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storekit sends events to Google Analytics 4 (GA4) through your Google Tag Manager container. There is no separate Google Analytics setting in the dashboard: you add the container to your store, then set up the GA4 tags inside GTM.

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Before You Start

  • A GTM container added to your store: Stores → your store → Settings → Integrations → Google Tag Manager
  • A GA4 property with a web data stream, and its measurement ID (G-XXXXXXXXXX)
  • Edit access to both. Setting this up does not involve storekit.

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Send storekit Events to GA4

1

Add the Google tag

In your Google Tag Manager account, go to Tags → New → Google Tag, enter your measurement ID and set the trigger to Initialization - All Pages. This records page views. See Google’s Set up Google Analytics in Tag Manager.
2

Add a GA4 event tag for the ecommerce events

In your Google Tag Manager account, create a Google Analytics: GA4 Event tag with your measurement ID and Event Name set to {{Event}}. Under More Settings → Ecommerce, tick Send Ecommerce data with Data source set to Data Layer.
3

Fire it on storekit's events

Give the tag a Custom Event trigger with the event name ^(view_item|add_to_cart|begin_checkout|purchase)$ and Use regex matching ticked. These are the event names storekit pushes.
4

Check and publish

Check the events in Preview, then click Submit to publish the container. Purchases show up in your Google Analytics account under Reports → Monetization → Ecommerce purchases.
If your container already has GA4 tags that read storekit’s top-level fields (value, transaction_id, items), they keep working. Don’t add a second tag for the same events alongside them, or GA4 counts every purchase twice.

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Split App and Website Orders

When your store also has a storekit app, customers in the app use the same ordering pages, so GA4 reports their orders as website orders unless you tag them. storekit pushes order_channel (app or web) and app_platform (ios or android) before your container loads. To use them:
1

Create the variables

In your Google Tag Manager account, go to Variables → User-Defined Variables → New → Data Layer Variable. Create one with Data Layer Variable Name order_channel and another with app_platform. See Google’s user-defined variables.
2

Send them with your events

Open your Google tag and, under Configuration settings, add the parameters order_channel = {{order_channel}} and app_platform = {{app_platform}}. Every GA4 event from the page then carries them. Publish the container.
3

Register them in GA4

In your Google Analytics account, go to Admin → Custom definitions → Create custom dimension, with scope Event and event parameter order_channel. Repeat for app_platform. See Google’s custom dimensions.
4

Report on them

In any report or exploration, add order_channel as a dimension or comparison to see app and website orders, revenue and average order value side by side.
GA4 can’t re-tag past events, so the split starts from the day you publish. For history, use the storekit dashboard reports, which already separate app and website orders.

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What the Numbers Mean

A bank’s 3D Secure page or a payment app can show up as the referrer of a purchase. In your Google Analytics account, go to Admin → Data streams → your stream → Configure tag settings → List unwanted referrals, and add those domains. See Google’s unwanted referrals.
Your website needs the same GA4 measurement ID as your storekit store, either in its own Google tag or through the same GTM container. Then set up cross-domain measurement so the two domains share one session: in your Google Analytics account, open your data stream → Configure tag settings → Configure your domains. See Google’s cross-domain measurement.