diff --git a/app/code/core/Mage/GoogleAnalytics/Block/Ga.php b/app/code/core/Mage/GoogleAnalytics/Block/Ga.php
index 26141d8299f..581214a3543 100644
--- a/app/code/core/Mage/GoogleAnalytics/Block/Ga.php
+++ b/app/code/core/Mage/GoogleAnalytics/Block/Ga.php
@@ -197,36 +197,177 @@ protected function _getOrdersTrackingCodeUniversal()
      */
     protected function _getOrdersTrackingCodeAnalytics4()
     {
+        $result = [];
+        $request = $this->getRequest();
+        $moduleName = $request->getModuleName();
+        $controllerName = $request->getControllerName();
+
+        //purchase events
         $orderIds = $this->getOrderIds();
-        if (empty($orderIds) || !is_array($orderIds)) {
-            return '';
+        if (!empty($orderIds) && is_array($orderIds)) {
+            $collection = Mage::getResourceModel('sales/order_collection')
+                              ->addFieldToFilter('entity_id', ['in' => $orderIds]);
+            /** @var Mage_Sales_Model_Order $order */
+            foreach ($collection as $order) {
+                $orderData = [
+                    'currency' => $order->getBaseCurrencyCode(),
+                    'transaction_id' => $order->getIncrementId(),
+                    'value' => number_format($order->getBaseGrandTotal(), 2),
+                    'coupon' => strtoupper($order->getCouponCode()),
+                    'shipping' => number_format($order->getBaseShippingAmount(), 2),
+                    'tax' => number_format($order->getBaseTaxAmount(), 2),
+                    'items' => []
+                ];
+
+                /** @var Mage_Sales_Model_Order_Item $item */
+                foreach ($order->getAllVisibleItems() as $item) {
+                    $orderData['items'][] = [
+                        'item_id' => $item->getSku(),
+                        'item_name' => $item->getName(),
+                        'quantity' => $item->getQtyOrdered(),
+                        'price' => $item->getBasePrice(),
+                        'discount' => $item->getBaseDiscountAmount()
+                    ];
+                }
+                $result[] = "gtag('event', 'purchase', " . json_encode($orderData, JSON_THROW_ON_ERROR) . ");";
+            }
         }
-        $collection = Mage::getResourceModel('sales/order_collection')
-            ->addFieldToFilter('entity_id', ['in' => $orderIds]);
-        $result = [];
-        /** @var Mage_Sales_Model_Order $order */
-        foreach ($collection as $order) {
-            $orderData = [
-                'currency' => $order->getBaseCurrencyCode(),
-                'transaction_id' => $order->getIncrementId(),
-                'value' => number_format($order->getBaseGrandTotal(), 2),
-                'coupon' => strtoupper($order->getCouponCode()),
-                'shipping' => number_format($order->getBaseShippingAmount(), 2),
-                'tax' => number_format($order->getBaseTaxAmount(), 2),
-                'items' => []
+
+        //Begin advanced eCommerce events
+        //product page
+        if ($moduleName == 'catalog' && $controllerName == 'product') {
+            $productViewed = Mage::registry('current_product');
+            $eventData = [];
+            $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+            $eventData['value'] = number_format($productViewed->getFinalPrice(), 2);
+            $eventData['items'] = [];
+            $eventData['items'][] = [
+                'id' => $productViewed->getSku(),
+                'name' => $productViewed->getName(),
+                'list_name' => 'Product Detail Page',
+                'brand' => $productViewed->getAttributeText('manufacturer'),
+                'category' => 'Products',
+                'price' => number_format($productViewed->getFinalPrice(), 2),
             ];
 
-            /** @var Mage_Sales_Model_Order_Item $item */
-            foreach ($order->getAllVisibleItems() as $item) {
-                $orderData['items'][] = [
-                    'item_id' => $item->getSku(),
-                    'item_name' => $item->getName(),
-                    'quantity' => $item->getQtyOrdered(),
-                    'price' => $item->getBasePrice(),
-                    'discount' => $item->getBaseDiscountAmount()
+            $result[] = "gtag('event', 'view_item', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
+        }
+
+        //category page
+        elseif ($moduleName == 'catalog' && $controllerName == 'category') {
+            $layer = Mage::getSingleton('catalog/layer');
+            $category = $layer->getCurrentCategory();
+            $productCollection = clone $layer->getProductCollection();
+            $toolbarBlock = Mage::app()->getLayout()->getBlock('product_list_toolbar');
+            $pageSize = $toolbarBlock->getLimit();
+            $currentPage = $toolbarBlock->getCurrentPage();
+            if ($pageSize !== 'all') {
+                $productCollection->setPageSize($pageSize)->setCurPage($currentPage);
+            }
+            $eventData = [];
+            $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+            $eventData['value'] = 0.00;
+            $eventData['item_list_id'] = 'category_'.$category->getUrlKey();
+            $eventData['item_list_name'] = $category->getName();
+            $eventData['items'] = [];
+
+            foreach ($productCollection as $productViewed) {
+                $eventData['items'][] = [
+                    'id' => $productViewed->getSku(),
+                    'name' => $productViewed->getName(),
+                    'list_name' => 'Product Detail Page',
+                    'brand' => $productViewed->getAttributeText('manufacturer'),
+                    'category' => 'Products',
+                    'price' => number_format($productViewed->getFinalPrice(), 2),
+                ];
+                $eventData['value'] += $productViewed->getFinalPrice();
+            }
+            $eventData['value'] = number_format($eventData['value'], 2);
+            $result[] = "gtag('event', 'view_item_list', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
+        }
+
+        //cart
+        elseif ($moduleName == 'checkout' && $controllerName == 'cart') {
+            $removedProduct = Mage::getSingleton('core/session')->getRemovedProductCart();
+            if ($removedProduct) {
+                $_removedProduct = Mage::getModel('catalog/product')->load($removedProduct);
+                $eventData = [];
+                $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+                $eventData['value'] = number_format($_removedProduct->getFinalPrice(), 2);
+                $eventData['items'] = [];
+                $eventData['items'][] = [
+                    'id' => $_removedProduct->getSku(),
+                    'name' => $_removedProduct->getName(),
+                    'list_name' => 'Product Detail Page',
+                    'brand' => $_removedProduct->getAttributeText('manufacturer'),
+                    'category' => 'Products',
+                    'price' => number_format($_removedProduct->getFinalPrice(), 2),
+                ];
+                $result[] = "gtag('event', 'remove_from_cart', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
+                Mage::getSingleton('core/session')->unsRemovedProductCart();
+            }
+
+            $addedProduct = Mage::getSingleton('core/session')->getAddedProductCart();
+            if ($addedProduct) {
+                $_addedProduct = Mage::getModel('catalog/product')->load($addedProduct);
+                $eventData = [];
+                $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+                $eventData['value'] = number_format($_addedProduct->getFinalPrice(), 2);
+                $eventData['items'] = [];
+                $eventData['items'][] = [
+                    'id' => $_addedProduct->getSku(),
+                    'name' => $_addedProduct->getName(),
+                    'list_name' => 'Product Detail Page',
+                    'brand' => $_addedProduct->getAttributeText('manufacturer'),
+                    'category' => 'Products',
+                    'price' => number_format($_addedProduct->getFinalPrice(), 2),
+                ];
+                $result[] = "gtag('event', 'add_to_cart', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
+                Mage::getSingleton('core/session')->unsAddedProductCart();
+            }
+
+            $productCollection = Mage::getSingleton('checkout/session')->getQuote()->getAllVisibleItems();
+            $eventData = [];
+            $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+            $eventData['value'] = 0.00;
+            $eventData['items'] = [];
+
+            foreach ($productCollection as $productInCart) {
+                $eventData['items'][] = [
+                    'id' => $productInCart->getSku(),
+                    'name' => $productInCart->getName(),
+                    'list_name' => 'Product Detail Page',
+                    'brand' => $productInCart->getAttributeText('manufacturer'),
+                    'category' => 'Products',
+                    'price' => number_format($productInCart->getFinalPrice(), 2),
+                ];
+                $eventData['value'] += $productInCart->getFinalPrice();
+            }
+            $eventData['value'] = number_format($eventData['value'], 2);
+            $result[] = "gtag('event', 'view_cart', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
+        }
+
+        //begin checkout
+        elseif ($moduleName == 'checkout' && $controllerName == 'onepage') {
+            $productCollection = Mage::getSingleton('checkout/session')->getQuote()->getAllVisibleItems();
+            $eventData = [];
+            $eventData['currency'] = Mage::app()->getStore()->getCurrentCurrencyCode();
+            $eventData['value'] = 0.00;
+            $eventData['items'] = [];
+
+            foreach ($productCollection as $productInCart) {
+                $eventData['items'][] = [
+                    'id' => $productInCart->getSku(),
+                    'name' => $productInCart->getName(),
+                    'list_name' => 'Product Detail Page',
+                    'brand' => $productInCart->getAttributeText('manufacturer'),
+                    'category' => 'Products',
+                    'price' => number_format($productInCart->getFinalPrice(), 2),
                 ];
+                $eventData['value'] += $productInCart->getFinalPrice();
             }
-            $result[] = "gtag('event', 'purchase', " . json_encode($orderData, JSON_THROW_ON_ERROR) . ");";
+            $eventData['value'] = number_format($eventData['value'], 2);
+            $result[] = "gtag('event', 'begin_checkout', " . json_encode($eventData, JSON_THROW_ON_ERROR) . ");";
         }
         return implode("\n", $result);
     }
diff --git a/app/code/core/Mage/GoogleAnalytics/Model/Observer.php b/app/code/core/Mage/GoogleAnalytics/Model/Observer.php
index 341f29b21cc..667241f6f59 100644
--- a/app/code/core/Mage/GoogleAnalytics/Model/Observer.php
+++ b/app/code/core/Mage/GoogleAnalytics/Model/Observer.php
@@ -49,4 +49,30 @@ public function setGoogleAnalyticsOnOrderSuccessPageView(Varien_Event_Observer $
             $block->setOrderIds($orderIds);
         }
     }
+
+    /**
+     * Add 'removed item' from cart into session for GA4 block to render event on cart view
+     *
+     * @param Varien_Event_Observer $observer
+     */
+    public function removeItemFromCartGoogleAnalytics(Varien_Event_Observer $observer)
+    {
+        $productRemoved = $observer->getEvent()->getQuoteItem()->getProduct();
+        if ($productRemoved) {
+            Mage::getSingleton('core/session')->setRemovedProductCart($productRemoved->getId());
+        }
+    }
+
+    /**
+     * Add 'added item' to cart into session for GA4 block to render event on cart view
+     *
+     * @param Varien_Event_Observer $observer
+     */
+    public function addItemToCartGoogleAnalytics(Varien_Event_Observer $observer)
+    {
+        $productAdded = $observer->getEvent()->getQuoteItem()->getProduct();
+        if ($productAdded) {
+            Mage::getSingleton('core/session')->setAddedProductCart($productAdded->getId());
+        }
+    }
 }
diff --git a/app/code/core/Mage/GoogleAnalytics/etc/config.xml b/app/code/core/Mage/GoogleAnalytics/etc/config.xml
index 5af53d94f74..8f7750a93b9 100644
--- a/app/code/core/Mage/GoogleAnalytics/etc/config.xml
+++ b/app/code/core/Mage/GoogleAnalytics/etc/config.xml
@@ -72,6 +72,22 @@
                     </googleanalytics_order_success>
                 </observers>
             </checkout_multishipping_controller_success_action>
+            <sales_quote_remove_item>
+                <observers>
+                    <googleanalytics_remove_item>
+                        <class>googleanalytics/observer</class>
+                        <method>removeItemFromCartGoogleAnalytics</method>
+                    </googleanalytics_remove_item>
+                </observers>
+            </sales_quote_remove_item>
+            <sales_quote_add_item>
+                <observers>
+                    <googleanalytics_add_item>
+                        <class>googleanalytics/observer</class>
+                        <method>addItemToCartGoogleAnalytics</method>
+                    </googleanalytics_add_item>
+                </observers>
+            </sales_quote_add_item>
         </events>
         <layout>
             <updates>