[GA4] How to check e-commerce conversion rate of an EC site

This article explains how to check the purchase rate of an e-commerce site in GA4. in UA, the "e-commerce conversion rate" was easy to use, but in GA4, it is a bit tricky.

How to check e-commerce conversion rate of an EC site

Open Report

First, open the report of your choice from the "Reports" (this article uses the Traffic Acquisition in the Attraction report) and select the pencil mark in the upper right corner of the screen. Note that this operation requires "Editor" or higher privileges for the target GA4 property. 

Add an metrics for "Session conversion rate."

Once in edit mode, add "Session conversion rate" meaning the average order value in GA4. The procedure is as follows

step1

Select "metrics" in "Report Data" in the menu on the right.

step2

Then select "Add metic".

step3

Add "Session conversion rate," select "Apply" in the lower right corner, and you are done.

Check the "Session conversion rate" in the report.

Note that the "Session Conversion Rate" shown may include conversions other than "purchase. For example, if you have set "inquiries" or "member registration" as conversion events, the conversion rate includes these conversions as well.

To check the "purchase rate," it is necessary to narrow down the conversion event to "purchase" only, so narrow down the event to "purchase" and check the "purchase rate.

step1

Select "All Events" just below "Session Conversion Rates."

step2

Select "purchase."

The purchase rate of the e-commerce site is now displayed.

Save the created report

Save the report as a new report

Save the report so that you can use it the next time you create it.

step1

Select "Save" in the upper right corner and select "Save as New Report".

step2

Give it a name for later reference and select "Save".

Open a saved report from the library

When you select "Library," you will see the report you just created.

Reports added to the library can also be added to the menu.

Notes on Reports 

Report has the following limitations and should be used with caution. 

Report customization requires "Editor" or higher privileges

Customization of the "Standard Report", including the addition of the indicators described in this article, requires "Editor" or higher privileges for the target GA4 property.

Changes are reflected to all users.

If you make changes to a "standard report," those changes will apply to all users of the target GA4 property.

If you want to create a report with Purchase rate in GA4, I recommend Looker Studio.

We have explained how to check the purchase rate of an e-commerce site using GA4, but we do not recommend the "Report" as a reporting report because of its low degree of design flexibility.

For reporting purposes, we recommend Looker Studio, which allows you to create reports with an easy-to-understand design.

Free GA4 Report Template

We also recommend this article

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