---
title: "Product Journeys: Cross-Sell per Product | Product Metrics"
description: "See what each Shopping click really sells. Product Journeys follows every journey from ad click to purchase in GA4 and splits direct and cross-sell revenue."
canonical: "https://www.productmetrics.io/product-journeys"
pageType: feature
language: en
publisher: "Product Metrics"
dateModified: 2026-09-30
image: "https://www.productmetrics.io/og/product-journeys.png"
---

> Content index: https://www.productmetrics.io/llms.txt

# 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.

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

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):

| Stage | Nike Pegasus 42 | Category benchmark |
| --- | --- | --- |
| View Item | 100.0% | 100.0% |
| Add to Cart | 59.1% | 51.2% |
| View Cart | 42.5% | 38.4% |
| Begin Checkout | 29.1% | 25.8% |
| Add Shipping Info | 22.6% | 19.7% |
| Add Payment Info | 17.4% | 15.8% |
| Purchased | 11.8% | 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):

| Stage | Nike Pegasus 42 | Category benchmark |
| --- | --- | --- |
| Landing Product | 100.0% | 100.0% |
| Viewed Other Product | 86.8% | 81.2% |
| Added to Cart | 53.8% | 51.1% |
| Viewed Cart | 44.4% | 43.0% |
| Began Checkout | 28.5% | 27.1% |
| Added Shipping Info | 20.3% | 18.2% |
| Added Payment Info | 17.6% | 15.9% |
| Purchased | 12.5% | 9.5% |

Journey split for Nike Pegasus 42, last 30 days:

| Measure | Value |
| --- | --- |
| Direct Revenue | €7,699.45 |
| Cross-sell Revenue | €4,180.00 |
| Assist ratio (cross-sell ÷ direct revenue) | 0.54 |
| Segment, on direct revenue | Question Marks |
| Segment, with its journey counted | Stars |

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

_Illustrative data (demo data from the Product Metrics app, applied to a Nike example). Product Metrics is not affiliated with Nike, adidas or PUMA._

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

Cross-sell revenue added at a 44% margin, then POAS recalculated against your 2 target.

Four entry products, last 30 days:

| Entry product | Clicks | Ad cost | Direct revenue | Cross-sell revenue | POAS, ROAS view | POAS, Journey view | Segment, ROAS view | Segment, Journey view |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Nike Pegasus 42 | 4,820 | €2,420 | €7,699 | €4,180 | 1.4 | 2.16 | Question Marks | Stars |
| Nike Club fleece crew | 3,960 | €1,505 | €1,320 | €5,900 | 0.42 | 2.15 | Dogs | Stars |
| Nike Vomero 18 | 3,410 | €1,876 | €9,919 | €1,260 | 2.38 | 2.67 | Stars | Stars |
| Nike ACG Pegasus Trail | 290 | €160 | €150 | €120 | 0.39 | 0.72 | Drainers | Drainers |

2 of 4 products change segment

_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.

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

Example product:

| Product | Details |
| --- | --- |
| Nike Pegasus 42 | IB1873-007, €139.99, 44% margin, 1,240 pairs, ≈16 weeks of cover |

_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._

- [How Competitor Prices matches alternatives](https://www.productmetrics.io/competitor-prices)

### Purchase Basket Analysis

What else is in the basket when this product sells?

| Measure | Value |
| --- | --- |
| Orders with Pegasus 42 | 55 |
| Average basket | €166 |
| Items per basket | 1.8 |

| Also in the basket | Share of baskets | Baskets |
| --- | --- | --- |
| Everyday Cushioned Crew socks (3 pairs) | 44% | 24 |
| Miler Dri-FIT running top | 20% | 11 |
| Club fleece crew | 9% | 5 |
| Tech Windrunner fleece jacket | 5% | 3 |

### Frequently Added to Cart

What do shoppers add after landing on this product?

Added to cart after landing on Pegasus 42 (612 sessions with add_to_cart):

| Product | Sessions |
| --- | --- |
| Nike Pegasus 42 (entry product) | 318 |
| Everyday Cushioned Crew socks | 164 |
| Miler Dri-FIT running top | 97 |
| Nike Vomero 18 | 58 |
| Club fleece crew | 41 |

### Google Ads

What does this product cost and return in Shopping?

| Measure | Value |
| --- | --- |
| Clicks | 4,820 |
| Cost | €2,420 |
| CPC | €0.50 |
| Orders with product | 55 |
| ROAS, direct | 3.18 |
| POAS, target 2 | 1.4 |
| Merchant Center label | custom_label_0: question_marks |
| Campaign | PMax, Running shoes |
| POAS including cross-sell | 2.16, above target |

### Price Position

How does its price compare with own-brand alternatives?

Matched on use, cushioning, drop, plate, weight and colour.

Price position in the matched category: 4 comparable of 6, adidas.nl and eu.puma.com/nl:

| Comparable alternative | List price | Compared with you |
| --- | --- | --- |
| PUMA Electrify NITRO 4 | €99.95 | +€40.04 |
| PUMA Velocity NITRO 5 | €129.95 | +€10.04 |
| adidas Adizero SL2 | ≈ €130.00 | +€9.99 |
| adidas Supernova Rise 3 | ≈ €150.00 | −€10.01 |

Price position 4 of 5, price ratio 1.08, price difference +€10.01 against the €129.98 median of 4 comparable trainers.

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

12,400 products in 5 categories. Cross-sell share is revenue from other products after entry.

Categories:

| Category | Products | Sessions | Revenue | Cross-sell share |
| --- | --- | --- | --- | --- |
| Running shoes | 1,180 | 61,400 | €412,600 | 26% |
| Lifestyle shoes | 3,180 | 88,900 | €684,300 | 18% |
| Apparel | 5,420 | 54,200 | €298,700 | 34% |
| Accessories | 1,690 | 21,300 | €74,900 | 46% |
| Socks & basics | 930 | 14,800 | €39,600 | 21% |

1,180 products in six segments.

Running shoes by segment:

| Segment | Products | Revenue | Cross-sell share |
| --- | --- | --- | --- |
| Stars | 64 | €196,800 | 21% |
| Question Marks | 97 | €118,400 | 38% |
| Cash Cows | 41 | €58,200 | 19% |
| Dogs | 118 | €27,900 | 33% |
| Drainers | 402 | €11,300 | 12% |
| Ghosts | 458 | €0 | — |

97 products: high volume, medium return.

Question Marks in Running shoes:

| Product | Clicks | POAS | Cross-sell share |
| --- | --- | --- | --- |
| Nike Pegasus 42, Black/University Red | 4,820 | 1.4 | 35% |
| Nike Pegasus 42, White/Photon Dust | 2,310 | 1.31 | 31% |
| Nike Zoom Fly 6, Plated trainer | 1,640 | 1.52 | 22% |

Product Funnel, Purchase Basket Analysis, Frequently Added to Cart, Google Ads and Price Position are one click away.

_Illustrative data from an example set of 12,400 Nike products in 5 categories. Product Metrics is not affiliated with Nike, adidas or PUMA._

## Utilize your existing GA4 Analytics Data

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. **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. **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

### 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.

- [Analyse your products for free](https://app.productmetrics.io/): Log in with Google, no credit card
- [Find your hidden profit](https://www.productmetrics.io/pricing#calculator): 30-second estimate · no login
- [Book a demo](https://cal.com/berend-vrakking/demo): a video call with Berend, then a demo account with example data.

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Published by Product Metrics (Berend Vrakking, founder).

HTML version: https://www.productmetrics.io/product-journeys