Google Analytics 4 (GA4) e-commerce tracking works by sending data about transactions and user behaviour on your online store to Google’s servers, allowing you to analyse sales performance, customer journeys, and return on investment.
- Enhanced Ecommerce Features: As of early 2026, GA4 now features comprehensive Enhanced Ecommerce reporting, including product views, add-to-carts, checkout steps, and purchases.
- Data Layer Integration: Accurate tracking relies on a properly implemented data layer on your e-commerce platform (Shopify, WooCommerce, Magento etc.). Current systems include pre-built integrations for many popular platforms.
- Custom Dimensions & Metrics: GA4 allows for the creation of custom dimensions and metrics to track specific product attributes or customer segments relevant to your Australian business.
- Privacy-Focused Measurement: GA4 is designed with user privacy in mind, utilising machine learning to fill data gaps caused by cookie restrictions, which is increasingly important with Australian privacy legislation.
In 2026, Australian businesses need to be particularly mindful of complying with the Privacy Act and ensuring consent is appropriately managed for data collection. GA4’s consent mode allows you to adjust Google tags’ behaviour based on user consent choices, helping maintain compliance. Accurate GST reporting also requires careful configuration of e-commerce settings within GA4 to reflect Australian tax rules.
Instead of navigating these technical complexities and ensuring full compliance, let ROI.com.au handle your GA4 e-commerce tracking setup and optimisation. Contact our team today and we can take care of all this for you.
