Google Analytics 4: Setting Up eCommerce Tracking

GA4 eCommerce gives you the full sales funnel. Here is how to set it up through Google Tag Manager.

The steps

1. Create a GA4 property in Google Analytics
2. Create a GTM container and install it on the site
3. Push the data layer for each event
4. Build the GTM tags, triggers and variables
5. Verify in GA4 DebugView

Data layer events

view_item (product view)

dataLayer.push({
  event: 'view_item',
  ecommerce: {
    currency: 'UAH',
    value: 1500,
    items: [{
      item_id: 'SKU-001',
      item_name: 'Product name',
      price: 1500,
      quantity: 1
    }]
  }
});

purchase

dataLayer.push({
  event: 'purchase',
  ecommerce: {
    transaction_id: 'ORDER-123',
    value: 1500,
    currency: 'UAH',
    items: [{ item_id: 'SKU-001', price: 1500, quantity: 1 }]
  }
});

GTM configuration

Tag: GA4 Event → Event Name: {{DLV - event}} → the ecommerce parameters.
Trigger: Custom Event → event name matches RegEx: view_item|add_to_cart|purchase

Want this set up? GA4 for OpenCart or GA4 for WordPress.