Hands-on module

Ecommerce & Shopify

Measure a real store end to end, from the purchase funnel through refunds and promos to a sandboxed Shopify checkout.

Now measure a real store end to end. GA4's ecommerce reports are built around a specific set of events, and this module sends all of them, then handles a locked-down Shopify checkout.

You'll fire a complete purchase, walk the full funnel from view_item_list onward, handle refunds, promotions, wishlist and coupons, and finish by turning a Shopify custom-pixel checkout into a GA4 purchase.

What you'll learn

Fire a GA4 purchase with a real value and items
Tag the full ecommerce funnel through checkout
Handle refunds, promotions, wishlist and coupons
Bridge a Shopify custom-pixel checkout into a GA4 purchase

Start lesson 116 lessons · self-paced

Lessons

1
Why Shopify Is Different
The checkout is sandboxed — the normal GTM snippet can't see it. Customer Events is the supported path.
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2
Getting Access To Customer Events
Checkout Extensibility, the right store permissions, and protected-data approval for PII.
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3
Creating A Custom Pixel
Add a pixel, subscribe to standard events, and respect the sandbox restrictions.
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4
Connecting GTM — The Custom Pixel
Load GTM inside the sandbox, define your own dataLayer, and push events into it.
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5
The Events And Their GA4 Mapping
Each Shopify event maps to a GA4 event; each payload field maps to a GA4 parameter.
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6
Testing On Checkout_Completed
Place a test order, read each dataLayer variable, and wire the GA4 purchase tag.
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7
Gotchas & Double-Counting
The traps that quietly corrupt Shopify ecommerce data — and how to avoid them.
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8
Practice: The Checkout_Completed Event
Build the variables, trigger and GA4 purchase tag against a simulated Shopify push.
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9
Track An Ecommerce Purchase
A shop that pushes clean GA4 ecommerce events. Wire up a purchase tag and watch it fire.
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10
Full Ecommerce Funnel
view_item_list, select_item, view_cart, remove_from_cart, add_shipping_info, add_payment_info.
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11
Refunds
Fire a GA4 refund event, full and partial, with item selection.
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12
Promotions
Fire view_promotion / select_promotion with promotion_id and creative_slot.
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13
Add To Wishlist
Fire the GA4 add_to_wishlist ecommerce event.
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14
Coupon Applied
Capture a coupon code when a discount is applied.
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15
Shopify Checkout_Completed
A simulated Shopify custom-pixel push. Build the DLVs, Custom Event trigger and GA4 purchase tag.
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16
Ecommerce & Shopify: Recap And Verify
Recap every lesson, then check your whole container in one pass.
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