How to track purchases and revenue in Google Analytics 4

To count sales and revenue in Google Analytics 4, send the recommended purchase event when a payment succeeds, with transaction_id, value and currency. GA4 then shows purchases and revenue by source and landing page, and the transaction ID stops the same sale being counted twice.

The purchase eventCopy Anchor Link

Run this on the page people see after paying, once per payment:

gtag("event", "purchase", {
  transaction_id: "T_12345", // your order or Stripe session ID
  value: 29.0, // the amount paid
  currency: "USD", // ISO currency code
  items: [{ item_id: "pro-monthly", item_name: "Pro (monthly)", price: 29.0, quantity: 1 }],
});

• transaction_id must be unique per sale. GA4 drops a second purchase with the same ID, so a reload of the thank-you page doesn't double-count.
• value and currency give GA4 the revenue. Without them you get a purchase count but no revenue.
• items is optional for a simple product, but GA4's ecommerce reports use it.

Then mark purchase as a key event: Admin → Data display → Events → Mark as key event. How.

After Stripe CheckoutCopy Anchor Link

Stripe Checkout sends buyers to your success_url. Add the session ID to it, then send the purchase event on that page:

1. When creating the Checkout Session, set success_url to something like https://mysite.com/thank-you?session_id={CHECKOUT_SESSION_ID}. Stripe fills in the ID.
2. On the thank-you page, use the session_id as the transaction_id, and the amount (from your server, or a fixed price) as value.

After a Stripe Payment LinkCopy Anchor Link

In Stripe, edit the Payment Link → After payment → Don't show confirmation page → redirect to your own page, for example https://mysite.com/thank-you?session_id={CHECKOUT_SESSION_ID}. Then send the purchase event there, as above.

Can't add code to the thank-you page?Copy Anchor Link

Count views of it as sales instead. It's less precise (no revenue, and a reload counts again), but it needs no code: count sales from a thank-you page.

Fix this first: payment pages taking the creditCopy Anchor Link

When buyers go to checkout.stripe.com and come back, GA4 may credit the sale to Stripe instead of the place the buyer first came from. List payment pages as unwanted referrals before you trust revenue by source.

RelatedCopy Anchor Link

• Count sales from a thank-you page
• Which traffic brings paying customers

SourcesCopy Anchor Link

• Google: Measure ecommerce: purchase
• Stripe: Customize redirect behavior