GA4 - Google Analytics 4 Plugin für Shopware 6

Highlights for GA4

Simple GA4 integration via Google Tag Manager (GTM)
Enables a simplified implementation of Google Analytics 4 through the Google Tag Manager. Use the flexibility and efficiency of GTM to integrate GA4 into your store quickly and easily. We also provide containers for GA4 for download, which you can import directly into your GTM.
Reduce the implementation effort and benefit from centralized management of your tracking tags.
Google Consent Mode V2 support
Provides built-in support for Google Consent Mode V2 to ensure your tracking complies with privacy regulations. Customize the behavior of Google tags based on the consent preferences of your users.
Gain valuable insights into user behavior while respecting privacy and ensuring compliance.
Support for Enhanced Conversions (GA4)
Capture Enhanced Conversions for Google Analytics 4 by sending securely hashed first-party customer data (such as email, phone number, address) to Google. This improves the accuracy of conversion measurement, especially in environments without third-party cookies.
Increase the reliability of your conversion data and enable better attribution of conversions to ad interactions across different devices, while maintaining data privacy.
Comprehensive data layer tracking
Use a wide range of GA4 DataLayer events to collect detailed information about user behavior:
- add_payment_infoCaptured when a user adds payment information.
- add_to_cart: Captured when a user adds an item to the shopping cart.
- add_to_wishlistCaptured when a user adds an item to the wish list.
- add_to_compare: Captured when a user adds an item for comparison.
- begin_checkoutCaptured when a user starts the checkout process.
- purchaseCaptures successful purchases. With the purchase event, the item_list_name property is transferred, allowing you to track from which list (e.g. category page, search results, recommendations) a user has clicked on and purchased a product.
- remove_from_cart: Records when a user removes an item from the shopping cart.
- select_itemCaptured when a user selects an item from a list.
- view_cartCaptured when a user views the shopping cart.
- view_itemCaptured when a user views a product detail page.
- view_item_listCaptured when a user views a product list (e.g. category page).
- sign_upCaptured when a user registers.
- loginCaptured when a user logs in.
- searchCaptured when a user uses the search function.
- generate_leadCaptured when a user generates a lead (e.g. by filling out a form).
Gain a deep understanding of the customer journey and optimize your store based on data-driven insights.
Data protection and consent management compatibility
Provides seamless integration to ensure your tracking implementation is compliant with data protection regulations. This is ensured through the support of various consent management solutions, including:
- Standard Shopware data protection plugin
- Cookiebot
- Usercentrics
- CMP
- CCM19
- Acris
- CookieScript
- CookieFirst
- Cookie Consent Plus
Simplify compliance with data protection regulations and minimize the risk of data breaches by using your preferred or existing consent tool.
Manufacturer/brand tracking
Analyze sales by manufacturer or brand to evaluate the performance of individual brands in your range.
Identify top performers and optimize your product range based on demand.
Category tracking (up to 5 levels)
Track sales by category (up to 5 levels deep) to analyze the performance of individual product categories.
Identify trends and optimize your category structure to increase the conversion rate.
Search function tracking
Analyze which items are most frequently searched for in order to better understand your customers’ needs.
Identify popular products and optimize your search function to improve user-friendliness.
Payment info tracking
Analyze which payment methods are used most frequently and which sales are generated using them.
Optimize your payment offer to increase the conversion rate and improve customer satisfaction.
Product add-to-cart tracking
Analyze which products are frequently viewed but not purchased to identify potential problems in the buying process.
Optimize your product pages and the checkout process to increase the conversion rate.
Option for user ID tracking
Enable user ID tracking to track the behavior of individual users across different devices and sessions.
Get a comprehensive picture of the customer journey and personalize your marketing and sales activities.
Tracking of product clicks on different pages
Track the number of product clicks on category pages, the search page and cross-selling CMS elements to measure the effectiveness of your internal linking.
Optimize your internal linking to improve the user experience and increase the conversion rate.

GA4 E-Commerce Events

view_item_list
select_item
view_item
add_to_cart
view_cart
remove_from_cart
begin_checkout
add_shipping_info
add_payment_info
purchase

view_item_list Event

The view_item_list event is triggered when a user displays a list of products, e.g. on category pages, in search results or in recommendations such as “Similar products”.

				
					 "event": "view_item_list",
  "ecommerce": {
    "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
    "item_list_name": "cms-block-cross-selling",
    "items": [
      {
        "item_id": "SWDEMO10005.6",
        "item_name": "Hauptprodukt mit erweiterten Preisen-TEST2",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      },
      {
        "item_id": "SW10002.1",
        "item_name": "Variantenprodukt Kopie",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 1,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      },
      {
        "item_id": "SWDEMO10002",
        "item_name": "Variantenprodukt-TEST",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 2,
        "item_brand": "Shopware Freizeit",
        "item_category": "Katalog #1",
        "item_category2": "Freizeit &amp; Elektro",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "price": 800,
        "quantity": 1
      }
    ]
  },

select_item Event

The select_item event helps to better understand user behavior by showing which products arouse user interest. This information can be used to optimize marketing strategies, improve the user experience and provide targeted recommendations.

Overall, the select_item event is an important tool for e-commerce websites to track and analyze user interaction with product offers.

				
					  "event": "select_item",
  "ecommerce": {
    "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
    "item_list_name": "cms-block-cross-selling",
    "items": [
      {
        "item_id": "SWDEMO10005.6",
        "item_name": "Hauptprodukt mit erweiterten Preisen-TEST2",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

view_item Event

The view_item event is triggered when a user calls up a specific product page. It makes it possible to track which products are viewed by users and provides valuable data on user behavior.

If a user selects a specific variant of a product (e.g. a different color or size), the view_item event can be triggered again to capture this selection.

				
					 "event": "view_item",
  "ecommerce": {
    "currency": "EUR",
    "value": 19.99,
    "items": [
      {
        "item_id": "SWDEMO10005.6",
        "item_name": "Hauptprodukt mit erweiterten Preisen-TEST2",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

add_to_cart Event

				
					
  "event": "add_to_cart",
  "ecommerce": {
    "currency": "EUR",
    "value": 19.99,
    "items": [
      {
        "item_id": "SWDEMO10005.6",
        "item_name": "Hauptprodukt mit erweiterten Preisen-TEST2",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

The add_to_cart event is triggered when a user adds a product to their shopping cart. It helps to analyze the purchasing behavior of users and to understand which products are most frequently added to the shopping cart. This event is crucial for analyzing the purchase funnel, as it shows which products could arouse user interest and potentially lead to purchases.

add_to_wishlist Event

				
					
  "event": "add_to_cart",
  "ecommerce": {
    "currency": "EUR",
    "value": 19.99,
    "items": [
      {
        "item_id": "SWDEMO10005.6",
        "item_name": "Hauptprodukt mit erweiterten Preisen-TEST2",
        "affiliation": "cookiefirst-64 6_4_20_2 ",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_category2": "Bekleidung",
        "item_category3": "Damen",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

view_cart Event

The view_cart event is triggered when a user accesses their shopping cart on an e-commerce website. It helps to understand how many users go through the step from adding products to the cart to actually viewing the cart.

This event is an important indicator of buying interest and the likelihood of an imminent purchase.

				
					  "event": "view_cart",
  "ecommerce": {
    "currency": "EUR",
    "value": 19.99,
    "items": [
      {
        "item_id": "SW10002.1",
        "item_name": "Variantenprodukt Kopie",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 1,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "c62c7b3975c34319a7d2f9c88e459684",
        "item_list_name": "cms-block-cross-selling",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

remove_from_cart Event

The remove_from_cart event is triggered when a user removes a product from their cart. It helps to understand which products are frequently removed from the cart and why.

This event is important to gain insight into potential problems in the buying process, e.g. high prices, unexpected shipping costs or other obstacles.

				
					  "event": "remove_from_cart",
  "ecommerce": {
    "currency": "EUR",
    "value": 19.99,
    "items": [
      {
        "item_id": "SW10002.1",
        "item_name": "Variantenprodukt Kopie",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "product",
        "item_list_name": "product",
        "item_variant": "Farbe Weiß - Größe XL ",
        "price": 19.99,
        "quantity": 1
      }
    ]
  }

begin_checkout Event

The begin_checkout event is triggered when a user begins the checkout process on an e-commerce website. It helps to understand how many users move from the shopping cart to the actual checkout.

This event is an important step in the conversion funnel and provides information on how well the transition from the shopping cart to the checkout is working.

				
					 "event": "begin_checkout",
  "ecommerce": {
    "currency": "EUR",
    "value": 997.85,
    "items": [
      {
        "item_id": "SWDEMO10001",
        "item_name": "Hauptartikel",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "721ecb31726b4545b26efdbf6cecb1c7",
        "item_list_name": "cms-block-product-three-column",
        "price": 495.95,
        "quantity": 2
      }
    ]
  },

add_shipping_info Event

The add_shipping_info event is triggered when a user enters their shipping information (e.g. address, shipping method) in the checkout process. It helps to understand how many users go through this step in the checkout process.

This event is an important step in the conversion funnel and provides information on how well the process of entering shipping information is working.

				
					 "event": "add_shipping_info",
  "ecommerce": {
    "currency": "EUR",
    "value": 997.85,
    "shipping_tier": "Standard",
    "items": [
      {
        "item_id": "SWDEMO10001",
        "item_name": "Hauptartikel",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "721ecb31726b4545b26efdbf6cecb1c7",
        "item_list_name": "cms-block-product-three-column",
        "price": 495.95,
        "quantity": 2
      }
    ]
  }

add_payment_info Event

The add_payment_info event is triggered when a user enters their payment information (e.g. credit card number, PayPal account) in the checkout process. It helps to understand how many users go through this step in the checkout process.

This event is an important step in the conversion funnel and provides information on how well the process of entering payment information is working.

				
					"event": "add_payment_info",
  "ecommerce": {
    "currency": "EUR",
    "value": 997.85,
    "payment_type": "Nachnahme",
    "items": [
      {
        "item_id": "SWDEMO10001",
        "item_name": "Hauptartikel",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "721ecb31726b4545b26efdbf6cecb1c7",
        "item_list_name": "cms-block-product-three-column",
        "price": 495.95,
        "quantity": 2
      }
    ]
  }

purchase Event

The purchase event is triggered when a user has successfully completed an order and the transaction is registered as a purchase. It is used to measure sales and completed transactions.

This event is the most important step in the conversion funnel and provides information on how many users actually make a purchase.

				
					"event": "purchase",
  "ecommerce": {
    "transaction_id": "10343",
    "value": 997.85,
    "tax": 159.32,
    "shipping": 5.95,
    "currency": "EUR",
    "items": [
      {
        "item_id": "SWDEMO10001",
        "item_name": "Hauptartikel",
        "affiliation": "6 6 9 0",
        "discount": 0,
        "index": 0,
        "item_brand": "Shopware Kleidung",
        "item_category": "Katalog #1",
        "item_list_id": "721ecb31726b4545b26efdbf6cecb1c7",
        "item_list_name": "cms-block-product-three-column",
        "price": 495.95,
        "quantity": 2
      }
    ]
  }
  
"email": "769f702a545ce43e13e4c02f8d9a7f931790740df61098ce792d8fec891d82f9",
"address": {
    "first_name": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08",
    "last_name": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08",
    "street": "test",
    "city": "Stuttgart",
    "region": "Baden-Württemberg",
    "postal_code": "70180",
    "country": "DE"
  },
  "existing_customer": "yes",
  "user_id": "0196480cc56b722aaeb789016ae2cadd",
  "customer_type": "private",
  "user_login_state": "Logged In",
  "new_customer": false,
  "customer_lifetime_value": "19.99",

Further GA4 events

sign_up Event

The sign_up event is triggered when a user has successfully completed the registration process and created a new account. It is used to measure and analyze the number of new registrations.

This event is important for tracking the growth of the user base and evaluating the effectiveness of user acquisition marketing campaigns.

				
					 "event": "sign_up",
 "method": "mail",

login event

The login event is triggered when a user successfully logs into their existing account using their login details (e.g. user name and password). It is used to measure and analyze the number of logins.

This event is important for tracking user loyalty and measuring user engagement.

				
					"event": "login",
"method": "mail",

search Event

The search event is triggered when a user enters a search query in the search field and submits it. It is used to measure and analyze the search activities of users.

This event is important to understand what users are searching for, evaluate the effectiveness of the search function and improve the user experience. One possible use case would be to determine the search terms for which no search results are delivered.

				
					 "event": "search",
 "search_term": "Produkt",
 "search_result": 8,

generate_lead Event

The generate_lead event is triggered when a user performs an action that is considered lead generation. This can be filling out a form, subscribing to a newsletter or requesting a quote.

This event is important for measuring the effectiveness of marketing campaigns, optimizing lead generation and identifying the users most likely to become customers.

				
					 "event": "generate_lead",
  "currency": "EUR",
  "value": 100,

GA4 - Google Analytics 4 for Shopware 6