Google Analytics 4 is the latest version of Google’s web analytics tool, which provides marketers with a more comprehensive view of their website’s performance, including customer behavior, conversion rates, and attribution. Google Tag Manager (GTM) is a tag management system that allows marketers to easily add and manage tracking tags on their website without requiring a developer’s help.
To audit and set up GA4 and Tag Manager for e-commerce conversions, follow these steps:
Step 1: Set up a GA4 property
If you don’t already have a GA4 property set up for your website, you can do so by following these steps:
Sign in to your Google Analytics account and navigate to the Admin section.
Select the account and property where you want to set up GA4.
Click on “Create Property” and select “GA4 Setup Assistant”.
Follow the prompts to complete the setup process.
Once you’ve set up your GA4 property, you’ll need to add the GA4 tracking code to your website.
Step 2: Add the GA4 tracking code to your website
To add the GA4 tracking code to your website, follow these steps:
Copy the GA4 tracking code provided in your GA4 property settings.
Paste the tracking code in the header section of your website’s HTML code, just before the tag.
Save and publish the changes to your website.
Step 3: Set up e-commerce tracking in GA4
To track e-commerce conversions in GA4, you’ll need to set up specific e-commerce events and parameters. These include:
- Product detail view: Triggered when a user views a specific product page.
- Add to cart: Triggered when a user adds a product to their cart.
- Remove from cart: Triggered when a user removes a product from their cart.
- Checkout start: Triggered when a user begins the checkout process.
- Checkout progress: Triggered when a user progresses through the checkout process.
- Purchase: Triggered when a user completes a purchase.
To set up e-commerce tracking in GA4, follow these steps:
Sign in to your GA4 property and navigate to the “Admin” section.
Select “E-commerce settings” under the “Property” column.
Toggle on “Enable E-commerce” and “Enable Enhanced E-commerce Reporting”.
Set up the product detail view, add to cart, remove from cart, checkout start, checkout progress, and purchase events and parameters according to your website’s e-commerce structure.
Step 4: Set up Google Tag Manager
To set up Google Tag Manager, follow these steps:
Sign in to your Google Tag Manager account.
Create a new container for your website.
Follow the prompts to set up the container and add the GTM tracking code to your website.
Step 5: Add e-commerce tracking tags in GTM
To track e-commerce conversions in GTM, you’ll need to set up specific tags for each e-commerce event. These tags will fire when the corresponding events occur on your website.
To add e-commerce tracking tags in GTM, follow these steps:
- Create a new tag and select “Google Analytics: GA4 Event” as the tag type.
- Configure the tag to fire when the corresponding e-commerce event occurs.
- Set up the event parameters according to your website’s e-commerce structure.
- Save and publish the tag.
Step 6: Test and debug your e-commerce tracking
Once you’ve set up your e-commerce tracking in GA
Disclaimer: Google tag manager belongs to Google property
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