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Ecommerce tracking

Ecommerce tracking records shopping behaviour, such as product views, add-to-cart actions and purchases, in your analytics tool.

Written by Reflective Data experts · updated Oct 5, 2026

GA4 has a set of recommended ecommerce events, including view_item, add_to_cart, begin_checkout and purchase, each with an items array. Together they power funnel, product and revenue reports.

Revenue figures often differ from the shop backend. Common causes are missing events, duplicate purchases, refunds and ad blockers.

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Analytics auditEventFunnel analysis

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