Understanding Your E-Commerce Data

What is the E-Commerce report?

The E-Commerce report brings together all your online sales data from Google Analytics 4 (GA4) into one place. You can see what's selling, when it's selling, and which traffic sources are driving revenue — all without switching between platforms.

To use this report, you need at least one GA4 account with e-commerce tracking enabled.

Filtering your data

At the top of the page, you can narrow down everything you see using:

• Date range — Pick any period, with an optional comparison period to see how things have changed
• Resource — Choose which GA4 account(s) to include
• Brand / Category — Focus on specific product brands or categories
• Tags — Use your own tags to group and filter products

These filters apply to every chart and table on the page.

Revenue, transactions, and trends

At the top of the report, four charts show your key numbers over time:

• Revenue — Total sales amount
• Transactions — Number of completed purchases
• Average Order Value — Revenue divided by number of transactions
• Conversion Rate — Percentage of sessions that led to a purchase

You can switch between bar and line charts, change the time breakdown (daily, weekly, monthly), and add annotations to mark important dates.

Products table

Below the charts, a searchable table lists all your products with:

• Product name
• Brand and category
• Quantity sold
• Revenue
• Average price

You can sort by any column, search for specific products, and use the comparison toggle to see how each product performed versus the previous period. Select multiple products to tag them in bulk for easier filtering later.

When do your sales happen?

Two visualizations help you understand your sales patterns:

• Weekday chart — Shows totals or averages for each day of the week (Monday through Sunday). Pick which metric to view from the dropdown.
• Heatmap — A color-coded grid of weekdays vs. hours of the day. Darker colors mean more activity. This answers questions like "Do we sell more on Tuesday mornings or Friday evenings?"

Revenue by traffic source

A stacked chart shows where your revenue is coming from — broken down by source and medium (for example, google/cpc, facebook/paid, or direct/none). Toggle between revenue and transactions, and switch between bar and line views.

Traffic sources table

A detailed table breaks down your sales by the full traffic path: source, medium, campaign, and content. For each combination you can see:

• Transactions
• Revenue
• Average order value
• Conversion rate
• Sessions

Use "Edit columns" to choose which metrics to display, and enable the comparison toggle to see period-over-period changes.

Tips

• Use tags on products to create your own groupings (e.g. "Summer Collection", "Best Sellers") and filter by them
• Share the current view with colleagues — all filters and settings are saved in the URL
• Add annotations to mark sale events, campaigns launches, or other milestones directly on the charts