Product Metrics

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Product Journeys, built on your GA4 data

From ad click to purchase, per product.

See what a click really sells: what each product sells itself, and what it sells for the rest of your products.

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Step 1 of 3: Direct Revenue

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Nike exampleGA4 via BigQuery, nike.com/nl
Google AdsLast 30 days
Web Analytics / Running shoes / Question MarksNike Pegasus 42IB1873-007, €139.99
On direct revenueQuestion Marks
Product evidenceWhat explains Nike Pegasus 42Nike Pegasus 42 has 2 supportive observed drivers compared with similar products, with ad efficiency worth watching.
4 insights
Ad efficiencyIssue
1.4 direct POAS2 target POASDirect revenue only, evaluated against spend.
Direct conversionStrong
59.1% ATC51.2% category benchmarkShows whether shoppers move from product view to cart.
Cross-sell contributionStrong
0.54 assist ratio0.35 category avgShows whether this product helps create revenue from other products.For every €1 Pegasus 42 sells directly, it helps sell €0.54 of other products.
Product mixStable
7.5% of category sessionsShows how much this product can influence category performance.

Suggested next step: Optimise product-page and offer friction before increasing spend.

Product FunnelDirect conversion after landing on an advertised product
view_item → purchase
11.8%
9.2% category benchmark
Direct Revenue
€7,699.45
Cross-sell Revenue
€4,180.00
Assist ratio
0.54
Cross-sell ÷ direct revenue
Illustrative data (demo data from the Product Metrics app, applied to a Nike example). Product Metrics is not affiliated with Nike, adidas or PUMA.Step 1 of 3: Direct Revenue

What explains Nike Pegasus 42: Nike Pegasus 42 (IB1873-007, €139.99) in Web Analytics, Running shoes, last 30 days.

The view, step by step

  1. Direct Revenue: Direct Revenue: Nike Pegasus 42 is judged on its own sales. 3.18 ROAS is 1.4 POAS against a 2 target, so Product Segmentation puts it in Question Marks.
  2. Cross-sell Revenue: Cross-sell Revenue: shoppers who land on the Pegasus 42 go on to buy other products. €4,180 cross-sell on €7,699 direct is an assist ratio of 0.54. For every €1 Pegasus 42 sells directly, it helps sell €0.54 of other products.
  3. Journey counted: With its journey counted, POAS is 2.16, above the 2 target: Pegasus 42 moves from Question Marks to Stars. Suggested next step: keep it visible; judge it on its journey, not its own ROAS.

Product evidence, Direct Revenue: Nike Pegasus 42 has 2 supportive observed drivers compared with similar products, with ad efficiency worth watching.

Ad efficiency
1.4 direct POAS (2 target POAS), Issue. Direct revenue only, evaluated against spend.
Direct conversion
59.1% ATC (51.2% category benchmark), Strong. Shows whether shoppers move from product view to cart.
Cross-sell contribution
0.54 assist ratio (0.35 category avg), Strong. Shows whether this product helps create revenue from other products.
Product mix
7.5% of category sessions, Stable. Shows how much this product can influence category performance.

Product evidence, Cross-sell Revenue: Nike Pegasus 42 is supported by observed performance drivers compared with similar products.

Ad efficiency
2.16 blended POAS (2 target POAS), Strong. Direct and cross-sell revenue are evaluated together against spend.
Direct conversion
59.1% ATC (51.2% category benchmark), Strong. Shows whether shoppers move from product view to cart.
Cross-sell contribution
0.54 assist ratio (0.35 category avg), Strong. Shows whether this product helps create revenue from other products.
Product mix
7.5% of category sessions, Stable. Shows how much this product can influence category performance.
Product Funnel for Nike Pegasus 42: share of sessions reaching each stage, against the category benchmark (Direct Revenue: direct conversion after landing on an advertised product)
StageNike Pegasus 42Category benchmark
View Item100.0%100.0%
Add to Cart59.1%51.2%
View Cart42.5%38.4%
Begin Checkout29.1%25.8%
Add Shipping Info22.6%19.7%
Add Payment Info17.4%15.8%
Purchased11.8%9.2%
Product Funnel for Nike Pegasus 42: share of sessions reaching each stage, against the category benchmark (Cross-sell Revenue: cross-sell activity after landing on an advertised product)
StageNike Pegasus 42Category benchmark
Landing Product100.0%100.0%
Viewed Other Product86.8%81.2%
Added to Cart53.8%51.1%
Viewed Cart44.4%43.0%
Began Checkout28.5%27.1%
Added Shipping Info20.3%18.2%
Added Payment Info17.6%15.9%
Purchased12.5%9.5%
Journey split for Nike Pegasus 42, last 30 days
Direct Revenue€7,699.45
Cross-sell Revenue€4,180.00
Assist ratio (cross-sell ÷ direct revenue)0.54
Segment, on direct revenueQuestion Marks
Segment, with its journey countedStars

Suggested next step: Keep it visible; judge it on its journey, not its own ROAS.

ROAS view vs Journey view

Some products sell other products. Journey view adds the cross-sell each product opens, then recalculates POAS and segment.

Interactive: click to explore

Web AnalyticsProduct journeys
Target POAS 2Last 30 days
Journey viewCross-sell revenue added at a 44% margin, then POAS recalculated against your 2 target.
2 of 4 products change segment
Four entry products in ROAS view and Journey view
Entry productClicksAd costDirect revenueCross-sell revenuePOASSegment
Nike Pegasus 42Running shoe, €139.994,820€2,420€7,699Cross-sell€4,180POAS2.16was 1.4SegmentStarswas Question Marks
Nike Club fleece crewSweatshirt, €59.993,960€1,505€1,320Cross-sell€5,900POAS2.15was 0.42SegmentStarswas Dogs
Nike Vomero 18Running shoe, €159.993,410€1,876€9,919Cross-sell€1,260POAS2.67was 2.38SegmentStarsNo change
Nike ACG Pegasus TrailTrail shoe, €149.99290€160€150Cross-sell€120POAS0.72was 0.39SegmentDrainersNo change

POAS = gross profit ÷ ad spend. Club fleece crew opens about 4.5 times the revenue it sells itself. Vomero 18 and ACG Pegasus Trail stay put: cross-sell doesn’t flatter every product.

Illustrative data. Example with Nike products; Product Metrics is not affiliated with Nike, adidas or PUMA.

  • Entry product

    The product whose ad started the journey, whether or not it ends up in the basket.

  • Direct revenue

    Sales of the entry product itself: all that product-level ROAS sees.

  • Cross-sell revenue

    Everything else the shopper bought after entering there.

  • Assist ratio

    Cross-sell revenue divided by direct revenue: what the product helps sell for every €1 it sells itself.

Product detail

Open any product and read the whole story. Four more tabs before you change its priority, label or price.

How Competitor Prices matches alternatives

Purchase Basket Analysis. What else is in the basket when this product sells?

Web AnalyticsNike Pegasus 42
Last 30 days
Nike Pegasus 42IB1873-007, €139.99, 44% margin, 1,240 pairs, ≈16 weeks of cover
Question Marks
Orders with Pegasus 42
55
Average basket
€166
Items per basket
1.8
Also in the basketShare of basketsBaskets
Everyday Cushioned Crew socks (3 pairs)44%24
Miler Dri-FIT running top20%11
Club fleece crew9%5
Tech Windrunner fleece jacket5%3
Illustrative performance data. List prices from nike.com/nl and eu.puma.com/nl, checked 30 Sep 2026; adidas prices marked ≈ are EU launch prices. Product Metrics is not affiliated with Nike, adidas or PUMA.

Drill-down

From category to product in three clicks. The breadcrumb keeps your place.

Last 30 days
Categories12,400 products in 5 categories. Cross-sell share is revenue from other products after entry.
CategoryProductsSessionsRevenueCross-sell shareAction
Running shoes1,18061,400€412,60026%
Lifestyle shoes3,18088,900€684,30018%
Apparel5,42054,200€298,70034%
Accessories1,69021,300€74,90046%
Socks & basics93014,800€39,60021%
Illustrative data from an example set of 12,400 Nike products in 5 categories. Product Metrics is not affiliated with Nike, adidas or PUMA.

Setup

Utilize your existing GA4 Analytics Data

  1. Step 1

    Link GA4 to BigQuery

    We help you switch on the BigQuery export and grant access. History starts the day it is linked, so connect early.

  2. Step 2

    Standard ecommerce events

    Built from view_item, add_to_cart, begin_checkout and purchase. Item IDs that match your Merchant Center feed tie each journey to the right product.

  3. Step 3

    Journeys in Web Analytics

    Each session is tied to its ad click and entry product, with the Journey split next to Google Ads, segments and Competitor Prices.

Not an attribution tool

It explains why a product performs: what a click sells, directly and as cross-sell.

Privacy

Reports show products, paths and totals, not individual shoppers. Events follow your GA4 consent setup; revoke access any time.

Platforms

Shopify, WooCommerce, Magento, Lightspeed and Shopware 6 stores that send GA4 ecommerce events.

FAQ

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What is a product journey?

The path from a click on one of your product ads to the order. The clicked product is the entry product; the basket can hold it, other products, or both. Product Journeys shows each side.

How is cross-sell revenue different from ROAS?

Product-level ROAS credits a product only for its own sales. Cross-sell revenue is what shoppers bought from your other products after entering through it. Together they make the Journey split.

What is the assist ratio?

Cross-sell revenue divided by direct revenue, per entry product. Nike Pegasus 42 sells €7,699 itself and €4,180 of other products in the same journeys: an assist ratio of 0.54. For every €1 Pegasus 42 sells directly, it helps sell €0.54 of other products. Web Analytics compares it with the category average.

Is Product Metrics an attribution tool?

No. Product Journeys explains product performance: what a click on each product sells, directly and as cross-sell, from your own GA4 data.

What do I need to set up?

GA4 with the standard ecommerce events and the BigQuery export switched on. We help with the export; journeys build from the day it is linked.

What access does Product Metrics need?

Connect your own Google account or MCC, and grant access to your GA4 BigQuery export. Product Metrics reads your data and writes only the labels you approve.

Do I need margin data?

No. Product Metrics works on ROAS right away. Connect your margins to switch to POAS.

Where do journeys show up in Product Metrics?

In Web Analytics. Drill from category to segment to product, then open the five product tabs.

Can I see it before connecting my own data?

Yes. Book a demo: a video call with Berend, then a demo account with example data. No access to your own data needed.

Find the products that drive Profit. Start with a free analysis.

We help you connect GA4, so every journey counts from ad click to basket.

Find your hidden profit30-second estimate · no login
Analyse your products for freeLog in with Google, no credit card

Not ready to connect? Book a demo: a video call with Berend, then a demo account with example data.