How to create segments for subscription orders in Google Analytics 4

segment subscription orders in google analytics 4

The key to growing your ecommerce subscriptions is understanding your customers — why they subscribe, pause, churn, or upgrade their subscription. 

Accurate subscription tracking has always been a challenge for Shopify and BigCommerce stores, and that hasn’t changed in the newest version of Google Analytics, GA4. Shopify’s newly released GA4 integration tracks “certain ecommerce events” after applying tags, but subscription events are missing.

Luckily, first-party tracking has come a long way since the early days of Shopify. For brands interested in capturing data across the entire customer journey, the solution is easier than you may think. No, you don’t need custom GTM — that can be time-consuming and costly to maintain — you just need the right app that tracks subscription events in GA4 automatically.

Tip: Try our free GA4 Conversions Checker to make sure your GA4 property is tracking complete conversion and transaction data. 

Once you’ve successfully tracked your recurring orders in GA4, you’ll need to build out reports to understand your subscription sales performance over time. Building segments in GA4 sets the foundation for deeper analysis. 

In the latest installment of our GA4 courses, we walk you through how to build segments for first-time and recurring orders in GA4.

How to create segments for subscriptions in GA4

GA4’s segments feature allows users to slice and dice their data into smaller subsets, empowering data-driven brands to understand trends between customers with similar characteristics, including whether or not they’re subscribed to your product. This is true whether you’re selling individual products by subscription, or product bundles.

Get started by creating a new custom dimension in your Google Analytics 4 property — ‘affiliation.’ By adding ‘affiliation’ as a custom dimension, you’ll be able to analyze subscription data and answer specific questions to your business’s needs. 

Add these custom dimensions to a copy of your sales performance report with custom event segments, and you’re off to the races! Use the insights from your first-time orders and recurring orders segments to understand your subscription sales performance, analyze the real return on investment (ROI) of your subscription sales, and build out in-depth reports with actionable data.

Note: Users can also use the custom dimension for affiliation in a filter and apply it to a custom report.

Follow our step-by-step guide below to take a deep dive into your subscription sales performance:

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With GA4’s deadline quickly approaching, check out the rest of our free resources to jumpstart your GA4 journey:

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