Understanding User Behavior by Product Categories in Google Analytics 4
Analyzing users by item category is crucial for understanding how different product categories attract and engage your customers. This insight helps optimize your product strategy, inventory management, and marketing efforts. We'll show you how to create this report in Google Analytics 4 to better understand which product categories are most popular among your users.Basic Report Structure
- Report Type: Free Form Exploration
- Primary Dimension: Item Category 2
- Secondary Dimensions: User Source, User Medium
- Key Metrics: Total Users, Items Viewed, Purchase Revenue
- Visualization: Table format with optional bar chart
Steps to Create the Report
- Open GA4 and navigate to Explore section
- Click the Blank template to start a new exploration
- Under the Dimensions click the + button and search for Item Category 2, User Source, and User Medium, check the checkboxes beside them and click Confirm
- Under the Metrics click the + button and search for Total Users, Items Viewed, and Purchase Revenue, check the checkboxes beside them and click Confirm
- Drag Item Category 2 to the Rows section of your report
- Drag Total Users, Items Viewed, and Purchase Revenue to the Values section
- Add User Source and User Medium as secondary dimensions if needed
- Set your desired date range in the report settings
- Optional: Add a filter to exclude empty Item Category 2 values
Important Dimensions and Metrics
- Item Category 2: Secondary product category classification
- User Source: Shows where users came from
- User Medium: Indicates the marketing medium
- Total Users: Number of unique users per category
- Items Viewed: How many times items were viewed
- Purchase Revenue: Revenue generated per category
Actionable Insights
- Identify which product subcategories attract the most users and optimize inventory accordingly
- Compare user engagement across different category levels to refine your category structure
- Analyze which traffic sources bring users to specific product categories
- Use insights to improve category-specific marketing campaigns
- Identify underperforming categories that might need better promotion or repositioning
Answers Similar Questions
- How to track product subcategory performance in GA4
- GA4 item category 2 user analysis
- View users by secondary product category GA4
- Track customer behavior by product subcategory
- Google Analytics 4 secondary category reporting
