Reports

[GA4] Ecommerce purchases report

The Ecommerce purchases report is a pre-made detail report that shows information about the products or services you sell on your ecommerce store.

Learn how your ecommerce business is performing in the monetization reports in Google Analytics 4

View the report

  1. Sign in to Google Analytics.
  2. From the left menu, select Reports Reports.
  3. On the left, open the Ecommerce purchases report.
Note: If you can't find the report, it may have been removed or isn't in your default view. Editors (and above) can add it back to the left navigation. Learn how to add the report

Where does ecommerce data come from?

Measure ecommerce activity on a website or app

To get ecommerce data from your online store, you must send ecommerce events (like add_to_cart and purchase) from your website (instructions) or mobile app (instructions).

Ecommerce events are not collected by Google Analytics automatically. However, when they're sent, they're understood by Analytics and automatically update dimensions, metrics, and reports in Analytics.

Notes:

  • If you miss any required parameters for an ecommerce event, the event will be treated as a custom event and won't appear in the report. Make sure to review the parameter requirements before sending an ecommerce event.
  • To see data from custom parameters, you need to configure custom dimensions and metrics and then add them to the report.

Measure ecommerce activity on a Shopify website

If you've set up Google Analytics on your Shopify store, some of the ecommerce events are collected for you. These include add_to_cart, begin_checkout, and purchase. (See a list of the automatically collected events by Shopify.) If you want to set up the other recommended ecommerce events, see the ecommerce documentation above.

Dimensions in the report

If you are an Editor or Administrator, you can add and remove dimensions in the report.

Dimension What it is How it's populated
Item brand The brand of an item (e.g., a product you sell). Item brand comes from the item-level item_brand parameter in an ecommerce event.
Item category The first hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Apparel is the item category. Item category comes from the item-level item_category parameter in an ecommerce event.
Item category 2 The second hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Mens is the item category 2. Item category 2 comes from the item-level item_category2 parameter in an ecommerce event.
Item category 3 The third hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Summer is the item category 3. Item category 3 comes from the item-level item_category3 parameter in an ecommerce event.
Item category 4 The fourth hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Shirts is the item category 4. Item category 4 comes from the item-level item_category4 parameter in an ecommerce event.
Item category 5 The fifth hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, T-shirts is the item category 5. Item category 5 comes from the item-level item_category5 parameter in an ecommerce event.
Item ID The ID that you specify for an item (e.g., a product you sell). For example, you can set an ID of 'SKU_12345'. Item ID comes from the item-level item_id parameter in an ecommerce event.
Item name The name of an item (e.g., a product you sell). Item name comes from the item-level item_name parameter in an ecommerce event.

Metrics in the report

If you are an Editor or Administrator, you can add and remove metrics in the report.

Metric What it is How it's populated
Item revenue

The total revenue from items only, excluding tax and shipping.

Item revenue = price x quantity

  • Price is the price parameter for an item in the items array
  • Quantity is the quantity parameter for an item in the items array

Item revenue comes from the quantity and price parameters in the items array.

Important: If you're missing revenue data for this metric, see Fix missing revenue data for troubleshooting tips.
Items added to cart

The number of items added to cart.

Items added to cart comes from the items array in an add_to_cart event.
Items purchased The number of items purchased. Items purchased comes from the items array in an purchase event.
Items viewed The number of items viewed. Items viewed comes from the items array in a view_item event.
Note: Some metrics in the Ecommerce purchases report did not begin to populate with data until September 8, 2022. You may see inconsistent data for these metrics when you include dates prior to September 8, 2022. These metrics include:
  • Items added to cart
  • Items checked out
  • Items clicked in list
  • Items clicked in promotion
  • Items viewed
  • Items viewed in list
  • Items viewed in promotion

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