What this dashboard shows
The Website Traffic dashboard connects your Google Analytics 4 (GA4) property to Datadrew, giving you a clear picture of how visitors interact with your online store. While Shopify tells you about orders and revenue, GA4 tells you about the journey visitors take before (and instead of) purchasing — sessions, engagement, bounce rates, cart behavior, and more.
Access it from Acquisition > Ads Overview and selecting the Google Analytics tab, or from the dedicated analytics section in the sidebar.
Key metrics explained
Metric | Definition | Why it matters |
Total Users | The number of unique users who visited your site during the selected period. | Your total audience reach. Compare to Customer Count from Shopify to see what percentage of visitors convert to buyers. |
New Users | Users who visited your site for the first time during the selected period. | Measures the effectiveness of your top-of-funnel marketing at driving new traffic. |
Sessions | The total number of visits to your site. A single user can have multiple sessions. | Sessions indicate overall site activity. More sessions per user suggests repeat interest. |
Engaged Sessions | Sessions that lasted longer than 10 seconds, had a conversion event, or had 2+ page views. | Filters out bounce traffic. Engaged sessions represent visitors who actually interacted with your store. |
Bounce Rate | Percentage of sessions that were not engaged: ((Sessions - Engaged Sessions) / Sessions) x 100. | High bounce rate (over 60%) may indicate issues with page load speed, irrelevant traffic, or poor landing page experience. |
Engagement Rate | (Engaged Sessions / Sessions) x 100. The inverse of Bounce Rate. | A more positive way to measure session quality. Higher is better. Aim for 40%+ for e-commerce. |
Page Views per Session | Total Page Views / Sessions. | Indicates browsing depth. More page views per session often correlates with higher purchase likelihood. |
Average Engagement Time | Total engagement duration / Engaged Sessions (in seconds). | How long engaged visitors actively spend on your site. Longer times suggest deeper product research. |
Total Revenue | E-commerce revenue as tracked by GA4. | GA4's view of revenue. May differ from Shopify due to tracking gaps (ad blockers, consent banners). |
Transactions | The number of completed purchases tracked by GA4. | Compare to Shopify order count. A large gap may indicate a GA4 tracking implementation issue. |
Conversion Rate | (Conversions / Sessions) x 100. | The percentage of sessions that result in a conversion event. Typical e-commerce conversion rates are 1-3%. |
Revenue per User (RPU) | Total Revenue / Total Users. | Similar to Shopify's ARPU but includes all site visitors, not just buyers. Low RPU with high traffic means your conversion funnel needs work. |
Revenue per Session | Total Revenue / Sessions. | Revenue efficiency per visit. Useful for evaluating traffic quality from different sources. |
Add to Cart Rate | (Items Added to Cart / Sessions) x 100. | Measures purchase intent. A healthy add-to-cart rate for e-commerce is typically 5-10%. |
Cart Abandonment Rate | ((Items Added to Cart - Transactions) / Items Added to Cart) x 100. | Shows how many potential purchases are lost after cart additions. Industry average is around 70%. Reducing this directly increases revenue. |
Purchase Frequency | Transactions / Total Users. | Average number of purchases per user. Values above 1.0 indicate repeat purchasing behavior within the period. |
How to use this dashboard
Monitor traffic quality: Compare Total Users to Engaged Sessions. If engagement rate is low, your traffic sources may be sending irrelevant visitors.
Optimize the funnel: Track the path from Sessions to Add to Cart to Transactions. Identify where the biggest drop-off occurs and focus optimization there.
Evaluate traffic sources: Use GA4 data alongside your ad platform dashboards. If Meta Ads report high clicks but GA4 shows few sessions from those clicks, you may have a tracking or landing page issue.
Reduce cart abandonment: If cart abandonment rate exceeds 75%, consider implementing abandoned cart emails, simplifying checkout, or adding trust signals.
Requirements
To use this dashboard, connect your Google Analytics 4 property via Integrations > Google Analytics. You will need to select the GA4 property that tracks your Shopify store. Universal Analytics (UA) is not supported — only GA4 properties.
Need help?
If you have questions about the Website Traffic dashboard or GA4 data, reach out to us at support@datadrew.io or use the in-app chat widget.
Related articles