🟣 Phase 3 — Optional · Implement when refund analytics matter.

refund

When to push

When a refund is issued (full or partial). Often triggered from the back-office, so push from the admin page OR server-side via webhook → GTM Server directly.

→ Coordinate with the agency depending on your refund flow.

Full refund

window.dataLayer.push({ ecommerce: null });
window.dataLayer.push({
  event: 'refund',
  ecommerce: {
    transaction_id: 'ORD-2026-00123',
    currency: 'EUR',
    value: 109.00
  }
});

Partial refund

Specify the refunded items:

window.dataLayer.push({ ecommerce: null });
window.dataLayer.push({
  event: 'refund',
  ecommerce: {
    transaction_id: 'ORD-2026-00123',
    currency: 'EUR',
    value: 25.00,                         // refunded amount
    items: [
      {
        item_id: 'BIO-SER-002',
        item_name: 'Radiance Serum',
        price: 25.00,
        quantity: 1
      }
    ]
  }
});

Parameters

Parameter	Required
transaction_id	required — original order's tx id
currency	required
value	required — refunded amount
items	optional — partial refund only

Platforms

Platform	Native event
GA4	refund
Meta	(no native event; agency-defined)
Google Ads	Conversion refund via API (agency-handled)

Pitfalls

• ❌ Pushing a refund without matching transaction_id.
• ❌ Including items on a full refund — leave it empty.