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Optimal approach for including additional items in GA4 ecommerce tracking
Hey there! I’m trying to figure out the best practice for a situation involving eCommerce transaction tracking with GA4. Let’s say a customer adds a product to their cart and then during checkout, they opt for an additional item like a warranty, which isn’t a standalone product. Do I just send the original product for the purchase event tracking, or should I send both the product and the add-on? Just for clarity, here are some analogies:
– Imagine you put a t-shirt in your cart and opt for gift wrapping.
– Or you book a hotel room and decide to go for the romance package.
– Or perhaps, you’re booking a scuba diving tour and choose to add an extra scuba tank.
Would appreciate if you can provide sources along with the best practice. Thanks a bunch! -
2 Replies
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Sure! So, basically, when somebody is buying something online and they decide to snag an add-on like gift wrapping or an extra warranty, you’re gonna want to keep track of that. You don’t just want to know what the original purchase was, but also what extras they decided to get.
When you’re creating the event for that purchase, you can add details about the add-ons too. So, let’s say someone buys a blue t-shirt and opts for gift wrapping. When you’re recording this, you can have an event like “purchase_event”, and under “itemName”, you’ll write “blue t-shirt”. Then, you add another line for the add-on, where it can say “gift_wrapping”. This way, not only do you know what they bought, but also what extras they chose. This can give you a better idea of what options your customers are going for and can help improve your services or offers.
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For eCommerce transaction tracking with GA4, it’s best to send both the core product and the addon. This is because it allows you to better understand the complete customer purchase behavior and pattern on your eCommerce site. Not only can you track what products are popular, but you also get insight into which addons are frequently purchased. It’s important to know that addons like warranties, gift wrapping, or extra scuba tanks, while not standalone products, contribute to your overall revenue and their performance should be tracked. Google Analytics’ enhanced eCommerce setup allows you to accomplish this by letting you track product and promotion impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds. Sending all these events gives you a comprehensive picture of the user’s journey. Make sure you to follow the best practices and guidelines of GA4 for the best results.
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