Study first
Review the ideas behind the questions
Review how GA4 ecommerce events feed sales reports before you judge revenue, products, checkout behavior, or promotions.
Send the right ecommerce events
GA4 ecommerce reporting starts with events that describe shopping behavior clearly enough for reports to use.
- Recommended ecommerce events include actions such as view_item, add_to_cart, begin_checkout, purchase, refund, and promotion events.
- Ecommerce events are not collected by Analytics without the needed site or app implementation.
- Reports can take 24 to 48 hours to show ecommerce data after users begin triggering the tagged experience.
Keep item data at the item level
Product details belong inside the items array so GA4 can report item-level performance.
- Product identifiers, item names, item categories, price, and quantity should be sent as item-level data.
- Transaction-level context, such as total value and currency, belongs at the event level.
- Custom ecommerce parameters need custom dimensions or metrics before they can be used in normal reporting.
Read ecommerce metrics by scope
Many ecommerce questions depend on whether the metric counts events, items, purchasers, or revenue.
- Event-scoped metrics count how often an ecommerce event happened.
- Item-scoped metrics count item interactions inside ecommerce events.
- The Ecommerce purchases report and explorations can answer different store questions when the right dimensions and metrics are paired.