Google has announced an expansion of Google Analytics 4 (GA4) e-commerce measurement capabilities.
In all, 30 new e-commerce related dimensions and metrics are now available in the GA4 custom report builder.
New e-commerce dimensions provide more detailed data on items, promotions, and shopping behavior.
Marketers can now view metrics grouped by product attributes such as item name, brand, category, promotion name, and more.
What’s new in GA4 for e-commerce websites
New dimensions of e-commerce
Google’s latest update for GA4 introduces several new e-commerce dimensions that can be used to segment data.
The following e-commerce dimensions are now available in the custom report builder:
- Item link
- item brand
- class element
- item category 2
- item category 3
- Item category 4
- Item category 5
- Item ID
- Item list identifier
- The name of the item list
- The position of the item list
- Item location identifier
- Item name
- Creative name to promote the item
- Creative opening to promote the item
- Item promotion name
- Item variable
- freight class
These new dimensions will allow marketers to analyze metrics by product and attributes such as branding and promotions. This allows for a more accurate analysis of what drives revenue online.
Key revenue metrics
In addition to the new dimensions, important e-commerce revenue metrics have been added.
The following e-commerce metrics are now available in the GA4 custom report builder:
- The total revenue for the item
- Total purchase return
- Item refund amount
- Item revenue
- Items added to cart
- Checked out items
- Clicked items in promotion
- Purchased Items
- displayed items
- Items shown in the list
- Items shown in promotion
- Purchase proceeds
- refund
- Shipping amount
- tax value
Having a total purchase return as a metric for e-commerce stores will greatly help in understanding sales performance.
Previously, marketers had to calculate total purchase revenue using a formula that combined other metrics. Now, it will be directly available in the custom report builder.
Exploration metrics have been updated
Along with custom reporting updates, Google has simplified eCommerce metrics in GA4 Explorations.
New metrics such as total purchase revenue and redemption amount replace existing metrics such as e-commerce revenue.
The following new revenue metrics are now available:
- Total item revenue (total revenue from items only, excluding taxes and shipping)
- Total purchase revenue (total revenue from purchases made on your website or app)
- Refund amount (the total amount of refunds given on your website or app)
Google is removing the following duplicate revenue metrics from the metric picker in Explorations:
- E-commerce revenue
- event revenue
Existing explorations using these removed metrics will continue to operate, but new explorations must use the new revenue metrics.
Additionally, Google recommends updating any explorations that use the ecommerce revenue metric or events to use the purchase revenue metric.
In summary
These changes make it easier for GA4 to see useful e-commerce data.
Marketers will no longer have to create customized reports to access key revenue metrics.
Featured image: Kaspars Grinvalds / Shutterstock
