GA4 ecommerce events: the complete setup guide
Every GA4 recommended ecommerce event explained — view_item to purchase — with the parameters you need, dataLayer examples and how to test them.
Every GA4 recommended ecommerce event explained — view_item to purchase — with the parameters you need, dataLayer examples and how to test them.
The recommended ecommerce events
- view_item_list / select_item — product listings and clicks
- view_item — product detail page
- add_to_cart / remove_from_cart
- view_cart
- begin_checkout
- add_shipping_info / add_payment_info
- purchase — order confirmation
- refund — full or partial refunds
- view_promotion / select_promotion — internal banners
Required parameters
Every ecommerce event should include currency, value and an items array. Each item needs item_id or item_name, plus price and quantity. Add item_brand, item_category (up to five levels), item_variant and coupon for richer reports. The purchase event also needs transaction_id, and ideally tax and shipping.
Is your GA4 tracking accurate?We set up GA4, GTM and ad conversions properly — tested against real orders.Get a free tracking audit →gtag.js or Google Tag Manager?
Both work. gtag.js is simpler for a single destination. Google Tag Manager is better when you also need Google Ads, Meta, TikTok or Microsoft Ads tags, because one dataLayer can feed them all. Platforms like Shopify now use Customer Events; Magento and WooCommerce usually need a dataLayer module or custom code.
Common mistakes
- Firing purchase on page refresh — deduplicate with transaction_id
- Sending value as a string with a currency symbol
- Missing currency (revenue shows as zero)
- Different item_id formats across events
- Consent Mode not configured for UK/EEA traffic
How to test
Enable debug mode with the GA Debugger extension or Tag Assistant, then watch events arrive in Admin → DebugView. Place a real test order and compare GA4 revenue against your platform the next day.
Common mistakes to avoid
How we help with analytics
Frequently asked questions
Why is my GA4 revenue lower than my store?
Consent refusals, ad blockers, missing purchase events on some payment methods and duplicate or missing transaction IDs are the usual causes.
Do I need Google Tag Manager for GA4?
No, but it makes managing multiple tags much easier.
What is enhanced measurement?
Automatic tracking of page views, scrolls, outbound clicks, site search and video — it does not include ecommerce events.