GA4 Ecommerce Items to String or Sum Item Values - Web Variable

This Variable for Google Tag Manager (Web) turns Google Analytics 4 (GA4) Ecommerce Item array (e.g. [{item_id: '12', quantity: 1},{item_id: '34', quantity: 2}]) into a string (e.g. '12|34'), or sums Item Values (e.g 3). When summing values you can choose to multiply the value with quantity (e.g. [{price: 10, quantity: 1},{price: 20, quantity: 2}]) which will give the result 50).

This Template is available in the Google Tag Manager Template Gallery.

Variable Functionality Overview

• Select Input Method
  • GA4 Ecommerce Data Layer
  • Variable
• Select Mapping Method
  • GA4 Standard Ecommerce Events
  • Custom Mapping
• Select Item Parameter Type & Action
  • Create String from Item Parameter
    • Standard Item Parameters
    • Custom Item Parameters
    • Choose Delimiter
    • Return Unique Items
  • Sum Values from Item Parameter
    • Standard Item Parameters
    • Custom Item Parameters
    • Multiply Item Value with Item Quantity

Related Information

A similiar Variable for Google Tag Manager (Server) does also exist:

• Ecommerce Items to String or Sum Item Values - SGTM Variable

Variable Functionality in Detail

Select Input Method

Input can either be GA4 Ecommerce Data Layer or Variable.

Select Mapping Method

Mapping can be done using GA4 Standard Ecommerce Events or Custom Mapping.

Mapping simply means that only values that are mapped should return a result.

Mapping using GA4 Standard Ecommerce Events

Image shows how to map using GA4 Standard Ecommerce Events.

Custom Mapping

Image shows how to do Custom Mapping.

• Type in the value in the Custom Parameter Field that should be matched against the selected Variable. This means the Selected Variable should be able to return the value in this field.
• Select Variable to map against.

Create Strings from Item Parameters

Image shows how to Create a String from a Custom Item Parameter. Choosing Standard Item Parameters can be done using the Select Item Type dropdown.

In the example Unique Items are returned. E.g. [{item_color: 'Blue'},{item_color: 'Red'},{item_color: 'Blue'}] will return the result 'Blue|Red'.

Sum Item Values from Item Parameters

Image shows how to Sum Item Values using Standard Item Parameters. You can also use Custom Item Parameters to sum values.

In this example price will be multiplied with quantity.

Potential use cases

• Create Ecommerce value or a fallback value if the implemented value fails.
• Create **Event Scoped strings from Items in cases where you need this information both for Items and Event Scope.
• Create Strings from Items for use in marketing tools (e.g. Floodlight).

Images of the Variable

Image shows how to Create Strings using Custom Mapping and Custom Item Parameters.

Image shows how to Sum Item Values using GA4 Standard Ecommerce Events and Standard Item Parameters.