When I first shifted from Universal Analytics to Google Analytics 4 (GA4), I quickly realized one thing: if you’re running an online store, tracking the right eCommerce events is everything.
Why? Because without the right data, you’re flying blind. You won’t know what’s working, where you’re losing customers, or which ads are actually bringing sales.
So today, I’ll share the Top 10 Essential GA4 eCommerce Events you must track to understand your customers and grow your revenue.
1. View Item (Product View)
Tracks when a user views a product page.
👉 Helps you measure product impressions and interest.
2. View Item List (Category Page Views)
Triggered when someone views a category or product listing.
👉 Useful for knowing which categories attract the most attention.
3. Select Item (Click on a Product)
This event fires when a user clicks on a product from a list.
👉 Shows which products are actually grabbing clicks.
4. Add to Cart
One of the most important events.
👉 Helps you see buying intent and measure cart abandonments later.
5. View Cart
One of the most important events.
👉 Helps you understand cart behavior before checkout.
6. Remove from Cart
Tracks when someone removes an item from their cart.
👉 A key indicator of friction or hesitation.
7. Begin Checkout
When users start the checkout process.
👉 Critical for understanding drop-offs between cart → checkout.
8. Add Payment Info
This fires when a customer enters payment details.
👉 Perfect for identifying where customers abandon checkout.
9. Add Shipping Info
When a user adds shipping details.
👉 Lets you see how far they go before completing a purchase.
10. Purchase (Final Conversion)
The most important event in GA4 eCommerce.
👉 Tracks completed orders with full details: transaction ID, value, items, and more.
Why These Events Matter
When you have these events set up in GA4, you unlock:
- Accurate conversion tracking
- Better ad performance (Google Ads, Meta Ads, etc.)
- Insights into customer behavior
- Reduced wasted ad spend
Without these, you’re just guessing. With them, you can scale confidently.
My Personal Experience
Every time I enable these events for my clients, they immediately see clearer data. Suddenly, they know:
- Which ads bring purchases vs. just clicks
- Which products attract views but not sales
- Where users drop off in checkout
It’s not just numbers — it’s business clarity.
Final Thoughts
If you run an online store, make sure these 10 GA4 eCommerce events are live and tested. They’re the backbone of modern digital marketing.
And if you’re struggling to set them up — don’t worry. I’ve done this for multiple custom websites, from Laravel to Shopify to WooCommerce.
📅 Book a Free Consultation with me here:
👉 https://zcal.co/analyticshihab/30min