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:

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). Fix the biggest drop-off first.

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

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