• Google Analytics 4

  Optimizing GA4 Ecommerce Tracking: Maximizing Viewed Items and Cart Additions

  Posted by Reese on 21 November 2022 at 8:37 am

  So, you’re using the view_item_list and select_item events in GA4 for tracking items within your ecommerce site, right? You’ve also mentioned firing the view_item event on your product details page where an add_to_cart event can occur. I gather that you’re currently not including any item list information in the add_to_cart event.

  Here’s what you’re trying to clarify: Should item list data only be sent along with an add_to_cart event, considering whether the list actually supports this action or not? Or maybe the list data should be passed because the user traffic arrived at the product page from the item list itself, right?

  You’re also looking at the GA4 Item Lists report but finding it not very useful without add_to_cart, checkouts, and purchases data included. Were you looking for any documentation that talks about passing this data along? And would it be advisable to store internally the source of the add_to_cart events on your side, so that this data can be sent over to GA4 for checkouts and purchases? This would mean that each item in a purchase can be linked back to where the add_to_cart action originated from. Is that what you’re trying to achieve?

  Evelyn replied 1 year, 4 months ago 3 Members · 2 Replies
• 2 Replies

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  Thomas

  Member

  8 June 2023 at 2:15 am

  Sure, what you’re doing on your site sounds pretty spot on from my perspective. On my site, customers can add or remove items from their cart both from category & search listings and the product details page. When a customer interacts with the category or search listing, I include the item_list_id and item_list_name, but I don’t do this on the product details page. Similarly, I don’t pass this information when a customer tweaks their cart contents, although I do fire off a view_cart event.

  And don’t worry about storing the URL – Google Analytics has it covered. The platform knows the URL of every page that triggers an event, so it’s not something you need to worry about.

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  Evelyn

  Member

  1 July 2023 at 8:49 am

  Indeed, your understanding is almost spot on. For an efficient tracking in GA4, it’s better to include the item list data in the add_to_cart event. The reason being, it creates a chain that helps identify how users are interacting with the items and from where. This chain is useful in understanding user behavior as it links back to where the initial add_to_cart action occurred.

  Also, exploring the GA4 Item Lists report to its full potential often requires the integration of add_to_cart, checkouts, and purchases data. This data helps in giving a holistic picture of how items are performing. Tracking the source of add_to_cart events on your end is advantageous, as it strengthens this chain of user behavior data.

  Now regarding the inclusion of item list data in the add_to_cart event based on whether the list supports this action or not, remember the main aim is to capture as much information as possible about the user’s journey. So, if the item list supports add_to_cart action, it makes sense to include this data. Even if the list doesn’t directly support this action, if the user traffic arrived at the product page from this list, this data can still provide valuable insights.

  There isn’t a concrete documentation available that talks specifically about passing this data along. However, plenty of articles and documents are available online that discuss GA4 implementation and its best practices in bits and pieces.

  And, yes, your suggestion of linking each item in a purchase back to where the add_to_cart action originated from is valuable. It will bolster your understanding of user behavior and preferences, potentially allowing for more effective marketing and sales strategies.

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