Products
How many people looked at each product, how many carted it, and how many actually bought.
Shopify tells you what sold. This page tells you what was considered — the looking and the hesitating that happened before the sale, or instead of it.
The tables
This is where you find the product everyone looks at and nobody buys — and the one almost everyone buys that almost nobody sees.
The tab decides what one row means. The columns stay the same.
Item Name — one row per product. Item Variant — one row per variant, so size and colour separate out. Item Category — one row per category, for reading a whole range at once.
Columns: the item · Item RevenueItem RevenueItem Revenue: the total revenue from items only, excluding tax and shipping · Items PurchasedItems PurchasedItems Purchased: the number of units purchased across all purchase events · Average Unit PriceAverage Unit PriceEntry coming soon. · Items ViewedItems ViewedItems Viewed: the number of times item details were viewed · Cart To View RateCart To View RateSee the full entry. · Purchase To View RatePurchase To View RateHow convincing your product pages are to browsers.4% or more is healthy, each followed by a % △ against the previous period. Every tab opens sorted by Item Revenue, highest first.
Item Revenue is items only. Tax and shipping are not in it, so it will sit below the order totals you see elsewhere.
The two rates are the whole point
Cart To View Rate is how many of the people who looked put it in the basket. Purchase To View Rate is how many of them ended up buying it.
Read them as two separate gates. The first one is about the product page; the second is about everything after it.
Scan 1 — wanted but not bought
- Sort by Items Viewed, highest first
- Look across at Cart To View Rate, then at Purchase To View Rate
- The row that matters strong Cart To View Rate, weak Purchase To View Rate — people wanted it and lost it somewhere between the basket and the payment. Shipping cost, delivery time or stock, not the product
Scan 2 — seen and ignored
- Sort by Items Viewed, highest first
- Look across at Cart To View Rate alone
- The row that matters heavy views with a weak cart rate — the product page is failing at the moment of interest. Images, price, reviews or a size chart
This is the row worth fixing before you buy more traffic. Traffic to a page that does not convert costs the same as traffic to one that does.
Scan 3 — the quiet earner
- Sort by Purchase To View Rate, highest first
- Look across at Items Viewed
- The row that matters an excellent rate on very few views. Almost everyone who sees it buys it, and almost nobody sees it — that is a merchandising and advertising decision waiting to be made
Revenue up with a falling average unit price means you sold more units cheaper — a discount, a bundle, or a shift toward your entry-level product. The revenue line alone hides which.
Both counts move with traffic, so both can rise while the product gets worse at converting. The two rate columns are what hold that still; the counts tell you whether the rates are built on enough data to trust.
Filters
Filter to one source and this page answers a different question — what did the people that campaign paid for actually look at.
Source and Medium are multi-select dropdowns, both defaulting to All, and nothing refetches until you press Apply. That single cut is the fastest way to see whether a campaign is sending traffic to the right products.
The property switch appears only when more than one GA4 property is connected. Switching it clears Source and Medium back to All and reloads.
The date range and country filter at the top of the app apply to all three tabs.
Search matches the first column and filters rows only. The summary row is hidden while a search is active, because it totals every row in range rather than the ones you searched for.
The view switcher turns any tab into a bar, line or pie chart. It opens on Item Revenue, takes up to three metrics and up to ten items, and Compare overlays the previous period. Export downloads the tab you are on.
Watch out for
It will not. GA4 only records the purchase when its tracking fires in the browser, and Item Revenue leaves out tax and shipping. Use this page for the looking and Shopify for the selling.
Both rates are counted from events, not people. One visitor viewing an item four times and carting it once is four views and one cart, not one shopper.
That tab can only group by what your store sends to GA4 with each item. If the theme never sends a variant or a category, the tab has nothing to group by and rows collapse together.
Check Items Viewed on the same row. A perfect rate on a handful of views is a coincidence, and sorting by rate puts every one of those coincidences at the top.
Do this first
Sort Item Name by Items Viewed and read down the Cart To View Rate column. The first product with heavy views and a weak cart rate is your most expensive product page, and fixing it costs nothing in traffic.
See yoursYour GA4 product, variant and category tables for the last 30 days.
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