Monetization reports and item scope

The Monetization collection lights up once ecommerce events arrive.

• Overview: total revenue, purchasers, average purchase revenue per user, items by views and purchases.
• Ecommerce purchases: a table keyed by Item name (or ID, brand, category, variant, list) with item-scoped metrics: Items viewed, Items added to cart, Items purchased, Item revenue, plus rates such as Cart-to-view and Purchase-to-view.
• Purchase journey: a built-in closed funnel of sessions through view_item, add_to_cart, begin_checkout, purchase, with abandonment rates and a device breakdown.
• Checkout journey: the same for begin_checkout, add_shipping_info, add_payment_info, purchase.
• In-app purchases, Publisher ads and Promotions for apps, AdSense/AdMob and view_promotion/select_promotion.

Two layers of revenue exist and must be kept straight. Purchase revenue (event-scoped) is the value of purchase events, and Total revenue adds in-app and ad revenue. Item revenue (item-scoped) is price * quantity summed over items in purchase events; it excludes shipping and tax, so it is normally lower. Ecommerce revenue equals purchase revenue.

Item scope means a dimension or metric describes one element of the items array. Item dimensions combine with item metrics and with Event count of ecommerce events, but putting an item dimension against sessions or users produces inflated or (not set) rows because one event holds many items. In Explore, item-scoped dimensions are listed under Ecommerce and the picker greys out incompatible metrics.

Refunds appear as Refund amount and reduce Purchase revenue in the overview when sent with the original transaction_id. Item-scoped custom dimensions (up to 10) extend the item table with your own attributes, such as item_colour or item_supplier.