GA4 custom report builder adds 33 ecommerce dimensions, metrics

Google Analytics 4 has added dozens of new dimensions and metrics that should help marketers this coming holiday shopping season.

The new capabilities were rolled out as part of the latest GA4 update, which saw new ecommerce dimensions and metrics added to the custom reports builder.

In addition to being able to create reports from scratch, this new feature means that you can now edit standard ecommerce reports too.

Why we care. Adding these new GA4 dimensions and metrics should help you better understand the performance of campaigns, extract insights and make data-informed decisions – and potentially lead to improved more revenue.

New ecommerce dimensions. GA4 now has the following ecommerce dimensions available in the custom report builder:

  • Item affiliation
  • Item brand
  • Item category
  • Item category 2
  • Item category 3
  • Item category 4
  • Item category 5
  • Item ID
  • Item list ID
  • Item list name
  • Item list position
  • Item location ID
  • Item name
  • Item promotion creative name
  • Item promotion creative slot
  • Item promotion name
  • Item variant
  • Shipping tier

New ecommerce metrics. GA4 now has the following ecommerce metrics available in the custom report builder:

  • Gross item revenue
  • Gross purchase revenue
  • Item refund amount
  • Item revenue
  • Items added to cart
  • Items checked out
  • Items clicked in promotion
  • Items purchased
  • Items viewed
  • Items viewed in list
  • Items viewed in promotion
  • Purchase revenue
  • Refund amount
  • Shipping amount
  • Tax amount

New revenue metrics. GA4 has also introduced the following new revenue metrics in explorations:

  • Gross item revenue (The total revenue from items only, excluding tax and shipping).
  • Gross purchase revenue (The total revenue from purchases made on your website or app).
  • Refund amount (The total amount from refunds given on your website or app).

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Duplicative revenue metrics removed. In addition to the introduction of new metrics and dimensions, Google has removed the following duplicative revenue metrics

  • Ecommerce revenue.
  • Event revenue.

What has Google said? In a GA4 update posted to the Google Analytics announcement page, a statement read:

  • “We recommend updating any explorations that use the Ecommerce revenue or Event revenue metric to now use the Purchase revenue metric.”
  • “To create explorations and see revenue from ecommerce transactions, use Purchase revenue. Existing explorations that use these removed metrics will continue to work, but new explorations should use the new revenue metrics instead.”

Deep dive. Read Google’s official announcement on its Analytics blog for more information.

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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