You Set Up GA4 E-commerce — But Can't Find the Drop-off Points

Short summary

GA4 funnel analysis decomposes e-commerce CVR into 5 stages (view→cart→checkout→payment→purchase) to pinpoint drop-off. Compare each stage against industry benchmarks—apparel 5-8% view→cart, food EC 12-18%—to identify abnormal stages. Match remedies to stages: landing pages for view→cart, shipping/signup for cart→checkout, form/payment options for checkout→purchase.

• •Funnel analysis splits overall CVR by stage to identify specific drop-off points instead of guessing where revenue leaks
• •Industry benchmarks (apparel vs. food EC) reveal what's truly abnormal; compare against typical ranges, not arbitrary thresholds
• •Map actions to stages: landing page → view→cart, shipping/guest checkout → cart→checkout, form length/Apple Pay → checkout→purchase

Generated with AI, which can make mistakes.