Comparing Fueled’s GA4 Connector with BigCommerce’s Native GTag Implementation
With Google set to sunset Universal Analytics in July 2023, BigCommerce merchants are hustling to find fast, robust ways to implement Google Analytics 4 for their storefronts. Learn more about Fueled’s free GA4 integration for BigCommerce.
Google is sunsetting Universal Analytics (UA) in July 2023. From that point forward, UA properties will no longer collect new data. In transitioning to Google’s new analytics product, Google Analytics 4 (GA4), merchants are encouraged to run both UA and GA4 along side of each other through the UA cutoff.
Showing strong foresight, BigCommerce released a native GA4 integration this fall — ahead of Shopify offering a built-in integration.
As an “Open SaaS” product, BigCommerce has also supported its developer community in building out more advanced GA4 integrations.
At this point, four strong solutions exist for integrating your BigCommerce storefront with GA4: BigCommerce’s native solution, two paid offerings (LittleData and Tag Rocket), and Fueled’s forever free GA4 Attribution Suite.
Below, we will compare Fueled’s GA4 Attribution Suite with BigCommerce’s new native implementation.
BigCommerce’s Native Google Analytics 4 Integration
BigCommerce’s native GA4 integration takes just a minute or two to configure. To get started, simply log into your BigCommerce storefront and visit the Data Solutions section in your Storefront Settings.
From there, simply enter a Google Analytics 4 Measurement ID, and you’re off to the races.
That’s it. With this Measurement ID in place, client-side events (i.e., browser-based events) will start flowing from your storefront to Google Analytics 4.
Limitations of BigCommerce’s Native GA4 Integration
BigCommerce has an incredible reputation for innovating on its features and continuing to improve them over time. That said, BigCommerce’s native GA4 integration is quite nascent, and has significant limitations at this time:
BigCommerce Only Supports Three GA4 Event Types
As of this writing, BigCommerce’s native GA4 integration only supports the following three events:
While Page Views and Purchase events are generally considered the most important events to track in Google Analytics, the key differentiator between Universal Analytics and GA4 is that GA4 is event-based, supporting a much wider range of event types.
BigCommerce’s GA4 integration is notably missing many critical events for product analytics and customer journey analysis, including: Item View (i.e., product views), Item List View (i.e., category page views), View Cart, Add to Cart, and Remove from Cart.
Without these events, a merchant is quite limited in terms of funnel analysis.
Enter Fueled’s Google Analytics 4 Attribution Suite
Our team at Fueled pretty much eats, sleeps, and dreams Google’s GA4 event specification. Consequently, our forever free GA4 Attribution Suite presents some key benefits over BigCommerce’s native integration.
(And did we mention it will always be free?!?!)
Our GA4 Attribution Suite Tracks the Complete GA4 eCommerce Specification
In contrast to BigCommerce’s integration, which only tracks three event types, our integration tracks twelve different event types:
view_item (product pages)
view_item_list (collections pages)
With so much more data, merchants get a better picture of their customer journeys and product analytics with Fueled.
Server-Side Event Tracking
Our biggest feature is that our GA4 integration leverages servers-side event tracking to track begin_checkout and purchase events.
What that means is that we listen for checkout and order-related events to happen in BigCommerce’s backend, and then fire off those events to Google.
This allows us to track phone orders, recurring billing orders, and other “offline” order events. It also allows us to get around ad blockers in sending Google Analytics a merchant’s most critical events.
Privacy First & Configurable
Our GA4 integration supports BigCommerce’s Privacy Features and API. By default, we respect shopper’s privacy consent.
Our app also provides significant flexibility in terms of configuration. For example, our app allows a merchant to choose the value they want to send to Google for conversion events. You can send either the subtotal value of an order (i.e., before taxes and shipping) or the total order value (including taxes and shipping). It’s up to you.
Extendable Client Side Events
Same Easy (and Free) Setup
Like BigCommerce’s native GA4 integration, our app can also be configured in under 5 minutes. To learn more, checkout our documentation at:
Fueled is a Customer Data Platform for eCommerce. We offer free Google Analytics integrations for both BigCommerce and Shopify. Stay in touch as we continue to grow our offerings, including more advanced first-party attribution tracking solutions for eCommerce. .
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