Google Analytics 4 and Server-Side Events

Google Analytics 4 (GA4) gives you real-time information about your store’s traffic, sales channels and conversions, and is the foundation for measuring Google Ads campaigns.

Jumpseller sends the purchase event to Google Analytics 4 (GA4) through the browser and, in specific situations, through the server. Server-side delivery uses the Measurement Protocol and also sends the purchase event to GA4. This flow is separate from Google Ads conversion tracking.

Current purchase flow

1. When an order is marked as paid, Jumpseller checks whether the buyer reaches the Checkout Success page within the next 15 minutes.
2. If the buyer reaches the page within that period, the browser sends the purchase event to GA4 when analytics consent and browser tracking are enabled.
3. If the buyer does not reach the page within that period, Jumpseller checks the requirements for server-side delivery: the Google Analytics API Key must be configured and the GA4 clientID must be available. When both are available, the server sends the purchase event to GA4 through the Measurement Protocol. If either requirement is not met, the server does not send the event.

Server-side delivery is the alternative for orders where the buyer does not reach the Checkout Success page within 15 minutes of the payment being confirmed.

To enable server-side delivery, create a Measurement Protocol API secret and add it to the Google Analytics API Key field in your Jumpseller Admin Panel. Google Ads Conversion ID and label are configured separately and are not part of this GA4 flow. For Google Ads setup, see Connect your store with Google Ads.

Setting up Google Analytics 4

First, connect your store to your Google Analytics account using your Measurement ID:

1. Sign in to Google Analytics (create an account first if you don’t have one).

2. Click Admin (gear icon at the bottom left of the screen).

   

3. If you don’t have one yet, create a Google Analytics 4 property for your store, and inside it a Web data stream with your store’s URL.

4. In the Property column, go to Data collection and modification > Data streams and click on your web stream.

   

5. Copy the Measurement ID (it starts with G-).

   

6. In your Jumpseller Admin Panel, go to Settings > General, paste the Measurement ID into the Google Analytics Tracker field and Save.

   

Setting up the Google Analytics API Key

To enable server-side purchase delivery, create a Measurement Protocol API secret in Google Analytics and add it to your store:

1. Sign in to Google Analytics and click Admin (gear icon at the bottom left of the screen).

2. In the Property column, go to Data collection and modification > Data streams.

   

3. Click on the web data stream of your store.

4. Scroll down and click Measurement Protocol API secrets.
5. Click Create, enter a nickname for the key (the name is only for your reference and does not affect the configuration) and click Create again.
6. Copy the Secret value.
7. In your Jumpseller Admin Panel, go to Settings > General, paste the secret into the Google Analytics API Key field and Save.

Some menu names may vary slightly if your Google Analytics account is set to another language, but the screenshots should help you locate each section.

Setting up Google Ads Conversion ID and Label

Google Ads conversion setup is described in Copy the Conversion ID and conversion label to Jumpseller Analytics.

Jumpseller Events

Once connected, Jumpseller automatically sends the default GA4 events (such as page_view) plus the following e-commerce events:

The server sends purchase only when the Google Analytics API Key is configured and clientID is available. The browser event depends on analytics consent and browser tracking permissions.

Event Parameters

In the payloads below, each entry of items has this structure:

{
  item_id: 'product.sku (or product id if no SKU)',
  item_name: 'product.name',
  discount: product.discount,
  item_brand: 'product.brand',
  item_variant: 'product.name_with_options',
  price: product.price,
  currency: 'order.currency',
  quantity: product.quantity
}

page_view

Default GA4 behaviour. No extra parameters sent.

view_item_list

{
  item_list_name: 'category.name'
}

view_item

{
  currency: 'store.currency',
  value: product.price,
  items: [{ item_id: 'product.sku', item_name: 'product.name', discount: product.discount, item_brand: 'product.brand', price: product.price, currency: 'store.currency' }]
}

search

{
  search_term: searchTerm
}

add_to_cart

{
  currency: 'store.currency',
  value: product.price,
  items: [items]
}

view_cart, begin_checkout, add_shipping_info, add_payment_info

{
  currency: 'store.currency',
  value: order.total,
  items: [items]
}

purchase (browser)

{
  currency: 'store.currency',
  value: order.total,
  transaction_id: 'order.number',
  shipping: order.shipping,
  tax: order.tax,
  items: [items]
}

For more information about events and parameters, please review Google’s documentation:

• GA4 recommended events
• Measurement Protocol (GA4)

Verifying your setup

• Open your store in a new tab and navigate a few pages, then check Reports > Realtime in Google Analytics. Your visit should appear within a few seconds.
• Detailed event data can take 24 to 48 hours to appear in standard reports.
• For event-by-event debugging, use DebugView.

FAQs

• Why are the numbers in Google Analytics different from my Jumpseller Dashboard?

  The number of visits on your Jumpseller Dashboard will usually be higher than in Google Analytics. Our internal system counts every session, while Google Analytics can be blocked by ad blockers, declined cookie consents or disabled JavaScript. Privacy features such as Apple’s iOS App Tracking Transparency also reduce the data Google Analytics can collect. Definitions also differ: Google Analytics counts “users” and “sessions” using its own rules, which don’t map one-to-one to our “visits”.

• Why don’t I see a purchase event in GA4 even though the order is paid?

  The browser event depends on the buyer reaching the Checkout Success page within 15 minutes of the order being marked as paid, with analytics consent and browser tracking enabled. If the buyer does not reach the page within that period, server-side delivery requires the Google Analytics API Key to be configured and clientID to be available. When either requirement is not met, the server does not send purchase. Google Ads Conversion ID and label are not part of this GA4 flow.

• Can I build a sales funnel report in GA4?

  Yes. GA4 replaced Universal Analytics “Goals” and “Funnel Visualization” with Explorations. Go to Explore > Funnel exploration and add steps using the events listed above (for example view_item → add_to_cart → begin_checkout → purchase). See Google’s funnel explorations guide.

• What products are my customers searching for?

  See how to create a search report in Google Analytics.

Other Google tools

Google Analytics works best combined with the rest of Google’s ecosystem:

• Connect your store with Google Ads to measure ad campaign conversions.
• Google Tag Manager to manage additional tags without editing code.
• Google Commerce to sync your products with Google Merchant Center and Google Shopping.
• Google Search Console to monitor your presence in Google Search results.
• Verify a domain for Google services.
• Google Workspace for corporate email on your own domain.

If you still have questions, please contact us and we will get back to you as soon as possible.