Ching-Wen Chen

Customized Reports in GA4 Exploration

Funnel Exploration Report (4)

Objective

• Create a custom GA4 Exploration report, Funnel Exploration report (4)
• Exploring the Conversion Rate Changes in Three Key Steps of E-commerce
• Conversion Funnel Analysis
• view_item ➜ add_to_cart ➜ purchase

Conversion Funnel Analysis

Conversion Funnel Analysis

• In the theory of marketing funnels, there is a concept known as the "Conversion Funnel."
• It means from the moment a visitor enters the website until they finally complete the checkout.
• Every link in the middle will result in a certain loss of consumers.
• If the entire process is represented as a diagram, it will take the shape of a funnel.

The Importance of Conversion Rate

• Example:
• Today, 1,000 people visited your website.
• 700 people will be interested in your website and start browsing the products.
• There will be 300 people willing to add the product to their shopping cart.
• In the end, only 100 people completed the checkout process.
• Imagine this process as a funnel-shaped graph.
• Importance:
• Why is the conversion rate so important?
• Because, a higher conversion rate indicates better revenue for the brand.

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Three Ways to Increase Conversion Rates

Download

The first data resource hyperlink

Google Merchant Demo Account

【Data Download Method】

• Click on the first data resource hyperlink.
• Automatically download data to your GA4 account.

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【Data Download Method】

• Click on the first data resource hyperlink ➜ Automatically download the data to your GA4 account.

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Please translate the following content into English, maintaining the original context and professional terminology:�GA4

User Daily Report

Test Google e-commerce website

• Google Product Online Store (URL)
• https://shop.merch.google/

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GA4 Custom Exploration Reports

Funnel Exploration Report

Exploration ➜ Funnel Exploration Report

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First, establish a report template:

A. Exploring the Conversion Rate Variations in the Three Key Steps of E-commerce

B. Conversion Funnel Analysis

C.view_item ➜ add_to_cart ➜ purchase

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Create two "Segment Variables": United States, Non-United States ➜ Drag to "Segment Configuration"

Create two "Segment Variables": United States, Non-United States ➜ Drag to "Segment Configuration"

Create two "Segment Variables": United States, Non-United States ➜ Drag to "Segment Configuration"

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Set up three funnels [E-commerce Key Steps]: view_item, add_to_cart, purchase ➜ drag to [Steps]

5-Set up three funnels [Key E-commerce Steps]: view_item, add_to_cart, purchase ➜ drag to [Step]

• First, delete all the default steps.

5- Set up 3 funnels [Key Steps for E-commerce]:�Step 1: View Item - view_item

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5-Set up three funnels [Key Steps for E-commerce]:�Step 2: Add to Cart (add_to_cart)

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5- Set up three funnels [Key Steps for E-commerce]:�Step 3: Purchase ➜ Purchase

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Delete [Segmentation]: Device Category

Delete Section 6 - "Subdivision": Device Category

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Complete the conversion funnel analysis (changes in conversion rates for the three key steps in e-commerce):

Please translate the following content into English, maintaining the original context and professional terminology:�Compare the conversion rates of the US vs. non-US.

7- Complete the conversion funnel analysis (changes in conversion rates for the three key steps in e-commerce): �U.S. conversion rate

7- Complete the conversion funnel analysis (changes in conversion rates for the three key steps in e-commerce): �Conversion rates outside the United States

To compare the conversion rates of the US vs. non-US, one can visually compare them using the bar chart: US vs. non-US conversion rates.�Blue: US, Purple: Non-US

To compare the conversion rates between the U.S. and non-U.S., one can directly observe from the bar chart: U.S. vs non-U.S. conversion rates.�Blue represents the U.S., while purple represents non-U.S.

• The e-commerce conversion rate for users in the United States is relatively high.
• Browse Products
• Add to Cart
• Please provide the full text or context you need translated into English. The word "購買" simply means "purchase," but I need more information to provide an accurate translation that maintains the original context and professional terminology.

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Display the conversion funnel analysis. Users who skipped the critical three steps and exited midway, what actions (events) did they take?

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Drag the "Event Name" from "Dimensions" to "Next Step".

Drag the "Event Name" from "Dimensions" to "Next Step".

• 1. Move the cursor to "USA: Browse Products"
• What does it show that 【user did】?
• Top 5 Events, Completed
• "view_item_list" and "page_view"
• Please translate the following content into English, maintaining the original context and professional terminology:�add_to_cart, no next action, scroll

• 1. Move the mouse to "USA: Add to Cart"
• What did the user do?
• Top 5 Events, Completed
• The terms you provided are typically used in the context of website analytics or e-commerce tracking. Here are the translations while maintaining the original context and terminology:��- Non_purchasers: Non-purchasers�- view_item_list: View Item List�- view_cart: View Cart�- view_item: View Item�- page_item: Page Item��These terms are often used as they are in English in various tracking and analytics platforms to denote specific user actions or statuses.

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Display conversion funnel analysis, without completing the critical three steps, users who exited midway, what actions they took (webpage title).

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Drag the "Dimension" "Web Page Title" to "Next Step"

• 1. Move the cursor to "USA: Browse Products"
• What action did the 【user】 perform?
• 請提供完整的句子或段落，以便我能提供準確的翻譯。

• 1. Move the mouse to "USA: Add to Cart"
• What did the 【user do】?
• 請提供完整的句子或段落，以便我能夠提供一個準確的翻譯。目前提供的內容不完整，無法進行有效翻譯。

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[Open Funnel, Closed Funnel]

Closed Funnel

• 1. Definition:
• Users must complete the conversion following the established sequence of steps.
• Every step must be followed; none can be skipped.
• Suitable for analyzing the conversion rates of "structured processes" such as "trial applications", "membership registrations", etc.
• 2. Features:

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Closed Funnel

• Example: SaaS Subscription Process:
• The user enters the "Subscription Page"
• Selection of Plan
• Please translate the following content into English, maintaining the original context and professional terminology:�Filling out a credit card application
• Payment completed → Subscription successful
• 4. Applicable Scenarios:
• SaaS Subscription Process (Software Subscription)
• Online Registration
• B2B Inquiry Form (Lead Generation)
• E-commerce Checkout
• 5. GA4 Setup:
• Custom Exploration Report
• Choose the "Closed Funnel," which requires users to complete each step in sequence.

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Open Funnel

• 1. Definition:
• Users do not need to follow a specific sequence of steps to complete the conversion.
• You can enter from any step or skip parts of the process.
• Transition paths suitable for analyzing "elastic" behavior
• For example: Users can go directly to the "checkout page" without having to go through the standard process of "product details → add to cart."
• 2. Features:

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Open Funnel

• Example: The shopping process on an e-commerce website, an example of an open funnel:
• User A → Directly enters the "Checkout Page"
• User B → First browses the "Product Details" → Then proceeds to the "Checkout Page"
• C user → First adds items to the shopping cart, then leaves, and returns the next day to check out.
• 4. Applicable Scenarios:
• Content Marketing
• E-commerce website (allows users to start shopping from any page)
• News Websites (Users can start from any article page)
• 5. GA4 Setup:
• Custom Exploration Report
• Choose "Open Funnel," allowing for various entry points.

Comparison: Open Funnel vs. Closed Funnel

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Which one should be used for the funnel exploration analysis of e-commerce checkout, an "open funnel" or a "closed funnel"?

13-Regarding the funnel exploration analysis for e-commerce checkout, should we use an "open funnel" or a "closed funnel"?

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Which one should be chosen for the funnel exploration analysis of a news website: an "open funnel" or a "closed funnel"?

13-For funnel exploration analysis on an e-commerce website, should we choose an "open funnel" or a "closed funnel"?

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Enable the "Open Funnel" option feature.

Enable the "Open Funnel" option feature.

15 - [Open Funnel] U.S. Conversion Rates: Add to Cart 28.63%, Purchase 8.65%

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Please translate the following content into English, maintaining the original context and professional terminology:�Comparing the conversion rates in the U.S. region between "open funnel" and "closed funnel," which one is higher?

15 - [Closed Funnel] U.S. Conversion Rates: Add to Cart 25.4%, Purchase 7.92%

15-【Open Funnel】U.S. Conversion Rates�Add to Cart 28.63%, Purchase 8.65%

Compare the conversion rates in the U.S. region for [open funnel, closed funnel].

• 【Closed Funnel】U.S. Conversion Rate�Add to Cart: 25.4%, Purchase: 7.92%
• 【Open Funnel】U.S. Conversion Rates�Add to Cart: 28.63%, Purchase: 8.65%
• Result:
• Open conversion rates are relatively high due to the flexibility in calculation, which allows for participants to join midway.
• The conversion rate in a closed system is relatively low due to strict computational rules that only allow a single-chain process and do not permit additions midway.

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• The End

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