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Overview

This guide is only for using Tag Manager with the current Analytics version (GA4). For the old version, see: Google Tag Manager & Universal Analytics reference doc covers how we've implemented GA4 for sites, especially relating to the events we send to the data layer (Google Tag Manager) & what data these events have in them

Excerpt

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Use Google Tag Manager with Google Events guide for Google Analytics 4 (GA4)

Google Tag Manager lets you manage tags for use with Google Analytics (GA4). In GA4, tags work with the event and item scopes specified in your Analytics account to initiate and collect certain data types. An event measures a distinct user interaction on a website, e.g., loading a page or clicking a product link. An item represents a product or service your site offers for sale. The data can be used in remarketing and reporting user behaviour and site engagement patterns.

GA4 and Tag Manager

Info

title	Changes in GA4

Some Ecommerce event and scope structures and parameter names have changed for GA4.

Warning

title	IMPORTANT

Note that not all events in UA and GA4 are translatable. It is important that you review and understand the differences and incompatibilities.

Learn more: Event Compatibility Reference

Learn more: Google Analytics; Get started with GA4

Everytime a tracked interaction occurs on your site, certain types of data relevant to ecommerce are sent. The current out-of-the-box implementation includes data from these events:

Add_to_cart
Remove_from_cart
View_item_list
Select_item
Begin_checkout
Purchase (transaction details and purchased items)

Info

title	Analytics Options in CMS

When the version GA4 is enabled in the CMS, GA4 data from these events is automatically sent. You do not have to configure and add further code for it to work. The 'Remarketing' and 'Enhanced Ecommerce' options do not apply to GA4.

Panel

On this page:

Table of Contents

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Before You Begin

1. Google Tag Manager and GA4 accounts

You will need to get your site's Container ID from Google Tag Manager. Before you start, your Tag Manager and GA4 accounts should be ready.

Learn more at Google: Set up GA4; Google Tag Manager with GA4

2. CMS Analytics feature enabled in CMS

If Analytics is not enabled, contact Commerce Vision.

3. Templates/Widgets Setup

To track product clicks (select_item event in GA4) for certain List Types check that templates where users can select a product has these setups:

Product List Grid widget: zoned layouts are enabled for Products and Categories. Affects List Type: Product List
(Go to Pages & Templates → Products and check the Product List Grid widget is using a zoned layout.)
Image Removed
List Type: Items Recently Viewed works with the Recently Viewed widget added on a page or template.
List Types: Cross Sell, Upsell works with the CrossSell/Upsell widget added on a page or template, e.g., Product Detail page.
List Type: Campaign works with the Campaign Slider widget added on a page or template.

Set CMS Analytics to GA4

1. Select GA4 version

In the CMS, go to: Settings → Settings → Systems → Analytics.
With Analytics enabled on your site, click Configure.
In Analytics Feature Settings, toggle ON Enable Analytics.
In Analytics Version, select 'GA4'. TIP - GA4 should be selected if you are implementing Tag Manager for the first time.
In Google Tag Manager ID, enter the GA4 ID.
When the ID was entered in step 5, three options appear.

Image Removed

Digital Remarketing - does not apply to GA4

Enhanced Ecommerce - does not apply to GA4

Enhanced Rich Snippet - this allows you to add a code snippet that enhances search results visually, e.g., include ratings when a product's page is listed. See: Enhanced Rich Snippets

Click Save.

Event and Parameter Reference Guide

This section details the data sent for each event.

Anchoritemitemitem

item exists an array [ ] with a number of parameters. It is included when an event can contain one or more specific products and its details, e..g, events where users view or select specific products.

Item parameters below are

GA4 and Tag Manager

Info

title	Changes in GA4

Some Ecommerce event and scope structures and parameter names have changed for GA4.

Warning

title	IMPORTANT

Note that not all events in UA and GA4 are translatable. It is important that you review and understand the differences and incompatibilities.

Learn more: Event Compatibility Reference

Learn more: Google Tag Manager Setup for GA4

Every time a tracked interaction occurs on your site, certain types of data relevant to ecommerce are sent. The current out-of-the-box implementation includes data from these events:

search (Version 4.40+)
add_to_cart
remove_from_cart
view_cart (Version 4.40+)
view_item
view_item_list
add_to_wishlist (Version 4.40+)
begin_checkout
add_shipping_info (Version 4.40+)
add_payment_info (Version 4.40+)
purchase

Info

title	Analytics Options in CMS

When the version GA4 is enabled in the CMS, GA4 data from these events is automatically sent. Important - 'Enhanced Ecommerce' option is required always for GA4, but you do not have to configure and add further code for it to work. The 'Remarketing' option only applies to UA.

Panel

On this page:

Table of Contents

indent	18px

Before You Begin

1. CMS Analytics feature enabled in CMS

If Analytics is not enabled, contact Commerce Vision.

2. Templates/Widgets Setup

To track product clicks (select_item event in GA4) for certain List Types check that templates where users can select a product has these setups:

Product List Grid widget: zoned layouts are enabled for Products and Categories. Affects List Type: Product List
(Go to Pages & Templates → Products and check the Product List Grid widget is using a zoned layout.)
Image Added
List Type: Items Recently Viewed works with the Recently Viewed widget added on a page or template.
List Types: Cross Sell, Upsell works with the CrossSell/Upsell widget added on a page or template, e.g., Product Detail page.
List Type: Campaign works with the Campaign Slider widget added on a page or template.

Set CMS Analytics to GA4

1. Select GA4 version

In the CMS, go to: Settings → Feature Management→ System → Analytics.

With Analytics enabled on your site, click Configure.

In Analytics Feature Settings, toggle ON Enable Analytics.

In Analytics Version, select 'GA4'. TIP - GA4 should be selected if you are implementing Tag Manager for the first time.

In Google Tag Manager ID, enter the Tag Manager ID.

When the ID was entered in step 5, three options appear.
Image Added
Digital Remarketing - does not apply to GA4
Enhanced Rich Snippet - this allows you to add a code snippet that enhances search results visually, e.g., include ratings when a product's page is listed. See: Enhanced Rich Snippets

Tick Enhanced Ecommerce so it's on

Click Save.

Event and Parameter Reference Guide

This section details the data sent for each event.

Info

title	How we structured the event properties

All data pushed has been matched to the structure that Google recommends as closely as possible (as per 2024 guidelines), this should mean that no data transformation / restructuring is in the data layer / Google Tag Manager.

Anchor
item
item
search

This event is triggered when the search results render from any of the following widgets

Product Search With Category Widget
Product Search Widget
Product Search With Preview Widget
Product Favourites page
Cart

Item parameters below are included out-of-the-box.

Name	`items`
Parameter	CV Value	Notes

item

search_

name

term

product description

Product description. One of item_id or item_name is required.

item_id

product code

Product code. One of item_id or item_name is required.

item_category

product category

top level/primary category.

You can specify up to 5 categories:

item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve

item_list_name

list type

List type of list product was in. See: List Names

*NOTE - Zoned Product Layout must be in use for Ecommerce to work with lists.

If set, event-level item_list_name is ignored.
If not set, event-level item_list_name is used, if present.

item_brand

brand

Product's brand. NOTE - Currently not standard inclusion from CV ecommerce platform. Must be custom added.

index

numerical value

position of item presented in list (if applicable)

price

Monetary nett price of the product, in the specified currency.

If 'hide pricing' is enabled at Role level, this data is not pushed.

currency

currency of site in 3-letter ISO 4217 format

Multiple currencies per event is not supported. Each item should set the same currency.

For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored.

Item level structure: event.items.currency

Event level structure: event.currency

Anchorlist_typelist_type item_list_name

item_list_name is a parameter that displays the list type name relevant to an event that involves a product list, e.g., view_item_list, item, select_item etc.

List types included and values sent are listed below.

List Type Name

Value

Notes

Product Detail

Product Details

Product Category

Product List

Search Results

`view_item_list`

The view_

Search term

The search term used for search query

Anchor
item
item
view_item

The view_item event triggers when the product details page loads.

Item parameters below are included out-of-the-box.

Name	`items`
Parameter	CV Value	Notes
item_name	product description	Product description. One of `item_id` or `item_name` is required.
item_id	product code	Product code. One of `item_id` or `item_name` is required.
item_category	product category	top level/primary category. You can specify up to 5 categories: `item_category: "Apparel", item_category2: "Adult", item_category3: "Shirts", item_category4: "Crew", item_category5: "Short sleeve`
item_list_name	list type	List type of list product was in: Product Detail Product Category Search Results Recently Viewed Campaign Alternate Products Related Products Cart Fast Order Entry Product Compare User Favourites Prior Purchases Cart Lines *NOTE - Zoned Product Layout must be in use for Ecommerce to work with lists. If set, event-level `item_list_name` is ignored. If not set, event-level `item_list_name` is used, if present.
item_brand	brand	Product's brand. NOTE - Currently not standard inclusion from CV ecommerce platform. Must be custom added.
index	numerical value	position of item presented in list (if applicable)
price	Monetary nett price of the product, in the specified currency.	If 'hide pricing' is enabled at Role level, this data is not pushed.
currency	currency of site in 3-letter ISO 4217 format	Multiple currencies per event is not supported. Each item should set the same currency. For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored. Event level structure: event.currency
value	Total item value	The same as price, but shown outside of the items array Event level structure: event.value
user_id	id	The CV site user id (only available for logged in users)

`view_item_list`

The view_item_list event is logged when the user has been presented with a list of items from a certain category or search results, e.g., from a search results, a category list or user's favourites.

Data sent include items, to specify each product with their details.

Event Name

view_item_list

Parameter

Value

Notes

item_list_name

list type

For list type names, see: List Names

Ignored if set at the item-level.

Event

items [ ]

An array with each product in the list.

Required: yes

See: items event and variables/values for product data sent.

anchor

user_id

ecomclicks

id	The CV site user id (only available for logged in users)

Anchor
ecomclicks
ecomclicks
select_item

The select_item event signifies an item was selected from a list, i.e., product was clicked. Data is pushed on any click on a product link, e.g., on a search results page or from the user's favourites list. It includes data from the items array with the clicked product as the only product.

Event Name	select_item
Variable	Value	Notes
item_

list_

name

list type

List type product was on when selected. See: List Names

* NOTE - Zoned Product Layout must be in use for Enhanced Ecommerce to work with lists.

value

Monetary value of product price x quantity

items [array]

selected product details

The items array with the selected product. See: Items object for product data values.

If multiple products are provided, only the first product will be used.

Anchorecomcheckoutecomcheckoutbegin_checkout

NOTE - In GA4, you need only specify begin_checkout. This is effectively equivalent to UA's sending a checkout_progress event with checkout_step set to 1 ('Step 1' of checkout).

Event Name

begin_checkout

VariableValueNotes

currency

currency of site in 3-letter ISO 4217 format

Multiple currencies per event is not supported. Each item should set the same currency.

For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored.

value

Total cost of products in cart

items

items [ ]

Array contains each product in the cart.

Standard product data (e.g. name, id, category, brand, price) are included for each product. See: items event for product data values.

Anchorecomtransecomtranspurchase

The purchase event has two events: transaction (monetary and payment details) + items (array with the purchased products). Currently, only transaction details are included.

Event Name

purchase

Variable

Value

Notes

Event

transaction

transaction_id

sales order number

generated from your system

value

total order value

tax

total tax value

will depend on whether inc or exc tax has been set

shipping

total shipping value

currency

currency of site in 3-letter ISO 4217 format

For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored.

Anchorecomaddtocartecomaddtocartadd_to_cartThe add_to_cart event is triggered every time a user successfully adds items to cart. This is recommended for businesses with online sales

product description	Product description. One of `item_id` or `item_name` is required.
item_id	product code	Product code. One of `item_id` or `item_name` is required.
item_category	product category	top level/primary category. You can specify up to 5 categories: `item_category: "Apparel", item_category2: "Adult", item_category3: "Shirts", item_category4: "Crew", item_category5: "Short sleeve`
item_list_name	list type	List type of list product was in: Product Detail Product Category Search Results Recently Viewed Campaign Alternate Products Related Products Cart Fast Order Entry Product Compare User Favourites Prior Purchases Cart Lines *NOTE - Zoned Product Layout must be in use for Ecommerce to work with lists. If set, event-level `item_list_name` is ignored. If not set, event-level `item_list_name` is used, if present.
item_brand	brand	Product's brand. NOTE - Currently not standard inclusion from CV ecommerce platform. Must be custom added.
index	numerical value	position of item presented in list (if applicable)
price	Monetary nett price of the product, in the specified currency.	If 'hide pricing' is enabled at Role level, this data is not pushed.
currency	currency of site in 3-letter ISO 4217 format	Multiple currencies per event is not supported. Each item should set the same currency. For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored. Event level structure: event.currency
value	Total item value	The same as price, but shown outside of the items array Event level structure: event.value
user_id	id	The CV site user id (only available for logged in users)

Anchor
ecomclicks
ecomclicks
add_to_wishlist

The add_to_wishlist event signifies an item was added to the favourites

Event Name	select_item
Variable	Value	Notes
item_list_name	list type	List type product was on when selected. See: List Names * NOTE - Zoned Product Layout must be in use for Enhanced Ecommerce to work with lists.
value	Monetary value of product price x quantity
items [array]	selected product details	The `items` array with the selected product. See: Items object for product data values. If multiple products are provided, only the first product will be used.
user_id	id	The CV site user id (only available for logged in users)

Anchor
ecomcheckout
ecomcheckout
begin_checkout

The begin_checkout event is triggered when the "Begin Checkout" button is clicked from the cart.

Event Name	begin_checkout
Variable	Value	Notes
currency	currency of site in 3-letter ISO 4217 format	Multiple currencies per event is not supported. Each item should set the same currency. For GA4, currency can be set at both item and event levels. When item level currency has been set, any event-level setting is ignored.
value	Monetary value of all products	Total cost of products in cart
coupon	Campaign name	If name of any promotion
items	items [ ]	Array contains each product in the cart. Standard product data (e.g. name, id, category, brand, price) are included for each product. See: items event for product data values.
user_id	id	The CV site user id (only available for logged in users)

Anchor
ecomtrans
ecomtrans
purchase

The purchase event is triggered when the cart is checked out

Event Name	purchase
Variable	Value	Notes
Event	transaction
transaction_id	sales order number	generated from your system
value	total order value
tax	total tax value	will depend on whether inc or exc tax has been set
shipping	total shipping value
currency	currency of site in 3-letter ISO 4217 format	Event level structure: event.currency
user_id	id	The CV site user id (only available for logged in users)

Anchor
ecomaddtocart
ecomaddtocart
add_to_cart

The add_to_cart event is triggered every time a user successfully adds items to cart. This is recommended for businesses with online sales.

These parameters are included.

Event	add_to_cart
Parameter	Value	Notes
`value`	`value`	monetary value of the event* `value` is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set `value`. * `currency` is required if you set `value`.
currency	Currency code of the current event, in 3-letter ISO 4217 format.	If set, item-level `currency` is ignored. If not set, currency from the first item in `items` is used. Event level structure: event.currency * If you set `value` then `currency` is required for revenue metrics to be computed accurately.
user_id	id	The CV site user id (only available for logged in users)
Array	Items [ ]	An array with each product and standard product data (e.g. name, id, category, quantity, brand, price) included. See: items for product data values. Product data can also include the `item_list_name` parameter to provide information on the list type from which the product was added. NOTE - Zoned Product Layout* must be used in order to collect data from lists. See: List Names.

Anchor
ecomaddtocart
ecomaddtocart
add_payment_info

The add_payment_info event is triggered every time a user successfully adds payment info during checkout.

These parameters are included.

Event	add_to_cart
Parameter	Value	Notes
`value`	`value`	monetary value of the event* `value` is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set `value`. * `currency` is required if you set `value`.
currency	Currency code of the current event, in 3-letter ISO 4217 format.	If set, item-level `currency` is ignored. If not set, currency from the first item in `items` is used. * If you set `value` then `currency` is required for revenue metrics to be computed accurately.
payment type	They type of payment	Where the payment originated from: Account payment Order
step	Number 4	The number of the step from the checkout flow, for this event it's 4
user_id	id	The CV site user id (only available for logged in users)
Array	Items [ ]	An array with each product and standard product data (e.g. name, id, category, quantity, brand, price) included. See: items for product data values. Product data can also include the `item_list_name` parameter to provide information on the list type from which the product was added. NOTE - Zoned Product Layout* must be used in order to collect data from lists. See: List Names.

Anchor
ecomaddtocart
ecomaddtocart
add_shipping_info

The add_shipping_info event is triggered every time a user successfully adds payment info during checkout.

These parameters are included.

Event	add_to_cart
Parameter	Value

Notes

value

monetary value of the event* value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value.

* currency is required if you set value.

currency

Currency code of the current event, in 3-letter ISO 4217 format.

If set, item-level currency is ignored. If not set, currency from the first item in items is used.
* If you set value then currency is required for revenue metrics to be computed accurately.

	Notes
`value`	`value`	monetary value of the event* `value` is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set `value`. * `currency` is required if you set `value`.
currency	Currency code of the current event, in 3-letter ISO 4217 format.	If set, item-level `currency` is ignored. If not set, currency from the first item in `items` is used. * If you set `value` then `currency` is required for revenue metrics to be computed accurately.
payment type	They type of payment	Where the payment originated from: Account payment Order
step	Number	The number of the step from the checkout flow, for this event it's 1
user_id	id	The CV site user id (only available for logged in users)
Array	Items [ ]	An array with each product and standard product data (e.g. name, id, category, quantity, brand, price) included. See: items for product data values. Product data can also include the `item_list_name` parameter to provide information on the list type from which the product was added. NOTE - Zoned Product Layout* must be used in order to collect data from lists. See: List Names.

Anchor
ecomremovefromcart
ecomremovefromcart
removeremove_from_cart

The remove_from_cart event is triggered whenever a product is successfully removed from the shopper's cart.

NOTE - This can be a whole line deletion, or a decrease in quantity. Both actions are sent as 'Remove From Cart' data.

Event	remove_from_cart
Parameter	Value	Notes
value	value	value of order line (product x quantity)
currency	currency code	currency code for the current account
array	items [ ]	An array containing each product removed with its details (e.g. name, id, category, quantity, brand, price) included. See: items event for product data values.

Anchor
richsnippets
richsnippets
Enhanced Rich Snippets

You can add rich snippets to include key summary details about a website page when it displays in Google search results. An example might be to show ratings for a product's page on your site.

Learn more: https://developers.google.com/search/blog/2009/05/introducing-rich-snippets

Related Resources

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showLabels	false
max	5
spaces	KB
showSpace	false
sort	modified
reverse	true
type	page
excludeCurrent	true
cql	label in ("google","analytics") and type = "page" and space = "KB"
labels	Google Analytics

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Versions Compared

Old Version 64

New Version Current

Key

Overview

GA4 and Tag Manager

Before You Begin

1. Google Tag Manager and GA4 accounts

2. CMS Analytics feature enabled in CMS

3. Templates/Widgets Setup

Set CMS Analytics to GA4

1. Select GA4 version

Event and Parameter Reference Guide

Before You Begin

1. CMS Analytics feature enabled in CMS

2. Templates/Widgets Setup

Set CMS Analytics to GA4

1. Select GA4 version

Event and Parameter Reference Guide

Anchor
item
item
search

`view_item_list`

Anchor
item
item
view_item

`view_item_list`

Anchor
ecomclicks
ecomclicks
select_item

Anchor
ecomclicks
ecomclicks
add_to_wishlist

Anchor
ecomcheckout
ecomcheckout
begin_checkout

Anchor
ecomtrans
ecomtrans
purchase

Anchor
ecomaddtocart
ecomaddtocart
add_to_cart

Anchor
ecomaddtocart
ecomaddtocart
add_payment_info

Anchor
ecomaddtocart
ecomaddtocart
add_shipping_info

Anchor
ecomremovefromcart
ecomremovefromcart
removeremove_from_cart

Anchor
richsnippets
richsnippets
Enhanced Rich Snippets

Related Resources

Space shortcuts

Page tree

Page History

Versions Compared

Old Version 64

New Version Current

Key

Overview

GA4 and Tag Manager

Before You Begin

1. Google Tag Manager and GA4 accounts

2. CMS Analytics feature enabled in CMS

3. Templates/Widgets Setup

Set CMS Analytics to GA4

1. Select GA4 version

Event and Parameter Reference Guide

Before You Begin

1. CMS Analytics feature enabled in CMS

2. Templates/Widgets Setup

Set CMS Analytics to GA4

1. Select GA4 version

Event and Parameter Reference Guide

Anchoritemitemsearch

view_item_list

Anchoritemitemview_item

view_item_list

Anchorecomclicksecomclicksselect_item

Anchorecomclicksecomclicksadd_to_wishlist

Anchorecomcheckoutecomcheckoutbegin_checkout

Anchorecomtransecomtranspurchase

Anchorecomaddtocartecomaddtocartadd_to_cart

Anchorecomaddtocartecomaddtocartadd_payment_info

Anchorecomaddtocartecomaddtocartadd_shipping_info

Anchorecomremovefromcartecomremovefromcartremoveremove_from_cart

AnchorrichsnippetsrichsnippetsEnhanced Rich Snippets

Related Resources

Anchor
item
item
search

`view_item_list`

Anchor
item
item
view_item

`view_item_list`

Anchor
ecomclicks
ecomclicks
select_item

Anchor
ecomclicks
ecomclicks
add_to_wishlist

Anchor
ecomcheckout
ecomcheckout
begin_checkout

Anchor
ecomtrans
ecomtrans
purchase

Anchor
ecomaddtocart
ecomaddtocart
add_to_cart

Anchor
ecomaddtocart
ecomaddtocart
add_payment_info

Anchor
ecomaddtocart
ecomaddtocart
add_shipping_info

Anchor
ecomremovefromcart
ecomremovefromcart
removeremove_from_cart

Anchor
richsnippets
richsnippets
Enhanced Rich Snippets