Every visitor matters for e-commerce businesses. That’s why it is essential to constantly analyze your store's data.
Google Analytics 4 (GA4) doesn’t have an “Enhanced E-commerce” section like Universal Analytics (UA). However, it offers important and useful reports for e-commerce stores.
These GA4 reports can help you answer the following questions:
- Which advertising channels or campaigns perform the best/worst?
- Do I have any product or collection page that has a bad user experience and needs my attention?
- How old are my visitors? Where are they from?
- Which cities/countries/devices have the best/worst conversion rate?
- and a lot more.
In this article, we'll take a closer look at some of the most significant Google Analytics 4 e-commerce reports and what they provide.
Google Analytics 4 (GA4) Demographics
This report provides insights into your customers' country, region, city, language, age, and gender. It helps you identify the most important audiences you need to engage with.
This report answers questions such as:
- Who are my website, visitors?
- What are their age, gender, and interests?
By answering these questions, you can increase your conversions and revenue more easily.
How to analyze the data and make strategic decisions?
Look at the age, gender, and interests of your visitors. Then, for example, compare them with the target audience that you advertise. Identify which segments of your audience are most important for your business. You can use this data to change your strategy and tailor your marketing efforts, advertise to the right audience, and engage them.
Overview of the GA4’s Demographics section:
Google Analytics 4 (GA4) E-commerce Product Performance
This report offers detailed information about how your products are performing.
This report answers questions such as:
- How are my products performing?
- Which products/categories are most popular?
- Which products/categories are underperforming?
- Which product do my customers add to the cart the most?
- For which products should I make a price change?
By answering these questions, you can understand your product performance and increase sales and revenue.
How to analyze the data and make strategic decisions?
First, look at the sales, revenue, and cart addition rate for each of your products. Then compare them with each other. You can use the data to make changes to the product mix and pricing strategy.
Overview of the GA4’s E-commerce Product Performance section:
Google Analytics 4 (GA4) E-commerce Purchases
This report tracks all of your e-commerce transactions with your customers like; add-to carts, cart-to-view rate, e-commerce purchases- purchase-to-view rate, items purchased, purchase revenue, and session conversion rate.
This report answers questions such as:
- What is the purchase behavior of my customers?
- Which products are my customers buying?
- How often do they buy?
It can help you understand your customers' purchase behavior, and with insightful answers to these questions, you can change your e-commerce strategy.
How can I analyze this report's data and make strategic decisions?
Look at the metrics of the items and compare them to each other. Try to identify a way to customers' purchase behavior. You can use this data for your e-commerce strategy.
Overview of GA4’s E-commerce Purchases section:
Google Analytics 4 (GA4) Monetization
The monetization report shows the revenue from e-commerce, subscription, and ad sources. It helps understand what is making the brand money and where you can perform improvements.
This report answers questions such as:
- How much revenue do I get from my website?
- What gets the most revenue?
- Which product sells the most?
By understanding this report, you can optimize your monetization strategy and improve your revenue.
How can I analyze this report's data and make strategic decisions?
Look at the revenue of your website. See how users are reacting to your marketing campaigns. Compare metrics such as item views, purchases, purchase-to-view rate, and item purchase quantity to evaluate the performance of your product.
You can optimize and change your monetization strategy, and evaluate ad campaigns.
Overview of the GA4’s Monetization section:
Google Analytics 4 (GA4) Retention
This report tracks and analyzes user behavior and provides data on the number of users who come back to a website or mobile app after their initial visit and the duration of their engagement.
This report answers questions such as:
- How many users are returning after their first visit?
- How often do customers return?
- How long do they stay on the pages?
By understanding this report, you can determine the effectiveness of user acquisition strategies.
How can I analyze this report's data and make strategic decisions?
Look for metrics such as the percentage of users who return, average time spent on the platform, and value brought in by returning users. Then, identify areas for improvement. Finally, use the data to identify areas where you can improve the customer experience, and then you can track the changes and evaluate their impact on user engagement and retention.
Overview of the GA4’s Retention section:
Google Analytics 4 (GA4) Reports Tech Overview
This report provides an overview of your audiences' technological preferences like browser, device type, device category, device model, screen resolution, platform, operating system, and more.
This report answers questions such as:
- Is my website user-friendly?
- Which platform do my visitors use?
- What are their operating system, browsers, and device category?
With this report, you can even see the engagement sessions and engagement rate.
How can I analyze this report's data and make strategic decisions?
By tracking conversions on different browsers and devices, you can find ways to improve your website's performance. If you notice a low engagement rate on a specific browser, it may mean there's a compatibility issue.
Overview of the GA4’s Reports Tech section:
