Google Analytics 4 (GA4) Integration

The GA4 integration connects your WizShop storefront to Google Analytics 4, so you can track the complete buyer journey, from search and product browsing through cart, checkout, and order confirmation, in one place.

Table of Contents 

A. How the Integration Works

WizShop fires a standard set of GA4 events across every major buyer-facing page; search, product detail pages, cart, checkout, and order confirmation. These events are sent through a built-in tracking layer called WizTracking, which maps each buyer action to the GA4 event schema.

Because the events follow GA4's standard format, any GA4-connected tool (including Google Analytics 4, BigQuery, and Looker Studio) receives clean, structured data without any custom mapping on your end.

Guest buyers receive all behavioural events (views, clicks, cart actions), but browse and cart product pricing is withheld for logged-out buyers. Purchase revenue is sent when order value is available on the purchase event.

If you were previously using custom Google Tag Manager (GTM) tags to fire GA4 events on your WizShop storefront, review the Migration Notes section before going live to avoid duplicate events.

B. How to Connect GA4

To start receiving events in GA4, you need to connect your GA4 Measurement ID in WizTracker settings.

1. Log in to Google Analytics and open the GA4 property you want to connect to your WizShop storefront.
2. Go to Admin → Data Streams and select your web data stream.
3. Copy the Measurement ID (it starts with G-).
4. Log in to your WizCommerce admin.
5. Go to WizTracker settings.
6. Paste your GA4 Measurement ID into the field and save.

Analytics must be enabled (master toggle ON) and the Measurement ID must be saved, leave it empty and GA tracking stays off.

Events will begin flowing into GA4 from the next storefront page load. There is no additional code to install and no GTM container required unless you prefer to manage tags yourself.

If you use Google Tag Manager: You can optionally replace the direct GA4 connection with a GTM container ID. Enter your GTM container ID in the same field under WizTracker settings. If you do this, make sure your GTM container is not also firing the same GA4 events. Check the Troubleshooting section for guidance.

C. What Events You Will See in GA4

WizShop fires 12 standard GA4 events across the full buyer journey. These events appear in your GA4 property under Events and flow into any reports or explorations you build.

D. Troubleshooting and Common Issues

» Revenue is not showing in my GA4 reports

Revenue fields (value, price) are only sent for logged-in buyers. Guest buyers receive behavioural events but no revenue data. If you are seeing sessions and events but no revenue, check whether the buyers completing purchases are logged in. If the issue persists, contact support team at help@wizcommerce.com.

» I am seeing duplicate events in GA4

This happens when a GTM container is firing GA4 events that WizTracking is already sending natively. Audit your GTM container tags and compare them against the WizTracking event names in the table above. Remove any GTM tags that overlap with native WizTracking events.

» Events are not appearing in GA4 at all

Confirm that your GA4 Measurement ID is entered correctly under WizTracker settings in WizCommerce admin. The Measurement ID must start with G-. Also confirm that Analytics is enabled via the master toggle. If you have entered a GTM container ID instead, make sure that container is published and that the GA4 configuration tag inside it is set up correctly.

» I want to verify events are firing before checking GA4

You can turn on debug mode directly in your browser to confirm events are firing and review their payloads in real time. Open the browser console on any WizShop storefront page and run:

window.__wiz_tracking_debug = true

This logs every WizTracking trigger and its full payload to the console. You can also use the GA4 DebugView in Google Analytics (Admin → DebugView) to see events as they arrive.

» I had custom GTM tags set up before this integration, do I need to remove them?

If your custom GTM tags were firing GA4 events for actions now covered by WizTracking (such as add_to_cart, begin_checkout, or purchase), you should remove or pause those tags to avoid duplicate events. If you are unsure which tags to remove, contact WizCommerce team for guidance.

FAQs

1. Do I need to install any code on my WizShop storefront?

A. No, you don't need to install any code. Just enter your GA4 Measurement ID in WizTracker settings. Make sure analytics is enabled (master toggle ON) and the Measurement ID is saved. If the Measurement ID is left empty, GA tracking will not work.

2. Why is revenue not showing up in my Google Analytics?

A. Revenue and product prices on browse and cart events (view_item, view_cart) are withheld for logged-out buyers. Purchase events include revenue when order value is available. On B2B storefronts where buyers must sign in to view pricing and complete checkout, revenue in GA will typically reflect logged-in purchases only. If logged-in buyers complete orders and revenue is still missing, verify your GA4 Measurement ID and that Analytics is enabled in WizTracker settings.

3. Does GA4 track what products buyers are viewing and adding to cart, or just the final checkout?

A. GA4 tracks the entire buyer journey, not just checkout. This includes product views, add to cart, cart view, checkout steps, and purchase. Standard page views are also captured automatically, giving you full funnel visibility from discovery to order completion.

4. I already have Google Analytics set up on my website, do I need to set it up again?

A. If your existing GA4 setup is a basic page-view implementation (common on B2B sites), you will want to connect your Measurement ID through WizCommerce admin to start receiving the full set of buyer journey events. The native WizTracking integration sends far more granular data than a standard page-view setup. If you are using GTM, review your existing container for any tags that may now duplicate native WizTracking events.

5. Will I be able to see which pages buyers are visiting before they reach checkout?

A. Yes. Page views are captured automatically, and WizTracker tracks key interactions like search, product pages, cart, and checkout. You can use GA4's Path Exploration and Funnel Exploration to see the full journey from first visit to order completion.