GA4 Item-Scoped Ecommerce Metrics to BigQuery Mapping

GA4 BigQuery

By mapping GA4 item-scoped e-commerce metrics to BigQuery fields, you can effectively analyze detailed ecommerce activities and gain insights into user interactions with your products. 

Analyzing metrics such as item sales, views, and additions to cart can help you understand how individual products perform. 

This can help you identify the top-performing products and those that may require promotional efforts or pricing adjustments.

Efficiently tracking item quantities sold and checked out allows for better inventory management, accurate demand prediction, and a reduction in overstock or stockout situations.

Understanding which items capture more attention in promotions or are frequently added to carts but not purchased can guide adjustments in marketing tactics.

Here’s a breakdown of GA4 item-scoped ecommerce metrics and their corresponding BigQuery fields:

GA4 Item Scoped Ecommerce MetricsWhat it isBigQuery Field Name (Formula)
Add to cartsTracks the total instances of items being added to shopping carts.COUNTIF(event_name = 'add_to_cart' AND items IS NOT NULL)
CheckoutsCounts the instances where users initiated the checkout process.COUNTIF(event_name = 'begin_checkout')
Ecommerce quantityRepresents the total number of items involved in ecommerce transactions.SUM((SELECT SUM(quantity) FROM UNNEST(items)))
Gross purchase revenueTotal revenue generated from all types of purchases, before refunds.SUM(ecommerce.purchase_revenue)
Item-list click eventsMeasures how often users click on items listed in any formatted list.COUNTIF(event_name = 'select_item')
Item-list view eventsCounts how frequently lists of items are viewed by users.COUNTIF(event_name = 'view_item_list')
Item view eventsTracks each time an item is viewed.COUNTIF(event_name = 'view_item')
Promotion clicksThe total number of times users have clicked on promotional items.COUNTIF(event_name = 'select_promotion')
Promotion viewsCounts the views of promotional content.COUNTIF(event_name = 'view_promotion')
Purchase revenueThe net revenue from all purchases made, after accounting for refunds.SUM(ecommerce.purchase_revenue)
PurchasesThe total count of purchases completed.COUNTIF(event_name = 'purchase')
QuantityThe total units involved in ecommerce events.SUM((SELECT SUM(quantity) FROM UNNEST(items)))
Refund amountThe total monetary value of all refunds processed.SUM(ecommerce.refund_value)
RefundsCounts the total number of refunds issued.COUNTIF(event_name = 'refund')
Shipping amountThe total cost associated with shipping for transactions.SUM(ecommerce.shipping)
Tax amountThe total amount of tax charged in transactions.SUM(ecommerce.tax)
TransactionsThe total number of completed transactions or purchases.COUNTIF(event_name = 'purchase')
Transactions per purchaserThe average number of transactions made by each buyer within a timeframe.SUM((SELECT COUNT(*) FROM UNNEST(event_params) WHERE key = 'purchase_count')) / COUNT(DISTINCT user_pseudo_id)

Other articles on GA4 BigQuery

#1 BigQuery Introduction

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  2. How to create a new BigQuery project.
  3. What is Google BigQuery Sandbox and how to use it.
  4. Understanding the BigQuery User Interface.
  5. What is BigQuery Data Transfer Service & how it works.
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#2 GA4 BigQuery Introduction

  1. Google Analytics 4 BigQuery Tutorial for Beginners to Advanced.
  2. GA4 Bigquery Export Schema Tutorial.
  3. GA4 BigQuery – Connect Google Analytics 4 with BigQuery.
  4. events_ & events_intraday_ tables in BigQuery for GA4 (Google Analytics 4).
  5. pseudonymous_users_ & users_ data tables in BigQuery for GA4 (Google Analytics 4).
  6. How to access GA4 Sample Data in BigQuery.
  7. Advantages of using Google BigQuery for Google Analytics 4.
  8. Impact of Google Advanced Consent Mode on BigQuery & GDPR.

#3 GA4 BigQuery Data Transfer

  1. How to Connect and Export Data from GA4 to BigQuery
  2. How to backfill GA4 data in BigQuery.
  3. How to overcome GA4 BigQuery Export limit.
  4. How to Send Custom GA4 Data to BigQuery.
  5. How to backup Universal Analytics data to BigQuery.
  6. How to send data from Google Ads to BigQuery.
  7. How to send data from Google Search Console to BigQuery.
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  10. How to pull custom data from Google Analytics to BigQuery.

#4 BigQuery Cost Optimization

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  3. Cost of using BigQuery for Google Analytics 4.

#5 Query GA4 BigQuery Data

  1. How to query Google Analytics data in BigQuery.
  2. Query GA4 data in BigQuery without understanding SQL.
  3. Using GA4 BigQuery SQL generator to create SQL queries.
  4. New vs Returning users in GA4 BigQuery data table.
  5. GA4 BigQuery Composer Tutorial for ChatGPT.
  6. How to track GA4 BigQuery Schema Change.
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  8. Calculating Total Users in GA4 BigQuery.

#6 GA4 to BigQuery Dimension/Metric Mapping.

  1. GA4 to BigQuery Mapping Tutorial.
  2. GA4 Attribution Dimensions to BigQuery Mapping.
  3. GA4 Google Ads Dimensions to BigQuery Mapping.
  4. GA4 Demographic Dimensions to BigQuery Mapping.
  5. GA4 Ecommerce Dimensions to BigQuery Mapping.
  6. GA4 Event-Scoped Ecommerce Metrics to BigQuery Mapping.
  7. GA4 Item-Scoped Ecommerce Metrics to BigQuery Mapping.
  8. GA4 Revenue Metrics to BigQuery Mapping.
  9. GA4 Event Dimensions to BigQuery Mapping.
  10. GA4 Event Metrics to BigQuery Mapping.
  11. GA4 Geography Dimensions to BigQuery Mapping.
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  14. GA4 Page/Screen Metrics to BigQuery Mapping.
  15. GA4 Platform/Device Dimensions to BigQuery Mapping.
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  17. GA4 Session-Scoped Traffic Dimensions to BigQuery Mapping.
  18. GA4 Session Metrics to BigQuery Mapping.
  19. GA4 User Dimensions to BigQuery Mapping.
  20. GA4 User Metrics to BigQuery Mapping.
  21. GA4 Advertising Metrics to BigQuery Mapping.

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