How to Set Up GA4 Ecommerce Tracking with GTM?

GA4 Ecommerce Tracking with GTM

Ecommerce Tracking is an essential part of any online business, and with the introduction of GA4, the process of setting up Ecommerce Tracking has changed. In this article, we will provide a step-by-step guide to setting up GA4 ecommerce tracking with Google Tag Manager (GTM).

Google Analytics 4 (GA4) is the latest version of Google Analytics that provides more advanced insights into user behavior and integrates with Google’s machine learning algorithms to deliver predictive analytics. 

GA4 (Google Analytics 4) and GTM (Google Tag Manager) are both tools created by Google to help businesses and marketers track and analyze their website and app data.

GA4 was launched in October 2020. It offers more advanced tracking and analysis capabilities compared to the older Universal Analytics version. 

GA4 uses machine learning to automatically analyze data and provide insights to users. It also allows for cross-device tracking, so you can track user behavior across multiple devices.

GTM, on the other hand, is a tool that helps businesses manage and deploy tracking tags on their website without needing to rely on a developer. It allows you to add and edit tracking codes (such as GA4) and other marketing tags to your website through an easy-to-use interface.

 GTM makes it easier to manage and update your tracking codes, and also allows you to test and debug tags before deploying them to your website.

Both GA4 and GTM work together to help businesses gather and analyze data about their website and app users. GTM can be used to deploy GA4 tracking codes to your website, allowing you to track user behavior and gather insights with GA4. 

Google Analytics 4 can help E-commerce Websites grow by improving User Tracking and Attribution and also helps improving Data Privacy and Security.

Overall, using both GA4 and GTM can help businesses make data-driven decisions and improve their digital marketing strategies.


Tracking and analyzing your Ecommerce Tracking website’s data is crucial to understand your customers’ behavior and optimize your website’s performance. Google Analytics is an excellent tool to track website traffic and user behavior, and GA4 is the latest version that offers improved tracking features and better data privacy control. 

In this article, we will discuss how to set up GA4 Ecommerce Tracking with GTM (Google Tag Manager), step-by-step.

Step 1: Create a GA4 Property

In order to get started, you must first create a GA4 property in your Google Analytics account. To do this, follow these steps:

  1. Navigate to the Admin section after logging into your Google Analytics account.
  2. Select the account and the property you want to add the GA4 property to.
  3. Click on “Create Property” and select “GA4” from the dropdown menu.
  4. Follow the prompts to complete the property creation process.

Once the property is created, you will be provided with a measurement ID that you will need to use in GTM.

Step 2: Install GTM on your Website

After creating a new GA4 property, the next step is to install GTM on your website. If you haven’t done this already, follow these steps:

  1. Sign in to your GTM account and click the “New Container” button.
  2. Enter the container name and select “Web” as the target platform.
  3. Select “Use a container snippet” and copy the GTM code snippet.
  4. Paste the GTM code snippet into the header section of your website’s HTML code, just before the closing </head> tag.

Step 3: Set Up GA4 Ecommerce Tracking with GTM

Now that you have installed GTM on your website, it’s time to set up GA4 Ecommerce Tracking. Follow these steps:

  1. Open your GTM account and navigate to the “Tags” section.
  2. Choose “Google Analytics: GA4 Configuration” tag by clicking the “Create” button.
  3. Enter the GA4 measurement ID, which you can find in your GA4 property’s settings.
  4. Under “Enhanced Measurement,” enable “Ecommerce” and “Purchase” tracking.
  5. Under “Triggering,” select “All Pages” or create a custom trigger that fires on your ecommerce pages.

Step 4: Set Up Ecommerce Events

Once you have set up GA4 Ecommerce Tracking, the next step is to create ecommerce events that track specific user actions, such as product views, add to cart, and checkout. Follow these steps:

  1. In your GTM account, navigate to the “Tags” section and click the “New” button.
  2. Select “Google Analytics: GA4 Event” tag.
  3. Enter the event name, such as “Product View” or “Add to Cart.”
  4. Under “Parameters,” select the appropriate ecommerce event type, such as “View Item” or “Add to Cart.”
  5. Fill in the relevant parameters, such as product ID, name, price, and quantity.
  6. Under “Triggering,” select the appropriate trigger that fires when the user performs the relevant action.

Repeat these steps for all ecommerce events that you want to track.

Step 5: Preview and Test Your Setup

Before publishing your GTM container and going live with your new GA4 Ecommerce Tracking setup, it’s essential to preview and test everything to ensure that the data is collected correctly. Here’s how:

  1. In your GTM account, click the “Preview” button.
  2. Open your website in a new tab and perform the relevant ecommerce actions.
  3. Check the GTM preview console for tags firing and data being collected correctly.
  4. If everything looks good, click the “Submit” button to publish your GTM container.


Setting up GA4 ecommerce tracking with GTM requires a few steps, but it’s relatively straightforward. By following the steps outlined in this article, you can set up ecommerce tracking in GA4 and gain valuable insights into user behavior and purchase patterns. By using GA4 ecommerce tracking, you can optimize your website and improve your ecommerce performance.

Also Read : Google My Business: The Ultimate Guide for Small Business Owners.

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