Google Analytics 4 added 12 new dimensions and metrics to the Ecommerce category. The update will allow sellers to analyze in detail the sales of each specific product or service.
For example, sold products can be filtered by name, or you can analyze the number of purchases made in a particular country.
Five new parameters have been added:
- Product affiliation. This is the name or code of the affiliate (partner or supplier) associated with the item. The affiliation parameter is passed at the product level for the online sales event.
- Product type. This refers to a product variant, a unique code or description (for example, the size or color of an item). The shipping parameter is passed at the product level for the purchase event.
- Cost of delivery. The shipping cost associated with the completed transaction. The item_variant parameter is passed at the item level for the online sales event.
- Delivery category. The type of delivery selected for the purchased goods – “land transport”, “air”, “next day”. The shipping_tier parameter is passed at the event level for the add_shipping_info event.
- Tax amount. The tax associated with the transaction made. The tax parameter is passed at the event level for the purchase event.
There are seven new metrics:
- Adding an item to the cart.
- Number of clicks to checkout.
- Clicks on the list of products.
- Clicks on ads to promote a product.
- Product views.
- Product list views.
- View ads to promote products.
The GA4 team notes that when using a product-level parameter (such as “Product ID” or “Product Category”), you need to use product-level metrics as well (“Number of purchases” rather than “Purchases”).
Learn more about GA4 measurements and metrics here.
NIXsolutions reminds that at the end of December, Google introduced a new tool, GA4 Migrator, an add-on for Google Sheets that allows you to migrate audiences from Universal Analytics to Google Analytics 4.