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Finding FERMÀT Data in GA4

Learn how to identify, filter, and analyze Fermat-attributed sessions and events inside your GA4 property — including URL parameters, event types, and key reports to build.

Updated this week

When users interact with FERMÀT-powered shopping experiences, FERMÀT fires standard GA4 e-commerce events and appends tracking parameters to landing page URLs. This guide explains how to identify, filter, and analyze FERMÀT-attributed data inside your GA4 property.

In this article, you'll learn:

Events FERMÀT Sends to GA4

FERMÀT fires these standard GA4 e-commerce events via gtag():

  • page_view — Fires when a user lands on a FERMÀT tile. Sent automatically via gtag('config', ...).

  • add_to_cart — Fires when a user adds a product to cart. Key parameters: currency, value, items[] (includes item_id, item_name, quantity).

  • begin_checkout — Fires when a user initiates checkout. Key parameters: currency, value, items[], coupon (optional).

  • purchase — Fires when an order is completed. Key parameters: currency, value, transaction_id, items[].

  • user_data — Fires when a user provides contact info. Key parameters: email, phone_number, first_name, last_name, home_address.

All items[] arrays include item_id (Shopify product or variant ID), item_name, and quantity.

How to Identify FERMÀT Traffic

FERMÀT appends specific query parameters to landing page URLs. These appear in GA4's Landing page + query string dimension. Look for URLs containing any of the following:

  • productFunnelId — Which product funnel (tile) was shown

  • funnelLayoutId — Specific layout variant

  • experimentConfigId — A/B test variant identifier

  • fermat_redirect — Forever link routing config ID

  • fermat_channel — Ad platform source (meta, tiktok, google)

  • fermat_campaignid — Campaign identifier

  • fermat_adtype — Type of ad creative

  • tileId — Specific tile or storefront ID

  • variant_external_id — Product variant external ID

Quick rule: Any landing page URL containing productFunnelId or fermat_redirect is FERMÀT traffic for DPP funnels. For Shop Funnels, look for URLs on the domain configured for FERMÀT funnels plus the funnel slug.

Finding FERMÀT Data in the GA4 UI

Method 1: Explorations (Recommended)

  1. Go to Explore → Blank exploration.

  2. Add dimensions: Landing page + query string and Event name.

  3. Add metrics: Sessions, Event count, Ecommerce purchases, Purchase revenue.

  4. Add a filter: Dimension = Landing page + query string / Match type = contains / Value = productFunnelId (or fermat_redirect).

This gives you all FERMÀT-attributed sessions and their conversion data.
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Method 2: Reports → Traffic Acquisition

  1. Go to Reports → Acquisition → Traffic acquisition.

  2. Change the primary dimension to Landing page + query string.

  3. Use the search bar to filter for productFunnelId or fermat_redirect.

  4. View sessions, engagement, and conversions from FERMÀT traffic.

Method 3: Custom Audience or Segment

  1. Go to Admin → Audiences → New audience.

  2. Add condition: Landing page + query string contains productFunnelId.

  3. Name it FERMÀT Traffic.

  4. Use this audience as a comparison or filter in any report.

Key Reports to Build (DPP)

FERMÀT Funnel Performance

Compare conversion rates across FERMÀT funnels. Use dimension Landing page + query string (extract productFunnelId), with metrics Sessions, Add to carts, Purchases, and Purchase revenue. Filter: Landing page contains productFunnelId.

FERMÀT vs. Non-FERMÀT Traffic

Use a segment comparison: Segment A = Landing page contains productFunnelId (FERMÀT); Segment B = does not contain (Non-FERMÀT). Compare Sessions, Engagement rate, Conversions, and Revenue.

A/B Test Results

Filter by experimentConfigId to compare experiment variants. Each distinct value corresponds to a test variant — compare sessions, add-to-cart rate, and purchase rate across variants.

Channel Attribution

Filter by fermat_channel values to see performance by ad platform: meta = Meta (Facebook/Instagram), tiktok = TikTok, google = Google.

GA4 Dimensions & Metrics Cheat Sheet

  • All FERMÀT sessions → Landing page + query string contains productFunnelId

  • Which funnel → Extract productFunnelId from landing page

  • Which layout variant → Extract funnelLayoutId

  • Which A/B test → Extract experimentConfigId

  • Which ad channel → Extract fermat_channel

  • Forever link traffic → Landing page contains fermat_redirect

  • Purchases from FERMÀT → Event name = purchase + Landing page filter

Notes

  • Data latency: Standard GA4 reports may have 24–48 hour delays. Realtime reports show only the last 30 minutes.

  • Thresholding: GA4 may apply data thresholds when user counts are low. In Explore settings, switching to Reporting identity: Device-based can reduce thresholding.

  • Enhanced conversions: If Google Ads is configured, FERMÀT sends user_data events with hashed PII for enhanced conversion matching.

  • Page view tracking: FERMÀT fires a page_view on initial load and on each navigation within the tile (e.g., opening a PDP or going to cart).

Troubleshooting

No FERMÀT events in GA4

Likely cause: GA4 pixel not configured for your brand. Fix: Verify the GOOGLE_ANALYTICS pixel is set in FERMÀT's brand ad pixel configuration.

Events appear but no revenue

Likely cause: purchase event not firing or missing value. Fix: Check that the checkout flow completes on FERMÀT (not redirected before purchase).

Can't find FERMÀT parameters in URLs

Likely cause: Tile not configured with product funnels. Fix: Verify tile setup in the FERMÀT dashboard.

Duplicate events

Likely cause: Multiple pixels loading (e.g., Elevar plus direct). Fix: Check whether your brand uses Elevar or GTM that also loads GA4 — deduplication may be needed.

Related Articles
FERMÀT Funnel Best Practices
What's New at FERMÀT - Product Features and Updates
How to create Dynamic Product Pages: Maximize performance from catalog-driven Ads
Setting Up AI Search: Step-by-Step Guide
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