Ecommerce Analytics with Google Analytics 4

Google Analytics 4 (GA4) was built with ecommerce in mind.

Using website analytics data, you can better understand user behavior—and make more strategic decisions to increase sales.

GA4 ecommerce analytics can help answer questions like:

• Which products do users view most?
• Which pages drive the most conversions?
• What percentage of users complete a purchase from the check-out page?

Let’s take a look at why you should be using GA4 and how you can successfully use it to track, analyze, and improve your ecommerce performance.

What is Ecommerce Tracking in Google Analytics 4?

GA4 is an analytics platform that allows business owners and marketers to measure, monitor, and analyze traffic and performance on websites and within mobile apps.

Ecommerce tracking is a specific implementation of GA4 for online stores.

GA4 uses event-based tracking. This means that each user interaction—from a page view to a button click—is logged in GA as an “event.”

GA4 ecommerce tracking relies on “ecommerce events.” When you define an ecommerce event, you enter event-level parameters and item-level parameters (though these are optional).

Here’s an example of a purchase journey report from the Google Merch Shop demo account:

With GA4 ecommerce events, you can track when users:

• Add payment info
• Add shipping info
• Add to cart
• Add to wishlist
• Begin checkout
• Purchase
• Refund
• Remove from cart
• Select item
• Select promotion
• View cart
• View item
• View item list
• View promotion

This will allow you to monitor...