GA4 eCommerce Purchase Event: Parameters and Setup

GA4 eCommerce Purchase event is a recommended event for tracking the final transaction or orders in GA4.

GA4 eCommerce Purchase Event Parameter

Purchase events can take the following parameters

  • currency - is the 3-character code for the currency of transaction e.g. USD, CAD, INR etc.
  • value - Total value of the transaction or the order
  • items  - It is an array of items that are in that transaction i.e. the items that the user is buying. More information about items array is at GA4 Items Array - eCommerce Tracking
  • transaction_id - unique order id. Please make sure this is unique to each transaction, order, or purchase.
  • affiliation - A product affiliation to a supplier company or store location.
  • coupon - The code of the coupons that the purchase is using for the transactions.
  • shipping -Shipping cost associated with the transaction.
  • tax -tax cost associated with the transaction.

Of all the above parameters only 3 are required. The required events are

  • currency
  • value
  • items

 

What is GA4 Items Array for the Purchase Event?

All the eCommerce Events in GA4 require an Items array. This is the list of items or product(s) that the user on your site or app is interacting with.

An example array with just one item looks like

 

GA4 Items Array Parameters

Items array can contain the following parameter (source: https://developers.google.com/analytics/devguides/collection/ga4/reference/events#view_item_list_item).

 

Of these only item_id and item_name are required, however more information you pass the better your reporting and analysis will be,

GA4 eCommerce Implementation with gtag

If you are implementing the call directly on your website, you can use the following as an example. Note, in this case, we have two items in the items array.

 

GA4 eCommerce Tracking with GTM (Google Tag Manager)

Below is an example of the purchase event, we are passing a parameter called "items" and the value is a javascript variable that pulls the items array from their custom datalayer.

If you do need any help then reach out to us at support@optizent.com or fill out the form to contact us.

 

Other GA4 eCommerce Events and other posts

View Cart Event in Google Analytics 4

How to Track an Add to Cart Event in Google Analytics 4 

Google Analytics 4 Ecommerce Events Introduction

5 GA4 eCommerce Reports for Effective eCommerce Tracking and Performance

 

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