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.

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

Analytics populates the Ecommerce purchases report when you send the recommended online sales events to your Analytics property. You can use the global site tag (gtag.js) or Google Tag Manager to send events for your websites. You can also measure ecommerce events using Firebase for your mobile apps.

When you use the global site tag, for example, you can place events directly in the JavaScript of the applicable pages or within event handlers that send the events based on user behavior on a page.

Placing the following directly in a <script> tag of your HTML sends the event when the page loads:
  gtag("event", "view_item", {
    currency: "USD",
    value: 7.77,
    items: [
        item_id: "SKU_12345",
        item_name: "Stan and Friends Tee",
        item_brand: "Google",
        item_category: "Apparel",
        price: 9.99,
        quantity: 1

Sending the above snippet populates the Ecommerce purchases report with the following data:

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

For a complete list of parameters for each event, see Ecommerce. In addition to the parameters for each event, you can send custom parameters; however, Analytics doesn't populate the report with the parameter values. If you don't include the required parameters for ecommerce-specific events (e.g. items, item_id), these events will not show up in the Monetization report. Instead, they'll be reported as custom events.

We also provide a sample ecommerce website to illustrate how to tag a website.

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 shows revenue from in-app purchases, which are digital content and features sold within 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:

The report displays revenue from in-app purchases by product ID so you can identify the products that generate the most revenue. Product ID is the unique product identifier for each in-app purchase.

Publisher ads

The Publisher ads report shows revenue from ads in your app. You can measure ad revenue by setting up ad measurement through the Google Analytics for Firebase SDK. This report doesn't currently show revenue from ads on your website.

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.

Analytics shows ad revenue by ad unit so you can identify the ads that generate the most revenue. Ad unit is a unique identifier for each of your ads. For example, when you place a banner ad at the bottom of the device screen of your Android app, the ad unit you use in the AdView is the ad unit that Analytics shows in the report.

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