GA4 and Ecommerce Tracking for a Headless Magento 2 Skincare Storefront

01// The broken state

Dermacare Direct ran a multi-store headless Magento 2 storefront built as a single-page application, spanning four domains: two production sites and two staging sites. Data from each domain had to reach its own GA4 property, the SPA had no dataLayer in place, and existing tags needed migrating from the legacy standard Magento 2 GTM account to a new headless container.

02// What we changed

1. aRouted data from all four domains to the correct GA4 properties using a single GTM Lookup Variable, avoiding the overhead of four separate containers
2. bTracked SPA route changes by relying on GA4 page_view handling and configuring other tags with a History Change trigger
3. cMigrated tags from the legacy standard Magento 2 GTM account to the new headless GTM container
4. dSpecified the required dataLayer and worked with the client's development team, providing detailed documentation and hands-on support for its implementation
5. eImplemented full ecommerce tracking in GA4 via GTM once the dataLayer was in place
6. fBuilt funnels in GA4 Explorations to surface drop-off points across the site

03// The outcome

GA4 and ecommerce tracking for Dermacare Direct's multi-store headless Magento 2 storefront, routing four domains to separate GA4 properties and standing up SPA-friendly tracking on a site that had no dataLayer.