How to Integrate GA4 with an eCommerce Site

Do you want data from your online store to be included in your GA4 reports?

Everything appears to be going smoothly while you manage your online store. Though you’re not sure how to go about it or where to begin, you’d like to know how customers are using your goods or services.

Though it might appear mysterious, there is a method to accomplish this with the aid of GA4, so don’t panic.

The finest tracking customization you can likely do is to send eCommerce data to GA4. Although there will be some technical implementation, don’t worry we’ll make it clear.

In this guide, we’ll demonstrate the appropriate:

  • Overview of Google Analytics 4 (GA4)
  • Key Features of GA4 for eCommerce
  • Configuring eCommerce Tracking
  • Integrating GA4 with eCommerce Platforms

Let’s get started!

Overview of Google Analytics 4 (GA4)

Google Analytics 4 is the most recent version of Google Analytics. It is a new breed of web analytics that goes beyond simple traffic tracking and enables marketers to monitor critical customer usage indicators efficiently.

Google Analytics 4 uses AI and machine learning to track the customer journey across several platforms and offers more in-depth insights into how customers engage with your website and app.

GA4 also prioritizes the privacy of its clients. It opposes some of the most recent privacy rules, like:

  • California Consumer Privacy Act (CCPA)
  • General Data Protection Regulation (GDPR)
  • How to Set Up GA4 for eCommerce Account?

GA4 is a sophisticated solution offering unmatched insights with privacy-first tracking, cross-channel data measurement, and AI-driven predictive analytics features.

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Key Features of GA4 for eCommerce

Key Features of GA4 for eCommerce

We are now aware of enhanced eCommerce GA4 features and some of the causes of the changes. Let’s go over the key features of GA4 for eCommerce:

  • Enhance eCommerce Training: It provides enhanced eCommerce GA4 tracking, which includes metrics like product views, clicks, add-to-carts, checkouts, and more comprehensive product and transaction data to provide a more thorough understanding of customer behavior.
  • Event-Based Data: GA4 for eCommerce tracks user interactions with eCommerce websites more accurately using event-based rather than session-based data.
  • Machine Learning Capabilities: With the aid of GA4, businesses can automatically spot trends and divide their clientele into groups according to their hobbies, past purchases, and demographics. It allows them to make data-driven decisions.
  1. Data Protection and Privacy: To assist eCommerce companies in complying with data privacy rules, GA4 eCommerce includes more robust data protection and privacy capabilities, such as automatic data deletion and retention controls.
  2. Predictive Analytics: GA4’s predictive features, such as Purchase Probability, employ machine learning to estimate the chance a user will make a purchase, enabling companies to adjust their marketing strategies appropriately.

How to Set Up GA4 Account?

To set up a GA4 eCommerce tracking account for your website, follow these below-explained general steps:

Step by Step Guide to Set Up GA4 Account

Create a GA4 Property

Visit the GA4 website to set up a Google Analytics account if you don’t already have one. To initiate the procedure, select “Get started today.” If not, log into your current Google Analytics account.

For those new to Google Analytics:

  • Click “Create Account” in your Google Analytics account’s “Admin” section.
  • With this account structure, you can monitor the analytics on one or more different assets, such as websites, mobile apps, and/or point-of-sale devices.
  • Click “Next” to add a property to the account after choosing a name.

Google Analytics

For existing users: Choose the appropriate client account by going to the ‘Admin’ area. Click “Create Property” after navigating to the “Property” subsection. You should ask your client for Editor access if you don’t already have access.

Create Property

You will next be asked to select the industry and business size. Accept Google’s terms and conditions after that.

Adding GA4 Setup Code 

<!– Adding GA4 Setup Code →

Choose your business objectives

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag() {



  gtag(‘js’, new Date());

  gtag(‘config’, ‘GA_MEASUREMENT_ID’);


<!– End of GA4 Setup Code →

Note: Replace GA_MEASUREMENT_ID in the code with your actual GA4 Measurement ID. This code snippet sets up the GA4 tracking script for your website.

Add Data Streams

Customers’ information is fed into the enhanced eCommerce GA4 property you generate when they fill out a form on your website or through an app, for example. In this manner, customer behavior and analytics are monitored across several devices. Three data streams are available in Google Analytics 4: Web, iOS, and Android.

Add Data Streams

To add a data stream to Google Analytics 4:

add a data stream to Google Analytics 4

  1. Go to Admin > Data Streams > Property
  2. Select Web, iOS, or Android to customize each platform type and follow the on-screen instructions.
  3. Select “Generate Stream.”
  4. To add another data stream, follow these procedures once more.


<!– Web Data Stream –>

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag(){dataLayer.push(arguments);}

  gtag(‘js’, new Date());

  gtag(‘config’, ‘GA_MEASUREMENT_ID’, { ‘stream_id’: ‘WEB_STREAM_ID’ });


<!– iOS Data Stream –>

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag(){dataLayer.push(arguments);}

  gtag(‘js’, new Date());

  gtag(‘config’, ‘GA_MEASUREMENT_ID’, { ‘stream_id’: ‘IOS_STREAM_ID’ });


<!– Android Data Stream –>

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag(){dataLayer.push(arguments);}

  gtag(‘js’, new Date());

  gtag(‘config’, ‘GA_MEASUREMENT_ID’, { ‘stream_id’: ‘ANDROID_STREAM_ID’ });


Note: Make sure to replace ‘GA_MEASUREMENT_ID,’ ‘WEB_STREAM_ID,’ ‘IOS_STREAM_ID,’ and ‘ANDROID_STREAM_ID’ with your actual Google Analytics measurement ID and respective stream IDs. 

Enable GA4 by Adding Tags on Websites

You will need to add tags to feed website data into Google Analytics. To accomplish this, click on the “Web” data stream in the Google Analytics 4 property that you already generated.

Adding Tags to Commonly Used CMS Platforms:

If your customer uses a well-known content management system (CMS) like WordPress, WooCommerce, or Wix to host their website, you will need to locate a “G”-ID code to enter into the Google Analytics box on the CMS backend. To accomplish this:

  1. Go to Admin > Property > Data Streams > Web
  2. Your “G”-ID can be found beneath the “Measurement ID” code in the upper right corner of the screen.

By following the directions for the specific CMS platform you’re using, copy and paste this code. These are a few WordPress, WooCommerce, and Wix instruction references.

Adding Tags to Other CMS Platforms:

You must copy and paste a global tag into the custom HTML area for other CMS platforms that do not support “G”-ID. To begin with,

  • Go to Admin > Property > Data Streams > Web.
  • Locate the Add new on-page tag column by scrolling to the Tagging Instructions section.
  • Select the Global site tag (gtag.js), the first choice.
  • Copy and paste the full code into the CMS platform’s custom HTML capability.

<!– Global site tag (gtag.js) – Google Analytics –>

<script async src=””></script>


  window.dataLayer = window.dataLayer || [];

  function gtag() {



  gtag(‘js’, new Date());

  gtag(‘config’, ‘YOUR_MEASUREMENT_ID’);


Remember to replace “YOUR_MEASUREMENT_ID” with the actual Measurement ID obtained from your Google Analytics 4 property. This code snippet ensures the integration of Google Analytics with other CMS platforms that rely on custom HTML.

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Configuring eCommerce Tracking

Setting up different tracking parameters to record important information about user interactions with your eCommerce website is part of configuring GA4 eCommerce tracking. The main steps to set up GA4 for eCommerce tracking are as follows:

Configuring eCommerce Tracking

Enabling Enhanced eCommerce Features

Follow the below-mentioned actions to enable advanced GA4 eCommerce tracking:

  • Sign up for a Google Analytics account if you don’t have one already.
  • Navigate to your GA4 property in Google Analytics.
  • Click on “All Events” in the left-hand menu.
  • Click on “Create Event.”
  • In the new window that appears, select “eCommerce.”
  • Click on “Create” in the upper right-hand corner.
  • Choose the relevant characteristics, including event name, event category, and value, for your eCommerce website in the “Matching Conditions” area.
  • Select “Create” in the upper right corner to save your newly improved eCommerce event.

Setting Up Product Impressions

The number of times customers view products on your eCommerce website is called product impressions. In GA4, you must first construct a custom event to track product impressions:

  • In GA4, navigate to “All Events” in the left-hand menu.
  • Click on “Create Event.”
  • In the new window that appears, select “Custom.”
  • In the “Event Name” field, enter a descriptive name for your event, such as “Product Impressions.”
  • In the “Matching Conditions” section, select the appropriate parameters for your eCommerce website, such as page URL, page title, and user-defined parameters.
  • Click “Create” in the upper right-hand corner to save your new custom event.

Implementing Product Clicks and Detail Views

The number of times customers engage with the product listings on your eCommerce website is tracked by product clicks and detail views. You must create custom events in GA4 to track these events:

  • Product clicks and detail views track the number of times users interact with your eCommerce website’s product listings. To track these events, you need to create custom events in GA4:
  • In GA4, navigate to “All Events” in the left-hand menu.
  • Click on “Create Event.”
  • In the new window that appears, select “Custom.”
  • In the “Event Name” field, enter a descriptive name for your event, such as “Product Clicks” or “Product Detail Views.”
  • In the “Matching Conditions” section, select the appropriate parameters for your eCommerce website, such as page URL, page title, and user-defined parameters.
  • Click “Create” in the upper right-hand corner to save your new custom event.

Configuring Add to Cart and Remove from Cart Events

To configure add to cart and remove from cart events, you can set up improved GA4 eCommerce tracking.

It includes launching a new tag from your workspace, selecting “Tag Configuration,” selecting “Google Analytics: GA4 Event” as the tag type, and then entering the event name and any parameters (such as “add_to_cart” or “remove_from_cart”) for each event.

Tracking Purchases and Refunds

Tracking purchases and refunds in GA4 involves setting up transaction tracking and creating custom events to capture essential data about user interactions with your eCommerce website’s checkout process

 To enable transaction monitoring in GA4, you must first create a new conversion event in the Admin section and give it a name, like “purchase.”

Additionally, following the same procedures for product clicks and detail views, you can construct custom events for tracking sales and refunds. These events can be added to and removed from your cart.

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Why Integrating GA4 with eCommerce Site is Important in Digital Marketing?

Integrating GA4 for an eCommerce website is a smart move to obtain insightful data and improve marketing tactics in the ever-changing field of digital marketing. 

With a plethora of tools that improve user analysis, cross-platform tracking, and reporting capabilities, this integration goes above and beyond typical analytics. Here are some benefits of this:

Reasons to Integrate GA4

Data-Driven Insights: Integrating Google Analytics 4 (GA4) with an eCommerce website is a smart move to obtain insightful data and improve marketing tactics in the ever-changing field of digital marketing.

With a plethora of tools that improve user analysis, cross-platform tracking, and reporting capabilities, this integration goes above and beyond typical analytics.

Enhanced User Journey Tracking: GA4 is excellent at tracking an eCommerce site’s whole user journey. GA4 records user interactions at every stage of the buying process, from the first website visit to the last transaction.

Digital marketers can comprehend the customer’s journey to conversion, spot possible bottlenecks, and enhance the eCommerce site for a flawless user experience thanks to this thorough tracking.

Event Tracking and Customization: Precise event tracking and customization suited to eCommerce objectives are made possible by integrating GA4. It is possible for marketers to schedule particular events, like product views, add-to-cart actions, and completed transactions.

With its granularity, marketers may gain a deeper knowledge of user interaction, assess the effectiveness of various goods and marketing channels, and ultimately improve their strategy.

Cross-Platform and Cross-Device Tracking: Cross-platform and cross-device tracking are made easier by GA4’s integration in the age of multi-device usage. GA4 captures users’ interactions seamlessly regardless of whether they are using a tablet, smartphone, or desktop.

Marketers can now understand user behavior across several devices thanks to this unified view, and they can tailor campaigns to provide a consistent and tailored experience on every device.

Customer-Centric Insights: GA4’s eCommerce integration prioritizes user-centric metrics above session-based data to provide customer-centric insights. With time, marketers have a comprehensive grasp of user engagement, repeat business, and client lifetime value. 

Businesses may now customise their digital marketing tactics to create enduring relationships and increase client loyalty thanks to the shift towards customer-centric analytics.

Enhanced Remarketing and Audience Building: Marketers can improve their audience building and remarketing tactics by connecting GA4 with an eCommerce website.

Marketers may establish segments based on user activity, demographics, and past purchases with GA4’s comprehensive audience reports.

Personalized content is delivered to specific audience segments, boosting conversion probability and improving remarketing campaigns’ efficacy.

Integrating GA4 with eCommerce Platforms

There are several advantages to integrating Google Analytics 4 (GA4) with eCommerce platforms like Shopify, Magento and WooCommerce.

When integrating with GA4, these eCommerce platforms will lead to a more insightful, data-driven, and successful online company plan. Some benefits of integrating GA4 with eCommerce platforms:

Integrating GA4 with eCommerce Platforms



Flexible Conversion Modelling: You can define and adapt conversions using GA4 according to your eCommerce goals. This adaptability is especially helpful for Shopify stores because it lets you customize conversion metrics to match your KPIs and business objectives.

Insights into Customer Lifecycle: The improved user lifecycle reporting in GA4 offers a comprehensive perspective of your customer’s journey.

You may examine every aspect of the client lifecycle with Shopify’s integration of GA4, from acquisition and engagement to retention and monetization, enabling you to make informed decisions at every turn.

Audience Building and Segmentation: GA4 for eCommerce presents a more comprehensive audience generation and segmentation framework.

You can build extremely focused and dynamic audience segments based on user behavior, demographics, and other factors by integrating GA4 with Shopify. It allows you to send more engaging and effective marketing messages to specific audiences.



Comprehensive User Behavior Analysis: GA4 offers a more thorough examination of user activity. You may obtain detailed insights into how users interact with your eCommerce website by integrating GA4 with Magento. It will allow you to precisely track actions like product views, clicks, and sales.

Cross-Platform Tracking Mastery: GA4 is exceptional at cross-platform tracking, enabling you to monitor user activities across several platforms and devices easily.

For Magento retailers, this is helpful because it facilitates understanding customer journeys that span several touchpoints and improves attribution modeling accuracy.

Advanced Event Tracking Capabilities: With GA4, you can measure particular interactions on your Magento website thanks to improved event tracking features.

It includes tracking actions like add-to-cart events, checkout procedures, and other custom events tailored to your Magento eCommerce environment’s unique goals and user interactions.



Machine Learning for Predictive Analytics: GA4 uses machine learning to provide forecasts and insights that are more accurate.

For WooCommerce merchants in particular, this is helpful since it helps with pattern recognition, user behavior prediction, and useful recommendation generation—all of which improve customer experience and increase conversion rates.

eCommerce Reporting Tailored to WooCommerce: GA4 streamlines the recording and reporting of metrics unique to eCommerce by introducing a dedicated eCommerce event model.

WooCommerce eCommerce platforms benefit from this customized reporting, which provides a more simplified and thorough view of key performance data linked to product sales and transactions.

User Privacy Compliance: GA4 is meant to align with privacy standards. By integrating GA4 with WooCommerce, you can be sure that your eCommerce tracking procedures follow changing privacy standards, earning the trust of your clients and staying in compliance with data privacy laws.

How can PixelCrayons Help in Integrating GA4?

PixelCrayons can greatly assist in integrating GA4 seamlessly into your digital ecosystem. With a team of skilled professionals, we offer expertise in implementing the latest technologies, ensuring a smooth transition to Google Analytics 4.

We provide comprehensive solutions tailored to your business needs, from setting up a new GA4 property to configuring advanced features like enhanced  B2b eCommerce development.

Whether you’re new to GA4 or seeking an upgrade, our dedicated support ensures a successful and effective integration, empowering you to harness the full potential of advanced analytics for your online presence. Connect with us for our professional guidance with eCommerce development services.

Final Call

An entire eCommerce measurement in GA4. This tutorial can help you to successfully set up GA4 to monitor user interactions on your eCommerce website or mobile application.

Your GA4 eCommerce should be prepared to track your customers’ purchasing patterns on your website once you’ve finished these steps. Additionally, although data can take some time to show up in your GA4 reports, exercise patience and return in a few hours.

To support your unique use cases, remember that you may rely on our digital marketing reporting tools to transfer your PPC/SEM and Google Analytics eCommerce data to Google Sheets, Google Data Studio, and other BI tools for additional analysis.

All in all, you can also hire eCommerce developers for professional guidance and understanding.


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