Integrate Google Analytics 4 with PrestaShop

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Let's see what the main changes are between Universal Analytics and Google Analytics 4.

The panel interface has been revamped and is very different from the previous Universal Analytics.
Data structure is very different from the previous one and is designed to capture new metrics related to user and site/app interactions.
Predictive metrics: these are new metrics that seem capable of making predictions.
Account structure, the concept of view is replaced by that of stream.
New e-commerce event tracking system.
Improved integration with Google Ads and YouTube.
Goals disappear and are replaced by conversions managed through events.
New feature to integrate user privacy preferences.

Is it worth switching to Google Analytics 4?

In most cases, the answer is NO! The new property is too recent and is not fully supported by the PrestaShop ecosystem; for example, it will not be possible to connect it to PrestaShop Metrics. For the moment, it is advisable to continue using Universal Analytics, although there is nothing to prevent using multiple properties simultaneously. So both UA and GA4 on the same ecommerce.

A drastic change

More than an update, this is a true revolution. The changes are drastic with a new model for data collection and processing. The new Analytics 4 seems to use machine learning for automatic learning and to provide useful information to users. The main novelty is in user tracking, instead of the fragmented device analysis of Universal Analytics.

Google's goal is to surpass and aggregate Web and App events into a single property, which meets today's needs and allows for a better understanding of the impact of marketing actions.

Implementing GA4 in PrestaShop

Currently, the free module ps_googleanalytics (Google Analytics) does not support Google Analytics 4. Therefore, the only way to integrate GA4 into PrestaShop is to use a third-party module. The best solution is to use Google Tag Manager with the help of a specific module such as our Art WebMaster for partial support or against our interest, the module Google Tag Manager Enhanced Ecommerce (UA) - PRO which allows for a complete integration of GTM. If you have a recent Warehouse theme in IqitThemeEditor, you will be able to insert the GTM code, but we always recommend a module that implements GTM comprehensively.

How to return to Universal Analytics?

If you have created a new Google Analytics user or are trying to create a new property, you may have mistakenly thought that the only selectable option is GA4, but that is not the case. Well hidden is the option to use Universal Analytics (UA); you just need to select "Show advanced options".

Once you click on "Show advanced options", we will need to enable the option: "Create a Universal Analytics property".

Google recommends creating both properties, it is unclear how long it will be possible to use Universal Analytics as well, but like the previous transition from Urchin.js (version 1) or Asynchronous Tracking (version 2) to Universal Analytics (version 3), it is likely that it will be possible to do so for a long time (a few years), in order to allow everyone to migrate to the new GA4.