GA4 e-commerce at a glance
- Purchasing : Purchase event to track transactions, average basket and sources
- Baskets: Add_to_cart" and "remove_from_cart" events to understand commitment
- Abandonments : Visualize the tunnel to identify friction points
- Objective: Optimize every step to boost your sales
GA4 is the benchmark for analyzing traffic and behavior on an e-commerce site. Thanks to its event-based approach, it offers a precise view of the buying tunnel and helps identify your store's strengths and weaknesses.
Measuring purchases with GA4
Each transaction is recorded as a "purchase" event. This data is used to analyze the total number of sales, their origin (SEO, SEAsocial networks), average shopping basket or peripherals used.
GA4's e-commerce integration also tracks details of products purchased, their prices, quantities and promotional codes used. View this data in the "Monetization" and "Purchasing" reports.
Tracking baskets and additions
Events to follow
- add_to_cart (add to cart)
- remove_from_cart (delete)
- view_item (product consultation)
- begin_checkout (payment start)
Common friction points
- Delivery charges
- Mandatory account creation
- Too long a process
- Limited payment options
Analyze shopping cart abandonment
Identifying abandonment is crucial to any e-commerce business. In GA4, you can identify sessions where a shopping cart has been created but not completed. Reports on buying behavior and progress through the shopping tunnel allow you to quantify these abandonments.
Understanding the reasons for abandonment guides the implementation of corrective actions: simplification of the customer journey, e-mail relaunches, loyalty programs.