By following the step-by-step instructions provided, website owners and marketers can gain valuable insights into their ecommerce performance and optimize their online store for better results.


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