Tracking your Storefront with Google Analytics 4 or Google Tag Manager

Connect your SOUS Storefront to Google Analytics 4 (GA4) or Google Tag Manager (GTM) to measure orders, revenue and conversions from your marketing. Once connected, your Storefront automatically sends every step of the ordering process, from page views and product views to completed orders. You don't need to add any code.

Before you start

• GA4: in Google Analytics, go to Admin > Data streams, open your web stream and copy the Measurement ID (starts with G-). Use this if you only want reports on visits and orders.

• GTM: in Google Tag Manager, copy the Container ID at the top of your workspace (starts with GTM-). Use this if you run ads on Google, Meta, TikTok or Microsoft, or if an agency manages your tags.

Important: fill in only one of the two. If you add both a GA4 and a GTM ID, every visit and order is counted twice. Using GTM? Add your GA4 tag inside your GTM container instead.

Setting up tracking

1. In the SOUS portal, go to Stores and click Edit Storefront. Wait until the editor has fully loaded.

2. Scroll down to the Advanced section and check that you're editing the right Storefront.

3. Paste your Measurement ID into the Google Analytics 4 field, or your Container ID into the Google Tag Manager field. Double-check it: one wrong character means nothing is tracked.

4. Click Publish. Tracking only starts once the Storefront is published. Also add your Storefront's domain to your GA4 data stream and, where relevant, to your advertising platforms.

5. Wait about 15 minutes, then test with Google Tag Assistant or GTM Preview mode. Accept the cookie banner, open a product, add it to your cart and go to checkout. You should see events such as page_view, view_item, add_to_cart and begin_checkout.

Have several locations? The ID is set per Storefront, so add the same ID to each one. Every event includes the location, so you can still split your reports per location. To test a completed order, place a real order and contact us with the location, date and time: we'll cancel and refund it for you.

Cookie consent and ad platforms

Your Storefront shows a cookie banner and supports Google Consent Mode v2. Nothing is tracked until the guest accepts, which is why GA4 usually shows fewer orders than your SOUS portal. For exact order totals, always use the portal.

To use Meta, TikTok or other ad platforms, add their pixels as tags in your GTM container. For security, your Storefront only loads scripts from approved platforms: Google Tag Manager, Google Analytics and Google Ads, Meta, TikTok, Microsoft Clarity and Microsoft Advertising. Need another platform? Contact us and we'll review it.

What we track

All events follow the standard GA4 ecommerce format, from page_view, view_item and add_to_cart to begin_checkout and purchase, including the products, prices, quantities and location. The order value only includes the products: the delivery fee is sent separately, so your revenue isn't overstated. Each order is counted once, and ad click IDs and UTM parameters are kept, so orders stay linked to the campaign that brought the guest in.

Common issues

• No events: you tested too soon, the Storefront isn't published, the ID is mistyped or the cookie banner wasn't accepted.

• Orders counted twice: both the GA4 and the GTM field are filled in. Remove one.

• Events missing for one location: the ID hasn't been added to that Storefront yet.

Still stuck? Contact us with your Storefront name, the ID you added and, if possible, a screenshot from Tag Assistant.