{"id":1527670,"date":"2023-10-09T07:20:15","date_gmt":"2023-10-09T11:20:15","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1527670"},"modified":"2023-10-09T07:21:17","modified_gmt":"2023-10-09T11:21:17","slug":"new-ga4-shopper-journey-reports-are-powerful","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful","title":{"rendered":"New GA4 Shopper Journey Reports Are Powerful"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">New ecommerce-focused Google Analytics reports could help merchants identify issues with shopper journeys and the checkout process.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The Google Analytics 4 <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/support.google.com\/analytics\/answer\/13128171?hl=en\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">purchase journey report<\/span><\/a><span data-preserver-spaces=\"true\"> shows the funnel from when a would-be customer starts a web session through purchase. And the newer <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/support.google.com\/analytics\/answer\/14000977\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">checkout journey report<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0displays the checkout funnel in four detailed steps.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Both reports show where shoppers abandon the buying journey. The data could identify problems in a store&#8217;s navigation or point out opportunities for tests or optimization.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Checkout Journey Report<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Found under <em>Reports &gt; Monetization<\/em> <a href=\"https:\/\/www.practicalecommerce.com\/google-analytics-4-transition-update\">in GA4<\/a>, the checkout journey report shows the number and percentage of users who start the checkout process on an ecommerce site or app and then complete each subsequent step.\u00a0<\/span><\/p>\n<div id=\"attachment_1527671\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1527671\" class=\"wp-image-1527671 size-large\" title=\"Screenshot of a GA4 checkout journey report.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-570x298.png\" alt=\"Screenshot of a GA4 checkout journey report.\" width=\"570\" height=\"298\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-570x298.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-300x157.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-768x402.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-150x79.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview-500x262.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-journey-overview.png 1200w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1527671\" class=\"wp-caption-text\">GA4 introduced the checkout journey report in September 2023. <em>Click image to enlarge.<\/em><\/p><\/div>\n<p><span data-preserver-spaces=\"true\">It uses a closed funnel method, focusing only on shoppers who started at the &#8220;Begin checkout&#8221; step.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The report can identify bottlenecks or issues in the checkout flow. For example, a business with a massive drop-off after the shipping step could have a technical or pricing problem with the available delivery options.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Checkout Steps<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">For the checkout journey report, data is collected from four GA4 events.<\/span><\/p>\n<ul>\n<li><em><span data-preserver-spaces=\"true\">begin_checkout<\/span><\/em><span data-preserver-spaces=\"true\"> for the &#8220;Begin checkout&#8221; step.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">add_shipping_info<\/span><\/em><span data-preserver-spaces=\"true\"> for the &#8220;Add shipping&#8221; step.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">add_payment_info<\/span><\/em><span data-preserver-spaces=\"true\"> for the &#8220;Add payment&#8221; step.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">purchase<\/span><\/em><span data-preserver-spaces=\"true\"> for the &#8220;Purchase&#8221; step.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Merchants will add these events to the checkout flow. Google offers implementation instructions for <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/ecommerce??\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">desktop<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0and\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/firebase.google.com\/docs\/analytics\/measure-ecommerce??\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">mobile<\/span><\/a><span data-preserver-spaces=\"true\"> devices to ensure the proper GA4 event is specified at each checkout stage.<\/span><\/p>\n<pre style=\"padding-left: 30px;\"><span data-preserver-spaces=\"true\">gtag(\"event\", \"begin_checkout\", {...<\/span><\/pre>\n<h3><span data-preserver-spaces=\"true\">Checkout Dimensions<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">When its report loads, the checkout journey will show the flow by &#8220;device category,&#8221; i.e., mobile or desktop. But the report may also include other dimensions. Here is the complete list:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Device category,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Country,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Region,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">City,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Language,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Age,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Gender,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Browser.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Thus marketers can find checkout glitches for a specific group of shoppers.<\/span><\/p>\n<div id=\"attachment_1527675\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1527675\" class=\"wp-image-1527675 size-large\" title=\"Screenshot of a table in a checkout journey report\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-570x325.png\" alt=\"Screenshot of a table in a checkout journey report\" width=\"570\" height=\"325\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-570x325.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-300x171.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-768x438.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-150x86.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices-500x285.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-checkout-devices.png 1200w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1527675\" class=\"wp-caption-text\">The table in the checkout journey report is initially divided by device category, but other dimensions are available. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h3><span data-preserver-spaces=\"true\">Purchase Journey Report<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">The GA4 purchase journey report provides insights into shopper drop-offs at each step of the funnel, although with less detail during the checkout. The two reports can work together to identify optimization opportunities.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The purchase journey report is located in GA4 at <em>Reports &gt; Monetization<\/em>.<\/span><\/p>\n<div id=\"attachment_1527673\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1527673\" class=\"wp-image-1527673 size-large\" title=\"Screenshot of purchase journey report\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-570x258.png\" alt=\"Screenshot of purchase journey report\" width=\"570\" height=\"258\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-570x258.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-300x136.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-768x348.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-150x68.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey-500x227.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-purchase-journey.png 1200w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1527673\" class=\"wp-caption-text\">The purchase journey report shows buyers&#8217; actions from session start to purchase, although the report for checkout journeys is more detailed. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h3><span data-preserver-spaces=\"true\">Purchase Steps<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">The purchase journey report gathers data from five GA4 events:<\/span><\/p>\n<ul>\n<li><em><span data-preserver-spaces=\"true\">session_start<\/span><\/em><span data-preserver-spaces=\"true\"> marks the start of a session.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">view_item<\/span><\/em><span data-preserver-spaces=\"true\"> is triggered when a product is viewed.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">add_to_cart<\/span><\/em><span data-preserver-spaces=\"true\"> is triggered when an item is added to the cart.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">begin_checkout<\/span><\/em><span data-preserver-spaces=\"true\"> for the &#8220;Begin checkout&#8221; step.<\/span><\/li>\n<li><em><span data-preserver-spaces=\"true\">purchase<\/span><\/em><span data-preserver-spaces=\"true\">\u00a0or\u00a0<\/span><em><span data-preserver-spaces=\"true\">in_app_purchase\u00a0<\/span><\/em><span data-preserver-spaces=\"true\">for the &#8220;Purchase&#8221; step.<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\">Like the checkout journey report, the GA4 events for collecting purchase journey data will need to be set up and added to the appropriate pages of an ecommerce website.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Some ecommerce platforms include some or most of these events in their GA4 integration. For example, Shopify&#8217;s GA4 integration automatically adds the <\/span><em><span data-preserver-spaces=\"true\">view_item<\/span><\/em><span data-preserver-spaces=\"true\">,\u00a0\u00a0<\/span><em><span data-preserver-spaces=\"true\">add_to_cart<\/span><\/em><span data-preserver-spaces=\"true\">,\u00a0<\/span><em><span data-preserver-spaces=\"true\">purchase<\/span><\/em><span data-preserver-spaces=\"true\">, and several other events.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Purchase Dimensions<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">As of October 2023, the purchase journey report had the following analytics dimensions, two fewer (age and gender) than the checkout journey report:<\/span><\/p>\n<ul>\n<li><span data-preserver-spaces=\"true\">Device category,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Country,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Region,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">City,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Language,<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Browser.<\/span><\/li>\n<\/ul>\n<h3><span data-preserver-spaces=\"true\">Using the Reports<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">The reports and funnels described here are helpful only if ecommerce marketers use them to optimize the <a href=\"https:\/\/www.practicalecommerce.com\/how-to-map-a-customer-journey\">buyer&#8217;s journey<\/a>. Here&#8217;s an example.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Monitor the funnel.<\/span><\/strong><span data-preserver-spaces=\"true\"> Start by watching the funnel, paying attention to how promotions, days of the week, or holidays impact buyers&#8217; journeys.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Find drop-offs.<\/span><\/strong><span data-preserver-spaces=\"true\"> Any point in the purchase or checkout funnel where shoppers drop off is a potential problem or opportunity.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Investigate.<\/span><\/strong><span data-preserver-spaces=\"true\"> Examine drop-off points and hypothesize on the underlying cause. For example, loads of shoppers leaving at the shipping step could indicate the cost is too expensive relative to the average order value.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Take action.<\/span><\/strong><span data-preserver-spaces=\"true\"> Address the potential cause of <a href=\"https:\/\/www.practicalecommerce.com\/remove-these-distractions-to-lower-cart-abandons\">a drop-off<\/a> and implement a solution. This could be a test at the <em>add_shipping_info<\/em> step that reduces the shipping cost<\/span><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Watch and iterate.<\/span><\/strong><span data-preserver-spaces=\"true\"> Did the test work? Are more shoppers arriving at the next step? Measure the results. If the drop-off continues, develop a new hypothesis and solution.<\/span><\/p>\n<p><strong><span data-preserver-spaces=\"true\">Keep optimizing.<\/span><\/strong><span data-preserver-spaces=\"true\"> Include optimizing the buyer&#8217;s journey as a routine marketing activity.\u00a0<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Can&#8217;t Find the Reports?<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Add purchase journeys and checkout journeys from the report library if they do not appear under <em>Reports &gt; Monetization<\/em>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New Google Analytics reports break down the shopping and checkout stages, facilitating optimization at each step.<\/p>\n","protected":false},"author":391,"featured_media":1527672,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[13093],"tags":[],"class_list":["post-1527670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-data",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New GA4 Shopper Journey Reports Are Powerful - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"New Google Analytics reports break down the shopping and checkout stages, facilitating optimization at each step.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New GA4 Shopper Journey Reports Are Powerful\" \/>\n<meta property=\"og:description\" content=\"New Google Analytics reports break down the shopping and checkout stages, facilitating optimization at each step.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-09T11:20:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-09T11:21:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-analytics.png\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Armando Roggio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecommerceboy\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Armando Roggio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful\"},\"author\":{\"name\":\"Armando Roggio\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\"},\"headline\":\"New GA4 Shopper Journey Reports Are Powerful\",\"datePublished\":\"2023-10-09T11:20:15+00:00\",\"dateModified\":\"2023-10-09T11:21:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful\"},\"wordCount\":771,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/new-ga4-shopper-journey-reports-are-powerful#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/100723-analytics.png\",\"articleSection\":[\"Analytics &amp; 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