GA4 ecommerce tracking with GTM: the complete setup

From view_item to purchase — every event, every parameter, and a ready-to-import container you can test in your sandbox.

Ecommerce tracking is where most GA4 setups go wrong. Here is the full sequence, in the order a shopper experiences it.

The event sequence

view_item_list, select_item, view_item, add_to_cart, begin_checkout, add_payment_info, purchase — each with an items array.

One tag to rule them all

A single GA4 event tag with a RegEx trigger and the built-in ecommerce option keeps the container small.

Testing the purchase

Use DebugView and compare transaction_id and value against the order confirmation page.

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