Google Analytics 4 Enhanced Ecommerce Tracking via Google Tag Manager

In this project, I implemented a complete Enhanced Ecommerce Tracking system using Google Analytics 4 (GA4) and Google Tag Manager, with both browser-side and server-side tagging to ensure accurate and reliable event tracking throughout the entire customer journey.

Tracked Events:

• page_view
• view_item
• view_item_list
• select_item
• view_cart
• add_to_cart
• begin_checkout
• add_shipping_info
• add_payment_info
• purchase

Each event was set up to fire from both the browser and the server, ensuring data is captured even when users block traditional tracking methods. I also added proper deduplication rules to prevent double counting.

Key Deliverables:

• Goal-based tracking setup in GA4
• Google Tag Manager configuration
• Custom event parameters and dataLayer integration
• Enhanced GA4 reports for deeper e-commerce insights
• Full funnel visibility from product view to purchase

This setup provides businesses with clear, actionable insights and improves their ability to optimize marketing performance and user experience.