ecommerce-analysis

Ecommerce Analysis

Revenue, conversion rate, AOV, and funnel drop-off using GA4 ecommerce events.

When to use

• You have purchase, add_to_cart, begin_checkout events in GA4
• You want to measure revenue, conversion rate, or average order value
• You want to find where users drop off in the purchase funnel

Correct metric and dimension names

GA4 ecommerce uses specific API names — do not guess:

Concept	GA4 API name
Revenue	purchaseRevenue
Transactions	ecommercePurchases
AOV	averagePurchaseRevenue
Add to cart	addToCarts
Checkout started	checkouts
Cart-to-view rate	cartToViewRate
Purchase-to-view rate	purchaseToViewRate
Item views	itemsViewed
Item revenue	itemRevenue
Items purchased	itemsPurchased
Product name	itemName
Product category	itemCategory
Transaction ID	transactionId

Step 1 — Revenue overview

dimensions: ["date"]
metrics: ["ecommercePurchases", "purchaseRevenue", "averagePurchaseRevenue"]
date_range: last 30 days
order_by: date ASC

Step 2 — Funnel: views → cart → checkout → purchase

dimensions: ["sessionDefaultChannelGroup"]
metrics: ["itemsViewed", "addToCarts", "checkouts", "ecommercePurchases",
          "cartToViewRate", "purchaseToViewRate"]
date_range: last 30 days
order_by: ecommercePurchases DESC

Drop-off between stages = 1 - (next_stage / current_stage). The biggest drop-off is the highest-leverage fix.

Step 3 — Top products

dimensions: ["itemName", "itemCategory"]
metrics: ["itemsViewed", "addToCarts", "itemsPurchased", "itemRevenue"]
date_range: last 30 days
order_by: itemRevenue DESC

Step 4 — Revenue by channel

dimensions: ["sessionDefaultChannelGroup"]
metrics: ["ecommercePurchases", "purchaseRevenue", "averagePurchaseRevenue"]
date_range: last 30 days
order_by: purchaseRevenue DESC

Incompatible combinations to avoid

• itemId or itemSku cannot be combined with session-level metrics
• ecommercePurchases cannot be combined with eventCount in the same query
• Use separate queries for item-level and session-level analysis