Understanding User Behavior by Product Category in Google Analytics 4
Analyzing users by item category is crucial for e-commerce businesses to understand customer preferences and shopping patterns. This insight helps optimize inventory management, marketing strategies, and product positioning. We'll show you how to create this report in Google Analytics 4 to track how different product categories attract and engage users.Basic Report Structure
- Report Type: Free Form Exploration
- Primary Dimension: Item Category 4
- Secondary Dimensions: User Source, User Medium
- Metrics: Total Users, Engaged Users, Items Viewed
- Visualization: Table with bar charts
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 4, User Source, and User Medium, check the checkbox beside them and click Confirm
- Under the Metrics click the + button and search for Total Users, Engaged Users, and Items Viewed, check the checkbox beside them and click Confirm
- Drag Item Category 4 to the Rows section
- Drag Total Users, Engaged Users, and Items Viewed 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 category values
Important Dimensions and Metrics
- Item Category 4: Fourth-level product category classification
- User Source: Shows where users originated from
- User Medium: Indicates the marketing medium
- Total Users: Number of unique users viewing each category
- Engaged Users: Users who showed meaningful interaction
- Items Viewed: Total number of product views per category
Actionable Insights
- Identify which product categories attract the most users and optimize inventory accordingly
- Compare engagement rates across categories to spot opportunities for improvement
- Analyze which traffic sources bring users to specific categories
- Use insights to inform category-specific marketing campaigns
- Optimize product placement based on category performance
Answers Similar Questions
- GA4 product category user analysis
- Track users by item category GA4
- Google Analytics 4 category level reporting
- GA4 user behavior by product category
- How to analyze category performance in GA4
