Website

The Website tab shows how visitors reached your site and what they did there, from Google Analytics 4. Use it to tell apart three reasons results can change: the site attracted different visitors, the site converted them differently, or measurement changed.

Where to find it

Open Performance → Website (/performance/website), the tab after Products. A compact Website activity section also sits on Performance → Overview, below the store and paid-media KPIs, with a link here.

Scope and filters

• Everything on this tab is GA4 data for the one property and web stream selected in Connections. The strip at the top names them, with the property’s time zone, currency, last sync, and how many days of the range are stored.
• The date range and comparison come from the usual Analytics range bar.
• The Shopify sales-channel filter and the account filter are hidden here. They scope store and ad data; a GA4 channel group is a traffic source, not a Shopify sales channel.
• Instead, the tab has its own filters: Channel group (Organic Search, Paid Social, Email, …) and Device.
• On the Overview page, the Website activity section is likewise never filtered by sales channel or account, and says so.

Headline metrics

| Metric | What it means | |---|---| | Sessions | GA4 sessions on the selected web stream. | | Engagement rate | Engaged sessions ÷ sessions. | | Purchase session rate | Share of sessions that included a purchase key event. Not purchases ÷ sessions, and not Shopify orders ÷ GA4 sessions. | | Ecommerce purchases | GA4’s own purchase count. Not Shopify orders; the page states your Shopify order count beside it. |

Rates are always recalculated from summed totals for the whole range, never averaged across days. A value shown as — is unavailable, never zero. For example, purchase session rate shows — when purchase isn’t a key event in the property.

Reports

• Traffic acquisition: sessions, share, engagement rate, and purchase session rate by session source / medium, or by default channel group (toggle), for paid and unpaid traffic alike.
• Landing pages: the same metrics by the page a session started on. Filter to one channel and device to compare pages like for like.
• Devices: desktop, mobile, and tablet side by side, from the same rows as acquisition, so the totals reconcile.
• Shopping activity: observed counts of view_item, add_to_cart, begin_checkout, and purchase. These are independent event counts, not a sequential funnel, and they don’t show how many visitors moved from one step to the next. An event GA4 has never recorded is flagged so you can check your tagging.

Comparisons and warnings

• Deltas compare against the Analytics range’s comparison window. History reaches up to two years once the property finishes backfilling, the same as other platforms, so year-over-year comparisons become available once that stage is verified. If stored GA4 history doesn’t cover the whole comparison window yet, the comparison is withheld and the cards show no comp.
• One note under the property line covers GA4 data quality: days not stored yet, recent days GA4 may still revise, a time-zone difference from your brand calendar, and breakdown rows GA4 may have grouped, withheld or sampled. A missing purchase key event is explained on the purchase session rate card instead.
• If Google Analytics access was lost, stored data stays visible with a second note and a link to reconnect in Connections.
• Under the headline cards, one line puts GA4’s ecommerce purchases and its purchase events beside the orders Shopify recorded on the same dates. The GA4 counts come from different GA4 reports, and neither is your order count: GA4 misses visitors who decline cookies or block tracking. The Shopify count appears only once your store’s import covers those dates. Until then, the line says which of these applies:
  • Still importing: the import is running and hasn’t reached these dates yet. The count appears when it does.
  • Import stopped with an error: Shopify’s order import failed before reaching these dates, and those orders won’t arrive on their own. Retry the import from Connections.
  • Orders don’t reach these dates: the store’s syncing is paused, or its imported history doesn’t reach back to the start of this range. The line shows no order count rather than a partial one.
  • If Shopify isn’t connected, or the order count couldn’t be loaded, the line points you to Performance for your orders instead.

Ask your agent

Your agent reads the same numbers through get_performance(platform="ga4"), compare, and the ga4_* query tables, with the same definitions and warnings. Try: “Which landing pages have a lower purchase session rate than average for mobile paid-search traffic this month?”

Need help?

Email support@kreel.ai.