Set up Google Analytics 4

To analyze comprehensive insights about the customer journey, use Google Analytics.

Instacart Storefront is an event provider through the data layer and is integrated with Google Tag Manager. During onboarding, you are given access to a Google Tag Manager (GTM) container where you can link your Google Analytics account. You can also define custom events and tags in the Google Tag Manager container, and then test them in preview mode. To publish the customizations to your storefront, contact your Instacart representative.

Then, use your Google Analytics account to track events such as product impressions, click actions, and bounce rate. For more detailed analyses, create funnels and goals that trigger on specific events.

The goal of the following steps is to supplement the official Google GA4 setup guide with steps that you need to complete specifically for your storefront.

1. Create a Google Analytics 4 property.

   • If you are setting up Google Analytics for the first time, use the Setup Assistant.
   • If you are migrating from Universal Analytics, use the GA4 Setup Assistant.

2. Add a Web data stream. During web data stream creation, a new measurement ID is created, such as G-*****.

   Copy the measurement ID. You need the ID for step 4.

3. Contact your Instacart representative to get access to the GTM container.

4. In the GTM container, create a GA4 Configuration Tag and add your GA4 measurement ID (G-*****) so that data can flow to your GA4 property.

   At minimum, this tag will need to trigger on every page_view.

5. Create Custom Events through GA4 Event Tags.

   Configure event tags for any of the following events that you want sent to your GA4 account:

   Event	Description
   cart.add_item	A customer added an item to the cart.
   cart.change_quantity	A customer changed the item quantity, such as by adding or removing items.
   checkout.start	A customer started the checkout process. This event occurs when a customer clicks Continue to checkout on the checkout aisle recommendations page.
   checkout.placed_order	A customer placed an order.
   product_details_page.page_view	A customer loaded a product details page.
   store.view	The storefront was loaded.
   store.load	The storefront started to load.
   page.view	A customer loaded a page on your storefront.
   cart.view	A customer clicked the cart icon to view items in the cart.

6. (Optional) Configure parameters for the event.

   cart.add_item event

   The following table lists the parameters available for the cart.add_item event:

   Parameter	Type	Description
   currency	string	The currency type in ISO 4217 format. For example, USD.
   price	number	The price of the item.
   itemName	string	The name of the item.
   qtyDiff	integer	The item quantity.

   cart.change_quantity event

   The following table lists the parameters available for the cart.change_quantity event:

   Parameter	Type	Description
   currency	string	The currency type in ISO 4217 format. For example, USD.
   price	number	The price of the item.
   itemName	string	The name of the item.
   qtyDiff	integer	The item quantity. If an item is removed, qtyDiff will be negative. If an item is added, qtyDiff will be positive.

   checkout.start event

   The following table lists the parameters available for the checkout.start event:

   Parameter	Type	Description
   service_type	string	The fulfillment type. For example, pickup or delivery.

   checkout.placed_order event

   The following table lists the parameters available for the checkout.placed_order event:

   Parameter	Type	Description
   currency	string	The currency type in ISO 4217 format. For example, USD.
   total_with_fees	number	The order total, including taxes and fees.
   order_id	string	The order ID for the order.
   order_items[].name	string	The name of the item.
   order_items[].full_price	number	The price of the item.
   order_items[].quantity	number	The item quantity.
   sales_tax	number	The sales tax for the order.
   shipping_price	number	The pickup or delivery fee.
   cart_total	number	The total, excluding tax and fees.
   service_type	string	The fulfillment type. For example, pickup or delivery.

   product_details_page.page_view event

   The following table lists the parameters available for the product_details_page.page_view event:

   Parameter	Type	Description
   currency	string	The currency type in ISO 4217 format. For example, USD.
   price	number	The monetary value of the event. For example, 30.03.
   item_name	string	The name of the item added to the cart.
   product_category_name	string	The product category name.

7. Add variables to capture additional events or user parameters in the GTM events to be sent to GA4.

8. Contact your Instacart representative to publish your changes to the production site.