The Top 10 Custom Google Analytics Reports Every E-Commerce Store Should Set Up

Running an e-commerce store without proper analytics is like driving blindfolded. Shopify and other platforms provide built-in dashboards, but to truly understand customer behavior and uncover the insights that drive growth you need to set up custom reports in Google Analytics (GA4).

Here are the 10 most impactful custom reports every e-commerce store should have in place.

1. Banner & Hero Image Clicks

Why it matters: Your homepage and landing page banners are often prime real estate. Tracking clicks tells you whether they’re capturing attention or being ignored.

What to track:

• Clicks on homepage hero banners

• Seasonal promotion banners

• Category highlight graphics

Insight: Learn which creative actually drives traffic deeper into the store, and optimize banner strategy accordingly.

2. On-Site Search Terms

Why it matters: Customers are literally telling you what they want. On-site search terms reveal product demand, pain points, and gaps in your catalog.

What to track:

• Top searched terms

• Searches that lead to no results

• Searches that lead to purchases

Insight: Optimize product pages and inventory around real customer intent.

3. Recommendation Carousel Clicks

Why it matters: Carousels like “You may also like” or “Recommended for you” can massively influence upsells and cross-sells.

What to track:

• Carousel impressions vs. clicks

• Which positions in the carousel get the most engagement

• Conversion rate of clicked recommendations

Insight: Identify whether recommendation engines are boosting AOV (average order value) or wasting space.

4. Product Detail Page (PDP) Engagement

Why it matters: The PDP is where purchase decisions happen. Tracking micro-interactions reveals whether your design is working.

What to track:

• Image gallery clicks

• Size/variant selections

• Add-to-cart events by element (button, quick add, etc.)

Insight: See what PDP features actually help drive conversions—and which might need redesigning.

5. Add-to-Cart Abandonment by Page Type

Why it matters: Not all add-to-cart events are equal. Knowing where abandonment happens points to UX fixes.

What to track:

• Add-to-cart from category pages vs. PDPs

• Drop-offs after adding items

• Comparison by device (mobile vs. desktop)

Insight: Optimize the add-to-cart flow to reduce friction and increase checkout progression.

6. Purchases Attributed to Landing Pages

Why it matters: Not every landing page drives equal revenue. Knowing which pages convert best lets you double down.

What to track:

• First landing page per session

• Purchases attributed to that page

• Revenue by landing page

Insight: Identify high-value pages and replicate their structure and messaging.

7. Checkout Funnel Drop-Off Report

Why it matters: Even small drop-offs at checkout mean major lost revenue.

What to track:

• Cart → Checkout start

• Checkout step 1 → step 2 → payment

• Completion rates

Insight: Pinpoint exactly where users are leaving and test fixes (shipping, payment, form fields).

8. Campaign & Source Performance (with Revenue)

Why it matters: Traffic sources mean nothing if they don’t convert.

What to track:

• Source/medium performance

• Conversion rate by channel

• Revenue and ROAS (return on ad spend)

Insight: Stop spending blindly and invest only in the channels that generate profit.

9. Returning vs. New Customer Purchases

Why it matters: Repeat customers are your most profitable audience.

What to track:

• Purchase behavior segmented by new vs. returning

• Average order value for each group

• Lifetime value projections

Insight: Tailor marketing to nurture returning buyers while capturing new ones.

10. Navigation Clicks & Menu Engagement

Why it matters: Your site navigation is the backbone of the shopping journey. If customers can’t easily find what they’re looking for, they’ll bounce or abandon. Tracking navigation clicks shows you how users actually move through your store.

What to track:

• Clicks on top-level navigation items (e.g., Men, Women, Sale)

• Clicks on dropdown menu links

• Engagement with utility links (Cart, Account, Wishlist)

Insight: See which menu items get the most (and least) attention, then adjust your navigation structure to highlight high-value categories and reduce friction in product discovery.

Final Thoughts

Setting up these 10 custom Google Analytics reports gives you visibility into how customers interact with your store at every stage from landing to checkout. You don’t need to be a GA setup expert; you can follow tutorials or hire someone to integrate GA4 correctly. The key is to master reading and understanding your reports, because that’s where the growth opportunities live.

With the right data, you’ll know exactly what to fix, what to double down on, and how to scale your store with confidence.