A Step-By-Step Information With Shopify Instance

A Step-By-Step Guide With Shopify Example

The tip of Common Analytics is main information for all entrepreneurs counting on Google Analytics to research visitors, habits, attribution, and extra frequently.

Particularly for ecommerce.

You see, GA4 isn’t your typical software program improve.

It’s a very completely different platform, and establishing GA4 on ecommerce websites isn’t as straightforward as flipping a toggle swap anymore.

The next is a complete information on tips on how to arrange GA4 for ecommerce.

1. Primary GA4 Configuration

Understandably, the shift to GA4 is nerve-racking.

And it doesn’t assist that the implementation steps are far completely different from what we had been used to with Common Analytics.

The excellent news is that GA4 is filled with options that had been beforehand unavailable.

For instance, there is no such thing as a information sampling for traditional experiences, you’re not caught with last-click solely attribution, and there’s a actually useful funnel builder in Explorations.

To get began you will have so as to add GA4, create a purchase order information layer, and create a product view information layer.

Freshmen ought to begin with our article Get to Know Google Analytics 4, to learn to arrange a GA4 account and information property.

Migrating UA to GA4_Get Started screenshotScreenshot from UA, April 2022

Should you’ve already configured Google Tag Supervisor for GA4, go forward and leap to step 2 the place we get into creating information layers for ecommerce.

After you’ve created the GA4 property, you’ll must create tags to ship information out of your web site to your Google Analytics account.

There are two strategies for configuring GA4 in your store website: World Website Tag (gtag.js) or Google Tag Supervisor (GTM).

Should you’re utilizing the World Website Tag technique you will have to speak together with your developer. Here’s a hyperlink to Google Analytics’ guide for developers to assist them get began.

Or, you need to use Google Tag Supervisor (GTM).

Google Tag Supervisor is a free information container by Google Analytics. You’ll be able to study to handle GTM your self and it doesn’t require a developer on employees.

Learn SEJ’s Google Tag Manager GA4 guide for a whole step-by-step masking setup, set up, and the fundamental GA4 configuration tag.

GA4 and GTM_Tag ConfigurationScreenshot from GA4, April 2022

As soon as GA4 is configured, you’ll discover that the GTM container alone isn’t sufficient for ecommerce retailers.

To get our ecommerce experiences working we have to add two further items of code, known as an information layer, to go buy and product view particulars to Google Analytics.

Let’s begin with the acquisition information layer. That is the code that’s chargeable for conversions and gross sales income.

Notice: This text makes use of Shopify because the ecommerce instance. You will have the power to edit your theme and checkout liquid file.

2. Buy Information Layer

When a buyer completes an order, the acquisition information layer will go variables to Google Tag Supervisor.

Variables are the info factors we wish to monitor reminiscent of income, tax, and transport data.

There are 4 steps to establishing a purchase order information layer:

  • Including the code to the checkout web page.
  • Making a customized occasion.
  • Creating an information layer variable.
  • Creating a brand new tag in GTM.

Create Buy Information Layer Code

Your actual information layer code might range relying in your information assortment technique and I encourage you to talk together with your developer.

Right here is an instance of a purchase order information layer for Shopify written by Adam Gorecki, Chief Options Officer at Intigress.

% if first_time_accessed %


window.dataLayer = window.dataLayer || [];


'page_type': 'buy',

'occasion': 'SEJ_purchase', //create a customized occasion in GTM

'transaction_id': '',

'totalValue':  total_price , // Contains tax & transport

'subtotalValue':  money_without_currency ,

'tax':  take away:',' ,

'transport':  money_without_currency ,

'foreign money': ' store.foreign money ',

'payment_type': ' order.transactions[0].gateway ', //optionally available parameter

'objects': [

% for line_item in line_items %

'item_id': '', //if no SKU exists, use product Id

'item_name': ' line_item.product.title ',

'discount':  line_item.line_level_total_discount ,

'item_variant': ' line_item.variant.title ',

'price':  line_item.final_price ,

'quantity':  line_item.quantity 


% endfor %




% endif %

Notice: Alter the customized occasion parameter “occasion: SEJ_purchase” by changing SEJ with the account identify you’re engaged on or use a common choice like “occasion: checkoutComplete.”

Add Buy Information Layer To Checkout Web page

Copy and paste the acquisition information layer into the checkout web page of your Shopify retailer.

Click on on Admin settings within the far backside left-hand nook and choose “Checkout” from the left-hand navigation.

Shopify Checkout Settings screenshot_eCom GA4Screenshot from Shopify, April 2022

Scroll all the way down to the Order standing web page part. Paste the code you copied in Extra scripts proper under your GTM container snippet.

Click on Save.

Shopify Order status page exampleScreenshot from Shopify, April 2022

If you don’t see a GTM container snippet, learn SEJ’s Google Tag Manager GA4 guide.

Create Customized Buy Occasion Set off In GTM

Your buy information layer is prepared for Google Tag Supervisor.

Earlier than you go, copy the customized occasion out of your information layer code.

Utilizing the instance above we are going to copy SEJ_purchase.

Shopify purchase datalayer_purchase event exampleScreenshot from Shopify, April 2022

Time to go over to Google Tag Supervisor. Open the GTM account and workspace for the corporate you’re engaged on.

Choose Triggers within the left-hand menu and click on the blue button within the prime proper nook to create a brand new set off.

GTM creating a new trigger screenshotScreenshot from GTM, April 2022

Identify the brand new set off one thing that may make sense internally.

For instance, Customized Buy Occasion.

Click on to configure the set off and choose customized occasion from the choices on display screen.

Paste the occasion identify you copied beforehand.

It is crucial that the occasion identify matches the info layer code precisely. Greatest apply is to repeat/paste.

GTM_custom event trigger_purchase data layer exampleScreenshot from GTM, April 2022

For this instance, we’re making a set off for the customized buy occasion “SEJ_purchase.” Click on to avoid wasting your occasion set off.

It’s a good suggestion to check at this stage earlier than constructing out your entire GTM simply to make sure that the info layer is working as anticipated.

To check return to your workspace and click on Preview within the prime proper nook.

Enter your website’s URL and look forward to the display screen to say “Linked!”

Full a check buy and watch in Tag Assistant for the brand new occasion set off.

Within the left-hand column, Abstract, click on the occasion SEJ_purchase.

Then click on the API Name dataLayer.push and you must be capable of see all of the variables in your code.

eCom purchase event_GTM preview_API items exampleScreenshot from GTM debug software, April 2022

Which means our buy information layer is efficiently sending data to Google Tag Supervisor. Hooray!

Create Information Layer Variables

Return to your GTM workspace and click on Variables within the left-hand navigation.

Right here you will notice built-in variables and any variables you will have outlined beforehand, like your Common Analytics ID monitoring.

GTM _new variables screenshotScreenshot from GTM, April 2022

Click on to create a brand new user-defined variable.

The naming of your variable is for inner use nevertheless it helps when different individuals are working throughout the Google Tag Supervisor to make use of one thing informative like “dlv-totalValue.”

Click on to decide on the variable kind and choose the Information Layer Variable choice.

The Information Layer Variable identify worth should match what’s in your information layer precisely, in any other case, it is not going to work. It’s finest to repeat and paste.

For instance, totalValue.

GTM userdefined datalayer variable eCom purchase total value_screenshotScreenshot from GTM, April 2022

You will have to repeat this course of for all seven variables:

  • dlv-currency/foreign money.
  • dlv-items/objects.
  • dlv-payment_type/payment_type.
  • dlv-shipping/transport.
  • dlv-tax/tax.
  • dlv-totalValue/totalValue.
  • dlv-transaction_id/transaction_id.

On the finish of this step, your GTM variable settings ought to appear to be the screenshot under.

GTM variable settings for ecommerce exampleScreenshot from GTM, April 2022

Ship Conversions To GA4

Now, you must ship this buy data to your Google Analytics account so your advertising group can begin digging into experiences.

Click on Tags within the left-hand menu and choose New.

Identify your new tag “GA4 – Buy Monitoring” and click on throughout the physique of the primary card to configure your tag.

Select the tag kind, Google Analytics GA4 Occasion.

GTM_creating a new tag screenshotScreenshot from GTM, April 2022

Configuration tag might be your GA4 – World Tag which we created earlier.

If you don’t see a GA4 World Tag learn SEJ’s Google Tag Manager GA4 guide.

The Occasion Identify might be “buy.”

GTM_creating a purchase event tag exampleScreenshot from GTM, April 2022

With GA4 you additionally want so as to add occasion parameters.

This can be a hyperlink to the full documentation of available GA4 event parameters.

We might be including occasion parameters for the variables in our information layer. Underneath Occasion Parameters, click on Add Row.

The parameter identify you’ll copy and paste from GA4 documentation.

For instance, “transaction_id.”

The worth would be the information layer variable we created in step 4.

For instance, “dlv-transaction_id.”

So as to add your information layer variable, you may both click on the plus icon to open a popup with all of the variables out there or kind double brackets {{ which can open a dropdown with all your choices.

GTM_double brackets_dropdown menu of purchase event variablesScreenshot from GTM, April 2022

Right here is an instance of what your closing occasion parameters display screen might appear to be.

Purchase event parameters exampleScreenshot from GTM, April 2022

Set off would be the customized buy occasion beforehand created. If you don’t see a customized buy occasion, revisit step 3 above.

Upon completion, your GA4 buy monitoring tag will look just like the screenshot under. Click on Save.

Undergo publish your container.

GTM purchase event tag_Final ViewScreenshot from GTM, April 2022

Now, you’ll need details about which merchandise had been seen earlier than buying in your experiences. Let’s preserve going.

3. Product View Information Layer

To get product-level element in Google Tag Supervisor, we might want to add a second information layer. The product view information layer might be added to the Shopify theme.liquid file.

The identical 5 steps are concerned.

We might be including an information layer code, making a customized occasion, creating information layer variables, and creating a brand new set off in GTM.

You’ve completely obtained this!

Create A Product Information Layer

Your actual product information layer code might range and I encourage you to talk together with your developer.

Right here is an instance of a Shopify product information layer.

<script kind="textual content/javascript">

window.dataLayer = window.dataLayer || [];

window.appStart = perform()

% assign template_name = template.identify %

window.productPageHandle = perform()

var productName = " product.title ";

var productId = " product.id ";

var productPrice = " product.worth ";

var productBrand = " take away: '"' ";

var productCollection = " product.collections.first.title "


occasion: 'SEJ_productDetail',

productName: productName,

productId: productId,

productPrice: productPrice,

productBrand: productBrand,

productCategory: productCollection,



% case template_name %

% when 'product' %


% endcase %



Add Product Information Layer To Theme Information

To ship product data to GA4, you will have to edit your theme recordsdata.

Modifications to your theme file are comparatively risk-free as a result of Shopify mechanically saves change historical past.

However, for those who’re feeling not sure you may completely work inside a duplicate of the reside theme.

Open your Shopify Admin panel and click on On-line Retailer.

Choose Themes and select your reside theme. Click on Actions and choose edit code from the drop-down menu.

Shopify edit theme.liquid file_screenshotScreenshot from Shopify, April 2022

Scroll all the way down to the Snippets‘ part and click on Add new snippet.

Identify the brand new snippet GTM-product-datalayer and click on create.

Paste the code you copied from step 1 into this newly created snippet file and click on Save.

Shopify_product data layer snippet exampleScreenshot from Shopify, April 2022

Within the left-hand menu, scroll as much as discover the theme.liquid file. It’s situated below the “Format” part.

Open the theme.liquid file and seek for “/head”.

Paste the next code simply above “/head”: % render ‘GTM-product-datalayer.liquid’ % and save your work.

Shopify_Add render product datalayer snippet to theme liquid_screenshotScreenshot from Shopify, April 2022

Now it’s time to check if the product information layer is passing details about our product views to Google Tag Supervisor as anticipated.

Open Google Tag Supervisor and click on Preview.

Observe the onscreen prompts after which full a check buy.

If the product element information layer is working you will notice the customized occasion SEJ_productDetail within the left-hand navigation.

While you click on on this tradition occasion you must see all of the variables out of your code.

GTM preview_product data layer API callScreenshot from GTM debug software, April 2022

Create Product Element View Set off

Your Shopify product view information layer is prepared for Google Tag Supervisor.

Open Google Tag Supervisor and click on Triggers within the left-hand menu and click on “Add New.”

From the set off choices, select “Customized Occasion” and identify the brand new set off, “ProductDetailView.”

Now add “SEJ_productDetail” within the customized occasion identify area. This identify matches your information layer occasion identify. Keep in mind to avoid wasting.

GTM_example product detail view triggerScreenshot from GTM, April 2022

GTM Variables

Simply as we did earlier than, it’s time to add variables from our information layer. This time it will likely be to go the product element data like product identify, model, and class.

Within the GTM left-hand menu choose Variables and click on New below Person-Outlined Variables.

When including your GTM variables this can be very necessary that the textual content matches your information layer precisely and that you just preserve naming constant.

For instance, we are going to create a variable for the product identify. Enter the variable identify “dlv-productName.”

Select the variable kind, “Information Layer variable.”

Copy and paste the precise variable out of your product information layer code and save.

The screenshot under is an instance of the configuration for “dlv-productName.”

GTM_product detail view data layer variable exampleScreenshot from GTM, April 2022

Repeat this course of for each variable in your product view information layer. Our instance on this article has 5 variables:

  • dlv-productID/productID.
  • dlv-productName/productName.
  • dlv-productBrand/productBrand.
  • dlv-productCategory/productCategory.
  • dlv-productPrice/productPrice.

On the finish, your user-defined variables listing will embrace each buy and product variables and look just like the screenshot under.

GTM_Product datalayer variable_completed example screenScreenshot from GTM, April 2022

5. Create Product View Occasion Tag

Again to Google Tag Supervisor, this time you’ll click on Tags.

Begin a brand new tag and identify it one thing like “GA4 – ProductView.”

Select the tag kind, “Google Analytics GA4 Occasion.”

GTM_example product view event tag_step 1 screenshotScreenshot from GTM, April 2022

Configuration tag might be your GA4 – World Tag which we created earlier. If you don’t see a GA4 World Tag learn SEJ’s Google Tag Manager GA4 guide.

The Occasion Identify might be “view_item.”

With GA4 additionally, you will want so as to add occasion parameters. This can be a hyperlink to full GA4 documentation of accessible occasion parameters.

The primary parameter might be item_id and for the corresponding variable you may both click on the plus icon to seek out your user-generated variables or use a double bracket {{ and a dropdown listing will seem.

GTM_product view tag_event parametersScreenshot from Shopify, April 2022

This half is case-sensitive and must match GA4 documentation and the info layer variable precisely.

Repeat this course of till you will have added all the 5 parameters and their corresponding variables:

  • item_id/productID.
  • item_name/productName.
  • item_brand/productBrand.
  • item_category/productCategory.
  • item_price/productPrice.

Select the customized ProductDetailView set off that we created in step # because the set off.

The screenshot under is an instance of what your closing product view tag might appear to be.

GTM_Product view tag for GA4Screenshot from GTM, April 2022

GA4 Ecommerce Debugging

You’re within the closing stretch! It’s time to ensure that every little thing is working as anticipated.

Open GTM preview and enter your website URL. As soon as the GTM preview software is linked, view a number of merchandise, add-to-cart, and full a purchase order.

Watching in Google Tag Assistant for the product view occasion tag and buy view occasion tag to fireplace.

Underneath the abstract, click on on the customized buy occasion (SEJ_purchase) and open the API name particulars. You wish to see all the objects out of your information layer variable.

For instance, under is an instance screenshot for product element.

GTM preview_product data layer API callScreenshot from GTM debug software, April 2022

And right here is an instance for buy.

GTM_Purchase event API_with items exampleScreenshot from GTM debug software, April 2022

This implies your Shopify retailer is passing ecommerce product view data and transaction information to GTM. Hooray!

Subsequent, we open GA4 Realtime experiences and examine that person occasions have recorded our product element view and buy occasion.

GA4 Real Time Report_Shopify Testing exampleScreenshot from GA4 realtime report, April 2022

The ultimate examine is to substantiate in GA4 Debugger that each one of our occasion parameters and objects array are working as meant.

Within the left-hand menu navigation, click on Configure > DebugView.

It’s not tremendous clear however you will have to seek out your gadget within the dropdown menu for DEBUG DEVICE.

From this view, you will notice a timeline of your exercise on the location. Within the far proper column titled TOP EVENTS click on on the acquisition occasion.

Then click on on objects to ensure the acquisition occasion is sending the product merchandise data to GA4. With out “objects” the total experiences cannot show.

It ought to look just like the screenshot under.

GA4 debugger_purchase event variablesScreenshot from GA4 Debugger, April 2022


Which means your Shopify retailer is passing buy and product view information completely. Take into account that customary GA4 ecommerce experiences might take 24 – 48 hours to completely populate.

Finally your Monetization > Ecommerce purchases report will look just like the screenshot under.

GA4 ecommerce purchases report exampleScreenshot from GA4 Debugger, April 2022

Ultimate Ideas

To make use of GA4 ecommerce experiences, we added a Google Tag Supervisor container script to our on-line store, s buy information layer to our checkout web page, and a product view information layer to our Shopify theme.liquid file.

Then we created a customized set off, customized occasion, and information layer variables inside Google Tag Supervisor.

Final we used GA4 tags to ship data on income, tax, transport, product identify, model, and class into our GA4 experiences.

Don’t neglect to check utilizing GTM preview and GA4 debugger instruments. Your customary experiences might take 24 to 48 hours to populate.

GA4 is an evolving product and I hope ecommerce monitoring turns into simpler as third-party platforms, like Shopify, make changes on their finish.

Extra assets:

Featured Picture: Paulo Bobita

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