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Shopify Google Analytics 4 (GA4) Guidebook
Shopify Google Analytics 4 (GA4) Guidebook

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Chapter 3: GA4 Ecommerce Reports

Here you’ll find the most important Google Analytics 4 reports that you should check out regularly for your Shopify store. This will help you have a deeper understanding so that you don’t get lost in numbers anymore! You don’t need to be an expert in Google Analytics, but having a good command of the essential reports can be game-changing to have a strategic plan.
Let’s break down the most crucial Shopify GA4 reports and ensure you have a clear vision for success.
Before we start, let’s make sure that you have Google Analytics 4 set up on your Shopify store. Check out the Shopify GA4 integration section above.
If you don’t have a Shopify store or GA4 property and still want to check these reports, it is not a problem. Google provides a GA4 demo property for those who want to learn. Use the following link to .

Traffic & Attribution Reports

In Google Analytics 4, navigate to Acquisition > All Traffic > Channels.
This is the first report you should check out daily or weekly based on the traffic to your Shopify store. The “Traffic Source” and the other metrics by “Traffic Source,” total revenue, and more can be observed via this table.


Tip: This data can help you identify the channels through which your customers are coming, place your advertisements on channels that generate more revenue, optimize your Shopify product pages if visitors are not engaging with them, and improve the overall user experience.

Product & Category & Brand Performance Reports

Now, go to Monetization > Ecommerce purchases in Google Analytics 4.

1. Product

Here you can see some details about the product name, item view, add-to-carts, cart-to-view rate, item purchases, and more. It’s important to note that the “cart-to-view” metric is important to understand the ratio of view/add-to-cart. Additionally, the item revenue and purchase-to-view rate metrics are helpful to have an idea about product-level performance.


Tip: This report lets you quickly see the most popular product that you sell in your Shopify store.

2. Category

Now, let’s select the item category after clicking on the item name. It provides insight into the questions of:
Which categories are not performing well?
Which categories do I earn more income from?
Which categories are my users more interested in?
In which category would it make sense to increase the number and variety of products?

Tip: The item category can bring your entire Shopify product catalog into Analytics and let you measure the user behavior, traffic, and revenue thanks to the category-specific data.

3. Brand

Let’s head to the item brand from the item name now. We see a page similar to the one we examined in item-name and item-product, at this point.

Tip: With this report, we can identify which brands are selling better or which brands are not performing well here. Accordingly, we can increase the product range of the brand in our Shopify store which provides us with more income.

Monetization Reports

Now, let’s navigate to Monetization > Overview.
Here you will see the total revenue, e-commerce revenue, and total ad revenue tabs. You can see the change in the graph by clicking on these tabs. When you hover over it through any point, you can get more detailed information about your data.
When you scroll down, you’ll see more graphs about total purchases, first-time purchases, average purchase revenue by user, and more. You can customize the graphs according to the data you want to see.


Tip: As we know, many Shopify store owners use coupons to promote their products or increase sales. If you do the same, you can use this section to see your performance at the coupon level and get information about how the coupon affects your Shopify sales.

Retention & Lifetime Value

Without a doubt, lifetime value is one of the most important metrics for Shopify stores. In Google Analytics 4, navigate to Life cycle > Retention.
When you hover over it through any point, you can get more in-depth information for any specific time, and you can add a comparison to see the difference in case you need it.


Tip: This report helps you realize how frequently and for how long users engage with your Shopify store. It analyzes user behavior in general and its value as a lifetime customer. This helps a company determine profitability and manage goals for growth.

Healthcheck Reports by Tech Overview

These reports can help you detect the technical or responsiveness issues your Shopify store might have on different devices, operating systems or browsers. To answer these questions, navigate to User > Tech > Tech Overview in Google Analytics 4.


Tip: Tech details are significant to identifying a good user experience. Relying on the tech report, you can spot the issues with your website.

For example, if the number of users using mobile is higher than the number of people using tablets, but the income you get from the tablet users is twice as much as the one you get from the mobile, you can conclude that there may be a problem concerning the mobile system. It might be about the payment part, or the pop-ups could be large enough to disturb. On the other hand, there could also be a problem depending on the operating system used on the mobile.
Furthermore, if there is a low engagement rate on a particular browser, you can infer that it could be all about a compatibility issue. Likewise, if engaged sessions are too low, there could be an issue with functioning. Besides, with screen resolution, you can check things like your font size, etc., to make sure that your website is well-optimized for everyone.
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