• Data Source: Google Analytics 4 (GA4)
  • Type: Number
  • Calculation: Sum of the quantity parameter for all items included in a purchase event


Ecommerce Purchase Quantity represents the total number of units purchased across all items within a single eCommerce transaction in Google Analytics 4. It aggregates the quantity parameters for each item listed in the purchase event, providing a measure of the volume of products sold in that transaction.


This metric is essential for understanding the volume of products moving through the eCommerce funnel during purchase events. It offers insights into consumer purchasing behavior, average order size, and product popularity, contributing to inventory management, sales analysis, and marketing strategy development.

Use Cases

  1. Inventory Management: Utilize total purchase quantities to manage stock levels efficiently, ensuring popular products are adequately stocked to meet demand.
  2. Sales Volume Analysis: Assess the overall volume of products sold to gauge sales performance, identify trends, and inform production planning.
  3. Average Order Size Evaluation: Calculate the average number of items per order by analyzing Ecommerce Purchase Quantities, informing strategies to increase order size through upselling or cross-selling.
  4. Product Bundling and Promotions: Use insights from purchase quantities to create effective product bundles or promotions, encouraging the purchase of multiple items.
  5. Customer Segmentation: Segment customers based on purchase quantities to identify high-volume buyers for targeted marketing campaigns and loyalty programs.


  • Positive Indicator: High Ecommerce Purchase Quantities can indicate strong consumer demand and effective marketing, leading to larger order sizes and increased sales volume.
  • Negative Indicator: Low purchase quantities might suggest a need to enhance product appeal, adjust pricing strategies, or improve marketing efforts to encourage higher order volumes.

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