Common use cases

Where do my customers come from? In GA4, Reports → Acquisition → Traffic acquisition splits visitors by source: Google search, Instagram, Facebook, WhatsApp shares, direct visits. Use it to see which channel is worth your time and money.

Which products sell, and which only get looked at? Reports → Monetisation → E-commerce purchases lists products by views, add-to-carts and purchases. A product with many views but few add-to-carts may need a better price, photos or description.

Where do shoppers drop out? Reports → Monetisation → Purchase journey shows how many shoppers move from product → cart → checkout → order. A big drop at checkout often means a delivery charge surprise, missing COD or UPI, or a long form.

Is my sale or festival campaign working? Compare revenue and visitors before and during the campaign. Add UTM tags to links you share (for example ?utm_source=instagram&utm_campaign=diwali) and GA4 shows that campaign by name.

Run better Google Ads. Link Google Ads in GA4 and import the purchase conversion. Google's automatic bidding then optimises for real orders instead of clicks.

Remarket to cart abandoners. In GA4 you can build an audience of people who added to cart but did not buy, and show them ads through Google Ads. For email reminders, use the Abandoned Cart module instead.