Google Analytics 4 Enhanced Ecommerce Conversion Tracking
Client Background:
Clients needed to Implement Enhanced Google Analytics 4 (GA4) Tracking to get better insights & understand customer behavior, sales conversions, track interactions across the site, and optimize their e-commerce strategies based on detailed analytics.
They were using WordPress/WooCommerce to manage their online store.
My Role:
As a TRACKING & ANALYTICS EXPERT, I helped set up GA4 Enhanced E-commerce tracking on their site. This setup gave them detailed information about what customers do on their site, like viewing products, adding items to their cart, and completing purchases. With this information, they could make smarter decisions to improve their store and boost sales.
Challenges:
This WordPress website does not have a Data Layer enabled. Then I enabled DataLayer on the Website to track value dynamically for every event.
As Per the Official Document of Google Analytics, These Are the Events for Online sales
Solution:
Once I knew his requirements and reviewed his website and discussed his goals, then decided to implement these e-commerce events.
✅View Item
✅Add To Cart
✅View Cart
✅Remove From Cart
✅Begin Checkout
✅Purchase
To efficiently manage all analytics Tags /Scripts from a single interface, I use Google Tag Manager & create required Tags, Triggers & Variables in Google Tag Manager.
Event Tags created in Google Tag Manager
Required Triggers created in Google Tag Manager
Required Variables created in Google Tag Manager
Google recommends sending a couple of Parameters with every Event. I always follow the Official document to make sure every event contains reacquired Parameters. I use Data layer Variables to dynamically pass parameter values for each event.
I ensure every event Tag contains reacquired Parameters, like this Purchase Tag
After configuring Tags, Triggers, and Variables in the Google Tag Manager web container, I check them in GTM Built-in Preview mode to test and ensure that every tag is firing with expected Parameters.
view_item Tag fired
view_item Tag contains Recommended Parameters
Add_to_cart Tag fired
Add_to_cart Tag contains Recommended Parameters
View_cart Tag fired
View_cart Tag contains Recommended Parameters
Remove_from _cart Tag fired
Remove_from _cart Tag contains Recommended Parameters
Checkout Tag fired
Checkout Tag contains Recommended Parameters
Purchase Tag fired
Purchase Tag contains Recommended Parameters
All Tags are fired which means setup is perfectly okay in GTM
GA4 has the option to check whether event data is received or not.
Here you can see in the DebugView All events received in GA4 . Our setup in GTM worked perfectly.
In GA4 DebugView all events received. Purchase event Contains value & Other Recommended Parameters
Results:::
After thoroughly testing and debugging GTM and GA4 to ensure data accuracy, I published the container and made it live.
