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How to Set Up GA4 on a Cafe24 Store, Step by Step

Imagefactory · Published 2026-09-16 · Updated 2026-09-18

GA4 (Google Analytics 4) is Google's free analytics tool that shows which ad or search term brought a visitor in, which pages they viewed and where they bought. To add it to a Cafe24 store you create a GA4 property, paste the GTM (Google Tag Manager) code into Cafe24's Direct code input, then publish the GA4 tag and a purchase event from GTM. It takes about an hour the first time, and the steps below go in order.

What does GA4 show you?

The statistics in the Cafe24 admin summarize how many people visited today and how much they spent. GA4 shows where each visitor came from and what they were doing when they left, broken down by path. Once you spend on ads, that difference is money.

GA4 is free. You need the store owner's Google account, Cafe24 admin access and the five steps below.

Before you start

First check whether a tag is already on the store. Open the page source of your storefront (Ctrl+U on Windows, Cmd+Option+U on Mac) and search for the strings below.

Linking Google Ads in the Google & YouTube channel does not install GA4. The conversion tag that app adds counts conversions for Google Ads, and although it leaves a _ga cookie in the browser, it sends nothing to a GA4 property. The real test is whether the source contains a measurement ID starting with G-.

1) Create the GA4 property

Create the property under the store owner's Google account and invite the agency and analyst afterwards. If the agency creates it under its own account, the data does not stay with the advertiser when the contract ends.

1. Sign in to Google Analytics and press Start measuring. Use the company name as the account name. If an account already exists, go to Admin → Create → Property.
2. On the property screen, enter a property name (1), then change the reporting time zone (2) to South Korea and the currency (3) to South Korean Won. The defaults are United States and US dollars, which shift report dates and revenue units if left alone.

3. Choose your business details and objectives, press Create and accept the terms of service.
4. Pick Web as the platform, enter your primary domain as the website URL and the store name as the stream name, then press Create stream. Leave enhanced measurement switched on.
5. Copy the Measurement ID (starting with G-) shown in the stream details. You need it in step 3).

The steps follow Google's Analytics setup help.

2) Create a GTM container and install it in Cafe24

Pasting a bare gtag with the measurement ID does collect page views. But once you add the purchase event, a Meta pixel or Google Ads enhanced conversions, managing everything in GTM is easier. You never have to reopen the Cafe24 screen to change a tag.

1. In Google Tag Manager press Create Account. Use the company name as the account name (1), South Korea as the country (2), the store domain as the container name (3) and Web as the target platform (4). Press Create and accept the terms.

2. A window with two installation snippets opens right away. If you closed it, reopen it under Admin → Install Google Tag Manager.
3. In the Cafe24 admin go to Store settings → Basic settings → Store info → Search engine optimization (SEO), open Advanced settings at the bottom and find Direct code input.

4. Paste into both the PC store tab and the mobile store tab, then press Save. According to Cafe24's help article, code in the Head area is added inside the head tag of every page.
5. Leave the Google & YouTube channel app's conversion tag in place. Adding another Google Ads conversion tag inside GTM would count each conversion twice.

3) Create the GA4 tag in GTM and publish

1. In the GTM workspace open Tags → New and choose Google Tag as the tag type.
2. Paste the measurement ID from step 1) into Tag ID.
3. Choose Initialization - All Pages as the trigger.
4. Press Preview, open your store URL and check that Tag Assistant shows the Google tag as fired.
5. Press Submit → Publish. Nothing reaches the site until you publish.
6. When your own visit appears under GA4 Reports → Realtime, the installation is done.

The tag setup follows Google's guide to the Google tag in GTM.

4) Add the purchase event

Up to this point you see visits and page views but no revenue. Cafe24 exposes the order number, paid amount and ordered products as JavaScript variables on the order-complete page (/order/order_result.html). Sending those values as a GA4 purchase event puts revenue and purchased items into GA4. You create two tags and two triggers in GTM.

1. Create a Custom HTML tag with the code below. Its trigger is Page View with the condition Page Path contains order_result.

<script>
  (function () {
    var d =
      (window.CAFE24 && CAFE24.FRONT_EXTERNAL_SCRIPT_VARIABLE_DATA) ||
      window.EC_FRONT_EXTERNAL_SCRIPT_VARIABLE_DATA;
    if (!d || !d.order_id) return;
    var items = (d.order_product || []).map(function (p) {
      return {
        item_id: String(p.product_no),
        item_name: p.product_name,
        price: Number(p.product_price),
        quantity: Number(p.quantity),
      };
    });
    window.dataLayer = window.dataLayer || [];
    dataLayer.push({ ecommerce: null });
    dataLayer.push({
      event: "purchase",
      ecommerce: {
        transaction_id: String(d.order_id),
        value: Number(d.payed_amount),
        currency: "KRW",
        shipping: Number(d.total_basic_ship_fee || 0),
        items: items,
      },
    });
  })();
</script>

2. Create a Custom Event trigger with the event name purchase.
3. Create a Google Analytics: GA4 Event tag. Enter the measurement ID, set the event name to purchase, tick Send Ecommerce data and keep the data source as Data Layer. Use the purchase trigger from 2).
4. Place one test order in Preview mode. When GA4 Admin → DebugView shows the purchase event with a transaction ID, press Submit → Publish.

The variable names (order_id, payed_amount, order_product) are the values Cafe24 places on the order-complete page. While in preview, type CAFE24.FRONT_EXTERNAL_SCRIPT_VARIABLE_DATA in the browser console once to confirm the values are there before publishing. The event format follows Google's GA4 ecommerce events reference, and the Cafe24 variables follow a Cafe24 GA4 ecommerce setup walkthrough.

Naver Pay orders never pass through this page. That is why the GA4 purchase count is always lower than the order count in the Cafe24 admin.

5) Verify and invite your analyst

1. In GA4 go to Admin → Property access management, press + and enter the analyst's email. Give Editor to the person who sets up tags and events, and Viewer to someone who only reads reports. Roles are explained in Google's access management help.
2. Under Admin → Key events, mark purchase as a key event.
3. Under Admin → Product links → Google Ads links, link the Google Ads account. Once linked, Google Ads can import the GA4 purchase as a conversion. Because the Cafe24 app's tag already counts checkout completions, keep the imported conversion as a secondary conversion to avoid double counting. The steps follow Linking GA4 and Google Ads.

Checklist

Five things that commonly go wrong

Nothing shows in Realtime. Most often GTM was never published with Submit → Publish, or the code went into the PC store tab only and the mobile tab was skipped. Turn off ad-blocking extensions and reload in an incognito window.

The purchase event stays at zero. Check that the Custom HTML tag's trigger condition is order_result. Place a test order in preview, confirm that purchase lands in the dataLayer, then check whether the container was published.

GA4 purchases are lower than Cafe24 orders. Naver Pay and Kakao Pay orders skip the Cafe24 order-complete page. The two numbers can never match, so compare them as a trend.

A _ga cookie exists but GA4 is empty. That cookie comes from the Merchant Center tag added by the Google & YouTube channel app. If the source has no measurement ID starting with G-, GA4 is not installed. Cafe24's own Cafe24 Analytics in the admin is a separate statistics tool as well.

I already pasted gtag and pixels into Direct code input. Google says to keep either the Google tag snippet or Tag Manager, not both; with both, page views are counted twice. If you are moving to GTM, build the Google tag and events in GTM first, delete the gtag from Direct code input, then publish the GTM version. Meta and TikTok pixels have their own menus in Cafe24's channel settings, so take them out of Direct code input and move them there. The order follows the Tag Manager migration guide.

Google Ads conversions doubled. The app's conversion tag and an Ads conversion tag added in GTM are counting the same checkout twice. Remove the Ads conversion tag from GTM. Setting the app's page-view conversion action to secondary in Google Ads keeps the conversion column from inflating.

An agency installing this for you needs Cafe24 admin access. Instead of handing over the master login, create a Cafe24 sub-operator account. Google Ads access is covered in requesting agency access to Google Ads, and the case where the Cafe24 app cannot see your Ads account in when Cafe24 can't find your Google Ads account.

Where Imagefactory helps

Imagefactory builds and runs an AI marketing platform and manages ad accounts for clients. When you hand over ad operations, the GA4 and GTM installation, the purchase event and the Google Ads conversion link are set up within the first week, and the conversion tracking on every linked ad account is watched so it does not silently break. GA4 tells you which visitors buy and where they came from. What moves results after that is which creatives run on which channel at what budget, and that is the operation Imagefactory takes on.