Google has announced a major expansion of e-commerce measurement capabilities in Google Analytics 4 (GA4). The update includes 30 new dimensions and metrics related to e-commerce, providing marketers with more granular data on items, promotions, and shopping behavior.
It allows marketers to view metrics grouped by product attributes like item name, brand, category, promotion name, etc. This level of granularity can help marketers to understand customer behaviour better and identify opportunities to improve the shopping experience.
For example, marketers can now see which products are most popular with customers, which promotions are driving the most sales, and how customers are navigating through the checkout process. This information can be used to optimize product pages, create more effective promotions, and improve the overall shopping experience.
The new e-commerce metrics in GA4 also provide insights into the effectiveness of marketing campaigns. Marketers can now see how many people viewed a product page, added a product to their cart, or made a purchase after seeing a marketing campaign. This information can be used to measure the ROI of marketing campaigns and identify which campaigns are most effective.
Expanding e-commerce measurement capabilities in GA4 is a significant step forward for marketers. The new dimensions and metrics provide a wealth of new insights that can be used to improve the shopping experience and measure the effectiveness of marketing campaigns.
The new Purchase revenue metric is more accurate for e-commerce revenue than the Ecommerce or Event revenue metrics. The Purchase revenue metric takes into account the total amount of money that a customer spends on a purchase, including shipping and taxes.
This will make it easier for marketers to track the performance of their e-commerce campaigns and measure the ROI of their marketing efforts. Marketers can now use the Purchase revenue metric to see how much money they are making from their e-commerce sales, and they can use this information to make informed decisions about their marketing campaigns.
