In today’s digital age, website analytics is crucial in helping businesses understand their customers, measure performance, and make data-driven decisions. Google Analytics (GA) is one of the most popular web analytics tools businesses of all sizes use to track and analyze their website traffic.
GA provides valuable insights into user behavior, demographics, interests, and much more.
However, Google announced the termination of Universal Analytics (UA), its current web analytics platform, and encouraged businesses to migrate to its new analytics platform, Google Analytics 4 (GA4).
The dataLayer enhancements are customizations performed over the native layer
which, when connecting GA4, are necessary to provide GTM with the correct
information from SCA in the format that it is expected to be sent and received in
order to have a complete tracking experience.
The GA4 Configuration tag ensures data flow from your website to Google Analytics.
This event is triggered each time the page loads or the browser history state is changed by the active site - in normal load websites it’s collected automatically and the collection can’t be turned off.
This event is sent when the user sees a list of items in a dedicated product list. A product list could be something like search results or category product listing.
This works in the same way as the normal Product List but it’s used for product lists that do not trigger a virtual load on the site and only generate events, such as a “related items” list on an item page or the “recently viewed items” on the cart.
This event is sent when the user searches on the site or when the user changes the filters of the search. On each search event the term searched will be sent to GA alongside the different default and custom parameters.
This event is sent when the user actually clicks or selects an item after viewing the item’s impression(s) in a list.
This event is sent when the user views the details of any given product.
This event is sent when the user adds a product to the cart, either by adding a new product to the cart or by increasing the quantity of an existing item in the cart.
This event is sent when the user removes something from the cart or decreases the quantity of an item in the cart.
This event is sent when the user views the cart contents. This does not have an analogy in Enhanced Ecommerce. It’s a completely new Ecommerce event type.
This event is sent when the user adds a product to a wishlist. This does not have an analogy in Enhanced Ecommerce. It’s a completely new Ecommerce event type.
This event is to signify that a user has logged in.
This event indicates that a user has signed up for an account. It’s used to understand the different behaviors of logged in and logged out users.
This event indicates that a user has proceeded to the checkout as a guest. It’s used to differentiate a user that hasn’t logged nor registered on the website.
This event is sent when the user starts the checkout flow.
This event replicates the pageView event logic on the checkout but the pageView event is also present on checkout steps, therefore, there’s no need to add a fake event. In this case, the Checkout Steps tag in GTM will be removed in favor of the Page View one.
This event is sent when the user has selected and submitted a shipping method.
This event is sent when the user has selected and submitted a payment method.
This event is sent when the user makes a purchase on the site.
Note: this may be subject to change depending on whether you are already using
GA4 / have a GA4 property configured / have a data migration process initiated. In
any of these cases, we might need to perform other actions which will cause
changes on timeline and scope.
As noted above, if any custom aspects are needed besides what is specified in the Project Scope section of this document, they will need to be considered separately. The best approach is to tackle this in a second phase, just after the first one is completed.
The scope of work for a Phase 2 would be an analysis of custom aspects within Google Analytics, besides the tracking covered in Phase 1. The outcome of this analysis will be a status report of the aspects that need to be migrated, together with the hours for carrying out this custom part of the migration to GA4.
The estimated hours to carry out the analysis and deliver the status report is