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Learn how to effectively send custom parameters to Google Analytics 4 (GA4) during a purchase event and the steps to ensure they're displayed in the GA4 user interface.
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Understanding the Use of Custom Parameters in GA4 Purchase Events

When using Google Analytics 4 (GA4) for tracking e-commerce activities, you may want to enhance your data collection by sending custom parameters alongside the standard purchase event. If you're wondering whether it’s possible to add custom parameters, the answer is yes! However, there are essential steps to follow to ensure that the data can be viewed in the GA4 interface.

The Challenge: Adding Custom Parameters

You may have specific custom data related to your purchases that you wish to collect, such as the number of items ordered or the payment method used. For example, your JavaScript code snippet for sending a purchase event looks like this:

[[See Video to Reveal this Text or Code Snippet]]

The Solution: Sending Custom Parameters in GA4

While you can send custom parameters with your purchase event, there are specific guidelines to keep in mind. Follow these organized steps to successfully collect and view your custom parameters in GA4:

1. Avoid Custom Parameters in the items[] Array

Make sure that you do not include any custom parameters within the items[] array. This is crucial according to Google's guidelines for data structures. Instead, define custom parameters outside of this array.

2. Create Variables in Google Tag Manager (GTM)

Before you can capture the custom parameters, you need to create corresponding variables in Google Tag Manager (GTM). Here’s how to set them up:

Navigate to GTM: Login to your GTM account.

Create Variables: Set up new user-defined variables for your custom parameters (lines_ordered, direct_debit).

Reference Values: Ensure these variables refer to the values you want to capture.

3. Update Your Purchase Event Tag

Once you’ve created your variables, you need to update your purchase event tag in GTM:

Add Parameters to Tag: When configuring the purchase event tag, include the variables you just defined.

Naming Convention: Use appropriate names for your custom parameters as required by GA4.

4. Map Custom Parameters to Custom Dimensions in GA4

With the purchase event properly configured in GTM:

Access GA4 Interface: Go to your GA4 property.

Navigate to Custom Definitions: Find the option for custom definitions in the left sidebar.

Create New Custom Dimensions: Map your custom parameters to newly defined custom dimensions.

Conclusion

By following these structured steps, you can successfully send and view custom parameters in your GA4 purchase events. This capability allows you to glean deeper insights into customer behavior and purchase patterns, ultimately helping to enhance your marketing strategies and operational efficiency.

By integrating custom parameters wisely, you can elevate your data collection efforts and take full advantage of the advanced analytics features that GA4 provides.

If you're looking to get more out of your e-commerce tracking in GA4, implementing custom parameters is a great way to start!