GA4 Ecommerce Report: Products, Revenue and Funnel Rates
Summary
A GA4 ecommerce report shows which products are seen, added to cart and bought, and how much revenue each brings. Comparing items viewed with items purchased finds products that attract interest but don't sell, often a price, stock or product-page problem.
On this page
Who this report is for
Ecommerce managers, merchandisers and agencies running online stores that send GA4 ecommerce events (view_item, add_to_cart, purchase).
What the report includes
| Metric | Source field | Why it matters |
|---|---|---|
| Item name | itemName | The product as sent in your ecommerce events. |
| Item category | itemCategory | Rolls products into categories for merchandising decisions. |
| Items viewed | itemsViewed | Product detail views: the top of the product funnel. |
| Items added to cart | itemsAddedToCart | Shows purchase intent before checkout friction. |
| Items purchased | itemsPurchased | Units sold per product. |
| Item revenue | itemRevenue | Revenue from the item alone, excluding tax and shipping. |
| Purchases | ecommercePurchases | Number of purchase events, for order-level context. |
| Average purchase revenue | averagePurchaseRevenue | GA4's average order value for the period. |
How to build it in Better Analyst from Google Analytics
- In Better Analyst, open Connectors, choose Add Connector, then Google Analytics.
- Click Connect with Google and sign in with an account that has Viewer or Admin access to the GA4 property. Better Analyst requests read-only access.
- Pick the GA4 account and property from the dropdowns and click Connect. Universal Analytics properties are not supported.
- Confirm your store sends GA4 ecommerce events with an items array; without view_item and add_to_cart, only purchase metrics are populated.
- Ask for a product table with views, add-to-carts, purchases, item revenue and the two funnel rates, sorted by revenue.
Questions to ask
- “Show the top 20 products by item revenue last month with items viewed, added to cart and purchased.”
- “Which products have high views but a view-to-purchase rate under 1%?”
- “Compare item revenue by category this month versus the same month last year.”
- “What was our average purchase revenue by device category?”
Sample output
Sample data for illustration, not real account data.
| Item | Items viewed | Added to cart | Purchased | View-to-purchase | Item revenue |
|---|---|---|---|---|---|
| Linen duvet cover | 8,920 | 1,038 | 412 | 4.6% | $49,440 |
| Waffle bath towel set | 6,410 | 905 | 377 | 5.9% | $22,620 |
| Wool throw blanket | 11,250 | 702 | 131 | 1.2% | $17,030 |
| Bamboo sheet set | 5,180 | 611 | 248 | 4.8% | $32,240 |
Charts to use
- Product funnel (Funnel or grouped bar chart): Views, add-to-carts and purchases per top product, exposing where each one drops off.
- Revenue by category (Treemap): Each category's share of item revenue with products nested inside.
Keep it up to date
Schedule the product table weekly so merchandising sees it every Monday, and add an alert when a top product's purchases fall sharply versus the previous week, which often signals a stock or pricing issue.
Further reading
Frequently asked questions
Why are items viewed or added to cart zero in my GA4 data?
What's the difference between itemRevenue and purchaseRevenue?
Can I join GA4 product data with my store's cost data?
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