Google Analytics

Last updated: March 11, 2026

In modern e‑commerce sites you can manage a customer's movement after a purchase and track the customer's shopping behavior using the simpler Google Analytics (GA4) or the more extensive and more manual work requiring Google Tag Manager (GTM). 

​

The document's target audience is assumed to be familiar with the aforementioned Google tools and e‑commerce tracking concepts, which will not be explained in detail in this material. More information about them can be found in Google's own guides:

Creating a GA4 account

https://support.google.com/analytics/answer/9304153?hl=fi 

 

Tag Manager installation and deployment:

https://support.google.com/tagmanager/answer/6103696?hl=fi

Implementation

In Moder, there are two options that can be set in the Reservation Engine - Locations - Choose desired location - Analytics:

image.png

  1. Use Google Analytics 4 (GA4) only

  • Set the GA4 measurement ID in the e‑commerce settings

  1. Use Google Tag Manager (GTM) and load the desired scripts with it​

  • Place the GTM container ID in the e‑commerce settings, so that the container is loaded on the e‑commerce page and it loads the desired other tags (scripts)​

  • Then you can use GA4 or any other desired tool

Google Tag Manager & GA4

  1. Set up GA4 in Google Tag Manager: https://support.google.com/tagmanager/answer/9442095?hl=fi

lL3hnNyzdgaKD-utUaMZVjin3FKlY9cFPw.png

  1. Enable GA4 events in Tag Manager: https://support.google.com/tagmanager/answer/13034206?hl=fi

a. create triggers for view_item, begin_checkout, and purchase events

wv051ssCGl9ivlj4IUP3qlvsJ5Y0A2jWcw.pngdS06evs56g58YqVTHeBRgF2TJVfYmT7xJA.pngB9q0-f7IBSwfViBQdis-WIvk9HcQ1BQPiA.pngJwba0w77IWAAOdht63FSYLU8DAUPWx5HtQ.png

Google Analytics 4 - where can I find the measurement ID?

Log in to your Google Analytics account. From the lower left corner select admin/administrator (i.e., the gear icon). Choose Data Streams.

2ksvFg4zY1WTByFM_scBc77wIaxwI3qu_Q.jpg

  1. Select and click open the stream for which you want to retrieve the measurement ID.

RYaxVpBE5wez1WVX7PNWpNHlDNq77Vp-9w.png

  1. You will find the measurement ID in the top right corner.

7PWT_yAqmYVtsyL0St94I0q6Vs-_DTa1GA.png

  1. Write the measurement ID to Moder: Reservation engine - Branches - Select branch - Google Analytics 4 measurement ID (G-xxx). Note the format of the ID, including the G- prefix must be written.

-_kVC0f1tYS6MJiGue6wP5hyimNj8EPRgQ.png

Event tracking

In GA4, the usual events are listed, of course:

  • Page view

  • User engagement

  • Etc.

Additionally, Google now calls conversions "key events". Purchase as a key event without separate configurations.

Link to Google's material.

Events sent by Moder

Step

Event

Google event name

Accommodation details

Guest/customer views room details

View_item (link)

Selection of additional services, target selected (IN PROGRESS)

Guest selects the target and proceeds to choose additional services

Add_to_cart (link)

Start checkout

Guest/customer is on the payment method selection page

Begin_checkout (link)

Purchase

Guest/customer has paid for the purchase or confirmed the reservation request

Purchase (link)

Examples

Minimal setup - GA4

  1. Find measurement ID in GA4 settings

  2. Add it to the GA4 section of Moder's e-commerce settings

  3. Events start flowing into GA4 and you can track events and conversions ("key events"). A purchase is automatically marked as a "key event". Read more

 

Minimal setup - Google Tag Manager

  1. Find the GTM container ID in the settings

  2. Add it to the GTM section in Modern's eCommerce settings

  3. Add a GA4 tag to GTM for basic tracking

  4. Add a GA4 event tag to GTM for purchase events (and any desired other events). Publish the containers.

  5. Events will start flowing into GA4 and can be examined there.