| name | ecommerce-analysis |
| description | Revenue, conversion rate, AOV, and funnel drop-off using GA4 ecommerce events. |
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 metricsecommercePurchases cannot be combined with eventCount in the same query- Use separate queries for item-level and session-level analysis
What to report
- Revenue trend over the period
- Funnel conversion rates and biggest drop-off point
- Top 10 products by revenue
- Best-performing acquisition channel by revenue and AOV
