Web-checkout and (app) analytics via Firebase and GA4

Web-checkout and (app) analytics via Firebase and GA4

In case your app is configured with the web-checkout, there’s an impact on your existing website analytics via Google Analytics. 

In this article, we explain; 
  1. The impact of the web-checkout on you existing GA4 website analytics and solution by JMango360. 
  2. How to “filter” app traffic (web-checkout) from your website analytics in GA4 and Firebase.
Note, if you’re using Google Tag Manager instead of the out of the box GA4 configuration, please contact the Customer Success team to discuss the steps. 
Important note:
Your website Google Analytics counts app orders as website orders as the purchase is completed on the web-checkout. You can filter the app orders via the instructions in this article. 

1. The impact of the web-checkout on you existing GA4 website analytics and solution by JMango360 

The web-checkout uses the existing website checkout of BigCommerce, as a result the existing Google Analytics running on your website will also be triggered for traffic and purchases generated via the app. In addition, the app analytics - via Firebase - will also be triggered.

We implemented the following solutions; 
  1. App-only purchase event “Purchase_app” 
  2. Source and Medium dimensions to the web-checkout traffic 
Through this combination you; 
  1. Can exclude app traffic (via the web-checkout) in your website analytics. 
  2. Prevent double counting of purchases.

App only purchase event “Purchase_app” 

Without additional settings, the original purchase will be counted twice. Once via the Google Analytics (website) purchase event, and once via the Firebase (app) purchase event. 

Via the Firebase configuration, we’re not able to prevent triggering the Google Analytics website purchase event. If you’re using Google Tag Manager instead of the out of the box GA4 configuration, you are able to prevent triggering GA4. Please contact the Customer Success team to discuss the steps. 

Therefore, we created a new app-only purchase event called “Purchase app”. 

As a result; 
  1. The (original) event “Purchase” will show the total number of orders, without double counting. It will only be triggered via Google Analytics (website) and not via Firebase. The Purchase event, via Google Analytics will count both website and app orders. In Firebase and GA4, you are able to identify website orders and app orders via the source and medium dimensions. See more details below. You are not able to identify app orders on this event via the dimension Platform. 
  1. The event “Purchase_app” only includes only app orders. Via this event you can identify the number of App orders and the purchase value. Note that this event will (only) be triggered when the native (in-app) thank you page is shown in the app. In some exception scenarios the user might not go back to the app as the purchase is completed. In that case, the purchase event is not triggered in Firebase, However, all the purchases are always 100% captured in BigCommerce and hence shown in your JMango360 Dashboard and BigCommerce Analytics. 

Source and Medium dimensions to the web-checkout traffic 

The web-checkout traffic is identified with the Source and Medium dimensions jm360 / checkout. This implementation enables you in GA4 to filter purchases coming from the app and allows you to compare and filter the traffic, events, and revenues amongst the source/medium. 

2. How to “filter” app traffic (web-checkout) from your website analytics in GA4 and Firebase?

Because GA4 and Firebase are synchronized and use the same set of events, your app data is automatically included in your Google Analytics dashboard and vice versa, your website data is automatically included in your Firebase Dashboard. Without any filters or comparison views, your GA4 or Firebase view is showing the combined data of the website and app. 

There are two filter options to filter and/or compare your website data and your app data:
  1. Use the dimensions Source and Medium to filter and/or compare the checkout related events and traffic.
  2. Use the dimension Platform (in combination with the dimensions Source and Medium) to filter and/or compare all events. 
You can save the customized report you create with the instructions below. See the steps further in the article. 

Use the dimensions Source and Medium

Below are the instructions to create a filtered view / report in GA4 showing app-only or website-only data for the checkout process and purchase event. 

The source / medium dimension jm360 / checkout impacts all events tracked from the time a user starts the checkout process; therefore, you can filter data based on source and medium across all reports in GA4.

Note that these instructions can be applied to filtering data in all types of reports in GA4. In addition, as GA4 and Firebase contain the same data set, you can also apply the same instructions to Firebase. 

Step 1: In your GA4 dashboard, navigate to the Report menu. 

Step 2: Click Acquisition > Traffic.

Step 3: Click + Add filter at the top of the report.

Step 4: Create data filter 
With the Session source/medium dimension:
  1. In the Dimension drop-down, select Session source/medium.
  2. In the Match type drop-down, select exactly matches. 
  3. In the dimension value drop-down, select the values from website (exclude the source/medium labeled jm360/checkout)
Note: Conversely, if you want to filter data from the mobile app, include the source/medium labeled jm360/checkout and exclude all values from the website. 

Step 5: Click Apply. Then you can view traffic data from the website only.  


Use the dimension Platform

When you want to run a comparison between your website and app or want to view app-only or website-only data for the full data set, you additionally need to use the dimension Platform. 


More information is available in our "Firebase Analytics with Google Analytics 4" support article and in the GA4 support article “Apply comparisons to reports”

Instructions to save customization reports 

Step 1: Click the pencil icon to customize the report.


Step 2: Click Save at the right top of the report.


Step 3: Name the report, then click Save. 


Step 4: To access the report later, navigate to the Library section and open the saved report.

If you have any further questions about using my account, we’re happy to help! Please reach out to us at customer.success@jmango360.com!

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