Google Analytics (GA4)
The most widely used measurement platform in eCommerce. Tracks traffic, behavior, sources, conversions, and customer journeys. GA4 is event-based — different from Universal Analytics.
In practice
GA4 is your store's 'security camera.' Without it, you're flying blind. With GA4 configured correctly, you know: where visitors came from, what they did, where they dropped off, and what they bought.
Common misconception
'GA4 is installed, so it's set up correctly.' No. GA4 installed without Enhanced Ecommerce means you can't see revenue, products, or funnels. In 70% of stores, GA4 is installed but not configured.
How to fix it
GA4 not showing sales data? (1) Verify the purchase event fires — use GA4 DebugView, (2) verify items are sent with product_id/price/quantity, (3) connect to Google Ads, (4) set up audiences for remarketing.
Example
A cosmetics store: GA4 showed 'no revenue data.' Investigation revealed the purchase event was missing currency. Adding currency:'USD' revealed all the revenue — $22K that had been thought lost.
Priority
Set up GA4 Enhanced Ecommerce before any marketing decision. Minimum: purchase + add_to_cart + begin_checkout events plus a Google Ads connection.
Related terms
Keep learning. Metrics that touch the same area:
- Traffic SourcesAnalyticsWhere visitors come from: organic (Google), direct, paid (advertising), social, referral, and email. Each source converts differently.
- Funnel AnalysisAnalyticsAnalysis showing how many visitors move through the stages of the purchase process — and where they drop off. In GA4: Explore → Funnel Exploration. Displays the drop-off rate at each stage.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
Jimmy tracks your Google Analytics (GA4), automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.