GA4 MCP
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Ecommerce Analysis

Revenue, conversion rate, AOV, and funnel drop-off using GA4 ecommerce events.

When to use

  • You have purchase, add_to_cart, begin_checkout events in GA4
  • You want to measure revenue, conversion rate, or average order value
  • You want to find where users drop off in the purchase funnel

Correct metric and dimension names

GA4 ecommerce uses specific API names — do not guess:

Concept GA4 API name
Revenue purchaseRevenue
Transactions ecommercePurchases
AOV averagePurchaseRevenue
Add to cart addToCarts
Checkout started checkouts
Cart-to-view rate cartToViewRate
Purchase-to-view rate purchaseToViewRate
Item views itemsViewed
Item revenue itemRevenue
Items purchased itemsPurchased
Product name itemName
Product category itemCategory
Transaction ID transactionId

Step 1 — Revenue overview

dimensions: ["date"]
metrics: ["ecommercePurchases", "purchaseRevenue", "averagePurchaseRevenue"]
date_range: last 30 days
order_by: date ASC

Step 2 — Funnel: views → cart → checkout → purchase

dimensions: ["sessionDefaultChannelGroup"]
metrics: ["itemsViewed", "addToCarts", "checkouts", "ecommercePurchases",
          "cartToViewRate", "purchaseToViewRate"]
date_range: last 30 days
order_by: ecommercePurchases DESC

Drop-off between stages = 1 - (next_stage / current_stage). The biggest drop-off is the highest-value fix.

Step 3 — Top products

dimensions: ["itemName", "itemCategory"]
metrics: ["itemsViewed", "addToCarts", "itemsPurchased", "itemRevenue"]
date_range: last 30 days
order_by: itemRevenue DESC

Step 4 — Revenue by channel

dimensions: ["sessionDefaultChannelGroup"]
metrics: ["ecommercePurchases", "purchaseRevenue", "averagePurchaseRevenue"]
date_range: last 30 days
order_by: purchaseRevenue DESC

Incompatible combinations to avoid

  • itemId or itemSku cannot be combined with session-level metrics
  • ecommercePurchases cannot be combined with eventCount in the same query
  • Use separate queries for item-level and session-level analysis

What to report

  • Revenue trend over the period
  • Funnel conversion rates and biggest drop-off point
  • Top 10 products by revenue
  • Best-performing acquisition channel by revenue and AOV

Load it in a session with search_skills("ecommerce-analysis"), or read the MCP resource skill://ecommerce-analysis. Markdown twin: /skills/ecommerce-analysis/index.md · Source: skills/ecommerce-analysis/SKILL.md.