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Implementing GA4 ecommerce events for product variants in Google Analytics
Hey there, I’m currently making the jump to GA4 and nailing down all the ecommerce events. I’ve stumbled onto something and I can’t seem to find an answer.
You use
view_itemwhenever a customer looks at a product, right? And this event expectscurrency,value, anditems. You put in the NETT price in thevalueand initems, you fill in all your products.Now here’s where I’m a little stumped. Like many of us, I’ve got a bunch of products with variants. Imagine a glove that comes in small, medium, and large. What’s the right way to send this?
Option 1: Trying to fit all the variants in the
itemsarray. Downside? This will likely mess with thevaluefield since different sizes are priced differently.Option 2: Generating a separate
view_itemevent for each variant. It sorta makes sense, but I can’t find anything in the documentation that says that’s a go.Option 3: Playing around with a
view_item_listevent. Seems reasonable, as it doesn’t need avaluefield. But I’m not showing a list or category though, just a single product with its various dimensions. The docs don’t make it clear ifview_itemandview_item_listare dealt with in the same way though.What do you think? I’m open to suggestions.
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2 Replies
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Funny, I had the same question too! After some consideration, I personally decided to go with Option 2. To me, ‘view_item_list’ seems to suggest a product listing page or a section of recommended products. The only downside I see is it might overstate the views for the main product. But then again, it’s all a matter of how you interpret the data, isn’t it?
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It seems like you’re overthinking a bit. Usually, with GA4, you’d track the product view, not each variant. So, you’d send the product and its ID for the ‘view_item’ event. Then, when a customer checks out, you can use the ‘item_variant’ property to track which variant was involved. This way, if a customer adds an item to their cart, you use the ‘product ID + variant name’ to track it. GA4 can’t currently report on this granular level, but with their new custom item dimensions feature, you might be able to create a tailored solution.
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