⚡️ [2.0] GA4 Full Funnel: 44 E-Commerce Metrics

🤔 What is it?

Looker Studio Dashboards by JetMetrics is a templated report on 44 e-commerce funnel metrics, based on the Metrics Map approach (aka Metrics Tree).

With it, you can:

• Identify the metrics that most strongly impact sales.
• Analyze these metrics to understand the reason for their change.
• Discover tactics to improve these key metrics.
• Implement tactics and test results via dashboard.

Quick Stats:

• 2 metrics maps: one comprehensive map with 44 metrics and another focused on 10 key metrics
• 1 data source - GA4 (necessarily configured e-commerce tracking!)
• 44 unique metrics
• 47 report pages
• 264 brainstorming ideas for why metrics changed and how to fix them
• ∞ times you can copy this report and plug in data from different sites
• 141 hours it would take to develop such a report from scratch + 10 hours per week for continuous improvements

🤩 You want more metrics?

Explore our comprehensive metrics guide in e-commerce.

🗂️ What metrics are included?

Traffic Metrics

• Sessions
• Sessions per user
• Engaged Sessions
• Bounce Rate
• Lost Sessions
• Sessions from Direct
• Sessions from Referral
• Sessions from Social
• Sessions from Organic
• Sessions from Email
• Sessions from Paid

Item-List Metrics

• Sessions with item-list Views
• Items viewed in list

Item Metrics

❗view_item must be marked as a key event❗

• Sessions with View Item
• Items Viewed per Session
• Items clicked in list
• Item list click-through rate
• Total View Item
• [CR] Session→View Item
• [CR] User→View Item

Add to Cart Metrics

❗add_to_cart must be marked as a key event❗

• Sessions with Add to Cart
• Total Add to Cart
• Cart-to-view rate
• [CR] Sessions → Add to Cart
• [CR] Users→Add to Cart

Checkout Metrics

• Checkouts
• Items checked out
• Checkout Start Rate
• [CR] Sessions → Checkout

Purchase Metrics

❗purchase must be marked as a key event❗

• Purchases
• Total Purchasers
• First time purchasers
• First-time purchasers per new user
• Repeat purchasers
• Share of Repeat Customers
• Purchases / Checkouts
• Cart Abandonment Rate
• Purchase-to-view rate
• [CR] Sessions → Purchases
• [CR] Users → Purchases

Revenue Metrics

• Total Revenue
• Average Order Value
• ARPPU
• Revenue per Session

📄 What does a metrics page include?

#️⃣ Current value section

📈 Trend graph (historical data)

📊 Slice charts by:

• New and Returning Users
• Device + Platform
• City
• Channel + Medium / Source
• Campaign

🔢 List of Connected Metrics

🏷️ 4 Tags

👀 Description

🤔 Why It Is Important

💡 Brainstorming Ideas

📹 How does it work?

🤝 Okay, I want it. What options are available?

🔮 Update History

July 2024 - version 1.0

Launched the first version with a metrics map and detailed reports.

January 2025 - version 2.0

• Enhanced funnel logic
• 9 new metrics with reports
• Filters on map and report pages
• Mini-map, home screen, and better navigation
• Metric trend customization
• Brainstorming ideas for all metrics

April 2025

• White label version added