Tracking Revenue and Other E-commerce Metrics from Google Analytics on Magento Website

To track revenue and other e-commerce metrics in Google Analytics 4 (GA4), you'll need to set up a data layer and configure Google Tag Manager (GTM) accordingly. Here's a step-by-step guide tailored for a Magento-based website:

🛒 Step 1: Implement the Data Layer on the Purchase Confirmation Page

On your Magento store's order success page, insert the following script to push transaction data to the dataLayer:

<script>

window.dataLayer = window.dataLayer || [];

window.dataLayer.push({

  event: "purchase",

  ecommerce: {

    transaction_id: "{{ order.increment_id }}",

    value: {{ order.grand_total }},

    currency: "{{ order.order_currency_code }}",

    items: [

      {% for item in order.items %}

      {

        item_name: "{{ item.name }}",

        item_id: "{{ item.sku }}",

        price: {{ item.price }},

        quantity: {{ item.qty_ordered }}

      }{% if not loop.last %},{% endif %}

      {% endfor %}

    ]

  }

});

</script>

Notes:

• Replace the templating syntax ({{ }} and {% %}) with the appropriate variables and loops based on your Magento version and templating engine (e.g., PHTML, Twig).
• Ensure this script is placed before the GTM container script to guarantee that GTM can access the data when it loads.

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🧰 Step 2: Configure Google Tag Manager (GTM)

     Create Data Layer Variables in GTM:

• Navigate to Variables in GTM.

• Click New and select Data Layer Variable.

• Set the Data Layer Variable Name to match the keys in your data layer (e.g., ecommerce.transaction_id, ecommerce.value, ecommerce.currency).

• Repeat this process for each variable you need to capture

      

Set Up a Trigger:

• Go to Triggers and click New.

• Choose Custom Event as the trigger type.

• Set the Event Name to purchase.

• This trigger will fire when the purchase event is pushed to the data layer

Create a GA4 Event Tag:

• Navigate to Tags and click New.

• Select GA4 Event as the tag type.

• Choose your existing GA4 Configuration Tag or create a new one with your Measurement ID.

• Set the Event Name to purchase.

• Under Event Parameters, add the variables you created earlier (e.g., transaction_id, value, currency, items).

• Assign the trigger you set up in the previous step to this tag.

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🔍 Step 3: Test Your Implementation

Use GTM's Preview Mode:

• Click Preview in GTM and enter your website's URL.

• Complete a test purchase to reach the order confirmation page.

• Ensure that the purchase event appears in the Summary panel and that the data layer variables are populated correctly.

Verify in GA4 DebugView:

• In your GA4 property, navigate to Configure > DebugView.

• Confirm that the purchase event is received with the correct parameters.

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📈 Step 4: Publish Your Changes

Once you've verified that everything is working correctly in preview mode:

• Click Submit in GTM to publish your container changes.

• Monitor your GA4 reports to ensure that revenue and other e-commerce metrics are being tracked accurately.