GTM & Google Analytics 4
Why the GA4 Data Layer Update Matters
Although the Direct Commerce Platform (DCP) boasts comprehensive SFTP Reporting, many DCP clients looking to maximize their analytics reporting may also use external web analytics platforms from providers like Google, who dominate the web analytics space with over 80% of market share among similar platforms.
When Google sunset Universal Analytics in favor of Google Analytics 4 (GA4) on July 1, 2023, the Direct Commerce Platform (DCP) team built a new version of the Data Layer within the Cart and Order Confirmation pages. This keeps DCP compatible with GA4 and follows Google's suggested implementation for event and item parameters.
What GA4 Adds
GA4 brings a number of improvements over the previous version, including:
Event-based data
Stronger privacy controls
Better direct integrations with media platforms
New Events Now Supported by DCP
DCP now supports a set of new events you can use to measure additional features and customer behavior, and to generate more useful reports in your GA4 dashboard:
view_item_list
view_item
select_item
add_to_cart
remove_from_cart
view_cart
begin_checkout
purchase
You can read more about GA4's new features on Google's site.
Getting Set Up
Getting off the ground with a new data layer can be tricky. To make the process as painless as possible, the DCP team will handle it for you — creating your variables, triggers, and tags in Google Tag Manager (GTM), and configuring things correctly so your analytics also pick up events from the Mini-Cart and Continue Shopping modals.
Ready to get started with the new GA4 Data Layer?
Reach out to your DCP Client Success Manager and we’ll help get the ball rolling.
