Set up Google Analytics 4

Set up Google Analytics 4 (GA4) to track events from your storefront. After you set up a Google Analytics 4 property, you can add the GA4 tag to Instacart’s Google Tag Manager container.

Instacart sets up a Google Tag Manager (GTM) container for your storefront and gives one person in your organization write access to the GTM container. This write access does not allow you to publish changes in the GTM containers, but allows you to modify events and tags within the containers. For publishing, you need to contact your Instacart representative. Instacart reviews the changes and either publish the changes or contact you if you need to make changes.

The goal of this topic 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
   store.load	The storefront started to load.
   store.view	The storefront was loaded.
   page.load	A page loaded.
   cart.add_item	A customer added an item to the cart.
   cart.change_quantity	A customer changed the item quantity.
   cart.view	A customer clicked the cart icon to view items in the cart.
   cart.remove_item	A customer removed an item from the cart.
   search.search	A customer used the search bar and searched for an item.
   checkout.start	A customer started the checkout process. This occurs when a customer clicks “Continue to checkout” on the checkout aisle recommendations page.
   checkout.placed_order	A customer placed an order.
   checkout.placed_order_activation	A customer placed an order after being inactive for over 90 days.
   signup.landing	A dialog loaded and prompted a customer to enter a zip code to start shopping.
   signup.signup_start	A dialog loaded and prompted a customer to enter an address.
   signup.form_success	A customer signed in.
   signup.view_item	A customer in guest mode viewed the product details page of an item.
   signup.add_to_cart	A customer in guest mode added an item to the cart.
   signup.signup_complete	A customer completed signup.
   store.item_card_impressions	The storefront showed replacement items to a customer.
   express_core_start.purchase	A customer subscribed to an Instacart+ membership.

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

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