Setting up Google Analytics 4 (GA4) via Google Tag Manager (GTM)

From 1 July 2023, Google will stop supporting Google Analytics 3, also known as Universal Analytics (UA). From that date, it will only be possible to measure e-commerce data via Google Analytics 4 (GA4). In this article, you will find the information you need to set this up in your webshop.

Why can I only install GA4 through GTM? And not via the source code?

In collaboration with a number of online marketing agencies, we have concluded that it is better to set up GA4 via Google Tag Manager (GTM). In GA4, everything works based on events and in GTM you have handy templates for this, making it easier. Besides being easier to set up, it also avoids loading unnecessary extra scripts.

For these reasons, we have designed our datalayers so that they can be set up entirely from within GTM. Programming knowledge is not required for this. Of course, (technical) knowledge of GTM, GA4 and datalayers is required to successfully implement the set-up.

What does this mean for a webshop running on the CCV Shop platform?

Of course, it will still be possible to measure the data from your webshop and send it to GA4. Below, we explain how you can realise the connection between your shop and GA4 and which events and properties can be set. If you still have problems despite the steps below, please contact us at [e-mail].

Setting up GA4 in GTM

Which events does CCV Shop support?

The events below can be measured from webshops running on CCV Shop software.

• view_item
• view_item_list
• select_item
• add_to_cart
• view_cart
• add_shipping_info
• add_payment_info
• purchasev2*
• remove_from_cart
• begin_checkout

Want to know exactly which properties are supported within these various events? We recommend using the Google Tag Assistant plug-in.

*We named Purchasev2 this way because of a change in the structure of the event between the 1st implementation of CCV Shop, in early 2021, and the implementation as Google recommends it now. Changing the original purchase event would cause problems for all previously set up GTM integrations. Although the original purchase event does work, we recommend using the purchasev2 as it complies with Google's new guidelines.

How do you set up GTM and activate the datalayers within CCV Shop?

The link between the webshop and GA4 is made via Google Tag Manager. CCV Shop currently has 3 Analytics versions; 'Google_GA4', 'Google_UA' & 'Google_GA'.

Only in the GA4 version ('Google_GA4') will the datalayers be made available. The complete setup for the datalayers and GTM is done by following these steps:

• In the maintenance tool of your web shop, go to "My web shop / Settings / Search engines & Statistics".
• Click on the Google 'tile
• Select 'Google_GA4' under 'Google Analytics version
• Enter your GTM Tag (e.g. 'GTM-000000') under 'Google Tag Manager
• This will make the datalayers available

Note: It is not necessary to fill in the 'Google Analytics' field

FAQ

1. Can I run GA3/UA alongside GA4?
   
   • • It is not possible to run both integrations side by side within the CCV Shop software. This is due to the fact that our datalayers are only linked to the GA4 + GTM version. However, since the integration runs via GTM, you could set this up via GTM. You are then able to use the GA4 datalayers for GA3/UA
       
       
2. Can I implement GTM by adding the tag in the source code of a CCV Shop?
   
   • • While adding the GTM tag in the head HTML of your webshop is not a problem, our datalayers are only linked to our GTM integration. This means that if you put the tag in the head  HTML, these datalayers won't be activated. 
       
       
3. Why don't I have freedom in implementing GTM/GA4 in CCV Shop?
   
   • • As CCV Shop, we make software that needs to be accessible and configurable for everyone. For that reason, we try to make every implementation as 'plug and play' as possible. In this case, online entrepreneurs using CCV Shop don't have to worry about adding data layers or their own code in the source code. CCV Shop provides these codes and all you have to do as a merchant and/or online marketer is add your GTM tag.
       
       
4. I have integrated GTM with CCV Shop, but no datalayers are visible. How is this possible?
   
   • • Check whether you have set the correct Google Analytics in CCV Shop. This setting should be on 'Google_GA4'. In addition, check whether you are using the cookie pop-up, cookie bar or your own cookie implementation. For more information, see this article.
       
       
5. What will happen to all the different integrations that CCV Shop has? For example, Google Ads, Google Search Console etc.?
   
   • • Although these tools will not disappear initially, in consultation with online marketing agencies we do see that GTM will become leading for online marketing purposes. Our advice is therefore to set up these tools in GTM as much as possible.
       
       
6. I have gone through the steps, is GA4 now all set up and ready to use?
   • • Not yet! You will also have to set up GA4 in GTM with the right events and properties.
       
       

7. Why am I not seeing Ecommerce data in Google Analytics 4?

   • • In this case, you need to make sure that the event name you set in GTM is called 'purchase', where 'purchasev2' is set as the trigger. 

Questions or feedback?

Do you think our integration is incomplete or not working as it should? If so, please contact our helpdesk at: [e-mail].

Outsource online marketing?

Are you a webshop merchant and do you manage your own online marketing, but do you wish to outsource it? We will gladly put you in touch with one of our partners. Please contact us at: [e-mail].