Ecommerce data layer (no GTM needed)

Many tracking tools read your storefront’s ecommerce events from window.dataLayer, the standard Google Analytics 4 format. Google Tag Manager is one way to get them (see Connect Google Tag Manager). The Ecommerce Data Layer plugin is another: it publishes the same events without a Google Tag Manager container, so any tag manager, server-side-tracking vendor or custom script can read them.

What it publishes

Once enabled, your storefront pushes these GA4-standard events to window.dataLayer:

• view_item — a product page (or a landing page with a product) is viewed
• add_to_cart — a shopper adds an item
• begin_checkout — checkout starts
• purchase — an order completes, keyed by the order id

Each event uses the standard ecommerce.items array — item_id, item_name, price, quantity, index, item_category (plus item_category2…5 for a product in more than one category), item_variant when a variant is chosen, and per-unit discount when the product is marked down — priced in BDT. purchase also carries transaction_id, shipping, and coupon / discount when a coupon was applied.

Turn it on

1. Open Plugins from the sidebar.
2. Find Ecommerce Data Layer and turn it on.

There is nothing to configure — the plugin only publishes the events. What reads them is up to you or your tracking provider.

Already using Google Tag Manager? You don’t need this plugin. GTM publishes the same dataLayer, so the plugin is redundant — the Plugins screen tells you so when Google Tag Manager is on.

What’s next

New to tracking? See Connect Google Tag Manager or Connect Google Analytics.