Summary
Product page views, popular items, and purchase revenue is the correct set of metrics to track. They connect product visibility to actual sales value, which is what tells the owner whether promoting the high margin items is producing more money. All three are available in the Monetisation, Ecommerce purchases report once the standard ecommerce events are firing with the items array.
Nitin Batra is a Google Analytics 4 certified professional who configures ecommerce event tracking and Monetisation reporting for online retail properties.
Last updated: August 16, 2026
To measure progress toward selling more of the most profitable products on an eCommerce site, track product page views, popular items and purchase revenue, the ecommerce metrics available in the GA4 Monetisation reports.
- Product page views, popular items, and purchase revenue
- App downloads, feature usage, and subscription rates
- User language, browser type, and operating system
- Website leads, referral sources, and cost per lead
The correct answer is: Product page views, popular items, and purchase revenue
Key Takeaways
- – Product page views, popular items, and purchase revenue is the correct set of metrics for measuring progress on promoting the most profitable products.
- – All three sit in Reports, Monetisation, Ecommerce purchases, where item name rows show items viewed, items added to cart, items purchased and item revenue side by side.
- – Ecommerce reporting depends on the items array being sent with view_item, add_to_cart and purchase events, so a missing item_id or price breaks the whole report.
- – GA4 reports revenue, not margin. Profitability has to come from your own cost data, so map your high margin SKUs first and then read their views and revenue in GA4.
Which GA4 report shows product page views and revenue for each item?
Reports, Monetisation, Ecommerce purchases is the standard report. Its rows are item names and its columns include items viewed, items added to cart, items purchased and item revenue. You can change the primary dimension to item ID, item category or item brand from the dropdown above the table.
How does GA4 count a product page view for ecommerce reporting?
The items viewed metric comes from the view_item event, not from the page_view event. If your developer fires page_view on a product template but never fires view_item with the items array, GA4 will show pageviews in the Pages and screens report but zero items viewed in Monetisation. That is the most common reason ecommerce columns look empty.
What is the difference between purchase revenue and total revenue in GA4?
Purchase revenue is the value from purchase events, in effect the transaction value minus tax and shipping if you pass those parameters. Total revenue adds subscription and ad revenue on top of purchase revenue. For an eCommerce store measuring product sales, purchase revenue is the metric to watch.
Can GA4 tell me which products are the most profitable?
Not on its own. GA4 records price and revenue, not cost of goods, so it cannot calculate margin. The practical approach is to decide offline which SKUs carry the best margin, then use item name or a custom item parameter to track views, add to carts and purchase revenue for exactly those SKUs in the Monetisation reports or an exploration.