Setting up e-commerce tracking in Google Analytics 4 (GA4) is the single most important step for any Australian business selling products online. Without it, you are essentially flying blind, unable to see which marketing channels are actually driving revenue and which ones are just wasting your budget.
By following this guide, you’ll be able to see exactly how much revenue your Facebook ads are generating, which products are your best-sellers, and where customers are dropping off in the checkout process. This data allows you to optimise your store for higher conversions and better ROI.
Prerequisites
Before we dive into the technical setup, ensure you have the following ready:- An active Google Analytics 4 property.
- Edit access to your website’s backend (e.g., Shopify, WooCommerce, or BigCommerce).
- Google Tag Manager (GTM) installed on your site (this is the recommended method for Australian SMEs).
- A test product you can use to perform a live transaction.
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Step 1: Enable Enhanced Measurement
Before setting up specific e-commerce events, ensure the basics are covered. GA4 has a feature called Enhanced Measurement that tracks scrolls, outbound clicks, and site searches automatically.- Log in to your GA4 account.
- Click the Admin gear icon in the bottom left.
- Under the Data Collection and Modification section, click Data Streams.
- Select your website stream.
- Ensure the Enhanced measurement toggle is turned ON. Click the settings cog to ensure 'Site search' and 'Outbound clicks' are active.
Step 2: Understand the GA4 E-commerce Schema
Unlike the old Universal Analytics, GA4 uses a specific "event-based" schema. To see data in your E-commerce reports, your website must send specific event names. The most important ones for Aussie retailers are:view_item(Looking at a product)add_to_cart(Adding to the basket)begin_checkout(Starting the payment process)purchase(The most critical event—the sale!)
Step 3: Configure the Data Layer
This is the most technical part. The "Data Layer" is a virtual layer of your website that holds information like product price, SKU, and currency (ensure this is set to AUD).If you are using Shopify, we recommend using an app like 'Google & YouTube' or 'Elevar' to handle this. If you are on WooCommerce, the 'GTM4WP' plugin is the gold standard in Australia for mapping these values automatically.
Screenshot Description: You should see a snippet of code in your website source code starting with window.dataLayer = window.dataLayer || [];. It will list variables like transaction_id, value, and items.
Step 4: Create the GA4 Configuration Tag in GTM
If you haven't already linked GTM to GA4, do this now:- Open Google Tag Manager.
- Go to Tags > New.
- Select Google Tag.
- Enter your GA4 Measurement ID (found in GA4 Admin > Data Streams).
- Set the trigger to All Pages.
Step 5: Set Up the Purchase Event Trigger
We need to tell GTM exactly when a sale happens. Usually, this is when a user lands on the 'Thank You' or 'Order Received' page.- In GTM, click Triggers > New.
- Choose Custom Event.
- For the Event Name, enter
purchase(it must be lowercase). - Save the trigger as "Event - Purchase".
Step 6: Create the GA4 E-commerce Tag
Now we link the trigger to the data being sent to Google.- Go to Tags > New.
- Select Google Analytics: GA4 Event.
- Select your Configuration Tag.
- Set the Event Name to
purchase. - Under More Settings, check the box for Send E-commerce data.
- Set the Data Source to Data Layer.
- Set the Trigger to the "Event - Purchase" trigger you created in Step 5.
Step 7: Configure Currency and Value
For Australian businesses, it is vital to ensure your currency is reported correctly so your revenue isn't skewed by exchange rates.- In GA4 Admin, go to Property Settings.
- Ensure Reporting Currency is set to Australian Dollar (AUD $).
- In your GTM tag, ensure the data layer is passing
'currency': 'AUD'.
Step 8: Use Preview Mode to Test
Never publish changes without testing!- Click Preview in GTM.
- Enter your website URL.
- Complete a test purchase on your site (you can use a 100% discount code).
- Look at the Tag Assistant window. You should see your "GA4 E-commerce Tag" move from 'Tags Not Fired' to 'Tags Fired'.
Step 9: Check the GA4 DebugView
While your preview session is active:- Go to GA4 > Admin > DebugView.
- You should see a timeline of events. Look for the green
purchaseicon. - Click it to ensure the
value(price) anditems(products) are showing correctly.
Step 10: Publish Your Changes
Once you've confirmed the data is flowing:- Go back to GTM.
- Click the blue Submit button in the top right.
- Give your version a name like "GA4 E-commerce Tracking Setup".
- Click Publish.
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Pro Tips for Australian E-commerce
- Exclude Internal Traffic: Don't let your own staff's test purchases skew your data. Filter out your office IP address in GA4 Data Streams settings.
- Tax Considerations: Decide if you want to track revenue inclusive or exclusive of GST. Most Australian retailers track the total transaction value including GST to match their bank statements.
- Don't Forget Shipping: Ensure your data layer includes the
shippingparameter so you can distinguish between product revenue and shipping income.
Common Mistakes to Avoid
- Duplicate Transactions: If a customer refreshes the 'Thank You' page, GA4 might count the sale twice. Ensure your developer sets up a check for unique Transaction IDs.
- Currency Mismatch: If your site defaults to USD but your GA4 is AUD, your revenue figures will be completely wrong. Always hardcode 'AUD' if you only sell in Australia.
Troubleshooting
- Data isn't showing up: It can take 24–48 hours for e-commerce data to appear in standard GA4 reports. Check the "Real-time" report first.
- Values are zero: This usually means your GTM tag isn't correctly reading the Data Layer. Double-check that "Send E-commerce data" is ticked in GTM.
- Missing 'Thank You' page trigger: Some modern checkouts (like Shopify's new checkout) use different triggers. You may need to use a "Window Loaded" trigger or a specific "Custom Event" provided by your platform.
Next Steps
Now that you're tracking sales, you can start building audiences for remarketing or setting up conversion goals in Google Ads. If you find the technical setup a bit overwhelming, the team at Local Marketing Group is here to help. We specialise in helping Brisbane businesses get their data right the first time.Need a professional to audit your tracking? Contact us today to ensure your data is 100% accurate.