Everyone’s favorite new Google product, Google Analytics 4 (GA4) has come up with new item scope custom dimensions and metrics for ecommerce.
The ability to track and analyze Enhanced Ecommerce product parameters such as product categories, customer segments, marketing campaigns, and conversion funnels empowers you to make data-driven decisions that drive sales and improve the overall customer experience.
By embracing the power of ecommerce parameters, you can gain a competitive edge in the ever-evolving enhanced ecommerce landscape.
Custom dimensions provide additional information and at the same time, it is useful to know your customer/user better. For instance, user_id value is associated with each user to distinguish the user journey across devices for logged-in vs. non-loggedin users.
Let’s dive into detail about additional custom dimensions to be carried with Ecommerce Product journey:
Note: If your account is out of custom dimensions limits, utilizing default dimensions such as the item_category levels is a great alternative.
For example, if the item_category levels are currently unused in your setup, you can assign them specific values to capture relevant information about items. You could use the levels to indicate product attributes like color, size, material, or any other relevant dimensions in item_category2, item_category3, item_list_id, location_id etc.
For a detailed parameter list, here is the Ecommerce parameters list available.
Additionally, it is not recommended to enable a custom dimension for parameter that is already defined as a dimension and available within GA4, such as page and screen dimensions or transaction ID, item ID. It will consume part of your custom dimension quota.
How to Configure Item Scope in GA4, custom dimension created to measure stock availability of the product named as item_stock_status. This names can be varies as per standard naming convention.
In dataLayer snippet of enhanced Ecommerce, the key name should be same to capture item scope. Here, the product map is having item_stock_status key to measure stock details:
In Explore Reporting, Custom dimension of item scope is available to utilize with any item level parameters to measure the product performance and utilize it to make decisions related to product. Custom reports, Funnel reports can be created to measure product behvaior closely. Here, custom report is created to see item stock data:
Quota Limits, Google Suggests utilizing it in an optimistic way so that you will not cross the limits.
Standard property limits
Analytics 360 property limits
Event-scoped custom dimensions
User-scoped custom dimensions
Item-scoped custom dimensions
All custom metrics
Remember to plan your parameter strategy carefully, ensuring consistency and accuracy across your website/app and analytics setup.
So, start harnessing the power of ecommerce parameters today, and watch as your insights deepen, your sales soar, and your online business thrives in the dynamic world of ecommerce.