/ecommerce-analysis

name: ecommerce-analysis
description: "Revenue, conversion rate, AOV, and funnel drop-off using GA4 ecommerce events."

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:

| Concept | GA4 API name | |---|---| | Revenue | `purchaseRevenue` | | Transactions | `ecommercePurchases` | | AOV | `averagePurchaseRevenue` | | Add to cart | `addToCarts` | | Checkout started | `checkouts` | | Cart-to-view rate | `cartToViewRate` | | Purchase-to-view rate | `purchaseToViewRate` | | Item views | `itemsViewed` | | Item revenue | `itemRevenue` | | Items purchased | `itemsPurchased` | | Product name | `itemName` | | Product category | `itemCategory` | | Transaction ID | `transactionId` |

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)`. The biggest drop-off is the highest-leverage fix.

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