Google Analytics 4 (GA4) has undergone significant development since its release, showcasing its power and robustness compared to its predecessor, Universal Analytics. With its clean interface driven by machine learning, GA4 offers in-depth insights into the collected data. The new reports, including custom ones, surpass the capabilities of the older version. Google has taken the step to completely remove Universal Analytics, necessitating users to transition to GA4 before UA support ended on July 1, 2023. This expert guide provides a detailed, step-by-step setup for integrating Magento 1.9 Google analytics 4 using Google Tag Manager (GTM).
Benefits of Google Analytics 4: A Revolution in Analytics
Google Analytics 4 (GA4) outshines its predecessor, Universal Analytics, in various aspects, including interface, reports, real-time data analysis, debugging, and more. This revolutionary analytics platform offers several advantages:
- Transition from session-based to event-driven data methodology.
- Comprehensive recording of customer journeys through both browser and app-based tracking.
- Integrated privacy controls for enhanced data security.
- Seamless integration with various media platforms.
- Significantly improved debugging tools.
- Prediction-based reports providing valuable guidance for data-driven decision-making.
To initiate the setup process for Magento 1 GA4 with Google Tag Manager (GTM), there are specific steps that must be followed accurately to ensure effective tracking:
Understanding GA4 Events
Google Analytics 4 operates on an event-driven tracking system, where specific actions performed by customers on the store are transmitted as events to the analytics platform. These events correspond to relevant actions taken by users. The key GA4 events and their descriptions include:
- View_item_list: Select an item from a list.
- Select_item: Choose an item from a list.
- Add_to_cart: Add a product to the shopping cart.
- Remove_from_cart: Remove a product from the shopping cart.
- Add_to_wishlist: Add a product to the wishlist.
- View_cart: View the cart page.
- View_promotion: View a promotion.
- Select_promotion: Click on a promotion.
- Begin_checkout: Initiate the checkout process.
- Add_shipping_info: Enter shipping information.
- Add_payment_info: Enter payment information.
- Purchase: Complete a purchase.
- Refund: Process a refund.
- View_item: View item details.
Creating Data Layers on the Store
Creating data layers on your store is crucial. These data layers serve as a foundation for tracking various customer interactions and actions. Properly structured data layers ensure accurate data collection and analysis within GA4.
Setting Up Tags in Google Tag Manager
Utilize Google Tag Manager to set up tags that will capture the specified events. Tags are essential components linking the data layers with GA4. Proper configuration ensures that the events are correctly recorded and transmitted to GA4 for analysis.
Thoroughly test the tags to confirm their functionality. Testing ensures that the events are being tracked accurately before the setup goes live. Rigorous testing helps in identifying and resolving potential issues, ensuring seamless tracking of user interactions.
By following these steps meticulously, you can seamlessly integrate GA4 with Magento 1 using Google Tag Manager, enabling precise tracking and insightful data analysis for your online store.