Enhanced Ecommerce Setup in Google Analytics

Setting Up E-commerce (Enhanced Ecommerce) in Google Analytics

Enhanced Ecommerce in GA4 is a set of standard events for tracking the entire purchase funnel: from catalog view to transaction completion. Data is used to analyze conversion at each step, product popularity, and promo effectiveness.

E-commerce Event Funnel

view_item_list   → view_item   → add_to_cart   → begin_checkout   → purchase
(catalog)         (product)    (cart)          (checkout)        (order)

Implementing All Funnel Steps

// 1. Product list view (catalog, recommendations)
gtag('event', 'view_item_list', {
    item_list_id:   'category_shoes',
    item_list_name: 'Shoes',
    items: products.map((p, i) => ({
        item_id:       p.id,
        item_name:     p.name,
        item_brand:    p.brand,
        item_category: p.category,
        item_list_name:'Shoes',
        index:         i,       // position in list
        price:         p.price,
        quantity:      1
    }))
});

// 2. Product click in list
gtag('event', 'select_item', {
    item_list_name: 'Shoes',
    items: [{ item_id: product.id, item_name: product.name, index: 3 }]
});

// 3. Product card view
gtag('event', 'view_item', {
    currency: 'RUB',
    value:    product.price,
    items: [{
        item_id:       product.id,
        item_name:     product.name,
        item_brand:    product.brand,
        item_category: product.category,
        item_variant:  selectedVariant,
        price:         product.price
    }]
});

// 4. Add to cart
gtag('event', 'add_to_cart', {
    currency: 'RUB',
    value:    product.price * quantity,
    items: [{ ...productData, quantity }]
});

// 5. Begin checkout
gtag('event', 'begin_checkout', {
    currency: 'RUB',
    value:    cart.total,
    coupon:   appliedCoupon,
    items:    cart.items
});

// 6. Add shipping
gtag('event', 'add_shipping_info', {
    currency:       'RUB',
    value:          cart.total,
    shipping_tier:  'CDEK Express',
    items:          cart.items
});

// 7. Add payment
gtag('event', 'add_payment_info', {
    currency:      'RUB',
    value:         cart.total,
    payment_type:  'Visa',
    items:         cart.items
});

// 8. Purchase
gtag('event', 'purchase', {
    transaction_id: order.id,
    value:          order.total,
    tax:            order.tax,
    shipping:       order.shippingCost,
    currency:       'RUB',
    coupon:         order.coupon,
    items:          order.items
});

Promotions and Banners

// Show promotion (banner, slider)
gtag('event', 'view_promotion', {
    promotions: [{
        promotion_id:   'summer_sale_2024',
        promotion_name: 'Summer Sale',
        creative_name:  'banner_home',
        creative_slot:  'hero_slot'
    }]
});

// Promotion click
gtag('event', 'select_promotion', { promotions: [...] });

Refunds

gtag('event', 'refund', {
    transaction_id: orderId,
    value:          refundAmount,
    currency:       'RUB',
    items: [{ item_id: productId, quantity: 1 }]  // only refunded items
});

Reconciling GA4 Data with Actual Sales

GA4 data typically differs from actual DB data by 5–15% due to blockers and session loss. For important decisions — compare GA4 with DB data or Conversions API.

Setup time: 2–3 business days for complete funnel with promos and GA4 reporting.