GA4 (Google Analytics 4) is a free tool that can perform various analyses, making it an essential tool for operating an e-commerce site. However, many people find it difficult to implement and use it.
This time, we will introduce namibia phone number library the following to EC marketers:
What can you measure with GA4? What are the most important things to measure?
How to implement GA4?
How do you view the numbers reflected in GA4?
We wil l explain it in an easy-to-understand manner.
>>Download "Ollies EC Support Service Materials"
What GA4 items should be measured on an e-commerce site?
On an e-commerce site, the pages that users view from the time they arrive on the site until they make a purchase are relatively fixed, and by sending information about which pages were viewed at each step, the yield for each step can be understood .
It is also important to measure product information at each step (e.g., which product was viewed on a product detail page, or how many of what product was purchased).
There are a wide variety of events that can be measured (see below), but the following four events are essential for operating an e-commerce site .
Event name detail
view_item User views product detail page
add_to_cart User adds item to shopping cart
begin_checkout User begins checkout
purchase User completes purchase
The reason why these four are essential is that if you can measure them, you can roughly understand the yield status up to the point of purchase .
GA4 has a yield analysis screen called "Purchase Path," which is designed to understand these things.
Of course, you can also measure other information (e.g. favorite registrations). Details will be described in the advanced section.
How to implement GA4 on your ecommerce site
From here, we will introduce how to implement GA4 on an EC site. As an example, we will explain how to measure purchases (= purchase events).
*The following describes the case where GA4 is implemented using Google Tag Manager (hereinafter referred to as GTM).
1. Add purchased item information to the purchase completion screen
This is an area that site administrators and engineers will handle, but the first step is to add information about the purchased items to the purchase completion screen.
There are several ways to implement this, but we will introduce a method that uses a commonly used data layer.
*The conditions and output will depend on the site specifications, so please share and consult with the site administrator or engineer on Google's official help before making a decision.
List of Events for Ecommerce: Recommended Events for Online Sales – [GA4] – Analytics Help
List of parameters for the purchase event: purchase - Recommended Events | Google Analytics | Google for Developers
List of parameters for items: Product Item Parameters - Recommended Events | Google Analytics | Google for Developers
2. Send data from GTM to GA4
First, set variables to the data you want in GTM.
If you want to set transaction_id, set it as shown below.
