{"id":79060,"date":"2025-02-10T03:22:49","date_gmt":"2025-02-10T03:22:49","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/google-analytics-4-ecommerce-guide-for-google-tag-manager\/"},"modified":"2025-02-10T03:22:49","modified_gmt":"2025-02-10T03:22:49","slug":"google-analytics-4-ecommerce-guide-for-google-tag-manager","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=79060","title":{"rendered":"Google Analytics 4: Ecommerce Guide For Google Tag Manager"},"content":{"rendered":"


\n<\/p>\n

\n
\n

Last updated 17 March 2023<\/strong>: Item-scoped Custom Dimensions<\/a> are now available in Google Analytics 4.<\/p>\n<\/blockquote>\n

This is an implementation guide<\/strong> for Google Analytics 4<\/a>. The guide is aimed at Google Tag Manager<\/a> users and has been designed to complement the official documentation<\/a>.<\/p>\n

\n

<\/p>\n

\"Google<\/p>\n

<\/a><\/p>\n<\/div>\n

A thing to keep in mind is that Google Analytics 4 (GA4) is still very new<\/strong>. The Google Tag Manager integration is still in its infancy, and implementation places a lot of responsibility on accurate tagging and proper dataLayer<\/code> instrumentation.<\/p>\n

In this guide, I\u2019ll explain the new data model from an implementation perspective, and walk you through the nuts and bolts on how to get the different parts of GA4\u2019s Ecommerce machine to work in unison.<\/p>\n

Make sure you follow the official documentation as well:<\/p>\n

\n

<\/p>\n

\"Ecommerce<\/p>\n

<\/a><\/p>\n<\/div>\n

For help with analysis and what to do once the data hits the reports, make sure to follow Krista Seiden\u2019s blog<\/a>, where she\u2019s already added a walkthrough of the Ecommerce reports in Google Analytics 4<\/a>.<\/p>\n

Other great resources include Charles Farina\u2019s blog<\/a> and Ken William\u2019s Google Analytics 4 resource<\/a>.<\/p>\n


\n X<\/span><\/p>\n

\n
\n The Simmer Newsletter<\/strong>\n <\/p>\n

\n Subscribe to the Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n <\/p>\n

<\/span><\/p>\n

Universal Analytics vs. Google Analytics 4<\/h2>\n

It\u2019s only fair to start with a comparison between Universal Analytics\u2019 Enhanced Ecommerce<\/a> data model and the one put forth by GA4. They\u2019re similar in many places, but also have some key differences that will be covered here.<\/p>\n

Available actions<\/h3>\n

Let\u2019s begin with the types of events<\/strong> you can collect. They represent the discrete funnel steps<\/strong> that the data model uses to reflect the funnels in your website.<\/p>\n

The GA4 action<\/strong> in the table below represents the Event name<\/strong> you need to configure in your site\u2019s code or Google Tag Manager tags when building the respective Ecommerce hit to GA4.<\/p>\n

The Corresponding Enhanced Ecommerce action<\/strong> column refers to what the analogy in Enhanced Ecommerce would be. It\u2019s not just an analogy, though, as there\u2019s a migration path<\/a> available when upgrading from Google Analytics Enhanced Ecommerce to GA4 Ecommerce.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
GA4 action<\/th>\nCorresponding Enhanced Ecommerce action<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
view_promotion<\/code><\/td>\npromoView<\/code><\/td>\nView of promotions.<\/td>\n<\/tr>\n
select_promotion<\/code><\/td>\npromoClick<\/code><\/td>\nClick on a promotion.<\/td>\n<\/tr>\n
view_item_list<\/code><\/td>\nimpressions<\/code><\/td>\nView of item impressions in a list.<\/td>\n<\/tr>\n
select_item<\/code><\/td>\nclick<\/code><\/td>\nClick on an item in a list.<\/td>\n<\/tr>\n
view_item<\/code><\/td>\ndetail<\/code><\/td>\nView item details.<\/td>\n<\/tr>\n
add_to_cart<\/code><\/td>\nadd<\/code><\/td>\nAdd item(s) to cart.<\/td>\n<\/tr>\n
add_to_wishlist<\/code><\/td>\nN\/A<\/td>\nAdd item(s) to a wishlist.<\/td>\n<\/tr>\n
remove_from_cart<\/code><\/td>\nremove<\/code><\/td>\nRemove item(s) from the cart.<\/td>\n<\/tr>\n
view_cart<\/code><\/td>\nN\/A<\/td>\nView the contents of the shopping cart.<\/td>\n<\/tr>\n
begin_checkout<\/code><\/td>\ncheckout<\/code>*<\/td>\nInitiate the checkout process.<\/td>\n<\/tr>\n
add_shipping_info<\/code><\/td>\ncheckout_option<\/code>*<\/td>\nAdd shipping info during the checkout flow.<\/td>\n<\/tr>\n
add_payment_info<\/code><\/td>\ncheckout_option<\/code>*<\/td>\nAdd payment info during the checkout flow.<\/td>\n<\/tr>\n
purchase<\/code><\/td>\npurchase<\/code><\/td>\nPurchase items that were checked out.<\/td>\n<\/tr>\n
refund<\/code><\/td>\nrefund<\/code><\/td>\nRefund one or more items.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

*<\/code> The checkout funnel<\/strong> is collected a bit differently with Google Analytics 4. There are no steps<\/em> anymore – rather, GA4 offers you the (presumably) most popular checkout steps of adding shipping and payment info to the purchase.<\/p>\n

The data model includes some welcome additions that were missing from Universal Analytics, namely add_to_wishlist<\/code> and view_cart<\/code>.<\/p>\n

Product data<\/h3>\n

The data model for products<\/strong> has changed somewhat as well. The concept of a product list<\/strong> has been widened to include a list identifier, and multi-level product categories<\/strong> have been expanded to their individual parameters.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
GA4 parameter<\/th>\nCorresponding Enhanced Ecommerce parameter<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
item_id<\/code><\/td>\nid<\/code><\/td>\nID \/ SKU of the product.<\/td>\n<\/tr>\n
item_name<\/code><\/td>\nname<\/code><\/td>\nName of the product.<\/td>\n<\/tr>\n
item_list_name<\/code><\/td>\nlist<\/code><\/td>\nProduct list name.<\/td>\n<\/tr>\n
item_list_id<\/code><\/td>\nN\/A<\/td>\nProduct list identifier.<\/td>\n<\/tr>\n
index<\/code><\/td>\nposition<\/code><\/td>\nProduct position in the list.<\/td>\n<\/tr>\n
item_brand<\/code><\/td>\nbrand<\/code><\/td>\nProduct brand.<\/td>\n<\/tr>\n
item_category<\/code><\/td>\ncategory<\/code><\/td>\nProduct category top-level.<\/td>\n<\/tr>\n
item_category2<\/code><\/td>\ncategory<\/code><\/td>\nProduct category 2nd level (or alternative).<\/td>\n<\/tr>\n
item_category3<\/code><\/td>\ncategory<\/code><\/td>\nProduct category 3rd level (or alternative).<\/td>\n<\/tr>\n
item_category4<\/code><\/td>\ncategory<\/code><\/td>\nProduct category 4th level (or alternative).<\/td>\n<\/tr>\n
item_category5<\/code><\/td>\ncategory<\/code><\/td>\nProduct category 5th level (or alternative).<\/td>\n<\/tr>\n
item_variant<\/code><\/td>\nvariant<\/code><\/td>\nItem variant name or description.<\/td>\n<\/tr>\n
affiliation<\/code><\/td>\nN\/A<\/td>\nThe store affiliation for this event.<\/td>\n<\/tr>\n
discount<\/code><\/td>\nN\/A<\/td>\nAny discount associated with this product.<\/td>\n<\/tr>\n
coupon<\/code><\/td>\ncoupon<\/code><\/td>\nCoupon associated with this product.<\/td>\n<\/tr>\n
price<\/code><\/td>\nprice<\/code><\/td>\nPrice of this product.<\/td>\n<\/tr>\n
currency<\/code><\/td>\nN\/A<\/td>\nCurrency of the price that is collected.<\/td>\n<\/tr>\n
quantity<\/code><\/td>\nquantity<\/code><\/td>\nQuantity of the item. Must be an integer<\/strong>.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

As with Enhanced Ecommerce, either<\/strong> the item_id<\/code> or<\/strong> item_name<\/code> is always required when products are dealt with. The other parameters might have varying levels of importance, but those two are the only ones that are required.<\/p>\n

Some parameters such as affiliation<\/code> and currency<\/code> are brought from the action-level<\/strong> in Enhanced Ecommerce to product-level<\/strong> in Google Analytics 4. It\u2019s an interesting choice, as it might not reflect reality to specify these on a product-by-product basis, but it\u2019s never a bad thing to have as many parameters as possible available.<\/p>\n

Promotion data<\/h3>\n

With GA4, it\u2019s still possible to collect information about promotions<\/strong>. As with Enhanced Ecommerce, they\u2019re a bit of an odd duck when it comes to the data model, as they describe banners<\/strong> and other promotions<\/strong> that might not be actually related to any specific products.<\/p>\n\n\n\n\n\n\n\n\n\n
GA4 parameter<\/th>\nCorresponding Enhanced Ecommerce parameter<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
promotion_id<\/code><\/td>\nid<\/code><\/td>\nID of the promotion.<\/td>\n<\/tr>\n
promotion_name<\/code><\/td>\nname<\/code><\/td>\nName of the promotion.<\/td>\n<\/tr>\n
creative_name<\/code><\/td>\ncreative<\/code><\/td>\nName of the creative associated with the promotion.<\/td>\n<\/tr>\n
creative_slot<\/code><\/td>\nposition<\/code><\/td>\nName of the slot where the creative was shown.<\/td>\n<\/tr>\n
location_id<\/code><\/td>\nN\/A<\/td>\nThe physical location associated with the item. It\u2019s recommended to use the Google Place ID<\/a> that corresponds to the location.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

As with Enhanced Ecommerce, either<\/strong> the promotion_id<\/code> or<\/strong> promotion_name<\/code> is always required when promotions are sent.<\/p>\n

Action data<\/h3>\n

The importance of different action parameters varies greatly by whatever action is being measured. Broadly speaking, action data<\/strong> refers to parameters the describe the action itself rather than the products within.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
GA4 parameter<\/th>\nCorresponding Enhanced Ecommerce parameter<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
transaction_id<\/code><\/td>\nid<\/code><\/td>\nUnique ID for the transaction. Required<\/strong> for purchase<\/code> and refund<\/code> events.<\/td>\n<\/tr>\n
affiliation<\/code><\/td>\naffiliation<\/code><\/td>\nThe store or affiliation where the purchase occurred.<\/td>\n<\/tr>\n
value<\/code><\/td>\nrevenue<\/code><\/td>\nThe value associated with the event.<\/td>\n<\/tr>\n
currency<\/code><\/td>\ncurrencyCode<\/code><\/td>\nLocal currency of the collected price. Required<\/strong> for purchase<\/code> events.<\/td>\n<\/tr>\n
tax<\/code><\/td>\ntax<\/code><\/td>\nHow much tax is included in the total revenue of the purchase.<\/td>\n<\/tr>\n
shipping<\/code><\/td>\nshipping<\/code><\/td>\nShipping costs included in the total revenue of the purchase.<\/td>\n<\/tr>\n
items<\/code><\/td>\nproducts<\/code>\/impressions<\/code>\/promotions<\/code><\/td>\nProducts associated with the event.<\/td>\n<\/tr>\n
shipping_tier<\/code><\/td>\noption<\/code><\/td>\nThe shipping tier used with add_shipping_info<\/code>.<\/td>\n<\/tr>\n
payment_type<\/code><\/td>\noption<\/code><\/td>\nThe payment method sent with add_payment_info<\/code>.<\/td>\n<\/tr>\n
coupon<\/code><\/td>\ncoupon<\/code><\/td>\nCoupon associated with the event.<\/td>\n<\/tr>\n
promotion_id<\/code><\/td>\nN\/A<\/td>\nID of a promotion associated with the event.<\/td>\n<\/tr>\n
promotion_name<\/code><\/td>\nN\/A<\/td>\nName of a promotion associated with the event.<\/td>\n<\/tr>\n
creative_name<\/code><\/td>\nN\/A<\/td>\nName of a promotion creative associated with the event.<\/td>\n<\/tr>\n
creative_slot<\/code><\/td>\nN\/A<\/td>\nName of the creative slot associated with the event.<\/td>\n<\/tr>\n
location_id<\/code><\/td>\nN\/A<\/td>\nThe physical location associated with the item. It\u2019s recommended to use the Google Place ID<\/a> that corresponds to the location.<\/td>\n<\/tr>\n
item_list_name<\/code><\/td>\nN\/A<\/td>\nName of the list associated with the event.<\/td>\n<\/tr>\n
item_list_id<\/code><\/td>\nN\/A<\/td>\nID of the list associated with the event.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Parity issues<\/h3>\n

It looks like there are certain aspects of Enhanced Ecommerce that have not been transported to GA4 yet.<\/p>\n

These are things that I hope (and expect) to see in the product before long, at which point I will naturally update this article accordingly.<\/p>\n

Product List Attribution<\/h4>\n

Product list attribution<\/strong> is a staple of Enhanced Ecommerce<\/a>. It\u2019s extremely useful, as it lets you build the dataLayer<\/code> so that product list information does not<\/strong> need to be persisted from action to action.<\/p>\n

There\u2019s no evidence that a similar attribution setup works with GA4 right now. Granted, attribution is part of a data model that might simply not be exposed in GA4 Ecommerce reports yet, so this is something that is likely to be fixed in the near future. It would be odd to have product lists<\/em> as a data type without them actually having any functionality.<\/p>\n

\n

<\/p>\n

\"Product<\/p>\n

<\/a><\/p>\n<\/div>\n

Note that the GA4 data model allows you to send things like item_list_name<\/code> and promotion_id<\/code> in any<\/strong> Ecommerce object to GA4. You can add them into an items<\/code> array to indicate that specific items are in this current action due to an interaction with a list or promotion earlier in the session. Or you can add them as regular parameters to the event tag itself, in case the current Ecommerce action took place in a specific item list or within some promotion context.<\/p>\n

Checkout measurement<\/h4>\n

As mentioned above<\/a>, checkout tracking has certainly changed between Enhanced Ecommerce and GA4.<\/p>\n

Where Enhanced Ecommerce introduces a combination of funnel steps<\/strong> (e.g. view cart, shipping, payment) and checkout options<\/strong> (e.g. shipping method, payment method), GA4 only has the begin_checkout<\/code> event for establishing entrance into the checkout flow.<\/p>\n

There are no additional steps<\/em>. Rather, you can use actions<\/strong> such as view_cart<\/code>, add_shipping_info<\/code>, and add_payment_info<\/code> to flesh out the funnel.<\/p>\n

It would be cool to be able to specify a more complete funnel in whatever way I want, and it would also be amazing if we could have multiple different checkout funnels in the data schema.<\/p>\n

But on the other hand, I don\u2019t think this is a very big omission currently. I wouldn\u2019t be too surprised if this isn\u2019t<\/em> expanded to have full parity with Enhanced Ecommerce.<\/p>\n

Implementation with Google Tag Manager<\/h2>\n
\n

Update 24 August 2022<\/strong>: You can now load the Ecommerce data in your GA4 Event tags directly from the dataLayer<\/code> (if you follow the prescribed GA4 schema<\/a>) or by using a Custom JavaScript variable (or a variable template) that returns an object in the same schema.<\/p>\n<\/blockquote>\n

When implementing GA4 Ecommerce using Google Tag Manager, the beta<\/em>-ness of the feature really strikes you hard. The only available event tag type is a generic chassis used for sending any type of event. There\u2019s no built-in Ecommerce integration, as you\u2019ll need to populate the parameters manually.<\/p>\n

\n

<\/p>\n

\"Tag<\/p>\n

<\/a><\/p>\n<\/div>\n

It would be so<\/em> much simpler to just have a single tag for Ecommerce events, which automatically collects the action parameters and items from the dataLayer<\/code>, depending on which event name is included in the dataLayer<\/code> object.<\/p>\n

I\u2019m sure we\u2019ll see something like this before the tags are out of beta, though.<\/p>\n

An additional hiccup is the Custom JavaScript variable<\/a> (or custom template) option, which we\u2019ve been spoiled with when using Enhanced Ecommerce.<\/p>\n

Even though you can use a Custom JavaScript variable (or a custom template<\/a>) to map the items<\/code> array however you wish, you\u2019re still forced to add all the other parameters as individual fields into the tag.<\/p>\n

I hope we get an option similar to Enhanced Ecommerce, where the entire<\/strong> event payload could be fetched from a variable. That way we could have a really dynamic setup and minimize the number of tags we\u2019re using. Not just for Ecommerce but for all<\/strong> GA4 data collection!<\/p>\n

Item-scoped Custom Dimensions<\/h3>\n

Google Analytics 4 lets you send up to 27<\/strong> custom parameters in the items<\/code> array. Out of these, you can register 10<\/strong> (free version of GA4) or 25<\/strong> (enterprise version) as Item-scoped Custom Dimensions<\/strong> in the Google Analytics 4 user interface.<\/p>\n

\n

<\/p>\n

\"Custom<\/p>\n

<\/a><\/p>\n

Custom item parameters, where k0 is the parameter name prefix, and v0 is the value prefix.<\/span><\/p>\n<\/div>\n

You can create the Custom Dimension following the regular process in the Admin<\/strong> section of Google Analytics 4.<\/p>\n

\n

<\/p>\n

\"item-scoped-custom-dim.jpg\"\/<\/p>\n

<\/a><\/p>\n<\/div>\n

Currently, item-scoped parameters are not<\/strong> part of the Google Analytics 4 export to BigQuery.<\/p>\n

Migrating from Enhanced Ecommerce<\/h3>\n

Before you start rewriting your dataLayer<\/code> objects, do note that Google Analytics 4 Ecommerce does support the Enhanced Ecommerce data model<\/strong> – at least to some extent.<\/p>\n

The main path of migration is that you do not have to provide an items<\/code> object<\/strong> in GA4 syntax. Instead, you can set the value of the items<\/code> parameter in the tag to an impressions<\/code> or promotions<\/code> or products<\/code> variable in your Enhanced Ecommerce object. GA4 will be able to map the parameter names in the Enhanced Ecommerce products<\/code> object to their corresponding parameters in the Google Analytics 4 schema.<\/p>\n

If you read through the comparison chapters above, you\u2019ll remember that there are some distinct differences between these data models. For example, there is no item_list_id<\/code> analogy in Enhanced Ecommerce, and the product category is split into five different levels rather than the slash-separated single parameter in Enhanced Ecommerce.<\/p>\n

\n

Note!<\/strong> You do not have<\/strong> to follow the migration path. Considering all the new things that GA4 data model enables, it might make sense to upgrade from Enhanced Ecommerce to GA4 and not resort to using the \u201cold\u201d data schema in your setup.<\/p>\n<\/blockquote>\n

I\u2019ve built a custom variable template<\/a> that you can also use to map an Enhanced Ecommerce products<\/code> (or impressions<\/code> or promotions<\/code>) object to its GA4 counterpart. It has some additional bells and whistles, such as automatic parsing of a multi-level product category into the five separate item_category<\/code> parameters, and a table that lets you map Enhanced Ecommerce\u2019s product-scoped custom dimensions to custom item parameters in the GA4 items<\/code> objects.<\/p>\n

Event names<\/h3>\n

One of the key features of Google Analytics 4 is how it utilizes the event name<\/strong> to carry quite a bit of semantic weight. To see the list of event names associated with Ecommerce collection, see the chapter Available actions<\/a> above.<\/p>\n

\n

<\/p>\n

\"Checkout<\/p>\n

<\/a><\/p>\n<\/div>\n

When building the tags to send the Ecommerce data to GA4, you need to make sure that the Event name<\/strong> field is always set to the correct value. A typo or a mismatch between the event name and the parameter map will lead to data quality issues that are impossible to fix retroactively.<\/p>\n

Setting the fields<\/h3>\n

To create an Ecommerce tag in Google Tag Manager, you need to create a new Google Analytics 4 Event<\/strong> tag.<\/p>\n

The first thing you need to establish is what its Configuration tag<\/strong> is. For more information about this see this article<\/a>.<\/p>\n

Next, you need to set the Event name<\/strong>. Whether you use a variable for this field or hard-code it, you need to be mindful of what the reserved event names for GA4 are. As you go through the chapters below<\/a>, each sub-chapter devoted to an Ecommerce action will include details on what the event name should be for that particular action.<\/p>\n

\n

<\/p>\n

\"Purchase<\/p>\n

<\/a><\/p>\n<\/div>\n

Individual parameters are set by adding them to the Event Parameters<\/strong> table. For the most part, you\u2019ll only need to add the items<\/code> parameter, but some actions (such as purchase<\/strong><\/a>) require additional fields to be set.<\/p>\n

\n

If you use a Data Layer variable to pull in an items<\/code> array, for example, do be mindful of recursive merge<\/strong>. You might want to engineer the setup so that you always use Version 1<\/a> of the Data Layer variable to avoid values \u201cleaking\u201d from one object to another.<\/p>\n<\/blockquote>\n

Trigger<\/h3>\n

As before, make sure you use a trigger<\/strong> on the tag that fires when the relevant Ecommerce object is pushed into dataLayer<\/code>.<\/p>\n

\n

<\/p>\n

\"custom<\/p>\n

<\/a><\/p>\n<\/div>\n

This means that you\u2019ll want to engineer the dataLayer<\/code> so that each Ecommerce event is its own, distinct push, and each object has the event<\/code> key<\/a>. This way you can create a *Custom Event trigger<\/em> for this event<\/code> value in order to fire the tag at the exact right moment.<\/p>\n

Tips for server-side tagging<\/h3>\n

One possible path of migration from Enhanced Ecommerce to GA4 is to handle the logic in your server-side tagging setup<\/a>.<\/p>\n

Obviously, it\u2019s not a suitable option for everyone (as there are costs involved), but it would provide a pretty sleek path to having the single Universal Analytics stream sent to the server-side container be fanned out to not just the Universal Analytics endpoint but also to GA4.<\/p>\n

When you send a Universal Analytics Enhanced Ecommerce event to a server container, the built-in Universal Analytics client<\/strong> chops it up and outputs an event data object<\/a> like this:<\/p>\n

\n

<\/p>\n

\"Event<\/p>\n

<\/a><\/p>\n<\/div>\n

As you can see, the model chops up the Enhanced Ecommerce payload in the Measurement Protocol request and outputs the values into standard event parameters. Notably, product-scoped custom dimensions are not<\/strong> mapped to the items<\/code> array.<\/p>\n

You could thus fire a GA4 tag in the server container with the Universal Analytics client, and it will send a well-formed event to GA4. You\u2019d just need to edit the event_name<\/code> first, as page_view<\/code> would not be the correct name for a purchase. You\u2019ll also need to add the correct Measurement ID<\/strong>.<\/p>\n

\n

<\/p>\n

\"GA4<\/p>\n

<\/a><\/p>\n<\/div>\n

The challenge is, again, creating a custom mapping of the items<\/code> array, as the Server container does not currently let you run JavaScript variables.<\/p>\n

You could<\/em> build a custom tag template<\/a> in server-side tagging, but it might be better to just wait for Google to improve the migration path.<\/p>\n

Action reference<\/h2>\n

The following chapters outline how to instrument the dataLayer<\/code> and the Google Tag Manager tags to measure Ecommerce actions in GA4.<\/p>\n

Included with each action chapter is an example of how a migration<\/strong> setup from Universal Analytics to GA4 might work.<\/p>\n

\n

I want to reiterate that instead of using the Universal Analytics dataLayer<\/code>, you should either engineer or plan<\/em> to engineer the dataLayer<\/code> so it\u2019s compatible with the new actions and item parameters that GA4 offers.<\/p>\n<\/blockquote>\n

view_promotion<\/h3>\n

A view_promotion<\/code> event is sent when the user sees one or more promotion<\/strong> items on the page. Promotions are a different data model from the rest of GA4 Ecommerce, as they do not necessarily involve products at all, but rather banners, campaigns, and such.<\/p>\n

Data Layer composition<\/h4>\n

A sample dataLayer<\/code> object for the view_promotion<\/code> event could look like this (adapted from the official documentation<\/a>):<\/p>\n

\n
window<\/span>.dataLayer = window<\/span>.dataLayer || [];\nwindow<\/span>.dataLayer.push({\n  event: 'view_promotion'<\/span>,\n  ecommerce: {\n    items: [{\n      promotion_id: 'sc2021'<\/span>,\n      promotion_name: 'summer_campaign_2021'<\/span>,\n      creative_name: 'family_in_bathing_suits_1'<\/span>,\n      creative_slot: 'featured_items'<\/span>,\n      location_id: 'ChIJ4Us9pPryjUYRn1MzXbSQuPA'<\/span>\n    },{\n      promotion_id: 'wc2020'<\/span>,\n      promotion_name: 'winter_campaign_2020'<\/span>,\n      creative_name: 'family_in_winter_clothes_1'<\/span>,\n      creative_slot: 'featured_items_2'<\/span>,\n      location_id: 'ChIJ4Us9pPryjUYRn1MzXbSQuPA'<\/span>\n    }]\n  }\n});\n<\/code><\/pre>\n<\/div>\n
Required<\/strong> parameters are either<\/strong> promotion_id<\/code> or<\/strong> promotion_name<\/code>.<\/p>\n
\n
The example in the documentation shows also item<\/code> parameters set in the promotion view object. This is something you might consider adding if the promotion is clearly related to an item or a specific set of items. The current suite of Ecommerce reports doesn\u2019t seem to have any options for viewing items in a promotion, but the export to BigQuery would include this information.<\/p>\n<\/blockquote>\n
Migration from Enhanced Ecommerce<\/h4>\n
If you want to use the Enhanced Ecommerce promotions<\/code> array instead of creating a new items<\/code> object, you need to create the following variable:<\/p>\n