Guest Post by Maryam Oseni, Content Manager at Narrative BI

GA4 E-Commerce Reports allow online businesses to track their website’s e-commerce performance and optimize their sales strategies. Learn how GA4 can help you make data-driven decisions and grow your business.


Google Analytics is a powerful tool for e-commerce business owners. With the release of Google Analytics 4 (GA4), e-commerce tracking has become even more sophisticated. GA4 E-commerce Reports are a set of reports specifically designed for e-commerce businesses, providing detailed insights into customer behavior, product performance, and revenue metrics.

In this article, we will explore GA4 E-Commerce Reports in detail and explain how e-commerce business owners can use them to gain valuable insights into their customers’ behavior and optimize their sales funnel.

What are GA4 E-Commerce Reports?

GA4 E-commerce Reports provide detailed insights into e-commerce transactions, customer behavior, and product performance. The reports are specifically designed for e-commerce businesses and offer various metrics and dimensions highly relevant to online retailers. These reports provide a wealth of information, including:

  • Total revenue
  • Total purchases
  • Conversion rate
  • Revenue by product
  • Revenue by traffic source, and much more.

GA4 Ecommerce Reports work by tracking specific user actions on an e-commerce website. These actions might include:

  • Viewing a product
  • Adding a product to the cart
  • Starting the checkout process
  • Completing a purchase

By tracking these actions, GA4 can provide detailed insights into the customer journey on an e-commerce website, including where customers are dropping off and where they are converting.

To start analyzing GA4 reports, you need to enable Enhanced E-commerce tracking when setting up your GA4 property. This will allow GA4 to track specific user actions on your website, such as product views and purchases. 

Enhanced e-commerce tracking in Google Analytics provides additional information about visitor behavior for specific products at different stages of the purchasing process (for example, the ratio of product views to purchases). It is highly worth it for you to have that additional granularity because you are operating an online retail business.

Now that you are acquainted, let’s get into some important Google Analytics 4 E-commerce reports.

Monetization Overview Report

The Monetization Overview report summarizes all monetary transactions on your website, including total revenue, number of purchasers, average revenue per user, products bringing in the most revenue, and so much more. This will help you identify trends or patterns in your website performance and make data-driven decisions to optimize your sales funnel.

This report also shows data on the most viewed products, most sold items, and revenue from any active coupons. Each section has a link that allows you to drill down on the data displayed. 

You can access the monetization overview report by clicking Reports on the left-hand side and selecting Monetization under the Lifecycle tab.

E-commerce Purchases Report

The E-commerce Purchases report provides information on how often your customers viewed, added to the cart, and purchased the items on your website, with a total of the generated revenue from each item. This information helps you measure sales and your customer’s interests. For instance, if an item was added to a cart 200 times but was only purchased five times, it can indicate that the price is too high and they don’t love it enough to pay that much even though they want it.

It also displays data for up to 5 product sub-categories with the dimension item category 1 to 5. For example, as a fashion store, you categorized women’s purses on your website as Women’s Fashion > Accessories > Bags > Purses; GA4 will label all four categories respectively and display data on how many items were added to the cart, viewed, and purchased in each category. This extra granularity helps to fine-tune the customer experience. 

It is important to note that the data in this report comes from the e-commerce events recommended by Google Analytics 4. If you want to add extra events, you must manually create one unless you are using Littledata’s GA4 connector

User Acquisition Report

As an e-commerce marketer or business owner, it’s important to understand how new users find your website or app for the first time. This is where the User Acquisition Report comes in handy. Analyzing this report lets you gain valuable insights into the channels driving new user acquisition. 

Each dimension in this report contains the text “First user,” which denotes how the user visited your website for the first time. For example, selecting the First user default channel group shows how many users were acquired via direct search, organic traffic, social media, paid ads, etc. It also displays metrics like the engagement rate, conversions, average engagement time, and total revenue of each channel.

Analyzing the User Acquisition Report lets you identify which channels drive the highest amount of new users. This information can help you optimize your marketing efforts and allocate resources to the most effective channels for new user acquisition. For example, if you notice that many new users are coming from social media, you may want to invest more resources into your marketing efforts. On the other hand, if you see that very few new users are coming from paid search, you should reevaluate your paid search strategy.

Traffic Acquisition Report

The Traffic Acquisition report is a section of Google Analytics that provides information about how users get on your website. It shows you the different channels driving traffic to your site, such as organic search, social media, email, and paid advertising.

The report also provides data on the behavior of users who come to your site from each channel, such as bounce rate, pages per session, and average session duration. This information can help you understand which channels drive the most engaged traffic to your site.

It’s important to note that the User Acquisition Report differs from the Traffic Acquisition Report. While the Traffic Acquisition Report focuses on where new sessions are coming from, regardless of whether the user is new or returning, the User Acquisition Report looks explicitly at how new users find your site or app.

To find the Traffic Acquisition report, select Reports from the menu on the left. Click to expand the Lifecycle section and select Acquisition.

Conversion Paths Report

The Conversion Paths report in Google Analytics 4 provides valuable insights into the different touchpoints that lead to a conversion and how different attribution models distribute credit on those paths. This report is divided into two sections: the data visualization and the data table.

The data visualization section provides a quick overview of the channels initiating, assisting, and closing conversions. This information is crucial for understanding which channels drive the most conversions and where to focus your marketing efforts.

The data table section provides a more detailed view of users’ paths to complete conversions. This section includes metrics such as Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion. Analyzing this data lets you gain insights into the customer journey and identify areas to improve your marketing strategy.

By analyzing the Conversion Paths report, you can identify the most effective channels and campaigns to drive conversions. This information can help you allocate your marketing budget more effectively and optimize your campaigns for better results.

To access the Conversion Paths report, select Advertising on the left, expand the Attribution tab, and select the report. 

Using Explorations for Custom Reports

Google Analytics 4 Explorations go beyond the basic e-commerce reports. It helps you create custom reports to analyze purchase paths, shopping behavior, product/sales performance, and checkout behavior. To find GA4’s multiple exploration templates, click Explore on your dashboard’s left side. Here are some ways to customize Explorations reports for your eCommerce business to maximize GA4 benefits.

Analyze purchase path

Use the Path Exploration template to create a custom report of your customers’ purchase routes. This report helps you see which traffic sources drive the most revenue and identify any drop-off points in your funnel. You can also see which events drive towards purchases or abandonment and optimize accordingly. 

You can use this report to identify any drop-off points in your sales funnel, identify any fields in your checkout process causing friction for your customers, and make data-driven decisions to optimize your checkout process. You can also use this report to identify which traffic sources are driving the most revenue and allocate your marketing budget accordingly.

Observe Shopping Behavior

The funnel exploration report is excellent for observing shopping behavior. It shows your users’ steps from their first visit to purchase. You can also see the average time it takes for a customer to make a purchase and identify any patterns in their behavior.

It can also help you uncover seamless purchase funnels on your website. Let’s assume you are running a 10% discount, and you offer it to your buyers during checkout. You can use the funnel exploration feature to observe what behavior spurs from that action. Do your buyers go ahead and complete the purchase? Or do they go back to add more products to their cart? 

Optimize Checkout Process

You can also use the funnel exploration reports to optimize your checkout process. First, you have to customize this report by adding all the checkout steps your customers must take. For example, your customer has to complete four steps to make a purchase, and these steps are:  click to checkout, add a delivery address, add payment details, and complete the purchase. 

A high abandonment rate after they add their payment details can signal a technical difficulty with your payment gateway. Or if there is a high abandonment rate after delivery details, it can indicate that the delivery rates are too high. This will help reduce your checkout abandonment rate and improve your e-commerce performance.

Analyze product performance

GA4’s path exploration lets you know the top pages that new users open after landing on your homepage. You can display product banners leading to different product catalogs on your homepage and use path exploration to know which one is getting more clicks.

Automate Google Analytics 4 Reports

Now that you know about GA4’s reports for your e-commerce business, here is an extra tip for ease, especially if you are just starting with Google Analytics: Connect your GA4 property to Narrative BI. This lets you receive GA4 automated reports on essential metrics directly in your inbox. There are many metrics and dimensions in Google Analytics 4 reports; some do not translate into actionable insights that can help you optimize your e-commerce business. With Narrative BI, you can focus on the key metrics and see how they are performing at a glance.