Google Analytics 4 has added dozens of new dimensions and metrics that should help marketers in this upcoming holiday shopping season.
The new capabilities were implemented as part of the latest GA4 update, which allowed new eCommerce dimensions and metrics to be added to the custom report builder.
In addition to being able to create reports from scratch, this new feature means you can now edit standard eCommerce reports as well.
Why we care The addition of these new GA4 dimensions and metrics should help you better understand campaign performance, extract insights and make data-driven decisions, and potentially increase revenue.
New dimensions of electronic commerce. GA4 now has the following eCommerce dimensions 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
New e-commerce metrics. GA4 now has the following eCommerce metrics available in the 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
New revenue metrics. GA4 has also introduced the following new revenue metrics to scans:
Gross revenue per item (total revenue per item only, excluding tax and shipping). Gross purchase revenue (The total revenue from purchases made on your website or app). Refund amount (the total amount of refunds given on your website or app).
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Removed duplicate revenue metrics. In addition to introducing new metrics and dimensions, Google has removed the following duplicate revenue metrics
E-commerce revenue. Income from events.
What did Google say? In a GA4 update posted on the Google Analytics Ads page, a statement read:
“We recommend that you update all scans that use the ecommerce or event revenue metric to now use the purchase revenue metric.” “To create scans and see revenue from e-commerce transactions, use purchase revenue. Existing scans that use these removed metrics will continue to work, but new scans should use the new revenue metrics.”
deep dive Read Google’s official announcement on its Analytics blog for more information.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
