Item Object

An item is how GA4 refers to a product. An item object should be sent whenever a product is displayed, selected, added to a cart, or purchased.

DO NOT populate ANY item parameter with a string value if unavailable

If the "item_id", "item_name", etc. is NOT available, DO NOT populate with an empty string (ex. "") or undefined as a string (ex. "undefined"). This value must ONLY be populated with valid values (ex. item_id: "ABC123", item_name: "Hydro Boost Face Wash", etc.). If this value is not available, then either DO NOT include the parameter in the data layer push or populate with an undefined object (not a string, ex. item_variant: undefined).

Object format

{
  // Global
  "affiliation": "<affiliation>",
  "gtin": "<gtin>",
  "item_brand": "<item_brand>",
  "item_category": "<item_category>",
  "item_id": "<item_id>",
  "item_name": "<item_name>",
  "item_need_state": "<item_need_state>",
  "item_subcategory": "<item_subcategory>",
  "item_subsegment": "<item_subsegment>",
  "item_upc": "<item_upc>",
  "item_variant": "<item_variant>",
  "price": "<price>",
  "quantity": "<quantity>",
  "sku": "<sku>",

  // Contextual
  "coupon": "<coupon>",
  "discount": "<discount>",
  "creative_name": "<creative_name>",
  "creative_slot": "<creative_slot>",
  "index": "<index>",
  "item_list_id": "<item_list_id>",
  "item_list_name": "<item_list_name>",
  "item_out_of_stock": "<item_out_of_stock>",
  "item_subscription_type": "<item_subscription_type>",
  "location_id": "<location_id>",
  "promotion_id": "<promotion_id>",
  "promotion_name": "<promotion_name>"
}

Variable definitions

Name	Type	Required	Description	Example Value	Maximum Length
affiliation	string	required	A product affiliation to designate a supplying company or brick and mortar store location.	Google Store	100
coupon	string	contextual	Coupon code used for a purchase.	SUMMER_FUN	100
creative_name	string	required if item is being sent with a promotion event	The name of a creative used in a promotional spot.	summer_banner2	100
creative_slot	string	required if item is being sent with a promotion event	The name of a creative slot.	featured_app_1	100
discount	number	contextual	Monetary value of discount associated with a purchase.	2.22	100
gtin	string	required	A Global Trade Item Number (GTIN). GTINs identify trade items, including products and services, using numeric identification codes. UPCs are a type of GTIN, so they should be added via this parameter.	012345678905
index	number	contextual	The index/position of the item in a list.	2	100
item_brand	string	required	Item brand	Gucci	100
item_category	string	required	Item Category (context-specific).	pants	100
item_id	string	required	Item ID (context-specific). item_id should be the item's UPC code, if available. If UPC is not available, item_id should be the item's SKU ID. If neither UPC nor SKU are available, the value should be an empty string.	UPC12345, SKU12345, ""	100
item_list_id	string	contextual	The computer-readable machine name of the list the item showed up in (if sent with a view_item_list event). Use UUID provided by the component if no more specific ID is available.	12345abcde12345	100
item_list_name	string	contextual	The human-readable name of the item list the item showed up in (if sent with a view_item_list event). If one is not available, populate with numerical index of which list this is on the page (1-indexed). For filter_by_group component, use that value.	filter_by_group, recommended_products, recently_viewed_products	100
item_name	string	required	Item Name (context-specific).	jeggings	100
item_need_state	string	required	Item Need State (context-specific).	**NEED EXAMPLES FROM STEVEN FOR DOCUMENTATION**	100
item_out_of_stock	string	contextual	Send as true if an item is out of stock. You should exclude this parameter if the item is in stock.	true	100
item_subcategory	string	required	Item Sub-Category (context-specific).	facial moisturizers & serums, best sellers, new	100
item_subsegment	string	required	Item Sub-Segment (context-specific).	**NEED EXAMPLES FROM STEVEN FOR DOCUMENTATION**	100
item_subscription_type	string	contextual	Item Subscription Type. The subscription type when a user chooses to subscribe to a product being sent multiple times after their purchase.	3-months, 6-months, 9-months	100
item_upc	string	contextual	UPC ID of the product a customer would be calling a store about.	012345678905	100
item_variant	string	required	The variant of the item.	Black	100
location_id	string	required if the item is associated with a physical location	The location associated with the event. If possible, set to the Google Place ID that corresponds to the associated item. Can also be overridden to a custom location ID string.	L_12345	100
price	number	required	The monetary price of the item, in units of the specified currency parameter.	9.99	100
promotion_id	string	required if item is being sent with a promotion event	The ID of a product promotion.	P_12345	100
promotion_name	string	required if item is being sent with a promotion event	The name of a product promotion. One of promotion_id or promotion name is required.	Summer Sale	100
quantity	integer	required	Item quantity.	1	100
sku	string	contextual	The item's stock-keeping unit (SKU) ID, when available.	SKU12345	100