Tracking Gumroad purchases in GA4 using Google Tag Manager (GTM) involves setting up specific tags, triggers, and variables to capture the relevant information from the Gumroad purchase events and send them to GA4 for analysis. GA4 is the latest version of Google Analytics, which provides advanced tracking capabilities for web and app analytics.

GA4 stands for Google Analytics 4, a new version of Google Analytics that provides advanced analytics capabilities such as cross-device tracking, machine learning, and event modeling. GTM stands for Google Tag Manager, a tool that helps you add and manage tags (snippets of code) on your website without requiring a developer’s assistance.

Here are the steps to track Gumroad purchases in GA4 using GTM:

Step 1: Create a GA4 Property

To track Gumroad purchases in GA4, you need to first create a GA4 property in your Google Analytics account. To do this, follow these steps:

• Sign in to your Google Analytics account and navigate to the Admin section.
• Click on the Create Property button and select the GA4 option.
• Fill in the necessary details for your property, such as the property name, reporting time zone, and currency.
• Click on the Create button to create your GA4 property.

Step 2: Set up the Gumroad Purchase Event

Next, you need to set up the Gumroad purchase event in your GTM container. This involves creating a custom event trigger that fires when a Gumroad purchase is made.

1. Log in to your GTM account and navigate to the Tags section.
2. Click on the New button to create a new tag.
3. Select the GA4 Configuration tag type and choose your GA4 property from the dropdown menu.
4. Give your tag a name, such as “Gumroad Purchase Event”.
5. Under the Event Parameters section, set the event name as “purchase”.
6. Under the Custom Parameters section, click on the Add Custom Parameter button and create the following custom parameters:

• parameter_name: “value”
• parameter_value: “{{Gumroad – Purchase Amount}}”
• parameter_name: “currency”
• parameter_value: “{{Gumroad – Purchase Currency}}”
• parameter_name: “transaction_id”
• parameter_value: “{{Gumroad – Purchase ID}}”
• parameter_name: “affiliation”
• parameter_value: “{{Gumroad – Purchase Affiliate}}”
• parameter_name: “tax”
• parameter_value: “{{Gumroad – Purchase Tax}}”
• parameter_name: “shipping”
• parameter_value: “{{Gumroad – Purchase Shipping}}”

These custom parameters capture the relevant information from the Gumroad purchase event, such as the purchase amount, currency, transaction ID, affiliate, tax, and shipping.

• Save your tag and create a new trigger for the Gumroad purchase event.
• Select the Custom Event trigger type and set the trigger to fire on the “purchase” event.
• Save your trigger and publish your changes.

Step 3: Create Variables for Gumroad Purchase Information

To capture the Gumroad purchase information for your custom parameters, you need to create variables that pull the relevant data from the Gumroad purchase event. Here’s how to do it:

• Navigate to the Variables section in your GTM container.
• Click on the New button to create a new variable.
• Select the Data Layer Variable type and set the variable name as “Gumroad – Purchase Amount”.
• Set the Data Layer Variable Name to “purchase.total” to capture the purchase amount.
• Save your variable and create the following additional variables:

Variable Name: Gumroad – Purchase Currency
Data Layer Variable Name: purchase.currency

Variable Name: Gumroad – Purchase ID
Data Layer Variable Name: purchase.id

Variable Name: Gumroad – Purchase Affiliate
Data Layer Variable Name: purchase.affiliate

Variable Name: Gumroad – Purchase Tax
Data Layer Variable Name: purchase.tax

Variable Name: Gumroad – Purchase Shipping
Data Layer Variable Name: purchase.shipping

These variables

Warning: If you don’t know about javascript or don’t have developing knowledge then don’t try to Track Gumroad purchases in GA4 using Google Tag Manager that can break your site, Cart and other functionality 

Disclaimer: Google tag manager belongs to Google property 

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