The development of Google Analytics 4 has focused on adapting the tool to the new browsers and to a browsing experience without cookies. In this sense, we have introduced improvements such as prediction through Artificial Intelligence, which allows the user to adapt the performance analysis to the new ways of surfing the Internet.
The new version of Google Analytics has introduced new metrics and dimensions that improve the way ecommerce performance is measured.
Now, GA4 has announced the implementation of 30 new dimensions and metrics related to ecommerce, available in the custom report generator.
These new metrics offer a much more detailed and focused set of data on item performance, promotions and purchase behaviors. In this way, it is possible to group metrics by product attributes (such as name, brand or category), the name of a promotion, etc.
In this way, new dimensions called “Item” (product) can be found, which allow users to analyze the metrics by product and by its attributes (brand, promotions, variants, etc), enabling granular analysis of each product’s performance.
Among these dimensions are: Item affiliation, Item brand, Item category, Item ID, Item list ID, Item list name, Item name, Item location, etc.
New revenue metrics in Google Analytics 4.
New metrics have also been added key revenue metricswhich provide a complete view of gross revenue, helping to understand sales performance. Previously, users had to calculate gross revenue per purchase using a formula that combined other metrics; now they will have the data available directly in the custom report builder.
In this regard, we will find updated exploration metricswhich optimize data analysis by providing accurate revenue information, including and excluding taxes and shipping costs, as well as refund amounts.
All of these changes make it much easier to analyze ecommerce data, as professionals will no longer have to perform formulas on their own, nor will they have to review various analytics tools to get full control of their data.