Measure ecommerce

You can set up ecommerce events to collect information about the shopping behavior of your users. The events enable you to quantify your most popular products and see the influence of promotions and product placement on revenue.

This document describes each ecommerce event and when to set up the event. For a step-by-step example of how to set up an ecommerce event, see Set up a purchase event.

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gtag.js Tag Manager

Before you begin

Add the GA4 configuration tag to your website

Make sure you've added the Google Analytics: GA4 Configuration tag to your website and can access Analytics and the website source code.

Measure ecommerce events with the GA4 Event tag

To send ecommerce events and parameters to your Google Analytics property:

1. Open Google Tag Manager

2. In your workspace, open the Tags menu.

3. Create a New tag. Click the Tag Configuration box and select the Google Analytics: GA4 Event tag.

4. For Event Name use the built-in variable {{Event}}. This will use the Google Analytics ecommerce event name sent using the gtag.js API.

5. Under More Settings > Ecommerce, check Send Ecommerce data.

6. For Data Source select Data Layer.

7. Set up a trigger for the GA4 Event, for example when a user clicks a checkout button. See all available trigger types.

8. Name and Save the tag.

Recommendations

• Enable debug mode so you can see events in realtime and troubleshoot issues.
• Review the custom dimension and metric limits when sending custom parameters with ecommerce events.
• Set currency when sending value (revenue) data to ensure revenue metrics are calculated correctly.
• Set each ecommerce parameter you have data for, regardless of whether the parameter is optional.
• Use the sample ecommerce website to see an example of how to tag your website.
• To ensure data populates properly in reports, follow the format in this document. If you need to set the items array outside of the ecommerce array, set the currency parameter at the event level when you send value (revenue) data.

Implementation

A typical ecommerce implementation measures any of the following actions:

• Select an item from a list
• View item details
• Add/remove a product from a shopping cart
• Initiate the checkout process
• Make purchases or refunds
• Apply promotions

At the heart of these actions are the products and services you sell. You can represent products and services as an array of items that can be added to ecommerce events. You can include up to 27 custom parameters in the items array, in addition to the prescribed parameters.

The following example demonstrates how to create the collection of items that are referenced throughout this guide. The items array can include up to 200 elements.

items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    },
    {
      item_id: "SKU_12346",
      item_name: "Google Grey Women's Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 3.33,
      index: 1,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "gray",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 21.01,
      quantity: 2
    }
]

Select an item from a list

When a user is presented with a list of results, send a view_item_list event including an items array parameter containing the displayed items. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: view_item_list
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Item List ID - ecommerce.item_list_id
• Ecommerce Item List Name - ecommerce.item_list_name
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• item_list_id - {{Ecommerce Item List ID}}
• item_list_name - {{Ecommerce Item List Name}}
• Trigger: event equals view_item_list

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: view_item_list
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "view_item_list",
  ecommerce: {
    item_list_id: "related_products",
    item_list_name: "Related products",
    items: [
     {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.03,
      quantity: 3
    },
    {
      item_id: "SKU_12346",
      item_name: "Google Grey Women's Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 3.33,
      index: 1,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "gray",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 21.01,
      promotion_id: "P_12345",
      promotion_name: "Summer Sale",
      quantity: 2
    }]
  }
});

Once a user selects an item from the list, send the select_item event with the selected item in an items array parameter. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: select_item
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Item List ID - ecommerce.item_list_id
• Ecommerce Item List Name - ecommerce.item_list_name
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• item_list_id - {{Ecommerce Item List ID}}
• item_list_name - {{Ecommerce Item List Name}}
• Trigger: event equals select_item

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: select_item
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "select_item",
  ecommerce: {
    item_list_id: "related_products",
    item_list_name: "Related products",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

View item details

To measure how many times item details are viewed, send a view_item event whenever a user views an item's details screen. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: view_item
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• Trigger: event equals view_item

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: view_item
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "view_item",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Add or remove an item from a shopping cart

Measure an item being added to a shopping cart by sending an add_to_cart event with the relevant items in an items array. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: add_to_cart
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• Trigger: event equals add_to_cart

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: add_to_cart
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "add_to_cart",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

You can also measure when an item is added to a wishlist by sending an add_to_wishlist event with the relevant items in an items array. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: add_to_wishlist
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• Trigger: event equals add_to_wishlist

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: add_to_wishlist
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "add_to_wishlist",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

When a user subsequently views the cart, send the view_cart event with all items in the cart. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: view_cart
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• Trigger: event equals view_cart

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: view_cart
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "view_cart",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

To measure when a user removes an item from a cart, send the remove_from_cart event. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: remove_from_cart
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• Trigger: event equals remove_from_cart

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: remove_from_cart
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "remove_from_cart",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Initiate the checkout process

Measure the first step in a checkout process by sending a begin_checkout event with one or more items defined with the relevant fields. A coupon can also be added at this stage to the entire order by adding it to the event or applied to a particular item by adding it to specific elements in the items array. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: begin_checkout
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Ecommerce Coupon - ecommerce.coupon
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• coupon - {{Ecommerce Coupon}}
• Trigger: event equals begin_checkout

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: begin_checkout
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "begin_checkout",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    coupon: "SUMMER_FUN",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

When a user proceeds to the next step in the checkout process and adds shipping information, send an add_shipping_info event. Use the parameter shipping_tier to specify the user's delivery option, such as "Ground", "Air", or "Next-day". For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: add_shipping_info
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Ecommerce Coupon - ecommerce.coupon
• Ecommerce Shipping Tier - ecommerce.shipping_tier
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• coupon - {{Ecommerce Coupon}}
• shipping_tier - {{Ecommerce Shipping Tier}}
• Trigger: event equals add_shipping_info

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: add_shipping_info
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "add_shipping_info",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    coupon: "SUMMER_FUN",
    shipping_tier: "Ground",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Send the add_payment_info event when a user submits their payment information. If applicable, include payment_type with this event for the chosen method of payment. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: add_payment_info
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Value - ecommerce.value
• Ecommerce Currency - ecommerce.currency
• Ecommerce Coupon - ecommerce.coupon
• Ecommerce Payment Type - ecommerce.payment_type
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• value - {{Ecommerce Value}}
• currency - {{Ecommerce Currency}}
• coupon - {{Ecommerce Coupon}}
• payment_type - {{Ecommerce Payment Type}}
• Trigger: event equals add_payment_info

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: add_payment_info
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "add_payment_info",
  ecommerce: {
    currency: "USD",
    value: 30.03,
    coupon: "SUMMER_FUN",
    payment_type: "Credit Card",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Make a purchase or issue a refund

Measure a purchase by sending a purchase event with one or more items defined with the relevant fields. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: purchase
• Ecommerce Items - ecommerce.items
• Ecommerce Transaction ID - ecommerce.transaction_id
• Ecommerce Value - ecommerce.value
• Ecommerce Tax - ecommerce.tax
• Ecommerce Shipping - ecommerce.shipping
• Ecommerce Currency - ecommerce.currency
• Ecommerce Coupon - ecommerce.coupon
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• transaction_id - {{Ecommerce Transaction ID}}
• value - {{Ecommerce Value}}
• tax - {{Ecommerce Tax}}
• shipping - {{Ecommerce Shipping}}
• currency - {{Ecommerce Currency}}
• coupon - {{Ecommerce Coupon}}
• Trigger: event equals purchase

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: purchase
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "purchase",
  ecommerce: {
    transaction_id: "T_12345",
    // Sum of (price * quantity) for all items.
    value: 72.05,
    tax: 3.60,
    shipping: 5.99,
    currency: "USD",
    coupon: "SUMMER_SALE",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    },
    {
      item_id: "SKU_12346",
      item_name: "Google Grey Women's Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 3.33,
      index: 1,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "gray",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 21.01,
      promotion_id: "P_12345",
      promotion_name: "Summer Sale",
      quantity: 2
    }]
  }
});

Note: The purchase event replaces ecommerce_purchase and is different from the in_app_purchase event, which is reported automatically.

Measure refunds by sending a refund event with the relevant transaction_id specified and one or more items defined with item_id and quantity. We recommend that you include item information in your refund event to see item-level refund metrics in Analytics.

For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: refund
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Items - ecommerce.items
• Ecommerce Transaction ID - ecommerce.transaction_id
• Ecommerce Value - ecommerce.value
• Ecommerce Tax - ecommerce.tax
• Ecommerce Shipping - ecommerce.shipping
• Ecommerce Currency - ecommerce.currency
• Ecommerce Coupon - ecommerce.coupon
• Event Parameters (Parameter Name - Value):
• items - {{Ecommerce Items}}
• transaction_id - {{Ecommerce Transaction ID}}
• value - {{Ecommerce Value}}
• tax - {{Ecommerce Tax}}
• shipping - {{Ecommerce Shipping}}
• currency - {{Ecommerce Currency}}
• coupon - {{Ecommerce Coupon}}
• Trigger: event equals refund

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: refund
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "refund",
  ecommerce: {
    currency: "USD",
    transaction_id: "T_12345", // Transaction ID. Required for purchases and refunds.
    value: 30.03,
    coupon: "SUMMER_FUN",
    shipping: 3.33,
    tax: 1.11,
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Note: The refund event replaces ecommerce_refund.

Apply promotions

Ecommerce includes support for measuring impressions and clicks of internal promotions, such as banners displayed to promote a sale.

Promotion impressions are typically measured with the initial screen view by sending the view_promotion event with an items parameter to specify the promoted item. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Event Name: view_promotion
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Creative Name - ecommerce.creative_name
• Ecommerce Creative Slot - ecommerce.creative_slot
• Ecommerce Promotion ID - ecommerce.promotion_id
• Ecommerce Promotion Name - ecommerce.promotion_name
• Ecommerce Items - ecommerce.items
• Event Parameters (Parameter Name - Value):
• creative_name - {{Ecommerce Creative Name}}
• creative_slot - {{Ecommerce Creative Slot}}
• promotion_id - {{Ecommerce Promotion ID}}
• promotion_name - {{Ecommerce Promotion Name}}
• items - {{Ecommerce Items}}
• Trigger: event equals view_promotion

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: view_promotion
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "view_promotion",
  ecommerce: {
    creative_name: "Summer Banner",
    creative_slot: "featured_app_1",
    promotion_id: "P_12345",
    promotion_name: "Summer Sale",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

To indicate a user clicked on a promotion, send a select_promotion event with that item as an item parameter. For details on the parameters to send, see the Events reference.

Note: The Send Ecommerce data option can be used as an alternative to the following tag configuration.

Show me the tag configuration

Tag configuration:

• Tag type: Google Analytics: GA4 Event
• Data Layer Variables (Name - Data Layer Variable Name):
• Ecommerce Creative Name - ecommerce.creative_name
• Ecommerce Creative Slot - ecommerce.creative_slot
• Ecommerce Promotion ID - ecommerce.promotion_id
• Ecommerce Promotion Name - ecommerce.promotion_name
• Ecommerce Items - ecommerce.items
• Event Parameters (Parameter Name - Value):
• creative_name - {{Ecommerce Creative Name}}
• creative_slot - {{Ecommerce Creative Slot}}
• promotion_id - {{Ecommerce Promotion ID}}
• promotion_name - {{Ecommerce Promotion Name}}
• items - {{Ecommerce Items}}
• Variable Type: data layer Variable - 'ecommerce.items'
• Trigger: event equals select_promotion

Trigger configuration:

• Trigger Type: Custom Event
• Event Name: select_promotion
• This trigger fires on: All Custom Events

dataLayer.push({ ecommerce: null });  // Clear the previous ecommerce object.
dataLayer.push({
  event: "select_promotion",
  ecommerce: {
    creative_name: "Summer Banner",
    creative_slot: "featured_app_1",
    promotion_id: "P_12345",
    promotion_name: "Summer Sale",
    items: [
    {
      item_id: "SKU_12345",
      item_name: "Stan and Friends Tee",
      affiliation: "Google Merchandise Store",
      coupon: "SUMMER_FUN",
      discount: 2.22,
      index: 0,
      item_brand: "Google",
      item_category: "Apparel",
      item_category2: "Adult",
      item_category3: "Shirts",
      item_category4: "Crew",
      item_category5: "Short sleeve",
      item_list_id: "related_products",
      item_list_name: "Related Products",
      item_variant: "green",
      location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
      price: 10.01,
      quantity: 3
    }
    ]
  }
});

Use a Custom JavaScript Variable

If your website does not support a data layer, you can use a Custom JavaScript Variable to call a function that returns the ecommerce data object. This object should use the data layer syntax shown earlier in this guide; for example:

// A Custom JavaScript Variable that returns an ecommerceData object
// that follows the data layer syntax.
function getEcommerceData() {
  var ecommerceProductData = [
    {
      item_name: "Stan and Friends Tee",
      item_id: "SKU_12345",  // ID is required.
      // Rest of the product data should follow the data layer syntax.
    },
    // Multiple products may be included.
  ];
  return ecommerceProductData;
}

If you choose to use a Custom JavaScript Variable, then you can use it in the same manner as you would the data layer — you can supply the value from the items parameter as an event parameter in your tag configuration.

Tag configuration:

• Tag type: GA4 Event
• Event Name: any
• Read data from Variable: {{gaEcommerceData}}
• Trigger: event equals gtm.dom

{{gaEcommerceData}} variable settings:

• Variable type: Custom JavaScript
• Function body: Use the preceding example

Note: The example tag configuration uses DOM Ready (gtm.dom) to trigger the Google Analytics: GA4 Event tag. You should use DOM Ready when you want to load all the elements on a page before sending an event so you can retrieve values from the Document Object Model (DOM). For example, you could use DOM Ready for the view_item_list event so the items someone views load before sending the event.