How to setup Google Analytics 4 for an eCommerce website

Google Analytics 4 is still extremely new. Since the Google Tag Manager connection is still in its early stages, robust data Layer instrumentation and correct tagging are crucial to its successful implementation, especially in eCommerce google analytics. But the process is confusing and difficult for eCommerce business owners.

In this manual, I'll walk you through the specifics of how to set up eCommerce tracking in google analytics 4 to operate in harmony as well as provide an implementation perspective on the current data model.

Google Analytics 4 vs Universal Analytics.

Before we start, we need to understand the distinction between Google Analytics 4 and Universal Analytics. GA4 is far more than an "improved" version of UA. It's a brand-new system with an entirely new approach to conversion and event tracking. UA, on the other hand, logged events as various "hit" types (transactions, page views, events, etc.).

All of these are tracked as "events" in Google Analytics 4, which means you'll need to conduct some additional settings for the most effective data collecting.

Available Event to Gather

Let's start with the different events you can gather. They are the discrete funnel phases that the data model uses to represent the funnels on your website.

Google Analytics 4 collects the checkout funnel in a slightly different way. There are no further steps. Instead, GA4 provides the (supposedly) most common checkout steps of integrating shipping and payment information into the order.

The data model adds two new features that were absent in Universal Analytics: add to Wishlist and view cart.

• Product Data

This model has also evolved slightly. A listing identifier has been added to the idea of a product list, and different levels of product categories have been enlarged to their evaluation metrics.

• Promotion Data

It is still feasible to obtain information on promotions using GA4. They, like Enhanced Ecommerce, are an odd duck in the data model since they represent banners and other advertisements that may or may not be tied to any particular product.

• Action Data

The significance of various action parameters varies substantially depending on the action being measured. In general, action data refers to factors that describe the operation itself instead of the results contained inside it.

• Refunds Data

Partial refunds occur when a consumer returns only a portion of the things they bought from your store, whereas full refunds occur when a customer returns everything he/she bought from your store. You may use the refund event in Google Analytics to track both partial and full refunds. Include the ID of the original transaction in the refund event to measure a complete refund.

Make sure to use the original transaction ID at the time of the purchase as the transaction ID. An item array is not required when issuing a complete refund. Just add both the items array and the transaction ID with the precise items that the customer is returning to calculate a partial refund.

How to Set Up eCommerce Tracking in Google Analytics 4?

Before you dive into data tracking setup, the first thing you need to do is set up the GA4 property.

Step 1 - Create a new GA4 property

The first step in GA4 tracking is to create a new property to monitor with. For all your current Universal Analytics properties, you can quickly establish a GA4 property. After clicking "Create Property," complete the process by following the instructions below.

1. In the left side navigation menu, select "Property Settings."
2. Fill out the Property data as completely as possible.

At this point, you'll have built your basic property and filled it with the necessary information. However, there are a couple of extra steps to take before you can set up your tracking.

Image Link: Create a new GA4 property.jpg

Step 2 - Set up and Link the BigQuery data warehouse

Google Analytics 4 has a data retention duration of 14 months. As a result, you'll need a data streaming warehouse to preserve your long-term statistical data.

Before connecting this data stream with your Google Analytics 4 account, you must first create a project for your site. The steps below will show you how to do that and connect your Google Analytics 4 property to this warehouse.

• Go to Setup Assistant, in the "Linking" section, select "Link BigQuery."
• Click the "Link" button in blue.
• Select a BigQuery Project.
• Click "Confirm."
• Choose a location for the data (the name of your GA4 property).
• Choose the datasets and the frequency. We recommend that you leave your frequency set to "Daily."
• Finally, proceed to the following stage to review and confirm your data. You may now see your profile on the BigQuery connection page.

Step 3 - Connect your existing accounts

In conjunction with connecting BigQuery, you must also connect your Google Ads accounts. This will enable your company to make use of GA4's superior cross-platform data incorporation and reporting capabilities.

This involves two processes:

1. Google Ads
2. Google Merchant Centre

Google Ads

• In Setup Assistant, in the "Linking" section, select "Link Google Ads."
• Click the "Link" button in blue.
• The option "Choose Google Ads Accounts" will appear.
• Choose your account and then click "Confirm."
• Select "Enable Auto-tagging."
• Choose "Leave my auto-tagging settings alone."
• Click "Next," followed by "Review your settings."
• To complete the process, click "Submit."

Google Merchant Centre

The issue of how to set up eCommerce tracking in google analytics 4 must not be overemphasized. If you use Google Ads on your eCommerce store, chances are you also use Google Shopping. Then it is important to have eCommerce tracking google analytics set up. The steps below allow you to incorporate your GA4 data into your Google Merchant Center.

• Click the "Admin" button in Google Analytics.
• Check that your preferred account is selected in the "Account" column.
• Choose the property you want Merchant Center to link to in the "Property" column.
• Click "Google Merchant Center Links" under "Product Links" in the "Property" section.

Image Link: Google Merchant Centre.jpg

• Click the "Link" button in blue.
• Select the account to which you want to associate your property by clicking "Choose Account."
• Select "Confirm."
• Select "Next."
• Activate auto-tagging for your Merchant Center account under "Enable Auto-tagging" (or leave the default settings).
• After clicking "Next," evaluate and confirm your configuration options.

Google Analytics 4 Tracking Setup

Now that you've finished the first phase of the Google Analytics 4 setup process, it's time to get down to business with conversion tracking. Remember that Google Analytics 4 and Universal Analytics track events in very different ways.

You cannot simply transfer your UA configuration into your tracking settings; you must do the following steps to correctly configure your events monitoring and ensure reliable data collection.

Step 1- Install the Google Tag Manager container on your website

To enable Google Analytics 4 tracks, use Google Tag Manager to include a custom tag on every page on your site. Fortunately, we have downloadable google analytics Dashboards templates to help you out. They include all of the tracking codes you'll need to start capturing all your eCommerce events on your website. In just a few clicks, you may download the report, import it, and manage it.

Image Link: Install the Google Tag Manager .jpg

GA4 will show you your unique measurement ID. Navigate to "Tag Installation" in Setup Assistant, then click on your website data stream and look for your ID in the top-right area of the page.

Fill out the GTM container with this measurement ID. You must add this ID to your Google Analytics 4 configuration tag. The tag and container will then get ready for installation on your website.

Step 2 - Configure non-eCommerce conversion monitoring

You will have to identify your conversions and events inside your Universal Analytics properties. And also make a list of properties you would like to replicate in your Google Analytics 4.

Ignore events that are tracked automatically.

Once you've determined which metrics you need to measure, add them to GTM using the GA4 Event Tag type.

Step 3 - Configure eCommerce tracking

If your site is an eCommerce site, you'll require bespoke tracking to collect data for all eCommerce site events. Fortunately, using our GTM container makes this process much easier for your development staff.

All they'll have to do is embed the data layer of your Google Analytics 4 into your website. This data layer informs Google Tag Manager about eCommerce-related occurrences on the site. (This covers add-to-carts, purchases, refunds, and so on.)

Adding the code of your data layer should be quite simple for most eCommerce websites. Development experts often say it takes 5 -10 hours to finish. If you're using an eCommerce platform like Shopify, BigCommerce, WooCommerce, or Magento, you can install the GA4 Data Layer through an app or plugin instead.

Migrate Your eCommerce Store From Universal Analytics to Google Analytics 4?

The sooner you upgrade to GA4 and begin tracking your eCommerce website statistics, the more you will have historical data before Universal Analytics expires.

Starting now also offers your organization more time for testing and trying out different strategies, understanding the platform and its newness, and to also track for data accuracy because GA4 for eCommerce is an entirely different animal than Universal Analytics.

Understandably, some people may not know how to set up eCommerce tracking in google analytics 4. A good place to start can be the GA4 Setup Assistant. But it may not have the required specific personalized instruction for your eCommerce website.