The shop numbers, with the funnel already drawn.

14 pages. These 12 do the work of an ecommerce report.

Each one photographed from the live template, with what it is for and the fields it reads. Every field links to its definition; every page opens in the live report above.

1. 
   Page 1 of 14

   Web overview

   The eight headline numbers a client asks for: users, sessions, bounce and session duration on one side, key events, event count, key event rate and revenue on the other, each with its change against the previous period, over the device, channel and city splits.

   Reads: Total Users · Sessions · Bounce Rate · Av. Session Dur. · Key Events

   Open in the live report above ↑
2. 
   Page 2 of 14

   Page content

   Every page ranked by views, sessions, bounce and key events, with page-path and page-title search boxes that find any URL in seconds.

   Reads: Page Views · Pages / Session · Pages / User · Avg. Session Dur. · Views

   Open in the live report →
3. 
   Page 3 of 14

   Landing page

   Sessions by landing page over time, the top landing pages by traffic, and a distribution chart that separates the pages that convert from the ones that just exist.

   Reads: Sessions · Views · Bounce rate · Key events · Landing page

   Open in the live report →
4. 
   Page 4 of 14

   User interaction

   Every GA4 event counted per user, and a funnel you assemble with the event selector: page_view to purchase, with the drop at every step, plus new vs returning users.

   Reads: Event Count · Event per User · Total users · Active users · Events per session

   Open in the live report →
5. 
   Page 6 of 14

   Site search

   Who uses your site search and what they type: users with search vs without, total searches with their trend, and the exact search terms with their events.

   Reads: Users w/ Searches · Sessions · Total Searches · Av. Session Dur. · Searches

   Open in the live report →
6. 
   Page 7 of 14

   Conversions

   Key events, event count, key event rate and total revenue with their trends, and every event ranked: add_to_cart and purchase get watched, not guessed.

   Reads: Key Events · Event Count · Key Event Rate · Total Revenue · Event name

   Open in the live report →
7. 
   Page 8 of 14

   E-commerce

   The shop numbers with the funnel already drawn: how many people saw a product, how many added it, how many paid, and what leaked at each step.

   Reads: Total Purchasers · Items Purchased · Key Event Rate · Total Revenue · Item revenue

   Open in the live report →
8. 
   Page 9 of 14

   Channels

   Every acquisition source compared on the same three columns, with the organic-against-paid area chart above them. Which channel brought them, and which channel brought the ones who mattered.

   Reads: Total users · Sessions · Bounce rate · Key events · Session key event rate

   Open in the live report →
9. 
   Page 10 of 14

   Organic

   The organic slice on its own: sessions, users and key events per organic channel with their deltas and a page-path filter: the practical answer to GA4’s “(not provided)” organic keywords gap.

   Reads: Total Users · Sessions · Bounce Rate · Av. Session Dur. · Key events

   Open in the live report →
10. 
    Page 12 of 14

    Location

    Country, state and city performance on a session heat map with top cities by users and key events: select any state and the page rebuilds around it.

    Reads: Sessions · Total Users · Bounce rate · Key Event Rate · Key Events

    Open in the live report →
11. 
    Page 13 of 14

    Demographic

    Age and gender, crossed: the top-performing segment, male and female splits with sessions and key events, and the 18-24 to 65+ distribution.

    Reads: Sessions · Total Users · Bounce rate · Key Event Rate · Key Events

    Open in the live report →
12. 
    Page 14 of 14

    Growth timeline

    The long view: twelve months of sessions and users side by side, with your best day, week, month and quarter picked out automatically.

    Reads: Sessions · Total users · Key Events · Bounce rate · Views

    Open in the live report →

The sections an ecommerce report needs, and the questions each one answers

• Revenue and purchases

  Total revenue, purchasers, items purchased and average value, each against the previous period.

  • ?What did the shop earn this period against the last one?

• The funnel

  Viewed, added to cart, checked out, purchased, with the drop at every step drawn for you.

  • ?Where do people drop between viewing a product and paying?

• Channels that sell

  Which sources bring buyers, not just visitors: revenue and key events per channel.

  • ?Which channels bring buyers, not just traffic?

• Pages that convert

  Landing pages ranked by the sessions and purchases they actually produce.

  • ?Which landing pages turn visits into purchases?

The template, in numbers

Best for...

Ideal for beginners and core analytics users.

Traffic Overview

User metrics, sessions, and engagement.

Conversion Tracking

Basic tracking: goals and events.

Audience Insights

Detailed audience segmentation and data.

Keyword Performance

-

Search Engine Optimization

No SEO insights available.

Acquisition Channels

Organic traffic analysis.

Geographic Data

Shows audience location data.

User Engagement Metrics

User metrics: sessions and engagement.

Setup Time

Fastest setup (1 min).

Before you ask

Does it need enhanced ecommerce events?

It reads the GA4 ecommerce events Google documents: view_item, add_to_cart, begin_checkout and purchase, with items and revenue. If your property sends them, the funnel fills itself; if it does not, the page shows the gaps to fix.

Shopify or WooCommerce?

Either, as long as the store sends GA4 ecommerce events. The report reads the property, not the shop platform, so it works with any store that tags GA4 correctly.

The funnel shows zeros. Why?

The funnel reads view_item, add_to_cart, begin_checkout and purchase. If a step is zero, the property is not sending that event; GA4's DebugView shows which one is missing, and the setup guide lists the four to check.

Can it show revenue in my currency?

Yes. The report shows the currency of your GA4 property; the doc on changing the report currency covers the two places to set it.

The terms this report uses

• GA4 (Google Analytics 4)

  GA4 is the current generation of Google Analytics, built on an event model: every interaction, a page view, a click, a purchase, is an event with parameters.

• Key events

  Key events are the events in Google Analytics 4 that you mark as the ones that matter to the business: a purchase, a lead form, a sign-up, a call.

• Event count

  Event count is the number of times an event was triggered in Google Analytics 4 during the selected period.

• Landing page

  A landing page is the first page a visitor sees in a session, the page that won the visit.

• Default channel group

  The default channel group is the set of rules Google Analytics 4 uses to sort traffic into channels such as Organic Search, Paid Search, Direct, Referral, Organic Social, Email and Cross-network, based on the source, medium and campaign of each session.

• Conversion rate

  Conversion rate is the percentage of interactions that led to a conversion; in Google Ads it is conversions divided by clicks (interactions), and in Google Analytics 4 the equivalent is the key event rate, sessions with a key event divided by all sessions.

• Sessions

  A session is a group of interactions one user has with a website within a period of time; in Google Analytics 4 it starts with a session_start event and ends after 30 minutes of inactivity.