US Post Company Ecommerce Tracking: GA4 and GTM

What Tracking Problem Did US Post Company Have?

US Post Company needed ecommerce tracking that measured product views, cart actions, checkout steps and completed purchases so marketing performance and conversion rates could be analyzed in GA4.

What Tracking Setup Was Implemented?

The setup connected the ecommerce platform to GA4 and Piwik PRO through Google Tag Manager with separate tags, triggers and data layer events for each tracked user action across the purchase funnel.

GA4 DebugView confirmed live event collection for product interactions, cart updates, checkout progression and completed transactions. Piwik PRO provided secondary measurement for cross-platform validation.

Which Ecommerce Events Were Configured?

Event tracking covered the full ecommerce funnel from product discovery through purchase completion with GA4 recommended event names and parameters.

• view_item: product detail page measurement.
• add_to_cart: cart addition event with product data.
• view_cart: shopping cart page measurement.
• remove_from_cart: cart removal tracking.
• begin_checkout: checkout initiation event.
• add_shipping_info: shipping step completion.
• add_payment_info: payment step completion.
• purchase: completed order event with transaction value.

Which GA4 Key Event Was Configured?

The purchase event was marked as a GA4 key event for conversion measurement and Google Ads optimization.

• purchase: transaction completion with order value, used for conversion tracking and ROAS calculation.

What Funnel Reports Were Configured?

Two GA4 funnel explorations were configured to visualize user progression and identify drop-off points in the conversion path.

• Purchase journey: session start, view product, add to cart, begin checkout and purchase with step-by-step conversion rates.
• Checkout journey: begin checkout, add shipping, add payment and purchase with abandonment tracking at each step.

What Remarketing Audiences Were Created?

Six GA4 audiences were created for remarketing campaigns and behavior segmentation based on purchase activity and demographic data.

• Purchasers: users who completed a transaction within 540 days.
• Non-purchasers: users who visited but did not purchase.
• 7-day inactive users: users who were active but have not returned.
• All users: complete visitor audience for broad targeting.
• Male and Female segments: demographic-based audiences.

What Data Collection Settings Were Configured?

GA4 data collection settings were configured to maximize measurement accuracy and audience building capabilities.

• Google Signals: enabled for cross-device reporting and demographic data.
• User-ID collection: acknowledged for logged-in user tracking.
• Granular location and device data: enabled for detailed geographic and device reporting.

What Did the Tracking Implementation Deliver?

The implementation delivered full ecommerce measurement, dual-platform validation, funnel visibility and remarketing audience support for marketing analysis and campaign optimization.

1. Connected ecommerce events to GA4 and Piwik PRO through Google Tag Manager.
2. Configured purchase as a GA4 key event for conversion tracking.
3. Built purchase and checkout funnel reports for conversion analysis.
4. Created 6 remarketing audiences for campaign segmentation.
5. Enabled Google Signals and granular data collection for enhanced reporting.