GA4: Triggers and variables in Google Tag Manager

27 Nov 2025

A list of triggers and variables for use in Google Tag Manager for Google Analytics 4 (GA4).Triggers and Variables in Google Tag Manager (GTM) for Google Analytics 4 (GA4) Triggers and variables are what is available to track in GTM (Google Tag Manager). New updated data layers and variables 1. Data Layer Event – view_item (Variable) This event is triggered when a customer has viewed an item/article/product. Datalayer Event: view_item ecommerce A list (Array) of products articleId Item ID (if available) articleNumber Item number (if available) name Item name ecommerce consists of: currency Currency code items A list (Array) of product details item_id Specific Item ID (if available) item_name Specific item name quantity Item quantity 2. Data Layer Event – add_to_cart (Variable) This event is triggered when a customer has added an item/article/product to their cart. Datalayer Event: add_to_cart ecommerce A list (Array) of products articleId Item ID (if available) articleNumber Item number (if available) name Item name articleName Item name articlePrice Item price transactionId Order number transactionTotal Total amount excluding VAT totalIncVat Total amount including VAT orderItem Includes each item in the shopping cart with the following information ecommerce consists of: currency Currency code transaction_id Order number value Shopping cart total (if available) items A list (Array) of product details item_id Specific Item ID (if available) item_name Specific item name price Item price quantity Item quantity 3. Data Layer Event – begin_checkout (Variable) This event is triggered when a customer has started the checkout process. Datalayer Event: begin_checkout ecommerce A list (Array) of products articleId Item ID (if available) articleNumber Item number (if available) name Item name articleName Item name articlePrice Item price transactionId Order number transactionTotal Total amount excluding VAT totalIncVat Total amount including VAT orderItem Includes each item in the shopping cart with the following information ecommerce consists of: currency Currency code transaction_id Order number value Shopping cart total (if available) items A list (Array) of product details item_id Specific Item ID (if available) item_name Specific item name price Item price quantity Item quantity 4. Data Layer Event – purchase_GA4 (Variable) This event is triggered when a customer has made a purchase. Datalayer Event: purchase_GA4 ecommerce consists of: currency Currency code transaction_id Order number value Shopping cart total (if available) items A list (Array) of product details item_id Specific Item ID (if available) item_name Specific item name price Item price quantity Item quantity

Creating and linking a Tag Manager account

27 Nov 2025

Get Started with Google Tag Manager A quick guide to what Tag Manager is, how it works, and how to connect it to your store. Google Tag Manager (GTM) lets you add marketing scripts, tracking pixels, and code snippets to your website without editing your theme's code every time. Everything is managed from one dashboard instead. All of our latest themes support Google Consent Mode, so Tag Manager automatically respects the privacy choices your visitors make about their data. GTM is built around four building blocks: Containers Tags Triggers Variables The Building Blocks Containers The master file you create when you first log in to Tag Manager. It holds all of your tags, triggers, and variables. Every container gets a unique Container ID, which you'll add to your store theme (steps below). Tags The actual snippet of code that runs on a page. For example, if you want to install a Meta (Facebook) pixel or Google Analytics, you'd add it as a tag. Triggers Tells Tag Manager when and where a tag should fire, for example "fire on all pages" or "only fire on the checkout page." A tag won't run without at least one trigger attached. Variables Optional placeholders for values that tags and triggers can reference, such as a customer's order value or a product ID during checkout. Create and Link Your Tag Manager Account Step 1: Log in Go to tagmanager.google.com and log in using your Google account. Step 2: Create an account and container You'll first create a top-level account (usually your company name), then a container for your specific website. Click Create Account. Under Container setup, enter your store's domain name (e.g. yourstore.com) in the Container name field. Under Target platform, select Web. Click Create and accept the Terms of Service. Step 3: Copy your Container ID A pop-up with installation code will appear. You don't need any of the full code blocks, just the short ID that starts with GTM-, highlighted in red below. Click OK to close the box. Step 4: Add the GTM ID to your store theme Log in to your store admin panel and navigate to: Appearance → Themes → Select your theme → Edit → Extensions → Google → Google Tag Manager Paste your GTM ID into the field, then save. Your store is now connected to Google Tag Manager.