This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Ecommerce purchases report

Understand how users interact with the products or services you sell

The Ecommerce purchases report shows information about the products or services you sell on your ecommerce store. The report helps you answer questions like:

  • Which product categories generate the most revenue?
  • Which products or services have the fewest number of views?
  • Which products or services are people adding to their shopping carts?

Before you begin

You must configure ecommerce events to populate the report. The ecommerce events provide Analytics with data about the items you sell and interactions with those items.

If you miss any required parameters for an ecommerce event, the event will be treated as a custom event and won't be reported in the Ecommerce purchases report. If you still don't see data in the report, see Validate your ecommerce events to make sure you've configured the events correctly.

By default, the Ecommerce purchases report only shows data for default dimensions and metrics. These default dimensions and metrics don't include data from custom parameters. If you would like to see data from custom parameters, you need to configure custom dimensions and metrics and then add them to the report.

Access the report

The Ecommerce purchases report is available on the left by default in Life cycle > Monetization. If you are an Editor (or above) and don't see the report, you can add the report from the report library.

A screenshot of the Ecommerce purchases report

Use the report

Adjust the date range

You can adjust the date range using the drop-down menu on the top right of the report. Adjusting the date range on one report changes the date range on other reports.

Add a filter or comparison (optional)

The report shows data for all users. Using the options at the top of the report:

  • Click Add filter to see data for a subset of users. Learn more
  • Click Add comparison to see a side-by-side comparison of data. Learn more

Select the dimension to report on

The entire report shows data broken down by the primary dimension. Use the drop-down menu in the top left of the table to change the primary dimension to change how the data in the report is broken down.

Customize the report

If you are an Editor (or above), you can change the dimensions and metrics that are available in the report, change the visualizations that appear above the table, save a filter to the report for everyone with access to the report, and create summary cards for the overview report. Learn more

Share, download, or export the report

If you are a Viewer (or above), you can click Share this report in the top right of the report to share, download, or export the data that is currently shown in the report. Google Analytics exports up to 5k rows when you download a report as a CSV.

Understand the report

Data visualizations

By default, the Ecommerce purchases report includes the following visualizations:

Data visualization What it is How it's populated
Items viewed by Item name over time A line chart that shows the five most viewed items per day over the specified date range. This chart is populated using data from the view_item event.
Items viewed and Items added to cart by Item name A scatter chart that shows the number of times each item was viewed and added to a shopping cart in the specified date range. This chart is populated using data from the view_item and add_to_cart events.

Data table

The report includes the following dimensions by default:

  • Item brand
  • Item category
  • Item category 2
  • Item category 3
  • Item category 4
  • Item category 5
  • Item ID
  • Item name

The report also includes the following metrics by default:

  • Items viewed
  • Items added to cart
  • Items purchased
  • Item revenue

When you open the report for the first time, the table shows data broken out by the Item name dimension. The table is sorted by the items with the most views. To sort the table by a different metric, click the down arrow next to the metric.

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

For more information about each dimension and metric, see Analytics dimension and metrics.

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