Ecommerce tracking in Google Analytics 4 (GA4) in Australia in 2026 relies on sending data about online transactions to GA4 via the Google tag and enhanced ecommerce events. This mechanism allows GA4 to report on key metrics like revenue, conversion rates, and product performance, providing insights into online store activity.
As of December 2025, GA4’s ecommerce tracking uses a data layer – a JavaScript object containing information about each transaction. The Google tag, implemented on your website, reads this data layer and sends ecommerce events (like ‘view_item’, ‘add_to_cart’, ‘purchase’) to GA4. Currently, GA4 automatically processes standard ecommerce parameters, but custom parameters can also be sent for more granular analysis. In 2026, the rollout of server-side tagging via Google Tag Manager is expected to become more prevalent in Australia, offering enhanced data privacy and control, particularly relevant given Australian Privacy Principles (APPs). GA4’s data streams now support cross-platform tracking, meaning data from websites and apps can be unified. Data retention settings in GA4, configurable by users, impact the length of time data is stored – the maximum is currently 14 months.
Ultimately, GA4 ecommerce tracking functions by capturing transaction data through a data layer, transmitting it via the Google tag, and processing it within GA4 to generate reports on online store performance.
