Commerce7 Google Analytics 4 setup: see which wines sell

What Commerce7 sends on its own

The current Commerce7 storefront pushes standard Google Analytics 4 ecommerce events into the page’s dataLayer as people shop. There is nothing to switch on in Commerce7. The events are there on any site that uses the storefront:

Product events carry the wine’s SKU as item_id, its name, its price and your store currency, in Google’s standard ecommerce format. There is no refund event, so refunds made in Commerce7 never reach GA4 on their own.

Why GA4 often sees none of it

Those events sit in the dataLayer until a tag reads them. Two common setups never do:

• GA4 added with the Google tag alone, for example through Google Site Kit or a theme setting. The Google tag sends page views, but it does not turn Commerce7’s dataLayer events into GA4 events, so the ecommerce events are dropped.
• Google Tag Manager with only a page view tag. The container loads, but no tag listens for view_item or purchase.

The result in GA4: plenty of traffic, empty Monetization reports, no wine names, and no revenue by source. That makes it hard to tell which ads, emails or posts sell wine.

Commerce7 Google Analytics setup with Google Tag Manager

1. Put your Tag Manager container on every page of the site, using the head and body snippets Tag Manager gives you. On WordPress, a plugin or your theme can add them. On Commerce7’s built-in storefront, paste them into the storefront settings, which take scripts for the head and body.
2. Add a Google tag with your GA4 measurement ID (it starts with G-), firing on all pages. If GA4 is also added another way, such as Site Kit, remove one of them so page views aren’t counted twice.
3. Create a trigger: type Custom Event, event name view_item_list|view_item|select_item|add_to_cart|remove_from_cart|view_cart|begin_checkout|add_shipping_info|add_payment_info|purchase, with “Use regex matching” ticked.
4. Create a GA4 Event tag: event name {{Event}}. Under More Settings, then Ecommerce, tick “Send Ecommerce data” and set the data source to Data Layer. Fire it on the trigger from step 3.
5. Publish the container.

This sends every shopping step to GA4 under its standard name, so the built-in ecommerce reports fill in without any custom setup.

Test before you trust it

1. In Tag Manager, click Preview and open your site in the Tag Assistant window.
2. Open a wine page. view_item should appear in Tag Assistant’s event list, with your GA4 Event tag under Tags Fired.
3. In GA4, open Admin, then DebugView. The same view_item should arrive with the wine’s item_id and price.
4. Add a wine to the cart and start checkout, and watch those events arrive too.
5. If you can, place a real low-value order and refund it in Commerce7, to see purchase arrive with the order number and value.

Once it works

• Key events. purchase is a key event in GA4 by default. Check that it still is, and decide whether club signups (club_purchase) should be one too.
• Google Ads. Link GA4 to Google Ads and import purchase as a conversion, so your campaigns optimize on real orders and their value.
• Your wine report. In GA4, open Reports, Monetization, then Ecommerce purchases. It lists views, carts and revenue per wine.
• Refunds. They don’t flow back from Commerce7, so GA4 revenue runs a little high. Compare it with your Commerce7 reports once a month.

Commerce7 gotchas

• Every buy button fires view_item. A shop page with a buy button under each wine sends one view per wine, so GA4 counts views for wines nobody opened. If that skews your report, add a condition to the trigger so view_item only fires on single wine pages.
• Cookie banners. If your consent tool holds Tag Manager until a visitor accepts, GA4 only sees visitors who accept. Check that this is what you intended for US visitors.
• Two installs. GA4 in Site Kit and in Tag Manager at the same time doubles your page views. Keep one.
• An empty container. A Tag Manager container with no tags still loads on every page and does nothing. Either use it or remove it.

The same dataLayer events can feed Meta too. The Commerce7 Meta pixel guide covers that side.

If you’d rather not touch Tag Manager, the Google measurement setup is a $400 fixed-price fix: GA4 installed or repaired, ecommerce events from wine view to purchase, and Google Ads conversions with order values, tested with real Commerce7 orders.