How to Find Ecommerce Conversion Rate in GA4

As we all adjust to the switch to Google Analytics 4, a key metric that you don’t want to lose is the ecommerce conversion rate. In GA4, this metric takes a bit of augmenting to see it in your reports, but don’t worry, we are here to help you add it through a couple of simple steps.

Why Is it Important to Track Ecommerce Conversions?

The ecommerce conversion rate is an important metric to keep track of for online businesses. It measures the percentage of website visitors who completed a desired action, such as a purchase on your online store.

According to Shopify, average ecommerce rates are usually around 2.5%-3%. A high conversion rate means that there is an exceptional number of visitors who are turning into customers by buying a product. A lower ecommerce conversion rate may indicate that certain issues need to be addressed on your ecommerce website.

The metric overall can display the performance of your online shop. It’s also a great metric to look at when making changes to a user’s shopping experience because you will be able to tell how effective your redesign tactics are.

Since this metric is essential in evaluating the health of your online shop, you don’t want to lose track of it when converting your data to GA4.

Note: As of March 2024, conversions have been renamed to key events in Google Analytics

Steps to Track Ecommerce Key Event Rate in GA4

In GA4, you must manually add the ecommerce conversion rate yourself to your reports so it can be tracked. Here’s how to do it with a couple of simple steps:

  1. Open up the traffic acquisition report
  2. Hit the pencil icon in the top right-hand corner
  3. Click the metrics tab and click the + add metric
  4. Find the session key event rate. Click that and then hit apply
  5. Save it! Hit save, then save changes to the current report, and then hit save one more time
  6. Under the Session key event rate column, click the down arrow and choose the Purchase event

Now you are properly tracking ecommerce conversion in GA4 within the standard report. If you want to track ecommerce conversions within explorations, we’ve got you covered. Here are the following steps:

  1. Navigate to explore on the left-hand side
  2. Hit the big plus to start a blank exploration
  3. Add in the following dimensions: event name, session source/medium
  4. In the metric category, add in session key event rate
  5. Under Rows, add session source/medium
  6. Under Values, add session key event rate
  7. Add in a filter to only track purchases
  8. Under filter, add event name, matches regex, and session_start | purchase
  9. Hit apply

That’s it! For a more comprehensive report, you can add other metrics such as sessions, total users, ecommerce purchases, ecommerce revenue, and more. Although GA4 has you manually adding in these metrics, you have the flexibility to see exactly what you want.

Continue Your Learning with GA4

Still navigating how to use GA4? It can be a difficult transition from UA to GA4, so check out our other resources so you can maximize GA4 and track your data efficiently.

Caroline Vahue

About the Author

Caroline Vahue

Caroline is an Online Marketing Specialist at Sixth City Marketing and is originally from upstate New York. Her role is to execute online marketing strategies with our content marketing team and staying on top of the latest industry trends.

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