• Data Source: Google Analytics 4 (GA4)
  • Type: Text/String
  • Item Category refers to the primary hierarchical category under which a product or item is classified in an eCommerce event in Google Analytics 4. It is extracted from the item_category parameter at the item level. For example, in a product classification like “Apparel/Womens/Winter/Shirts/T-shirts,” “Apparel” would be the Item Category.


Item Category provides a structured way to analyze product data by categorizing items into hierarchical levels, starting from the most general (Item Category) to more specific classifications (Item Category 2, Item Category 3, etc.). This hierarchical structure allows for detailed analysis of product performance, user preferences, and inventory management within specific categories.


  • Item Category 2: Represents the second level of product classification. In “Apparel/Womens/Winter/Shirts/T-shirts,” “Womens” would be Item Category 2.
  • Item Category 3: The third level in the hierarchy, e.g., “Winter” in the given example.
  • Item Category 4: Indicates the fourth level of classification, such as “Shirts.”
  • Item Category 5: The fifth and most specific level, e.g., “T-shirts” in the example.

Use Cases

  1. Product Performance Analysis: Assess and compare the performance of various product categories in terms of sales, views, and conversions to identify trends and inform inventory decisions.
  2. Category-Specific Marketing: Develop targeted marketing campaigns for specific item categories or subcategories to promote products more effectively based on user interest and seasonal trends.
  3. Catalog Structure Optimization: Analyze user navigation and purchase patterns within item categories to optimize the structure and presentation of your online catalog, enhancing discoverability and user experience.
  4. Inventory and Stock Management: Utilize category-level sales and engagement data to manage inventory levels more effectively, ensuring optimal stock for high-demand categories while reducing excess in lower-performing areas.
  5. Pricing and Promotion Strategies: Tailor pricing and promotional strategies based on the performance and strategic importance of different item categories, maximizing profitability and market competitiveness.

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