What GA4 events should an eCommerce website have
A classic “How long is a piece of string?” question because it’s about what you need to track.
Some information that can be tracked may not apply to you and your business/charity. Google has a list of recommended events; see below, which is extensive. We have also included some of our own.
When implementing these events, it’s essential to ensure your eCommerce platform is optimised for tracking and reporting. If your current website doesn’t fully support the advanced tracking needed for GA4 events, consider upgrading or building your platform with eCommerce website design and development experts. This can help you seamlessly integrate analytics and create a user-friendly, data-driven site.
We always recommend you consider the below, a majority comes from Google's recommendations, but you may have intricacies associated with your website that you may want to track. That has not been included in the table below.
Event |
Trigger when |
|---|---|
| login | a user log in |
| purchase | a user completes a purchase |
| refund | a user receives a refund |
| search | a user searches your content |
| select_content | a user selects content |
| share | a user shares content |
| sign_up | a user signs up to measure the popularity of each sign-up method |
| tutorial_begin | a user begins a tutorial |
| tutorial_complete | a user completes a tutorial |
| add_payment_info | a user submits their payment information |
| add_shipping_info | a user submits their shipping information |
| add_to_cart | a user adds items to the cart |
| add_to_wishlist | a user adds items to a wishlist |
| begin_checkout | a user begins the checkout |
| generate_lead | a user submits a form or a request for information |
| purchase | a user completes a purchase |
| refund | a user receives a refund |
| remove_from_cart | a user removes items from a cart |
| select_item | a user selects an item from a list |
| select_promotion | a user selects a promotion |
| view_cart | a user views their cart |
| view_item | a user views an item |
| view_item_list | a user sees a list of items/offerings |
| view_promotion | a user sees a promotion |
| Loyalty_sign_up | A user signs up to a loyalty scheme |
| 404 | A page isn’t found |
| Website_translated | A user translates the page to a new language |
If you would like to learn more about what events you can track, or you would like help setting up events to make sure your web efforts are being monitored, please contact a Kayo Digital team member.