Google has announced an expansion of e-commerce measurement capabilities in Google Analytics 4 (GA4).
In total, 30 new eCommerce-related dimensions and metrics are now available in GA4’s custom report builder.
New e-commerce dimensions provide more granular data on items, promotions and purchasing behavior.
Marketers can now see metrics grouped by product attributes, such as item name, brand, category, promotion name, and more.
What’s new in GA4 for e-commerce sites
New dimensions of electronic commerce
from Google latest update in GA4 introduces several new e-commerce dimensions that can be used to segment data.
The following eCommerce dimensions are now available in the custom report builder:
Item Affiliation Item Brand Item Category Item Category 2 Item Category 3 Item Category 4 Item Category 5 Item ID Item List ID Item List Name Item List Position Item Location ID Item Name Item Promotion Creative Name Item Promotion Creative Slot Item Promotion Name Shipping Level Variant
These new dimensions will allow marketers to analyze metrics by product and by attributes such as brand and promotions. This allows for a more granular 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 eCommerce metrics are now available in the GA4 Custom Report Builder:
Item Gross Earnings Purchase Gross Earnings Item Refund Amount Item Earnings Items Added to Cart Items Removed Items Promotion Clicked Items Purchased Items Viewed Items Listed Items Viewed Listed Items Viewed List Promotion Purchase Income Refund Amount Shipping Amount Tax Amount
Having gross purchase revenue as a metric will greatly help e-commerce stores understand sales performance.
Previously, sellers had to calculate gross purchase revenue using a formula that combined other metrics. It will now be available directly in the custom report builder.
Scan metrics have been updated
Along with custom reporting updates, Google has streamlined eCommerce metrics in GA4 scans.
New metrics such as gross purchase revenue and refund amount replace existing metrics such as e-commerce revenue.
The following new revenue metrics are now available:
Gross Item Revenue (Total revenue from items only, excluding tax and shipping) Gross Purchase Revenue (Total revenue from purchases made on your website or app) Refund Amount (Total amount of refunds offered on your website or app)
Google is removing the following duplicate revenue metrics from the metrics picker in scans:
E-commerce revenue Event revenue
Existing scans using these removed metrics will continue to work, but new scans should use the new revenue metrics.
Additionally, Google recommends updating all scans that use the Ecommerce or Event revenue metric to use the Shopping revenue metric.
To sum up
These changes in GA4 make it easier to visualize meaningful e-commerce data.
Marketers will no longer need to create custom reports to access key revenue metrics.
Featured image: Kaspars Grinvalds/Shutterstock
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