GA4 provides several revenue metrics and sometimes they can get confusing. In this post I will provide a simple explanation of these metrics. If they still don't make sense then email me at support@optizent.com.
Total Revenue
This metric stores all the revenue that you track in GA4, this includes eCommerce, Subscriptions and advertising revenue.
Purchase Revenue
This metric shows eCommerce Revenue + Subscription Revenue - Refunds.
Ad Revenue
This metric contains all advertising revenue.
Gross Purchase Revenue
This metric shows only eCommerce Revenue + Subscription Revenue.
Average Purchase Revenue
Average purchase revenue is average revenue per transaction. In other words it is average order value.
ARPU - Average Revenue Per User
ARUP is the total revenue divided by the number of users on the site or the dimension that you break the reports by.
ARPPU - Average Revenue Per Paying User
This metrics is the total revenue divided by the number of purchasers
Other Google Analytics 4 posts that might like
- GA4 Site Search Tracking & Report: What, Why and How
- Predictive Metrics in GA4
- GA4 Custom Dimension: What, Why and How
Where can I get help with Google Analytics 4?
We provide Google Analytics 4 consulting and training services. We can set up Google Analytics 4 as well as train your team to be self-sufficient. Contact us for a no-obligation consultation.