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skills/ga4-revenue-analysis/SKILL.md
20.5 KB · Oct 4, 2026 · 12:21 UTC
---
name: ga4-revenue-analysis
description: "This skill should be used when the user asks to \"analyze GA4 revenue\", \"review product performance\", \"build a checkout funnel\", or mentions \"purchase journey insights\", \"e-commerce KPI dashboard\", or \"revenue trends in GA4\". Do NOT use for: e-commerce event implementation (use ga4-ecommerce-setup), promotion and coupon tracking (use ga4-promotion-tracking)."
---
# GA4 Revenue Analysis Guide
Complete guide for analyzing e-commerce revenue, product performance, and checkout funnels in Google Analytics 4.
## Quick Decision Tree
```
GA4 REVENUE ANALYSIS FLOW
|
+---> WHAT DO YOU WANT TO ANALYZE?
| +---> Overall revenue & trends
| | +---> Monetization overview report
| | +---> Date comparison for trends
| |
| +---> Product performance
| | +---> E-commerce purchases report
| | +---> Items viewed vs purchased
| |
| +---> Checkout dropoff
| | +---> Custom funnel exploration
| | +---> Checkout step analysis
| |
| +---> Customer journey
| +---> Path exploration
| +---> Purchase path analysis
|
+---> WHICH DIMENSIONS NEEDED?
| +---> Traffic source impact
| | +---> Session source/medium breakdown
| |
| +---> Device/platform
| | +---> Device category, platform
| |
| +---> Audience segments
| +---> Custom segments or audiences
|
+---> REPORTING NEEDS?
+---> Ad-hoc analysis
| +---> Explorations (free-form analysis)
|
+---> Recurring reports
| +---> Custom reports in Library
|
+---> External dashboards
+---> Looker Studio / BigQuery export
```
## Monetization Reports Overview
```
GA4 MONETIZATION REPORTS
========================
LOCATION: Reports -> Monetization
AVAILABLE REPORTS:
+-------------------------+------------------------------------------+
| Report | Shows |
+-------------------------+------------------------------------------+
| Overview | Revenue KPIs, trends, top items |
+-------------------------+------------------------------------------+
| E-commerce purchases | Product-level metrics (views, carts, |
| | purchases, revenue) |
+-------------------------+------------------------------------------+
| In-app purchases | App subscription/purchase data |
+-------------------------+------------------------------------------+
| Publisher ads | Ad revenue (AdMob/Ad Manager) |
+-------------------------+------------------------------------------+
| Promotions | Promotion performance |
+-------------------------+------------------------------------------+
MONETIZATION OVERVIEW METRICS:
------------------------------
+-------------------------+------------------------------------------+
| Metric | Definition |
+-------------------------+------------------------------------------+
| Total revenue | purchase + in_app_purchase + ad revenue |
+-------------------------+------------------------------------------+
| E-commerce revenue | Purchase event revenue only |
+-------------------------+------------------------------------------+
| Total purchasers | Unique users with purchase event |
+-------------------------+------------------------------------------+
| First-time purchasers | Users with their first ever purchase |
+-------------------------+------------------------------------------+
| ARPPU | Average Revenue Per Paying User |
+-------------------------+------------------------------------------+
| Average purchase value | Average order value |
+-------------------------+------------------------------------------+
```
## Product Performance Analysis
```
E-COMMERCE PURCHASES REPORT
============================
LOCATION: Reports -> Monetization -> E-commerce purchases
KEY METRICS PER PRODUCT:
+-------------------------+------------------------------------------+
| Metric | Meaning |
+-------------------------+------------------------------------------+
| Items viewed | Number of view_item events |
+-------------------------+------------------------------------------+
| Items added to cart | Number of add_to_cart events |
+-------------------------+------------------------------------------+
| Items purchased | Number of items in purchase events |
+-------------------------+------------------------------------------+
| Item revenue | Total revenue per product |
+-------------------------+------------------------------------------+
| Cart-to-view rate | (added to cart / viewed) x 100% |
+-------------------------+------------------------------------------+
| Purchase-to-view rate | (purchased / viewed) x 100% |
+-------------------------+------------------------------------------+
AVAILABLE DIMENSIONS:
+-- Item name
+-- Item ID
+-- Item brand
+-- Item category (1-5 levels)
+-- Item variant
+-- Item list name
ANALYSIS TIPS:
--------------
1. VIEW-TO-CART RATE < 5%
+-- Product page optimization needed
+-- Better product photos
+-- Clearer pricing
+-- Improve product descriptions
2. CART-TO-PURCHASE RATE < 30%
+-- Checkout optimization needed
+-- Make shipping costs clearer
+-- Add trust badges
+-- Simplify checkout
3. HIGH VIEWS, LOW REVENUE
+-- Investigate product issues
+-- Pricing vs competition
+-- Stock availability
+-- Product-market fit
```
## Checkout Funnel Analysis
```
CHECKOUT FUNNEL EXPLORATION
============================
LOCATION: Explore -> Funnel exploration
SETUP STEPS:
+----+--------------------------------------------------------------------+
| 1 | Explore -> Blank -> Choose "Funnel exploration" |
+----+--------------------------------------------------------------------+
| 2 | Tab Settings -> Steps -> Edit |
+----+--------------------------------------------------------------------+
| 3 | Add checkout events as steps: |
| | +-- Step 1: view_cart |
| | +-- Step 2: begin_checkout |
| | +-- Step 3: add_shipping_info |
| | +-- Step 4: add_payment_info |
| | +-- Step 5: purchase |
+----+--------------------------------------------------------------------+
| 4 | Optional: Make steps "closed" for strict sequence |
+----+--------------------------------------------------------------------+
| 5 | Add breakdown (device, source, etc.) |
+----+--------------------------------------------------------------------+
FUNNEL METRICS:
---------------
+-------------------------+------------------------------------------+
| Metric | Meaning |
+-------------------------+------------------------------------------+
| Users (per step) | Unique users reaching step |
+-------------------------+------------------------------------------+
| Completion rate | % users reaching next step |
+-------------------------+------------------------------------------+
| Abandonment rate | % users dropping off at step |
+-------------------------+------------------------------------------+
| Time to convert | Average time through funnel |
+-------------------------+------------------------------------------+
BENCHMARK COMPLETION RATES:
----------------------------
+-------------------------+--------------+---------------------------+
| Step | Benchmark | Action if lower |
+-------------------------+--------------+---------------------------+
| Cart -> Checkout | 50-70% | Cart abandonment emails |
+-------------------------+--------------+---------------------------+
| Checkout -> Shipping | 70-85% | Simplify form fields |
+-------------------------+--------------+---------------------------+
| Shipping -> Payment | 80-90% | More shipping options |
+-------------------------+--------------+---------------------------+
| Payment -> Purchase | 70-85% | More payment options |
+-------------------------+--------------+---------------------------+
| Overall funnel | 25-40% | End-to-end optimization |
+-------------------------+--------------+---------------------------+
```
## Revenue per Traffic Source
```
TRAFFIC SOURCE REVENUE ANALYSIS
================================
LOCATION: Reports -> Acquisition -> Traffic acquisition
ADDING SECONDARY DIMENSION:
----------------------------
1. Click "+" next to primary dimension
2. Select "E-commerce" -> "Total revenue"
3. Or add metrics via "Edit comparisons"
CUSTOM EXPLORATION FOR REVENUE:
-------------------------------
SETUP:
+-- Technique: Free form
+-- Rows: Session source/medium
+-- Values:
| +-- Total revenue
| +-- Transactions
| +-- Average purchase value
| +-- E-commerce conversion rate
| +-- Sessions
+-- Filter: Only sessions with transactions (optional)
KEY ANALYSES:
-------------
1. REVENUE PER SOURCE
+-- Which sources generate the most revenue?
+-- Which have the highest conversion rate?
+-- Which have the highest AOV?
2. ROAS CALCULATION (manual)
+-- Export revenue per source
+-- Match with ad spend data
+-- Calculate: Revenue / Ad Spend
3. ASSISTED CONVERSIONS
+-- Which sources assist purchases?
+-- See Attribution -> Conversion paths
```
## Key E-commerce KPIs
```
ESSENTIAL E-COMMERCE KPIs
==========================
REVENUE KPIs:
+-------------------------+------------------------------------------+
| KPI | Calculation / Location |
+-------------------------+------------------------------------------+
| Total Revenue | Monetization -> Overview |
+-------------------------+------------------------------------------+
| Average Order Value | Total revenue / Transactions |
| (AOV) | |
+-------------------------+------------------------------------------+
| Revenue per Session | Total revenue / Sessions |
| (RPS) | |
+-------------------------+------------------------------------------+
| Revenue per User | Total revenue / Total users |
| (RPU) | |
+-------------------------+------------------------------------------+
| Customer Lifetime | Requires cohort analysis |
| Value (CLV) | |
+-------------------------+------------------------------------------+
CONVERSION KPIs:
+-------------------------+------------------------------------------+
| KPI | Calculation |
+-------------------------+------------------------------------------+
| E-commerce Conv. Rate | Purchasers / Total users x 100% |
+-------------------------+------------------------------------------+
| Cart Abandonment Rate | (Carts - Purchases) / Carts x 100% |
+-------------------------+------------------------------------------+
| Checkout Abandon Rate | (Checkouts - Purchases) / Checkouts |
+-------------------------+------------------------------------------+
| Add-to-Cart Rate | Add to cart users / Total users x 100% |
+-------------------------+------------------------------------------+
PRODUCT KPIs:
+-------------------------+------------------------------------------+
| KPI | Calculation |
+-------------------------+------------------------------------------+
| Product View Rate | Item views / Sessions x 100% |
+-------------------------+------------------------------------------+
| Cart-to-Detail Rate | Add to cart / Item views x 100% |
+-------------------------+------------------------------------------+
| Buy-to-Detail Rate | Purchases / Item views x 100% |
+-------------------------+------------------------------------------+
| Average Items/Order | Items purchased / Transactions |
+-------------------------+------------------------------------------+
```
## Custom Explorations for E-commerce
```
EXPLORATION 1: PRODUCT CATEGORY PERFORMANCE
============================================
SETUP:
+-- Technique: Free form
+-- Rows: Item category
+-- Values:
| +-- Item revenue
| +-- Items purchased
| +-- Item views
| +-- Cart-to-view rate
| +-- Purchase-to-view rate
+-- Filters: Date range
INSIGHTS:
+-- Which categories perform best?
+-- Where are optimization opportunities?
+-- Category growth trends
EXPLORATION 2: DEVICE REVENUE COMPARISON
=========================================
SETUP:
+-- Technique: Free form
+-- Rows: Device category
+-- Values:
| +-- Total revenue
| +-- Transactions
| +-- Average purchase value
| +-- E-commerce conversion rate
| +-- Sessions
+-- Visualization: Bar chart
INSIGHTS:
+-- Mobile vs Desktop conversion gaps
+-- Where is mobile optimization needed?
+-- Cross-device journey impact
EXPLORATION 3: NEW VS RETURNING PURCHASERS
==========================================
SETUP:
+-- Technique: Free form
+-- Rows: New/established
+-- Values:
| +-- Total revenue
| +-- First-time purchasers
| +-- Purchasers
| +-- Average purchase value
| +-- Transactions
+-- Segment by time for trends
INSIGHTS:
+-- Retention health check
+-- New customer acquisition cost
+-- Repeat purchase rate
```
## Cohort Analysis for CLV
```
PURCHASER COHORT ANALYSIS
==========================
LOCATION: Explore -> Cohort exploration
SETUP:
+----+--------------------------------------------------------------------+
| 1 | Cohort inclusion: first_open or first_visit |
+----+--------------------------------------------------------------------+
| 2 | Return criteria: purchase (or custom purchase event) |
+----+--------------------------------------------------------------------+
| 3 | Cohort granularity: Weekly or Monthly |
+----+--------------------------------------------------------------------+
| 4 | Values: User retention or Event count or Metric sum |
+----+--------------------------------------------------------------------+
| 5 | Breakdown: Traffic source (optional) |
+----+--------------------------------------------------------------------+
COHORT METRIC OPTIONS:
----------------------
+-- User retention: % users who return and purchase
+-- Event count: Number of purchases per cohort over time
+-- Metric sum: Revenue per cohort over time
ANALYSIS QUESTIONS:
-------------------
+-- What % repurchases after 30/60/90 days?
+-- Which acquisition source has the best CLV?
+-- How long until repeat purchase?
+-- Which cohorts (seasons) perform best?
PREDICTIVE CLV CALCULATION:
---------------------------
CLV = AOV x Purchase Frequency x Customer Lifespan
Example:
+-- AOV: $75
+-- Purchases per year: 3
+-- Average customer lifespan: 2.5 years
+-- CLV = $75 x 3 x 2.5 = $562.50
```
## Common Problems
```
TROUBLESHOOTING REVENUE ANALYSIS
==================================
PROBLEM: Revenue shows $0 or is missing
-----------------------------------------
Causes:
+-- purchase event not implemented
+-- value parameter missing
+-- Currency not configured
+-- Data processing delay (24-48 hours)
+-- Filters in report
Solution:
+-- Verify purchase event in DebugView
+-- Check dataLayer for value parameter
+-- Check property currency setting
+-- Wait for data processing
+-- Remove report filters and test again
PROBLEM: AOV unrealistically high/low
--------------------------------------
Causes:
+-- Test transactions in data
+-- Duplicate purchases
+-- Pricing in wrong currency
+-- Tax/shipping incorrectly included
+-- Item quantities wrong
Solution:
+-- Exclude test orders with segment
+-- Check transaction_id duplicates
+-- Verify currency matching
+-- Review value calculation in code
+-- Audit quantity parameters
PROBLEM: Product data not visible
----------------------------------
Causes:
+-- items array missing in events
+-- Item parameters incorrect
+-- item_id/item_name missing
+-- GA4 report processing time
+-- Insufficient data volume
Solution:
+-- Check items array in dataLayer
+-- Verify required item parameters
+-- Ensure item_id and item_name present
+-- Wait 24-48 hours for processing
+-- Select longer date range
PROBLEM: Funnel shows no data
------------------------------
Causes:
+-- Checkout events not implemented
+-- Event names incorrect
+-- Closed funnel too strict
+-- Segment filters too narrow
+-- Date range too short
Solution:
+-- Verify all checkout events are active
+-- Check exact event names in DebugView
+-- Make funnel "open" for testing
+-- Remove or broaden segments
+-- Select longer date range
```
## MCP Tool: Pull Revenue Reports
```python
# Overall revenue by source/medium (last 30 days)
ga4_run_report(
property_id="YOUR_PROPERTY_ID",
metrics=["totalRevenue", "ecommercePurchases", "averagePurchaseRevenue", "sessionKeyEventRate"],
dimensions=["sessionSourceMedium"],
start_date="30daysAgo",
end_date="yesterday"
)
# Top products by revenue
ga4_run_report(
property_id="YOUR_PROPERTY_ID",
metrics=["itemRevenue", "itemsPurchased", "itemsViewed"],
dimensions=["itemName", "itemCategory"],
start_date="30daysAgo",
end_date="yesterday"
)
# Revenue trend by day (for anomaly detection)
ga4_run_report(
property_id="YOUR_PROPERTY_ID",
metrics=["totalRevenue", "ecommercePurchases", "averagePurchaseRevenue"],
dimensions=["date"],
start_date="60daysAgo",
end_date="yesterday"
)
```
## Output: Revenue Analysis Report Template
```markdown
# GA4 Revenue Analysis Report
## Reporting Period
- **From:** [Start date]
- **To:** [End date]
- **Comparison:** [Previous period/Previous year]
## Executive Summary
| KPI | Current Period | Comparison | Trend |
|-----|----------------|------------|-------|
| Total Revenue | $XX,XXX | $XX,XXX | +X% |
| Transactions | X,XXX | X,XXX | +X% |
| Average Order Value | $XX.XX | $XX.XX | +X% |
| Conversion Rate | X.X% | X.X% | +X% |
| Cart Abandonment | XX% | XX% | -X% |
## Revenue per Traffic Source
| Source/Medium | Revenue | % of Total | Conv. Rate | AOV |
|---------------|---------|------------|------------|-----|
| google / organic | $X,XXX | XX% | X.X% | $XX |
| google / cpc | $X,XXX | XX% | X.X% | $XX |
| direct / (none) | $X,XXX | XX% | X.X% | $XX |
| [Other] | $X,XXX | XX% | X.X% | $XX |
## Top 10 Products (Revenue)
| Product | Revenue | Units Sold | View-to-Cart | Cart-to-Purchase |
|---------|---------|------------|--------------|------------------|
| [Product 1] | $X,XXX | XXX | XX% | XX% |
| [Product 2] | $X,XXX | XXX | XX% | XX% |
| ... | ... | ... | ... | ... |
## Category Performance
| Category | Revenue | Growth | Contribution |
|----------|---------|--------|--------------|
| [Category 1] | $X,XXX | +XX% | XX% |
| [Category 2] | $X,XXX | +XX% | XX% |
| [Category 3] | $X,XXX | -XX% | XX% |
## Checkout Funnel Performance
| Step | Users | Drop-off | Benchmark |
|------|-------|----------|-----------|
| View Cart | X,XXX | - | - |
| Begin Checkout | X,XXX | XX% | 30-50% |
| Add Shipping | X,XXX | XX% | 15-30% |
| Add Payment | X,XXX | XX% | 10-20% |
| Purchase | X,XXX | XX% | 15-30% |
**Overall Funnel Conversion:** XX% (benchmark: 25-40%)
## Device Breakdown
| Device | Revenue | % Share | Conv. Rate | AOV |
|--------|---------|---------|------------|-----|
| Desktop | $X,XXX | XX% | X.X% | $XX |
| Mobile | $X,XXX | XX% | X.X% | $XX |
| Tablet | $X,XXX | XX% | X.X% | $XX |
## Key Insights
### Positive Trends
1. [Insight 1]
2. [Insight 2]
### Areas of Concern
1. [Issue 1] - Impact: [High/Medium/Low]
2. [Issue 2] - Impact: [High/Medium/Low]
## Recommendations
| Priority | Action | Expected Impact |
|----------|--------|-----------------|
| HIGH | [Action 1] | +XX% revenue |
| MEDIUM | [Action 2] | +XX% conversion |
| LOW | [Action 3] | UX improvement |
## Next Steps
1. [ ] [First action]
2. [ ] [Second action]
3. [ ] [Third action]
```
SHA-256: 99ac80916634660e72a5c86813dc03ef683367b18d9958656719491e73d4d10d