How to Build a Checkout Funnel in GA4
A blended conversion rate tells you that performance changed, but it does not tell you where. A GA4 funnel separates product views, basket activity, checkout and purchase so you can see which step needs attention.
Build the exploration
- Open Explore in GA4 and choose Funnel exploration.
- Create steps using view_item, add_to_cart, begin_checkout and purchase.
- Choose a closed funnel if users must start at the first step, or an open funnel if you want people to enter later.
- Add device category as a breakdown to compare mobile and desktop.
- Set a date range with enough volume and compare it with the previous period.
- Check elapsed time and abandonment between each step.
Before acting on the numbers, confirm that each ecommerce event is implemented consistently and is not firing twice. A large drop can be a customer-experience problem, a tracking problem or both. Use the funnel to choose where to investigate, then test the journey yourself on the affected device.
Olivia Robinson
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
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