What this means for your store
Out of the box, enhanced measurement collects page views, scrolls, outbound clicks, site search, video, and file downloads from the gtag snippet. Mature Shopify and headless stores with a full dataLayer often get duplicates - or noise from footer links, infinite PLP scroll, and typo-heavy internal search. Each toggle lives per web data stream in Admin.
Scenario on a real storefront
LinenCo already sends view_item, search, and file_download via GTM on their BigCommerce store. Audit the stream before month-end reporting:
# GA4 Admin path (no code)
Admin → Data display → Data streams → [Your web stream]
→ Enhanced measurement → gear icon
Recommended audit checklist for GTM-heavy ecommerce:
Page views ON (unless single-page app with manual page_view)
Scrolls OFF if you do not use scroll depth in analysis
Outbound clicks OFF if footer/social links create junk events
Site search OFF when GTM sends custom "search" with query param
Video engagement OFF when PDP player has custom video_* events
File downloads OFF when explicit file_download tags exist
Form interactions OFF on multi-step checkout (false positives)
# Verify in DebugView after each toggle changeWhat to do next
- Compare event counts in DebugView before and after disabling scroll on high-traffic PLPs.
- Leave site search OFF when GTM already sends
search_term- duplicates skew query reports. - Document toggle choices in your analytics runbook so a cloned stream does not re-enable noise.
Bottom line
Enhanced measurement is a starting point, not a forever config. On GTM-managed stores, disable auto events that duplicate or dilute custom ecommerce tagging.