Google Analytics 4 for Magento 2 stores

What is Google Analytics 4?

Google Analytics 4 is the latest version of the Google Analytics platform, built specifically to track and report on website traffic. GA4 also offers advanced features and insights that help companies make better-informed decisions and improve their digital marketing strategies.

According to Google’s announcement, GA4 is an advanced measurement solution that has replaced Universal Analytics. Since 1 July 2023, standard Universal Analytics properties no longer process new hits, and since 1 July 2024 the Universal Analytics interface and API are no longer available (Google’s announcement, checked in October 2026). Measurement is therefore now done with Google Analytics 4 only.

GA4 is a significant departure from previous versions of Google Analytics. Some of its key features:

Improved user privacy: GA4 is designed to be more privacy-friendly, with features such as improved data controls and machine learning algorithms that can analyse data without relying on third-party cookies.
Cross-device tracking: GA4 offers more advanced tracking across devices, helping companies better understand how their customers interact with brands on multiple devices.
Event-based tracking: GA4 uses an event-based tracking system that lets companies track specific actions on their website or app, such as button clicks or form submissions.
Advanced analysis: GA4 offers more advanced analysis capabilities, including predictive analytics and machine learning algorithms that can provide insights into customer behaviour and help companies make better-informed decisions.

Implementing Google Analytics 4 on Magento 2

Discover the unlimited benefits of our Google Analytics 4 implementation for Magento 2 stores, built with the powerful Google Tag Manager.

Track product impressions by position on the category page
Track product clicks by position on the category page
Track product impressions by position on the search results page
Track product clicks by position on the search results page
Track product impressions by position in Related, Up-sell and Cross-sell blocks
Track product clicks by position in Related, Up-sell and Cross-sell blocks
Track how many times a product was added to the basket
Track how many times a product was removed from the basket
Track how many times a product entered checkout
Track how many times a product was compared
Track how many times a product was added to the wishlist
Track every checkout step (billing, shipping, shipping options, payment options)
Track purchases with or without shipping costs
Track transactions on success pages with custom URLs
Track checkout steps on checkout pages with custom URLs
Track coupon usage
Track the product brand
Track internal promotion impressions
Track internal promotion clicks
Track newsletter sign-ups
Track logins
Track site searches
Internal promotion widget
IP anonymisation support for compliance in EU countries
Child vs parent product (send the parent or child ID in the basket, checkout and thank-you page)
Multi-currency ready
GDPR compliant with native Magento, supports the cookie consent functionality
Multi-store ready
Varnish Cache support
Full Page Cache supported
8 KB payload support
Order success page total calculation (subtotal/grand total)
Track the Magento user ID
Track the user type (customer group)
Google Ads remarketing tracking
Google Ads conversion tracking
Persistent data handling
Exclude orders with a value of 0 from tracking
Track the number of product reviews
Track the product review score
Track stock status
Track products on sale
Track transactions by product variant (configurable product)
Track transactions by custom product options
Track the page type custom dimension
Track the Page Name custom parameter
Send custom product-level parameters (up to 5 product attributes sent to GTM)
1-minute installation GUI
Complete sales data, including refunds and repeat purchases
100% order accuracy between Magento and Google Analytics
Prevents missing orders
Prevents duplicate orders
Measurement Protocol for purchases
Measurement Protocol for refunds
Measurement Protocol for sign-up and login
Measurement Protocol for item views
Measurement Protocol for search
Measurement Protocol for viewing the basket, adding to it and removing from it
Measurement Protocol for beginning checkout
Measurement Protocol for adding shipping information
Measurement Protocol for adding payment information

What our clients say

“Good communication, realistic deadlines and a team that always tries to find the best solution for every request. On top of that, they respond quickly in a crisis.”

Marius O, Marketing Manager DEMAX

“I started working with LEADLION because we needed specialists to upgrade and develop our Magento online platform. We chose to set out together because of this team’s strengths: technical expertise, experience in delivering complex projects, an efficient project management process and transparent invoicing.

Over the course of this year, our collaboration has turned into a solid partnership with visible results.

I particularly value their openness and their commitment to finding the best technical solutions, so that we build a solid foundation for our business to grow on. We consult them on where to take our online business, and we can always rely on the know-how and benchmarking of the LEADLION team.

For us, LEADLION is a partner we can count on.”

Vladimir S, CEO Magazinul De Pietre

“Working with LEADLION never felt like working with an outside company. Their focus on understanding our line of business exceeded our expectations, given how technical and niche our products are.

They backed every initiative, however eccentric, with professionalism, and their advice helped us beat our targets, always ahead of schedule, and stay a step ahead of our competitors.”

Liviu Stoica, CEO Gardenium.ro

“One of the things that impressed me most about working with LEADLION is their constant openness and the initiative they show in bringing new ideas to raise the performance bar. This proactive approach shows their commitment to the success of each project and their drive to keep growing.

All in all, working with the LEADLION team is a truly rewarding experience. Their results, efficiency, professionalism and openness are qualities I value, and I confidently recommend them to anyone looking for a dedicated team focused on excellence.”