Last Updated: October 6, 2023

Unlike in Universal Analytics, the ‘e-commerce conversion rate’ metric is missing in GA4. It does not exist for no apparent reason.

However, there is a workaround.

You can use the ‘Session Conversion Rate‘ metric as an e-commerce conversion rate metric via the exploration report.

Follow the steps below to calculate and report the e-commerce conversion rate metric in GA4:

#1 Log in to your GA4 property and then click on ‘Explore‘

#2 Click on the ‘Blank‘ exploration report template:

#3 Name your report ‘Ecommerce Conversion Rate‘:

#4 Add the following dimensions to your report: ‘Session default channel group‘ and ‘Event name‘:

#5 Add the following metrics to the report: Sessions, Purchases, Session conversion rate:

#6 Double-click on the ‘Session default channel group’ dimension so that it is automatically added to the canvas on the right.

#7 Double-click on the metrics one by one so that they are automatically added to the canvas on the right.

You should now see a canvas like the one below:

#8 Scroll down and add the following filter to your report: ‘Event name matches regex session_start|purchase‘ and then click on the ‘Apply‘ button:

You should now see the canvas like the one below:

Here, the metric ‘Session Conversion Rate’ becomes the ‘E-Commerce Conversion Rate’ because of the following filter configuration:

‘Event name matches regex session_start|purchase’

The ‘session_start’ event is not a conversion event, but the ‘purchase’ event is.

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 conversions.

The session conversion rate (now the ecommerce conversion rate) is calculated as purchases / (sessions with purchase event).

For example, for direct traffic, the ecommerce conversion rate is calculated as 565 / 50,328 = 1.12%

That’s how you can calculate and report the e-commerce conversion rate metric in GA4.