Updated: March 16, 2026
Google Analytics 4 (GA4) includes a built-in e-commerce measurement model that lets you track the full user journey — from product discovery to purchase and refund.
This guide explains how to implement GA4 e-commerce tracking using gtag.js, including all recommended events and parameters.
If you haven’t installed GA4 yet, start here: Installing Google Analytics 4 with gtag.js
Product Views
These events track how users browse and interact with products on your website.
- view_item_list：Triggered when a list of products is displayed to users.
- view_item：Triggered when a user views a product detail page.
- select_item：Triggered when a user clicks on a product from a list.
view_item_list
Send the view_item_list event when users see a product list such as category pages, search results, or recommended products.
gtag("event", "view_item", {
currency: "USD",
value: 7.77,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
view_item
The view_item event should be triggered when a user opens a product detail page.
gtag("event", "select_item", {
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
select_item
The select_item event tracks when a user selects a product from a list.
gtag("event", "select_item", {
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
Internal Promotion
These events track internal marketing promotions displayed on your website.
- view_promotion：Triggered when a promotion is displayed.
- select_promotion：Triggered when a user clicks a promotion.
view_promotion
gtag("event", "view_promotion", {
creative_name: "Summer Banner",
creative_slot: "featured_app_1",
location_id: "L_12345",
promotion_id: "P_12345",
promotion_name: "Summer Sale"
});
select_promotion
gtag("event", "select_promotion", {
creative_name: "Summer Banner",
creative_slot: "featured_app_1",
location_id: "L_12345",
promotion_id: "P_12345",
promotion_name: "Summer Sale"
});
Shopping Cart
These events track interactions with the shopping cart.
- add_to_cart：When a product is added to the cart
- remove_from_cart：When a product is removed from the cart
add_to_cart
gtag("event", "add_to_cart", {
currency: "USD",
value: 7.77,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
remove_from_cart
gtag("event", "remove_from_cart", {
currency: "USD",
value: 7.77,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
Checkout
These events track the checkout process.
- begin_checkout
- add_payment_info
- add_shipping_info
- purchase
- refund
Important: When sending revenue-related data (value), always include the currency parameter to ensure GA4 calculates revenue metrics correctly.
begin_checkout
gtag("event", "begin_checkout", {
currency: "USD",
value: 7.77,
coupon: "SUMMER_FUN",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
add_payment_info
gtag("event", "add_payment_info", {
currency: "USD",
value: 7.77,
coupon: "SUMMER_FUN",
payment_type: "Credit Card",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
add_shipping_info
gtag("event", "add_shipping_info", {
currency: "USD",
value: 7.77,
coupon: "SUMMER_FUN",
shipping_tier: "Ground",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
purchase
gtag("event", "purchase", {
transaction_id: "T_12345",
affiliation: "Google Merchandise Store",
value: 36.32,
tax: 4.90,
shipping: 5.99,
currency: "USD",
coupon: "SUMMER_SALE",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
},
{
Product2
}]
});
refund
The refund event is used to send refund data to GA4.
Partial refund
gtag("event", "refund", {
currency: "USD",
transaction_id: "T_12345",
value: 12.21,
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
shipping: 3.33,
tax: 1.11,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
currency: "USD",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "L_12345",
price: 9.99,
quantity: 1
}
]
});
Full refund
gtag("event", "refund", {
currency: "USD",
transaction_id: "T_12345",
value: 12.21,
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
shipping: 3.33,
tax: 1.11
});