Observed Signal · Oct 16, 2023 · Technical Release · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
New Google Analytics Reports Unveil Customer Retail Experience
Google has introduced two new ecommerce-focused reports in Google Analytics 4: the Checkout Journey and Purchase Journey reports. These reports provide insights into customer behavior during the checkout and purchase funnel, tracking events like begin_checkout, add_shipping_info, add_payment_info, and purchase. The Checkout Journey report offers a closed-funnel view of checkout steps, while the Purchase Journey report focuses on browsing steps and abandonment rates. They replace the flow report from Universal Analytics, offering event-based attribution instead of page-based metrics. The launch comes as ecommerce continues to grow, with Insider Intelligence predicting double-digit growth through 2027. Marketers can use these reports to better understand and optimize the retail customer experience.
Google Analytics 4 introduces new ecommerce-focused reports, enhancing conversion tracking and customer journey analysis for retailers.
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Key Takeaways & Evidence Grounding
- Google launched Checkout Journey and Purchase Journey reports in Google Analytics 4.
- The Checkout Journey report tracks steps from begin_checkout to purchase.
- The Purchase Journey report tracks browsing steps like session_start, view_item, and add_to_cart.
- The reports replace the flow report from Universal Analytics.
- Insider Intelligence predicts ecommerce growth by double digits through 2027.
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