GA4 eコマース設定 | オンラインセミナー　アーカイブ動画＋テキスト起こし（2022年4月14日開催）

セミナーアーカイブ

GA4のeコマース設定については、2022年8月より、新しい方法が利用可能になりました。このページで紹介してある方法でも設定できますが、新しい方法では、設定に必要な工数が少なくなっておりますので、下記の記事もご参照ください。

GA4 イベントタグの「詳細設定」に「e コマースデータを送信」が実装されました。

2022年4月14日に開催さたオンラインセミナーの内容です。

当日のセミナー動画

このセミナーのテキストのダウンロードはこちらから

eコマース設定をしておくと、どんなことが分かるか

レポート > ライフサイクル > 収益化 > eコマース購入数

赤線の枠の表について解説します。

上記の(1)～(7)の解説が下記にあります。

No.項目意味
(1)アイテムの表示回数アイテムの詳細が表示された回数。
(2)カートに追加ユーザーがショッピングカートにアイテムを追加した回数。
(3)表示後にカートに追加された商品の割合カートに商品を追加したユーザー数を、同じ商品を表示したユーザー数で割った値。
(4)eコマース購入数ユーザーが購入手続きを完了した回数。
(5)表示後購入された商品の割合商品を購入したユーザーの数を、同じ商品を表示したユーザー数で割った値。
(6)商品の購入数量購入イベントに含まれる一つのアイテムの数量。
(7)アイテムの収益アイテム毎の合計収益（税金と配送料を除く）

たとえば「リンク先ページ（英語名：Landing Page）」の列を追加すると、入口ページ毎に、アイテムの販売状況を把握することができます。

（解説）「リンク先ページ」（英語画面でLandding Page）

本日の内容＝eコマースに関わる9つのイベント

「 e コマース（GA4）デベロッパー ガイド」（公式ヘルプ： https://developers.google.com/tag-manager/ecommerce-ga4?hl=ja ）では、eコマースに関わる9つのイベントの解説が掲載されています（左の表）。この9つのイベントは全て、第3回の「イベント設定」の回でご紹介した「推奨イベント：オンライン販売」（右の表）に含まれています。

※はじめに、第3回で取り上げたイベント「purchase」の設定を振り返ります。

推奨イベント　設定例　purchase

ここでは、当セミナーのサイトのセミナー登録完了ページを購入完了ページ見立てて、下記のような構成で、推奨イベント、purchaseを設定してみます。

データレイヤーに書き込まれた情報を、GTMで取得して、GA4に送信します。

「どうしてもデータレイヤーが必要なのか？」については、弊社GA4サイトの解説記事もご参照ください。

GA4にdataLayer（データレイヤー）の直書きは必須なの？

purchaseのdataLayerの書き方

公式ヘルプ:
https://developers.google.com/tag-manager/enhanced-ecommerce?hl=ja

（例）セミナー4回目の申し込み完了を、購入完了に見立てて、purchaseのdataLayerを書いている。

（備考）
「このテキストのdataLayerはGA4用のものとなっております。既にUAで拡張eコマースなど利用していてdataLayerが存在する場合、後述のGTMでの変数設定方法が変更となります。dataLayer側の記述をGA4用に書き直すか、あるいは、andaにご相談ください」

解説：window.dataLayer = window.dataLayer || [];

<script>
  window.dataLayer = window.dataLayer || [];
  dataLayer.push({
    event: "purchase",
    ecommerce: {
（以下省略）

window.dataLayer = window.dataLayer || [];

について解説します。

dataLayerはJavaScriptで「配列」と呼ばれるものになります。

「配列」は中にいろいろな要素をリスト形式で保有することができるもので、

そして「配列」はその要素を追加・削除・検索など行うことが可能です。

dataLayerは「継ぎ足し継ぎ足ししていく」のが本来的な使い方です。

 window.dataLayer = window.dataLayer || [];

は、「dataLayerという名前で配列を新規作成する」というものになります。

GTMはページ上にdataLayerという配列が存在したらそちらを利用する形です。

(存在しない場合はGTMが勝手に作成します)

そして、dataLayer.push()というのは上で触れた「配列に要素を追加する」ものとなり、()の中身をdataLayerに追加する、という文法になっています。 これによって、「作成した配列に対してpurchase用のデータを追加する」形になります。

推奨イベント　設定例　purchase GTMのデータレイヤー変数

データレイヤー変数の追加

　

「変数タイプを選択」で「データレイヤーの変数」を選択。

データレイヤー変数「ecommerce.transaction_id」の設定例です。

他の変数も同様に設定していきます。

資料：商品アイテム（itemes）データ

商品アイテム（items）の
パラメータ名		説明
item_id商品アイテム ID（SKU)
item_name商品アイテム名
quantityアイテムの数量
item_brand商品アイテムのブランド
item_category商品アイテム カテゴリ
item_category2商品アイテムに多数のカテゴリがある場合に利用します。
item_category3商品アイテムに多数のカテゴリがある場合に利用します。
item_category4商品アイテムに多数のカテゴリがある場合に利用します。
item_category5商品アイテムに多数のカテゴリがある場合に利用します。
item_variant商品アイテムのバリエーション
price指定された通貨パラメータの単位で表した商品アイテムの価格
currency通貨（3 文字の ISO 4217 形式）
tax取引に関連付けられた税金
affiliation仕入れ先業者や実店舗を指定する商品アフィリエーション
coupon購入に使用されたクーポンコード
discount購入に関連付けられた割引の金銭的価値

推奨イベント　設定例　purchase GTMのデータレイヤー変数

「ecommerce.transaction_id」と同じ方法で、イベント「purchase」で使用するデータレイヤー変数を一通り追加しました。

dataLayerを購入完了ページに相当するページに実装します。ここでは、セミナー申込完了を商品の購入完了に見立てて記述してあります。

（今回下記のdataLayerを実装したGA4のセミナーページ：
https://ga4-quick.and-aaa.com/ga4_seminar_thanks/ga4_thanks20220324.html）

トリガーのタイプは、「カスタム イベント」を使用しています。

イベント「purchase」のために、タグを新規で一つ作ります。設定は上記の通りです。

ライフサイクル > 収益化 > e コマース購入数

どのアイテムが幾つ売れたかがレポートで確認できます。

「 e コマース（GA4）デベロッパー ガイド」9つのイベントでストーリを見る

「 e コマース（GA4）デベロッパー ガイド」（公式ヘルプ： https://developers.google.com/tag-manager/ecommerce-ga4?hl=ja ）

公式ヘルプの一覧表だと、「買い物の流れ」をイメージしにくいかも知れません。

以下で「買い物の流れ」の例を見て、その順番に、Eコマースのイベントの設定例を見ていきます。

ECに関わるイベントの流れの例

(1) view_promotion

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/view_promotion.html

view_promotion – DataLayer

「 e コマース（GA4）デベロッパー ガイド」（公式ヘルプ： https://developers.google.com/tag-manager/ecommerce-ga4?hl=ja ）

view_promotion – GTM トリガー

トリガーのタイプは、「カスタム イベント」を使用しています。

view_promotion – GTM タグ

(2) select_promotion

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/select_promotion.html

select_promotion – DataLayer

「 e コマース（GA4）デベロッパー ガイド」（公式ヘルプ： https://developers.google.com/tag-manager/ecommerce-ga4?hl=ja ）

select_promotionの運用例をご紹介します。ここでは、「dataLayerを発火させる関数」と「リンク要素」で運用します。

こちらの関数は、ページ上のどこかに一回だけ記述します。「リンク要素」（後述）のdata-*****（次ページに掲載）を抽出し、それをdataLayerの形式に組み立てて、組み立て後にdataLayerを発火させる関数です。

こちらはリンク要素です。このリンクがクリックされた時に、前ページで見た関数に、 data-の値が渡されます。

select_promotion – HTML、トリガー

HTMLソースとGTMのトリガー

select_promotion – GTM タグ

(3) view_item_list

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/view_item_list.html

(3) view_item_list – dataLayer

view_item_list – GTM トリガー

トリガーのタイプは、「カスタム イベント」を使用しています。

view_item_list – GTM　タグ

(4) select_item

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/select_item.html

select_item – dataLayer

select_item – dataLayer

elect_item – HTMLソースとGTMのトリガー

elect_item – GTM　タグ

(5) view_item

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/view_item.html

view_item – dataLayer

view_item – GTM　トリガー

view_item – GTM　タグ

(6)-(a) add_to_cart

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/add_to_cart.html

add_to_cart – dataLayer

add_to_cart – HTMLソースとGTMのトリガー

add_to_cart – GTM　タグ

(6)-(b) remove_from_cart

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/remove_from_cart.html

remove_from_cart – dataLayer

remove_from_cart – HTMLソースとGTMのトリガー

remove_from_cart – GTM　タグ

(7) begin_checkout

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/begin_checkout.html

begin_checkout – dataLayer

begin_checkout – HTMLソースとGTMのトリガー

begin_checkout – GTM　タグ

(8) purchase ※「purchase」は冒頭で取り上げましたが、購入の流れに従って、再び取り上げています。

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/purchase.html

purchase – dataLayer

purchase – GTM　トリガー

トリガーのタイプは、「カスタム イベント」を使用しています。

purchase – GTM　タグ

(9) refund

実際にアップしてあるテスト用ファイル：
https://ga4-quick.and-aaa.com/ec_test/refund.html

refund – dataLayer

refund – GTM　トリガー

トリガーのタイプは、「カスタム イベント」を使用しています。

refund – GTM　タグ

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