Ecommerce tracking code integration using gtag.js

[Adam]

Absolutely, the ecommerce data you track should ideally include details of transactions and products related to them. Google provides a comprehensive guide to this process, but to get started with GA4 implementation, you first need to load the gtag.js library into your website. Next up, you need to set up data layers for your site. This essentially means feeding gtag.js with the info it needs to understand what’s going on your site. Like, when product is added to a cart, or a purchase is completed.

Let me take an example, to record a purchase, you use ‘event’ method and the ‘purchase’ event name. Then you’ll include information relating to the purchase such as transaction_id, affiliation, value, tax, shipping, and items involved. Items is an interesting because it’s an array holding individual items, each represented as a map of properties, like item id, item name, price, etc.

It’s key to note that GA4 is flexible but also complex due to this flexibility. So, each implementation process can be slightly different depending on your site and your tracking needs and goals. Therefore, it’s important to plan your data tracking strategy carefully before you start the physical implementation to ensure you’re tracking the right data in the right way.

[Mia]

Sure! The e-commerce tracking setup for Google Analytics 4 (GA4) using gtag.js library involves a series of steps. Firstly, ensure that your website is well configured with GA4 (which involves adding a snippet of GA4 tracking code on every webpage of your site).

For e-commerce tracking, you will need to send specific events that GA4 recognizes. These events include ‘view_item’, ‘add_to_cart’, ‘remove_from_cart’, ‘begin_checkout’, ‘purchase’, among others, and you send these via the gtag function. For example, a view item could be sent with gtag(‘event’, ‘view_item’, { ‘items’: items}); where ‘items’ is an array containing information about the item viewed.

Each event has a designated structure of parameters to provide the data dimensions that Google Analytics will use for analysis. For example, the purchase event should include transaction information such as transaction ID, affiliation, value, tax, shipping, and others. You need to make sure this information is accurately captured and fed into the event parameter of the gtag function.

Remember, accurate ecommerce tracking relies on how well the events are fired at the correct user interaction points. Therefore, you’ll likely need to work closely with developers if you’re not comfortable manipulating the website code yourself.

You can find more detailed information in the GA4 documentation on Google’s developer website which provides the gtag.js events and parameters specific to Google Analytics 4.