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How to Configure Google Tag Manager to Forward eCommerce Events to GA4

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If you’re using the HomeRunner WordPress plugin, you don’t need to worry about writing code or manually pushing events. HomeRunner automatically pushes key eCommerce events to the dataLayer. Your job is simply to configure Google Tag Manager (GTM) to listen to these events and forward them to Google Analytics 4 (GA4).

This guide walks you through the GTM configuration only.

✅ What You’ll Track #

HomeRunner pushes the following eCommerce events:

Event NameDescription
view_item_listWhen a user sees a list of properties (e.g., search results)
select_itemWhen a user selects/clicks a property from a list
view_itemWhen a user views a property detail page
begin_checkoutWhen the checkout process is initiated
generate_leadWhen a user submits a lead or inquiry form
purchaseWhen a booking is confirmed and paid

🧭 Prerequisite: Create a GTM Container #

  1. Go to https://tagmanager.google.com
  2. Create a new GTM account and container (if you haven’t already)
  3. Install the GTM container snippet on your website (Note: HomeRunner already handles this if enabled)

🎯 Step 1: Create Triggers for Each Event #

  1. In GTM, go to Triggers > New
  2. Choose Trigger Type: Custom Event
  3. Set the Event Name (e.g., view_item)
  4. Name the trigger something like Trigger - view_item
  5. Repeat this for each event:
    • view_item_list
    • select_item
    • view_item
    • begin_checkout
    • generate_lead
    • purchase

🏷️ Step 2: Create GA4 Tags for Each Event #

  1. In GTM, go to Tags > New
  2. Choose Tag Type: Google Analytics: GA4 Event
  3. Select your GA4 Configuration Tag (or create one using your GA4 Measurement ID)
  4. Set the Event Name to match the trigger (view_item, purchase, etc.)
  5. (Optional) Add any Event Parameters (e.g., transaction_id, value) if needed, using {{DL - variable name}} from the dataLayer
  6. Under Triggering, select the corresponding event trigger (e.g., Trigger - view_item)
  7. Save the tag
  8. Repeat for all six events

🔎 Step 3: Preview and Test #

  1. Click Preview in GTM
  2. Enter your site’s URL
  3. Interact with your site (view a property, begin checkout, etc.)
  4. In the Tag Assistant, confirm that the events fire correctly and the right GA4 tags are triggered

📢 Step 4: Publish the Container #

Once everything is working:

  1. Click Submit in GTM
  2. Add a version name and description (e.g., “eCommerce event forwarding setup”)
  3. Click Publish

📈 Step 5: Verify in GA4 #

  1. Open Google Analytics
  2. Go to Admin > DebugView to see real-time events
  3. Go to Reports > Events after a few hours/days to confirm events are coming in
  4. Optionally mark events like purchase or generate_lead as Conversions

✅ You’re All Set! #

With this GTM setup, you’re now forwarding HomeRunner-powered eCommerce events directly into GA4 for real-time and conversion tracking. No coding required — just a few GTM clicks.

If you need help verifying dataLayer values or want to set up enhanced event parameters, feel free to reach out.