Yes, you can comprehensively track ecommerce transactions in Google Analytics 4 (GA4). GA4 uses an event-based data model, meaning every user interaction, including purchases, is recorded as an event, allowing for detailed analysis of the customer journey and revenue streams.
As of December 2025, GA4’s ecommerce tracking relies on sending specific ecommerce events with associated parameters to Google. These events, such as ‘view_item’, ‘add_to_cart’, ‘begin_checkout’, and ‘purchase’, each require a defined set of data points – item name, item ID, price, quantity, and currency are standard. Integration is typically achieved via the Global Site Tag (gtag.js), Google Tag Manager (GTM), or directly through ecommerce platform integrations. Many popular Australian ecommerce platforms like Shopify, WooCommerce, and BigCommerce now include native GA4 ecommerce integrations, simplifying the setup process. Data residency options available in Australia comply with local privacy regulations. GA4 currently supports reporting on revenue, transactions, average order value, and product performance. In 2026, Google is expected to further refine the ecommerce reporting interface based on user feedback collected throughout 2025. The GA4 Data API allows for exporting this data to other business intelligence tools for custom reporting.
Ultimately, GA4 ecommerce tracking functions by capturing defined events and their associated data, providing a detailed record of online sales activity.
