Documentation
GA4 E-commerce report
GA4 revenue, transactions, purchases, average order value and products, split by channel, source, landing page and page in the property's currency.
The E-commerce report shows what the site earned according to GA4: revenue, transactions, add-to-carts, purchases and average order value, a revenue chart, the products sold, and revenue split by channel, source / medium, landing page and page. Amounts are in the GA4 property's own currency. It relies on e-commerce events in your GA4 setup; without them the tables still list sessions, but revenue stays at zero.
What GA4 has to collect first
The numbers come from GA4's e-commerce events, such as view_item, add_to_cart and purchase, each sent with an items array describing the products (Measure ecommerce). A purchase needs a transaction_id, and revenue needs a value sent with its currency. Most shop platforms' GA4 integrations send these for you; if yours does not, the developer guide lists every event and parameter.
The cards and the chart
| Card | Where it comes from | Note |
|---|---|---|
| Revenue | totalRevenue | Google counts purchase, subscription and advertising revenue in it |
| Transactions | transactions | Transaction events that carried purchase revenue |
| Add to Carts | addToCarts | Times items were added to a cart |
| Purchases | ecommercePurchases | Completed purchases |
| Average Order Value | calculated by AutoPSEO | Revenue divided by transactions |
Metric definitions are in Google's Data API schema. Each card compares with the comparison period.
Revenue over time plots revenue with transactions on a second axis, by day for ranges up to 90 days, by week up to 200 days, and by month beyond that. It only appears when GA4 recorded some revenue, transactions, purchases or add-to-carts in the period; otherwise a note says there was no e-commerce activity.
The tables
- Revenue by Channel, Revenue by Source, Revenue by Landing Page and Revenue by Page each list Revenue, Transactions, Add to Carts and Sessions, sorted by revenue, with Winning and Losing tabs that compare revenue with the comparison period.
- Products lists each item name with Revenue, Purchased, Viewed and Added to Cart, and their previous values. Product revenue is GA4's
itemRevenue, which already takes refunds off.
Why the products table can ignore your filter
AutoPSEO cannot combine GA4's item-level product data with a session source / medium filter in the Data API. So when GA4 filters is set to anything other than all traffic, the Products table shows every product and an Unfiltered products notice says so. The cards, the chart and the other tables follow the filter as usual.
Reading revenue against search
- Set GA4 filters to organic search and open Revenue by Landing Page. These are the pages through which Google organic visitors arrived in sessions that brought revenue.
- Open Losing on the same table to find organic entry pages whose revenue fell, then check their clicks and positions in Search Console.
- For a per-query view, the attribution table in Blended (GSC + GA4) estimates the revenue behind each search query from the same
totalRevenue.
For revenue tied to a specific key event, such as purchase, see Key Events.