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Why Integrate GA4 with Your Magento Store?

Google Universal Analytics is on the clock. In July 2023, Google will complete the transition to the next generation of analytics. All Magento 2 stores that wish to continue eCommerce tracking must use GA4 starting that date.

The latest version of Google Analytics is a major update that reflects shoppers’ online behaviour and shifts away from sessions to events. This allows eCommerce tracking of the entire digital customer experience across multiple websites, apps, and devices.

It may be difficult to transition to Magento 2 Google Analytics because certain reports you are familiar with have been removed or replaced. Magento 2 store owners won’t be able to see metrics like bounce rate and average anymore.

This post will provide a concise summary of the main differences between the current Google Analytics and the most recent version and various features of GA4 that assists in enhancing eCommerce reporting.

What Makes Google Analytics 4 Different?

GA4 is the latest update of the analytics tracking services provided by Google. It has been publicly beta tested since 2020 and differs greatly from the Universal Analytics (GA3 version).

Some of the differences are as follows:

Sessions to Events

GA4 will shift from sessions to events, so Google Analytics in Magento will use standard data across all platforms. For the first time, a Magento store can generate a single report for the entire user journey.

Natural Language Processing

GA4 provides machine learning and NLP. This will allow Google Analytics account holders the ability to predict conversions and use this data to optimize Google Ad campaign campaigns. Machine learning can also identify anomalies in the analytics dashboard or other performance reports, including no conversion tracking and incorrect conversion rate calculations.

New Data Model

The biggest change in Google Analytics is the shift from sessions and page views to events and parameters, so every user action is now considered an event. And not only that, but every event can also be collected by default or can be configured manually and contain up to 25 such parameters in this data model. A page view is an event, and page language, page referrer, and screen resolution are all event parameters.

Data Streams

Google Analytics 4 in Magento collects data from apps and websites in the form of data streams, which are a part of a single property. GA3 uses separate Analytics properties settings for each data source, such as websites and mobile apps. With GA4, it is now easier to set up Google Analytics to track traffic from different sources. 

This allows for more precise and optimised eCommerce tracking.

Restrictions on Data Views

GA3 does not have time limitations to view historical statistics. However, GA4 automatically gives data for the past 14 months, and for a longer period, you will need to create Google BigQuery.

IP Anonymity

Google Analytics’ new version offers more anonymity, as IP anonymization is automatically enabled.

Two Cookie Files

You can track user activity using two cookie files when you update Magento 2 and add Google Analytics GA4. User activity can be tracked by two rather than one cookie file, and both files will last two years.

Segmented Analysis

Google Analytics 4 has more parameters, metrics, and relationships between them and events. This allows Google Analytics to be more effective in Magento and audience analysis. This is especially important for predicting how many new customers will visit your website in the future and planning stock and resources to meet that demand.

Cross-domain tracking

This feature tracks customer conversions from true sources and excludes any “middleman” websites. So, if customers reply to your email send but have authorized social networking, this will link the conversion to the email campaign. Cross-domain tracking dramatically improves the tracking of the true source of influence and the success of each channel.

Engagement Tracking

GA4 tracks engagement by sessions that include interaction, engagement rate, and time of involvement. This is not possible on smartphones with GA3.

Fewer Reports

Standard Reports now offers fewer data options to simplicity: Users, Demographics, and Behaviours.

Custom Reports

This allows you to create customized reports only available in paid-for GA360. The new Google Analytics integration also integrates with Google BigQuery.

Monitoring of Critical Events

GA4 allows Magento website owners the ability to set up Google Analytics to track data anomalies. Monitoring can also be done hourly instead of once per day in GA3.

Path Analysis

GA4 offers a customer path analysis that was only available in paid GA360.

Integration With BigQuery

Google Analytics GA4 offers BigQuery integration for free, but there are limitations. Integration is limited to 50 texts and 50 numeric parameters for events.

GA4 New Tracking Capabilities

Google Analytics GA4 represents a major upgrade to the analytics tracking process. It includes user behaviour monitoring on both the web and in apps. If you want to improve your eCommerce tracking capabilities, website owners should add Google Analytics code to Magento, and here’s why.

Basic Event Tracking

Every fundamental step of the Magento journey can be tracked with GA4 as soon as the enhanced measurement option is activated. These events include:

  • Click on an ad or link
  • Check out the mobile app
  • Cancelling a paid subscription 
  • Scroll tracking
  • A site search
  • Video engagement

This type of basic tracking is not possible with GA3. You don’t need to write any Google Analytics code to enable this basic type of tracking.

Custom Event Tracking

Website managers can now customize the tracking of predefined events with GA4. For additional tracking, you can also configure Custom Events to cover events not covered by the predefined configuration.

Tracking on Any Platform

The Google Analytics code can track customers across multiple platforms. It gives you a detailed activity history for each website or app tracked and provides more accurate user counts, as GA4 is much better at de-duplicating between devices.

Engagement Measurement

In the new Google Analytics (GA4), using the bounce rate metric is no longer necessary to understand unengaged user behaviour. It is now possible to measure the depth of engagement. For example, you can now monitor video engagement by monitoring which video was launched and whether it is paused or fully viewed.

AI for Predicting Outcomes

When you add Google Analytics to the latest version of Magento, artificial intelligence will analyze historical user tracking codes and predict future customer behaviour for more precise marketing.

AI will allow marketers to make informed assumptions about events like user churn rates, revenue, and purchases.

GA4 with Magento 2

Magento embeds support for Google Analytics. However, the Magento 2.4.4 latest version does not include the data layer needed for GA4 to work out of the box.

The integration of GA4 with Magento 2 requires a third-party plugin and the Google Tag Manager extension to verify that GA tags have been correctly implemented.


Each and every eCommerce Magento store will benefit from Google Analytics 4. This tool tracks the customer journey over multiple domains and devices to provide accurate and complete information.

GA4 allows stores to track events on Magento 2, not only on the website but also in mobile apps and other sales channels. GA4 has a much greater ability than Universal Analytics to track user actions, so it is easier to find bottlenecks in sales funnels. In addition, online businesses can also build more personal, relevant communications with their customers if they can predict their behaviour accurately.

If you’re eager to sync Google Analytics 4 with your Magento 2 store, don’t hesitate to contact 18th Digitech. As the best google ads agency in India and magento development company , we boast a team of certified Magento developers who possess deep expertise in the eCommerce platform. They comprehend the intricacies of integrating GA4 with Magento, irrespective of the version. Count on us to configure a Google Analytics account and assist you in establishing tracking IDs for every event, ensuring a smooth transition and uninterrupted enhancement of your eCommerce performance.

Contact us today to get started with your eCommerce journey.



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