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Did you know that 90% of eCommerce stores fail within 120 days of their launch?
One major reason for this situation is not only the quality of products but also that they’re not carefully looking at store performance data.
It’s important to know how customers are interacting with your store if you want it to grow. Getting detailed reports on store performance and customer behavior helps you better optimize your store and boost revenues. The only trick is to know what to track.
While the event-based setup of Google Analytics might seem a bit complicated, it’s actually good for detailed behavior tracking.
With GA4, you can track how many customers add products to the cart, put payment info during checkout, or use the search. You just need to set up custom events to keep tabs on all the important info.
But GA4 offers thousands of events for eCommerce tracking, so it is easy to get lost. But don’t worry, we are here to help. As a leading digital marketing company in Ahmedabad, we keep up-to-date with market insights and technology trends. We will provide you with in-depth information about GA4 eCommerce events and also help you set the events:
Before getting on the GA4 ecommerce events list, let’s first understand the major 4 types of events:
Of course, depending on your industry and needs, you will need to track different events and share various details about your products. However, there are some important online shopping events that every store should measure in GA4.
These events help you understand customer behavior on your site or store. They also give you useful information about product performance, checkouts, coupons, etc.
The “View Item” event is crucial for eCommerce because it helps you understand which products are popular. By tracking this event, you can determine which products get the most views and are frequently added to carts.
Once you track the “View Item” event, you can:
Triggered when: A user views an item
Like the “View Item” event, “View Item List” helps you see which product groups get the most attention. It also tracks views in related product sections.
After using “View Item List”, you can:
Triggered when: A user clicks a list of items/categories
Adding products to the cart is one of the most important steps in the customer journey. That’s why tracking the “Add To Cart” event is crucial for your eCommerce store. It helps you determine products that convert well and the cart abandonment ratio.
Once you track the “Add To Cart” event, you can:
Triggered when: The user adds an item to the cart
You must keep an eye not only when users add items to their cart but also when they view their cart. The “View Cart” event helps you with that. This event is important because knowing how many users view their cart before checkout can help you improve the shopping cart page and reduce the number of abandoned carts.
After you start tracking the “View Cart” event, you can:
Triggered when: A user views products in the cart before checkout
“Remove From Cart” is another important event from the trinity of cart events. No shop owner wants the customers to remove products from the cart. By keeping track of what products are removed and how often, you can figure out what problems customers might be facing.
After you track the “Remove From Cart” event, you can:
Triggered when: The user removes an item from the shopping cart
If you’re unsure about starting your remarketing campaign, start with the “Add To Wishlist” event. When users add things without buying, it means they’re interested. You need to know about that to retarget those potential customers and encourage them to make a purchase.
After tracking the wishlist activity, you can:
Triggered when: A user adds items to the wishlist
The “Begin Checkout” event helps you see how many customers were interested in buying a product but didn’t actually complete the purchase. This could be due to problems with shipping, payment options, or the design of your checkout page.
Once you measure the “Begin Checkout” event, you can:
Triggered when: A user clicks on the “Buy Now” button on the product or cart pages and moves to the checkout
When users enter their payment info at checkout, it means they really want to buy from you. But not everyone who starts the process actually completes the purchase. Checking and understanding this step is important to see how well your payment methods are working and to find any problems.
By keeping an eye on the ” Add Payment Info” event, you can:
Triggered when: The user submits payment info on the checkout stage
The shipping form is a key part of your checkout and conversion funnel, just like the payment stage. Keeping an eye on the shipping data helps you find potential issues with the shipping and checkout stages.
Once you track the “Add Shipping Info” event, you can:
Triggered when: The user fills out shipping information on checkout
It’s really important to collect the data from customer purchases. We’d say it’s the most crucial thing to track in GA4 for online businesses. This helps you evaluate the success of your marketing efforts. It also lets you find the average order value and the efficiency of your checkout process.
Once you’re tracking the “Purchase” event, you can:
Triggered when: A user finishes the transaction successfully
So, you have got plenty of information about GA4 eCommerce events. Now, the only question you might have been, “How do I get started?” Right?
Keep going to set up eCommerce tracking in GA4 effectively:
You can enable eCommerce events on your website through either Google Tag Manager or the Global Site Tag to access enhanced eCommerce in GA4.
As Tag Manager is more user-friendly and secure, many business owners prefer it.
To begin, log in to your analytics account and access Google Tag Manager by selecting the “All Accounts” tab at the top of the screen. Click on the Tag Manager icon (looks like a blue diamond) and then click on “Get started.”
Then, you’ll need to install Google Tag Manager on your website. The installation code and instructions will be provided once you create an account. You can also access them anytime from the “Workspace” section of your Tag Manager account.
If you use content management systems (CMS) or e-commerce platforms such as WordPress or Shopify, various plugins are available to simplify the process. Alternatively, you can simply copy and paste the provided code snippets into the <head> section of your page’s HTML.
Once Google Tag Manager is set up, there is a 3-step process for implementing e-commerce tracking:
You can also refer to Google’s guide on how to set GA4 eCommerce events or update an existing UA Tag Manager-based eCommerce implementation to GA4 eCommerce setup.
After getting this much information on GA4 eCommerce tracking, there are very few chances of having doubts. Still, there are some common questions asked by eCommerce store owners. We have answered some of them:
Do I need Google Tag Manager with GA4?
While GA4 can work without Google Tag Manager (GTM), it makes the process simpler. GTM lets you add and manage tags easily. It offers flexibility in tracking custom events, integrating third-party tools, and setting up GA4 eCommerce tracking. We strongly recommend using GTM for these advantages.
How to create a purchase event in GA4?
To create a purchase event in GA4, add a specific data layer to the checkout page. Integrate this with Google Tag Manager (GTM) to create a custom event, data layer variable, and tag. Make sure the event captures important purchase details like product information and transaction value.
How to enable eCommerce tracking in Google Analytics 4?
To activate e-commerce tracking, go to the eCommerce Settings in GA4’s Admin section. Flip the slider to enable e-commerce. After that, set up events, tags, and triggers, as explained earlier.
GA4 has impressive e-commerce capabilities. Use it to see how people interact with your store, figure out your best-selling products, and where your top customers come from. This info will help you improve your eCommerce marketing and user experience.
Even if GA4 seems a bit tricky at first, don’t worry. Just start making your custom events and boost your eCommerce sales.
And if you still require assistance with marketing campaigns and performance tracking, don’t hesitate to contact Zib Digital India. We are the best digital marketing company in Ahmedabad you can trust, as our team has achieved exceptional results for numerous eCommerce brands. We know the ins and outs of eCommerce marketing and promise to boost your revenue. Reach out to us and take a step towards improved conversions!