Sales Funnel (the one you are used to in Universal Analytics), now based on GA4

Today I would like to review one of my popular Looker Studio report templates called Classic Sales funnel for GA4 and UA. You can find it in my template store and purchase it easily. It is understandable and easy to use even though this report is quite complex.

Watch a video overview by the link:

Primarily, to create this dashboard I’ve pulled data from Google Analytics demo account, both from Universal Analytics and Google Analytics 4. You can find a link and instruction on how to work with a demo account by this link.

The first page of the report is dedicated to data from GA4. Although the GA4 and UA data sets are slightly different, the structure of the report is kept on both of the pages.

KPI section

The first section on this page consists of the main KPIs like session start, view item, add to cart, begin checkout and purchase. Besides that you can split your data by Channel, Device category and Country. You can change the filters for the ones you like and need more. If you are just starting to work with Looker Studio, this may be a bit tricky for you. To create some of the metrics (like Session start) I’ve made and applied filters that contain “session_start” or “view_item” and so on.

Sales funnels

The next thing I did is added a community visualization such as Sales Funnel by Power My Analytics. Creating a sales funnel was even more complicated because, first of all, I needed to create a blended data source. This data source contains all the KPIs that are filtered. Owing to this blended data source I succeeded in counting the percentages, like View Item/Session start, Add to cart/View item etc. The default percentages from community visualizations show the percent from total.

But there is an option to show the same thing — a bar chart. After buying a template, you can delete one of the charts because keeping both of them makes no sense — they contain absolutely the same data.To create a bar chart sales funnel I didn’t create any blended data source but I’ve chosen Event count as a metric and added several filters for each of the sales funnel stages. While using this sales funnel, check how you call your ecommerce events. While creating a metric I’ve used a formula Case When.

Pivot tables

Followingly, I’ve placed some pivot tables containing data about shopping behavior based on user type, device type and session channel. As dimensions I’ve chosen user type, device category and session channel. To add a metric I’ve used the same formula Case When. Besides that, I use the same filter I used for the sales funnel.

Additionally, there is an option of adding optional metrics to each of the pivot tables. They will show % of Total.

Hope you liked this article. Share your opinion about it in the comments section.

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