Last Updated: September 9, 2022

Understanding Google Analytics 4 ecommerce tracking

In this article, I will show you how to set up ecommerce tracking in Google Analytics 4 (GA4) using Google Tag Manager (GTM).

With Google Analytics 4 properties, ecommerce implementation is a bit different compared to the legacy version, also known as Universal Analytics.

I recommend following the developer’s documentation Ecommerce (GA4) Developer Guide alongside this article.

If we compare Google Analytics 4 vs Universal Analytics, there are a few similarities and differences, as below.

1) Schema changes

While setting up the ecommerce events, we need to pass the different schemas like product details, currency, promotions, etc.

For example, earlier in Universal Analytics, if we wanted to pass a product name, we used to pass it using ‘name’, but in the case of GA4, it is just ‘item_name’.

Another example,

If you want to measure a promotion (when a user clicks on any promotion link), in universal analytics, we used to pass this using ‘promoClick’, but in the case of GA4, it has now changed to ‘select_promotion’.

The table below will provide details on the different schemas and changes.

2) Data layer implementation

You might be thinking of updating your data layer according to the new schemas, but wait!

If you are using Universal Analytics for your ecommerce website, do not update your current setup.

This is because the new schemas are not backwards compatible and hence can break your current (Universal Analytics) setup.

The good news is that for the majority of the schemas, they are forward compatible, and Google will translate your Universal Analytics events to the GA4 App + Web custom events.

The best thing to do to keep both versions of analytics active and running is to update your current setup to add GA4 App + web specific dataLayer and schemas along with current schemas.

This way, it won’t break your Universal Analytics, and the GA4 App + Web will also have its required schemas.

Now let’s get started with setting up ecommerce tracking in Google Analytics 4

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Setting up ecommerce tracking in Google Analytics 4 using Google Tag Manager

Note: Ecommerce events can also be implemented using global site tag (gtag.js). In our case, we will be using Google Tag Manager.

While implementing the ecommerce tracking, we need to define or modify our DataLayer on the page, and this needs development work to update the values.

If you are not familiar with the dev work, you can ask your developer to carry out the DataLayer implementation. Once the DataLayer is defined, you can configure the DataLayer variable in GTM.

Follow the below steps to create an ecommerce DataLayer variable.

Step 1: Log in to your Google Tag Manager console and click on ‘Variables’ in the left-hand side menu.

Step 2: Click on ‘New’.

Step 3: Give a proper name to your variable and click on ‘Variable Configuration’.

Step 4: An overlay will appear like below. Select the Data Layer variable.

Step 5: Variable configuration will open like below. Type ‘ecommerce.items’ as the Data Layer variable name.

Step 6: Click on ‘Save’.

Since our Data Layer variable is configured, we can proceed with implementing ecommerce events. We will be measuring the standard ecommerce events.

The below section will provide you with details of DataLayer code, GTM tag configuration and trigger condition.

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1. Product/item list views/impressions

This event will measure product impressions. We need to fire this tag on the pages where a list of products is displayed, generally on the home page, category pages, etc.

DataLayer configuration:

To measure item list views/impressions, we need to push a list of products and their attributes to the data layer and pass a ‘view_item_list’ event along with that data.

// Measure product views / impressions

dataLayer.push({

'event': 'view_item_list',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'item_list_name': 'Search Results',     // Product List Name - Type: string

'item_list_id': 'SR12',                        // Product List ID - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, the next step is to configure your tag. Follow the below steps to configure.

Step 1: Log in to your Google Tag Manager console and click on ‘Tags’ in the left-hand side menu.

Step 2: Click on ‘New’ to create a new scroll event tag for the GA4 property.

Step 3: Give a proper name to your tag and click on ‘Tag Configuration’.

Step 4: An overlay will appear on the right-hand side with a list of tag templates. Select ‘Google Analytics: GA4 Event’.

Step 5: Tag configuration window will open like below. Click on ‘Select Configuration Tag’.

Step 6: A drop-down menu will appear. You can either select your pageview tag or ‘None- Manually Set ID’ from the drop-down. In our case, we will select  ‘None- Manually Set ID’.

Step 7: The next step is to enter the GA measurement ID in the input box.

You can find your measurement ID in the admin section under ‘Data Streams’.

Step 8: Specify the name of the event. The event name you provide here will appear in your GA4 analytics reporting. Now give an event name as ‘view_item_list’.

Step 9: Click on the ‘Event Parameters’ drop-down menu:

Step 10: Click on the ‘Add Row’ button:

You should now see the two new text boxes: ‘Parameter Name’ and ‘Value’.

Step 11: Type ‘items’ in the ‘Parameter Name’ text box.

Step 12: Click on the ‘+’ button under the ‘Value’ text box:

Step 13: An overlay will appear like below. Select the ‘GA 4 Ecommerce DataLayer’ variable. This is the same variable that we created earlier.

Step 14: Your tag configuration will appear like below.

It’s done! Now let’s set up the trigger configuration.

Trigger Configuration:

Step 15: Click anywhere under ‘Triggering’.

Step 16: An overlay will appear like below. Click on the ‘+’ icon to add a new trigger.

Step 17: Give a proper name to your trigger and click anywhere in ‘Trigger Configuration’.

Step 18: An overlay will appear like below. Select ‘Custom Event’ from the list.

Step 19: ‘Trigger Configuration’ will open. In the input box, we need to provide the event name. In this event, it is ‘view_item_list’ since we are measuring product impressions. Type ‘view_item_list’ In the event name.

Step 20: Click on ‘Save’.

Your complete tag will look like below.

Congratulations!!! You have successfully created your first ecommerce event for your GA4 property. Now let’s do this for the remaining ecommerce events.

Since I already showed you the step-by-step method to create it in the above event, for the other events, I will now only show you the DataLayer code and final tag configuration and trigger configuration.

2. Product/item list clicks

DataLayer configuration:

To measure product clicks, we need to push the product and its attributes to the data layer and pass a ‘select_item’ event along with that data.

// Measure product Clicks

dataLayer.push({

'event': 'select_item',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'item_list_name': 'Search Results',     // Product List Name - Type: string

'item_list_id': 'SR12',                        // Product List ID - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 Event
• Event name: select_item
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘select_item’

3. Product/item detail views

To measure product views, we need to push the product and its attributes to the data layer and pass a ‘view_item’ event along with that data.

// Measure Product Detail View

dataLayer.push({

'event': 'view_item',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'item_list_name': 'Search Results',     // Product List Name - Type: string

'item_list_id': 'SR12',                        // Product List ID - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 Event
• Event name: view_item
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘view_item

4. Add to cart

To measure add to cart, we need to push the product and its attributes to the data layer and pass a ‘view_item’ event along with that data.

// Measure Add to Cart

dataLayer.push({

'event': ' add_to_cart',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'item_list_name': 'Search Results',     // Product List Name - Type: string

'item_list_id': 'SR12',                        // Product List ID - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 event
• Event name: add_to_cart
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘add_to_cart’

5. Remove from cart

To measure remove from cart, we need to push a product and its attributes to the data layer and pass a ‘remove_from_cart’ event along with that data.

// Measure Remove From Cart

dataLayer.push({

'event': ' remove_from_cart',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'item_list_name': 'Search Results',     // Product List Name - Type: string

'item_list_id': 'SR12',                        // Product List ID - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 event
• Event name: remove_from_cart
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration.

• Trigger type: Custom event
• Trigger condition: event equals ‘remove_from_cart’

6. Promotion views/impressions

You can measure both impressions and clicks on internal site promotions. These promotions include banners displayed on the site or an offer for free shipping.

To measure promotion view details, we need to push the product and its attributes to the data layer and pass a ‘view_promotion’ event along with that data.

// Measure promotion views/impressions

dataLayer.push({

'event': 'view_promotion',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'promotion_id': 'abc123',                   // Promotion Campaign ID - Type: Srting

'promotion_name': 'summer_promo', // Promotion Campaign Name - Type: Srting

'creative_name': 'instore_suummer',  // Promotion Creative Name - Type: Srting

'creative_slot': '1',                   // Promotion Creative Slot - Type: Numeric

'location_id': 'hero_banner',              // Promotion Location - Type: Srting

'index': 1,                                // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 event
• Event name: view_promotion
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘view_promotion’

7. Promotion clicks

To measure promotion clicks details, we need to push the product and its attributes to the data layer and pass a ‘select_promotion’ event along with that data.

// Measure promotion Clicks

dataLayer.push({

'event': ' select_promotion ',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'promotion_id': 'abc123',                   // Promotion Campaign ID - Type: Srting

'promotion_name': 'summer_promo', // Promotion Campaign Name - Type: Srting

'creative_name': 'instore_suummer',  // Promotion Creative Name - Type: Srting

'creative_slot': '1',                   // Promotion Creative Slot - Type: Numeric

'location_id': 'hero_banner',              // Promotion Location - Type: Srting

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 Event
• Event name: select_promotion
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘select_promotion’

8. Checkouts

To measure checkout activity details, we need to push a product and its attributes to the data layer and pass a ‘begin_checkout’ event along with that data.

// Measure a Checkout

dataLayer.push({

'event': ' begin_checkout',

'ecommerce': {

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'index': 1,                               // Product List Position - Type: Numeric

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below

• Tag type: GA4 event
• Event name: begin_checkout
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration.

• Trigger type: Custom event
• Trigger condition: event equals ‘begin_checkout’

9. Purchases

To measure purchases, we need to push transactions, products and their attributes to the data layer and pass a ‘purchase’ event along with that data on thank you page.

// Measure purchases

dataLayer.push({

'event': 'purchase',

'ecommerce': {

'purchase': {

'transaction_id': 'T12345',                  // Transaction ID- Type: String

'affiliation': 'Online Store',                 // Affliation - Type: String

'value': '35.25',                                  // Product Price- Type: Numeric

'tax': '4.90',                              // Taxes If applicable- Type: Numeric

'shipping': '5.99',                      // Shipping Charges- Type: Numeric

'currency': 'EUR',                     // Currency- Type: Numeric

'coupon': 'SUMMER_SALE',                      // Coupan Code if applicable- Type: String

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                       // Product ID/SKU- Type: String

'price': '35.25',                     // Product price - Type: numeric

'item_brand': 'Your Brand Name',           //Product brand - Type: string

'item_category': 'Category Name',     // Product category Main - Type: string

'item_category_2': 'Category level1', // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2', // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3', // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',          // Variant of the product like color, size etc - Type: string

'quantity': '1'                                     // Product quantity - Type: numeric

}]

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 event
• Event name: purchase
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create a trigger with the below configuration.

• Trigger type: Custom event
• Trigger condition: event equals ‘purchase’

10. Refunds

To measure refunds, we need to push transaction details to the data layer and pass a ‘refund’ event along with that data onto the thank you page.

// Measure Refunds

dataLayer.push({

'event': 'refund',

'ecommerce': {

'transaction_id': 'T12345',                  // Transaction ID- Type: String

}

});

Google tag configuration:

Once the above code is pushed to the DataLayer, you can configure your Google Tag Manager tag like below.

• Tag type: GA4 Event
• Event name: refund
• Event parameter (name – value): ‘items’ – {{Ecommerce Items}}
• Variable type: data layer variable – ‘ecommerce.items’

Trigger configuration:

You can create trigger with the below configuration

• Trigger type: Custom event
• Trigger condition: event equals ‘refund’

If you want to measure a partial refund, you can also pass a list of products with their attributes as below.

// Measure Refunds

dataLayer.push({

'event': 'refund',

'ecommerce': {

'transaction_id': 'T12345',             // Transaction ID- Type: String

'items': [

{

'item_name': 'Sample Product 1',       // Product Name- Type: String

'item_id': '123456',                   // Product ID/SKU- Type: String

'price': '35.25',                // Product price - Type: numeric

'item_brand': 'Your Brand Name',       //Product brand - Type: string

'item_category': 'Category Name', // Product category Main - Type: string

'item_category_2': 'Category level1',      // Product category (Mens, Kids) - Type: string

'item_category_3': 'Category level2',      // Product category (Shirts, Shoes) - Type: string

'item_category_4': 'Category level3',      // Product category (T-shirt, Sport Shoes) - Type: string

'item_variant': 'Variant',               // Variant of the product like color, size etc - Type: string

'quantity': '1'                                // Product quantity - Type: numeric

}]

}

});

The rest of the Google Tag Manager configuration and trigger configuration will remain the same.

So, that is how you can set up ecommerce tracking in Google Analytics 4.

Get this 70 page detailed checklist containing screenshots, step-by-step instructions and links to articles

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Ecommerce reporting in GA4

Now since you have completed the ecommerce set up for your GA4 property, you can wait for some time to generate the data and then proceed with reporting interface.

To view ecommerce reports for your GA4 property, you can click on ‘Monetization’ in the reporting menu.

Then click on ‘Monetization Overview’.

You will get to see below trends and tables providing details like ‘Total Revenue’, ‘Total Buyers’ and ‘Avg. purchase revenue per user’.

If you want a more detailed report, click on ‘Ecommerce Purchases’ in the reporting menu.

You will get a detailed report like below.

You can also check the funnel report in the ‘Analysis’ tab by defining the funnel steps.

Note: You need to create a funnel in the analysis hub. If you are new and don’t know how to use exploration reports and funnel reports, you can check this to understand more: How to Use the Exploration Report

This is how you can set up ecommerce tracking in a Google Analytics 4 property.

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7. Google Analytics 4 Content Grouping – Create Content Groups in GA4
8. How to Track Single Page Apps in Google Analytics 4 (GA4)
9. utm_source, utm_medium, utm_campaign Parameters – GA4 (Google Analytics 4)

#10 Google Analytics 4 filters

1. GA4 filters – Understanding Data Filters in Google Analytics 4
2. How to Create and Test Filters in Google Analytics 4 (GA4)?
3. Exclude Internal Traffic in GA4 (Google Analytics 4) via IP Filter

#11 Google Analytics 4 Explorations

1. Free Form Report in GA4 (Google Analytics 4) – Exploration Report
2. How to Use the User Lifetime Report in Google Analytics 4 (GA4)
3. How to Use Path Exploration Report in GA4 (Google Analytics 4) – Path Analysis
4. How to Use Segment Overlap Report in Google Analytics 4 (GA4)
5. How to Use the Funnel Exploration Report in GA4 (Google Analytics 4) – Funnel Analysis
6. Cohort Exploration Report in Google Analytics 4 (GA4)
7. How to Create Landing Pages Report in GA4 (Google Analytics 4)
8. How to Create Google Ads report in GA4 (Google Analytics 4)
9. How to Segment GA4 Data by Data Stream
10. Organic Search Traffic Analysis in GA4 – Complete Guide

#12 Google Analytics 4 Advanced

1. Understanding Google Analytics 4 Sessions
2. GA4 (Google Analytics 4) Measurement Protocol Tutorial
3. How to Build Comparisons (Advanced Segments) in Google Analytics 4 (GA4)
4. Understanding Automated Insights in Google Analytics 4 (GA4)
5. Understanding Channel Groupings in Google Analytics 4 (GA4)
6. Understanding Data Sampling in Google Analytics 4 (GA4)

#13 Google Analytics 4 Reports

1. How to Create Custom Insights in Google Analytics 4 (GA4)
2. How to Use Debug View Report in Google Analytics 4 (GA4)

#14 Google Analytics 4 Attribution

1. Guide to Attribution Models in GA4 (Google Analytics 4)
2. How to Change Attribution Models in GA4 (Google Analytics 4)?
3. GA4 (Google Analytics 4) Conversion Paths Report in Attribution
4. GA4 (Google Analytics 4) Model Comparison Report in Attribution
5. Advertising Snapshot in GA4 (Google Analytics 4) Attribution
6. GA4 Attribution Modelling Tutorial

#15 Google Analytics 4 Audiences

1. GA4 Audiences – Creating Custom Audience in Google Analytics 4
2. How to Create a Remarketing Audience in Google Analytics 4 (GA4)
3. Understanding Audience Triggers in Google Analytics 4 (GA4)
4. Google Analytics 4 (GA4) Predictive Audiences – Tutorial

#16 Google Analytics 4 BigQuery

1. GA4 BigQuery – Connect Google Analytics 4 with BigQuery
2. BigQuery GA4 Schema – Send Custom GA4 Data to BigQuery
3. How to Backfill GA4 Data in BigQuery
4. How to Connect and Export Data from GA

Other articles on Google Analytics Ecommerce

1. Google Analytics Ecommerce Tracking Tutorial
2. Enhanced Ecommerce Tracking in Google Analytics – Tutorial
3. Set up Enhanced Ecommerce Tracking in Google Analytics
4. Using Enhanced Ecommerce segments for Remarketing in Google Analytics
5. Using Cohort Analysis & Enhanced Ecommerce to Understand User Behavior
6. Duplicate Transactions (orders) in Google Analytics
7. Enhanced Ecommerce Tracking via Google Tag Manager
8. Ecommerce Tracking Google Tag Manager (GTM) – Tutorial
9. Shopify Enhanced Ecommerce Tracking in Google Analytics – Tutorial
10. Why Google Analytics and Shopping Cart Sales data don’t match and how to fix it
11. How to remove / modify Google Analytics ecommerce transaction in one click
12. Tracking Google Analytics Paypal Referral and other payment gateways
13. Subscription & Recurring Revenue Analytics in Google Analytics
14. Understanding Google Analytics Product Data Import
15. Shopping Cart Analytics Tutorial
16. Learn To Read E-Commerce Reports In Google Analytics
17. Dealing with Google Analytics Refund – Reverse Transaction
18. How to reverse transactions in Google Analytics for gtag.js and analytics.js
19. How to Fix Missing Ecommerce Data in Google Analytics