The E-commerce Reports section displays purchase-related insights from your connected GA4 property. These reports help you understand how users interact with products, how they progress through the purchase funnel, and which sources or products contribute most to revenue.
This section becomes available once GA4 is connected and you are on a Pro plan.
1. E-commerce Activity Overview #
A summary of key e-commerce events recorded during the selected date range. Included metrics:
- Product Views
- Add to Cart events
- Checkout Started
- Transactions
- Revenue
- Conversion Rate
- Average Order Value (AOV)
- Item Purchase Quantity
2. Source / Medium Performance #
Breakdown of ecommerce performance by traffic source. Shows for each source:
- Users and sessions
- Product views
- Add to Cart events
- Transactions
- Revenue
- Average order value
Useful for identifying which channels drive meaningful purchase activity.
3. Order Performance #
Displays order-level data across the selected date range.
- Orders by source or medium
- Order count trends
- Revenue patterns over time
This helps evaluate how marketing channels influence completed purchases.
4. Product Performance #
Product-level insights showing user engagement and sales activity.
- Product views
- Add to Cart actions
- Orders
- Revenue
- Product-level conversion rate
Helps identify high-performing products and items with low engagement or drop-off.
5. Conversion Funnel #
A visual, event-based funnel showing how users progress through key ecommerce stages.
- Sessions
- Product Views
- Add to Cart
- Checkout
- Purchase
This view helps identify where users drop off in the buying journey.
6. Checkout Funnel (When Supported) #
A real-time, stage-based funnel that shows how users move through checkout. Stages:
- Shipping
- Payment
- Review
- Final Order
This is available when your theme and checkout configuration allow GA4 to capture these events.
Note: You can export this report as a branded PDF or schedule weekly email summaries. See the Export & Scheduled Reports documentation.
Plan Availability #
Ecommerce Reports are available only on Pro plans.
Free plan users can access General Reports but do not have access to ecommerce-specific metrics or funnels.