Calculate GA4 E-commerce Conversion Rate via Exploration Reports

💡 7 simple steps to calculate the GA4 ecommerce conversion rate in an exploration report. 👇

Step-1: Login to your GA4 property and then click on ‘Explore’.

Step-2: Click on ‘Blank’ to create a new exploration report template.

Step-3: Name your report ‘Session Key Event Rate’.

Step-4: Import the following dimensions and metrics to the report:

Dimensions: Session default channel group, Event name.

Metrics: Sessions, Purchases, Session key event rate.

Step-5: Add the dimension ‘Session default channel group’ to the report by double clicking on it.

Step-6: Double-click on the metrics one by one to automatically add them to the canvas on the right.

Step-7: Scroll down the ‘settings’ column and add the following dimension filter to your report: ‘Event name’ matches regex ‘session_start|purchase’

You should now see the ‘Session key event rate’ metric, essentially an e-commerce conversion rate metric with session scope:

Why does the Session key event rate become the ecommerce conversion rate with session scope?

Here, the metric ‘Session key event rate’ becomes the ‘E-Commerce Conversion Rate’ with session scope because of the following filter configuration:

‘Event name matches regex session_start|purchase’

The "session_start" event is included to ensure all sessions are counted, but it is not considered a key event.

The "purchase" event is the key event that signifies a conversion.

So, when you use the above filter, all sessions will be included in the ecommerce conversion rate calculation, but only ‘purchase’ events will be counted as key events.

The e-commerce conversion rate with session scope is calculated as the number of purchases divided by the number of sessions with one or more purchase events.