8 Ecommerce Insights You Need In GA4 For Maximum Success

Success in your eCommerce business demands an eagle’s eye on performance, which can be challenging! Yes! You must dive deeply into the customer journey and understand the whole process.

The good news is that Google Analytics 4 (GA4) helps you decipher buyers’ behavior to reap maximum effect on your business. This goes beyond the limits of traditional analytics and provides you with invaluable insights about your website.

You need to track performance through certain metrics in your GA4 account, like product revenue, cart abandonment rate, high- and low-performing campaigns, etc.

1. Product Revenue:

Product revenue is the total money generated from selling products or services on your eCommerce website. It’s a key metric that reflects the financial performance of your online store.

You can easily track your product revenue in GA4. The item revenue metric shows your total income from product sales in a given period.

Follow the below steps:

Log in to your Google Analytics account and select the GA4 property associated with your eCommerce website

• In the GA4 interface, navigate to “Admin” in the lower-left corner.
• Under the “Property” column, select “Data Streams.”
• Click on the data stream associated with your website.
• Toggle the “Enhanced eCommerce reporting” switch to enable it.
• Click “Save” to apply the changes.
• Configure the settings according to your eCommerce platform and website setup.
• Ensure that you’ve correctly mapped product-related events such as “view_item,” “add_to_cart,” and “purchase.”.
• Once enhanced eCommerce tracking is enabled and configured, navigate to the “Reports” section in the GA4 interface.
• Select “Commerce” > “Overview” to access the product revenue report.

Related: Ecommerce Website Architecture

Here, you’ll find a summary of your eCommerce performance, including total product revenue, quantity sold, and average order value.

2. Cart Abandonment Rate:

Cart abandonment rate is a crucial metric on eCommerce websites that tracks the percentage of users who add items to their shopping cart. It shows the effectiveness of your site’s checkout process.

Tracking your cart abandonment rate in GA4 involves a detailed process of creating custom reports. It analyzes the user experience during the checkout process. You need to follow a certain set of steps very carefully:

• Sign in to your Google Analytics account and navigate to your GA4 property.
• In the Admin section, select your web data stream under Data Streams.
• Enable enhanced eCommerce reporting by toggling “Enhanced eCommerce Settings” to “On.”
• Define specific events to track cart interactions, such as “Add to Cart,” “Remove from Cart,” and “Initiate Checkout.”
• In the Data panel, select “Event” as the primary dimension.
• Total Events: This represents all cart-related events (e.g., Add to Cart, Remove from Cart, Initiate Checkout).
• Unique Events: This represents the number of individual sessions in which cart-related events occurred.
• Abandoned Cart Rate: Calculate this metric by dividing the number of sessions with “Add to Cart” events but no “Initiate Checkout” events by the total number of sessions with “Add to Cart” events.

3. High And Low Converting Traffic Sources:

High and low-converting traffic sources are different channels through which visitors arrive at your site or landing page.

These sources yield a high conversion rate, which indicates the visitors they bring in are more likely to engage.

To track high and low-converting traffic sources in your GA4, follow the steps:

• Sign in to your Google Analytics 4 account and select your property.
• Go to the “Reports” section, then click on “Acquisition” and select “All Traffic.”
• Customize the view to include conversion rate metrics. Identify high-converting and low-converting traffic sources based on the conversion rates.
• Use GA4 comparison functionality to compare the different traffic sources side by side.
• Focus on optimizing low-converting traffic sources and regularly monitoring them.

4. High And Low Converting Landing Pages

High and low-converting landing pages on your website are where visitors land after clicking on a link from an external source like a search engine, social media post, or online advertisement.

These converting landing pages persuade visitors to take desired actions, like purchasing, signing up for a newsletter, or filling out a contact form.

But the question arises: how do you determine high and low landing pages?

Simple.

Follow the below steps:

• Go to the “Landing Pages” report section, and you’ll find a list of web pages on your site where visitors previously entered.
• It shows you pageviews, unique pageviews, bounce rate, and average time on page for each landing page.
• Customize the view to include conversion metrics that indicate the effectiveness of each landing page in driving the desired actions.
• Click on the “+ Add metric” button and select relevant conversion metrics such as goal completions, eCommerce transactions, or other desired actions you’ve defined as goals in GA4.

5. Traffic And Conversions On Different Devices And Browsers:

Traffic and conversions are other ecommerce insights you need for maximum benefits. To track this data in your Google Analytics 4 follow these steps:

• Sign in to your Google Analytics account and select the GA4 property.
• Click on “Reports” > “Audience” > “Overview.”
• Scroll down to see the breakdown of devices (desktop, mobile, tablet) and browsers (Chrome, Safari, etc.) used by visitors.
• Customize the view to include metrics like sessions, goal completions, and conversion rate segmented by device.
• Track trends and areas for improvement and optimize your website’s design and usability for all devices.

6. High- And Low-Performing Campaigns:

Another ecommerce insight is tracking high- and low-performing campaigns.

You can measure the effectiveness of your marketing campaigns, such as traffic, conversions, and other desired actions in GA4.

High-performing campaigns generate significant traffic and conversions; on the flip side, low-performing campaigns show underperformance.

Here’s a simplified step-by-step guide on how to track high- and low-performing campaigns in GA4:

• Log in to your Google Analytics account.
• Navigate to the GA4 property for the website you want to follow.
• In the GA4 interface, click “Reports” in the left sidebar.
• Under “Acquisition,” click on “All Traffic.”
• In the “All Traffic” report, you’ll see a breakdown of traffic by source or medium, including various marketing campaigns.
• Identify the campaigns you want to analyze based on their source, medium, or name.

7. Comparisons Between Segments:

Comparison between segments is an analysis of differences in user behavior across various groups or segments of visitors. These are based on certain criteria like demographics, geographic location, device type, referral source, or user behavior.

Tracking comparisons between segments in your Google Analytics 4 (GA4) account allows you to analyze and understand differences in user behavior across various segments of your audience.

Here’s a simple guide to tracking comparisons between segments in GA4:

• Log in to your Google Analytics account.
• Navigate to the GA4 property for the website you want to analyze.
• In the GA4 interface, click “Reports” in the left sidebar.
• Choose the report that contains the data you want to analyze, such as “Audience,” “Acquisition,” or “Behavior.”
• In the report, look for the “Segment” option (usually located at the top of the page).
• Click on “Segment” and choose the segments you want to compare. Segments can be predefined (e.g., new users, returning users) or custom segments based on specific criteria.
• Once you’ve applied the segments, the report will display data for each selected segment side by side.
• You can compare metrics such as sessions, pageviews, conversion rates, and more across different segments to identify trends and differences in user behavior.

After you track comparisons between segments, you can perform the below strategies:

• Tailor your marketing Strategies
• Provide valuable insights for product development
• Optimize your website, app, or service
• Optimize your sales funnels and conversion paths to maximize revenue.

8. Comparisons Over Time:

Comparisons over time refer to key performance metrics like traffic, conversions, revenue, and user behavior over different periods. It lets you identify trends, seasonality, and patterns in your eCommerce site’s performance.

Here’s how to track comparisons over time in Google Analytics 4 (GA4) in a few steps:

• Log in to your Google Analytics account.
• Navigate to the GA4 property for the eCommerce website you want to track.
• In the GA4 interface, click “Reports” in the left sidebar.
• Choose the report that contains the data you want to analyze over time, such as “Audience,” “Acquisition,” “Behavior,” or “Conversions.”
• Use the date range selector at the top right corner of the report to specify the period you want to analyze.
• You can choose a predefined date range (e.g., last 7 days, last 30 days) or specify a custom date range.

Conclusion:

Please don’t settle for mere success when it comes to your online store’s success. GA4 gives you room to ditch the hunches and make data-driven decisions. You can fine-tune strategies for maximum impact with insights like product performance, customer behavior, and campaign effectiveness. Google Analytics is a secret weapon in your eCommerce landscape. By leveraging such strategies, you can transform your online store into a hub of visitors.

Also Read: How To Set Up Ecommerce Tracking In Google Analytics 4