Google Analytics 4 and Tag Manager
See visitors and sales in Google, with the e-commerce events set up for you. Use a Measurement ID, or a Tag Manager container, and choose one owner for GA4.
Google Analytics 4 (GA4) shows how many people visit your store, where they come from and what they buy. Google Tag Manager (GTM) is a container that loads tags such as GA4, Google Ads or other tools. Jukto can load either one, and sends the e-commerce events for you.
Before you start#
- A GA4 property with a web data stream, or a Tag Manager container.
- Your website is live: Go live.
Connect Google Analytics 4#
Open Tools > Integrations, group Marketing & ads, and choose Google Analytics 4.
- 1
Paste the Measurement ID
Find it in GA4 Admin > Data streams > your web stream. It looks like G-XXXXXXXXXX.
- 2
Add the API secret (recommended)
In the data stream open Measurement Protocol API secrets > Create. With it, a purchase confirmed later (cash on delivery, manual confirmation) is sent from the server too.
- 3
Save, test and turn on
Press Save, Test connection and Turn on.
Connect Google Tag Manager#
Choose Google Tag Manager in the same group and paste the Container ID (GTM-XXXXXXX). The container then loads on every store page, and the e-commerce events are pushed to the data layer.
What is sent#
| Event | When |
|---|---|
| view_item_list, view_item | Product lists and product pages |
| add_to_cart, remove_from_cart | The cart changes |
| begin_checkout, add_shipping_info, add_payment_info | Steps of the checkout |
| purchase | From the browser when the order is confirmed at once (automatic confirmation), or from the server (Measurement Protocol) when you confirm it later. Never both |
With Tag Manager, each push first clears the e-commerce object and carries an event id. Events fire on the live store only, never in the builder preview.
Text version of the diagram
- Tag Manager container on? to Your container loads GA4 (Yes)
- Tag Manager container on? to Jukto loads GA4 directly (No)
- Your container loads GA4 to E-commerce events sent
- Jukto loads GA4 directly to E-commerce events sent
- E-commerce events sent to Purchase sent once
Search Console and SEO#
Verifying your site in Google Search Console and the SEO tools live in the SEO & search group of Tools > Integrations.
Common problems#
GA4 shows no data
It can take a day for reports to fill; use GA4's Realtime view and open your live store. Check the Measurement ID, and that the integration is turned on.
Purchases appear twice
Use one owner for GA4: either Jukto's integration or a GA4 tag inside Tag Manager, not both. See the warning above.
Cash on delivery purchases are missing
Add the Measurement Protocol API secret, so a purchase confirmed later is sent from the server.
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