GTM & GA4 ecommerce tracking with guaranteed purchases and refunds

Google Tag Manager & GA4 Enhanced Ecommerce connects your PrestaShop store to Google Tag Manager and sends a complete, clean GA4 ecommerce data layer on every page. Configure your tags once in GTM (GA4, Google Ads, Meta, TikTok, Pinterest, Bing…) and they all receive the same reliable data.

Every step of the customer journey is tracked with the GA4 recommended events: product lists of categories, brands, suppliers, best sales, new products, price drops and search results (also after ajax filters and pagination), product clicks, product views and combination changes, add to cart and remove from cart with the exact quantity, cart, checkout start and steps, shipping and payment choices (also with one page checkout modules), purchase, sign up and login.

The purchase is where most tracking solutions lose money. Ad blockers, closed tabs and payment pages that never come back to the shop silently remove part of your conversions. Here, every purchase must be confirmed by Google Tag Manager through a signed callback. The orders that never reach GTM are re-sent automatically, from the back office browser or straight to GA4 with the Measurement Protocol and a cron task. Refunds follow the same path: full refund on the order statuses of your choice, partial refunds with only the newly refunded quantities, so GA4 revenue stays right.

Items carry everything your reports and feeds need: identifier of your choice (ID, reference, EAN-13, UPC, ISBN, MPN) with a custom format matching Merchant Center, combination, brand, five category levels, prices with and without tax, wholesale price for margin reporting, and Google Ads dynamic remarketing parameters.

Privacy is built in: Google consent mode v2 default states, ads data redaction and URL passthrough, optional User ID, customer details for enhanced conversions with SHA-256 hashing, and asynchronous visitor data for full page cache modules.

The back office was designed to be clear: a dashboard with your purchase tracking rate, a tracking log of every order with its timeline and data layer, an event log, a delivery queue, a one-click diagnostics (theme hooks, duplicate GTM snippets, conflicting modules, tracking rate) and a debug panel that shows every data layer push live on your shop.

Google Customer Reviews is included: survey opt-in on the order confirmation page and store rating widget.

Compatible with PrestaShop 1.7, 8 and 9, Classic and Hummingbird themes, multistore, no override.

Features

• Google Tag Manager container loaded at the top of the body or in the head, without any theme change
• Server-side tagging: first-party domain of your sGTM container
• Custom GTM snippet and noscript tag
• Google consent mode v2: default states, wait for update, ads data redaction, URL passthrough
• GA4 events: view_item_list, select_item, view_item, add_to_cart, remove_from_cart, view_cart, begin_checkout, checkout steps, add_shipping_info, add_payment_info, purchase, refund, sign_up, login, search
• Product lists of categories, brands, suppliers, best sales, new products, price drops and search results
• view_item_list after ajax filters and pagination (faceted search)
• Exact quantity added or removed from the cart, from every page
• view_item on combination change (optional)
• Shipping and payment events also with one page checkout modules
• Item identifier: ID, reference, EAN-13, UPC, ISBN or MPN, with or without combination ID
• Custom identifier format with placeholders (language, country, shop) to match Merchant Center
• Five category levels, brand, variant, prices with and without tax, wholesale price, stock
• Language of the names in the data layer of your choice
• Google Ads dynamic remarketing parameters (google_tag_params)
• User ID for customers and guests, customer groups
• Customer details for enhanced conversions: email, phone, address, past orders, lifetime value
• SHA-256 hashing of personal data
• Asynchronous visitor data for full page cache modules
• Purchase confirmed by GTM with a signed callback
• Automatic re-send of the purchases that never reached GTM, with exclusion of payment methods (marketplaces)
• Delivery of re-sends and refunds by the back office browser or by the GA4 Measurement Protocol with a cron task
• Full refunds on the order statuses of your choice, incremental partial refunds
• Split orders sent as one transaction
• Transaction ID: order ID or reference
• Dashboard: purchase tracking rate, recovered orders, delivery queue
• Order tracking log with timeline, data layer, manual re-send and filters
• Tracking block on the back office order page
• Event log of the data layer pushes of your choice
• One-click diagnostics: theme hooks, duplicate GTM snippet, conflicting modules, tracking rate, Measurement Protocol test
• Debug panel listing every data layer push live, visible only by you
• Google Customer Reviews: survey opt-in and store rating widget
• Hook actionEcGtmDataLayer to enrich the data layer from your own modules
• Interface in English, French, Spanish, German, Italian, Polish, Portuguese and Russian
• Compatible with PrestaShop 1.7, 8 and 9, Classic and Hummingbird, multistore, no override