This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Monetization reports

The Monetization topic lets you measure purchase, ad, and subscription revenue, see how users interact with items (such as the products you sell), and measure steps in the checkout funnel. The reports can help you understand consumer behavior and enhance your monetization strategy.

Access the Monetization reports

To access the Monetization reports, click Reports > Monetization in the left navigation. If you don't see the topic, an administrator may have removed it from the navigation.

Monetization overview

The Monetization overview report summarizes data across the detail reports (such as Ecommerce purchases and In-app purchases) to help you develop a unified view of consumer behavior. The report includes:

Summary card Displays the
Ecommerce purchases by Item list name number of purchase events by the item_list_name parameter
Ecommerce purchases by Item name number of purchase events by the item_name parameter
Ecommerce revenue by Order coupon revenue from purchase events by the coupon parameter
Item views by Item promotion name number of view_item events by the name of the promotion
Product revenue by Product ID revenue by the product identifier for each in-app purchase
Publisher ad impressions by Ad unit number of ad_impression events by ad unit

Ecommerce purchases

The Ecommerce purchases report enables you to measure user interactions with the products you sell. To see ecommerce data in the report, you need to set up the recommended online sales events with all the required parameters. An online-sales event only appears in the report when you include all its required parameters; otherwise, the event will be reported as a custom event.


You use the global site tag to collect data from your website, and you want the Ecommerce purchases report to update when someone views a "Stan and Friends Tee" shirt. You can place the following event directly in your JavaScript so the event triggers when the page loads:

  gtag("event", "view_item", {
    currency: "USD",
    value: 9.99,
    items: [
        item_id: "SKU_12345",
        item_name: "Stan and Friends Tee",
        item_brand: "Google",
        item_category: "Apparel",
        price: 9.99,
        quantity: 1


When someone views the shirt, the Ecommerce purchases report populates with the following data:

  • The Item views metric increases by one each time the event is sent
  • The Item ID dimension is "SKU_12345"
  • The Item name dimension is "Stan and Friends Tee"
  • The Item brand dimension is "Google"
  • The Item category dimension is "Apparel"

In addition to the required and optional parameters, you can send custom parameters. However, Analytics doesn't populate the Ecommerce purchases report with the parameter values.

The Ecommerce and Measure Ecommerce articles provide complete lists of ecommerce events with information about when to send the events from your website or mobile app. We also provide a sample ecommerce website that illustrates how to implement the events on a website.

To avoid processing duplicate purchase events when they are collected, we recommend providing a unique transaction_id parameter with every purchase event.

Note: Google Analytics doesn't show the discount parameter in reports and explorations, and you can't see the parameter value through the Google Analytics Data API.

In-app purchases

The In-app purchases report enables you to measure revenue from in-app purchases, which are digital content and features sold in a mobile app. Analytics populates the report when the in_app_purchase and subscription events are sent. The events are sent automatically when you either:

Product ID is a unique identifier for each product that users can purchase. The In-app purchases report shows revenue by product ID so you can identify the products that generate the most revenue.

Publisher ads

The Publisher ads report enables you to measure the revenue you generate from the ads in your mobile app. To see ad revenue in the report, you need to set up ad-revenue measurement through the Google Analytics for Firebase SDK.

Analytics measures ad revenue automatically when you integrate with AdMob. When you integrate with MoPub, ironSource, or another ad monetization platform, you can see impression-level revenue data by sending the ad_impression event.

Note: The Publisher ads report doesn't currently show revenue from ads on your website.

Ad unit is a unique identifier for each of your ads that you can find in your ads account. The Publisher ads report shows ad revenue by ad unit so you can identify the ads that generate the most revenue.

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