With Google Analytics it is possible set up three different report types; Standard, Product Performance, Sales Performance and Legacy. The differences are in which metrics are supported and what dimensions are possible to choose. The general limitation of the connector is that we can only get 8 Dimensions in one data source. 

Standard report

The standard report offers what we consider to be standard dimensions which are paired with standard metrics. In this report you can also opt in to get metrics for goal metrics and some ecommerce metrics

Available dimensions

  • Ad Content
  • Age (*)
  • Browser
  • Campaign
  • City
  • Country
  • Country ISO Code
  • Default Channel Grouping
  • Device Category
  • Gender (*)
  • Google Ads: Ad Group
  • Google Ads Campaign ID
  • Google Ads Creative ID
  • Google Ads Customer ID
  • Hostname
  • Hour
  • Keyword (Term)
  • Landing Page
  • Latitude
  • Longitude
  • Medium
  • Metro
  • Mobile Device Branding (*)
  • Mobile Device Info (*)
  • Mobile Device Marketing Name (*)
  • Mobile Device Model (*)
  • Region
  • Social Network
  • Source

Default metrics

  • Sessions
  • Session Duration
  • Page Views
  • New Users
  • Bounces
  • Goal Completions (total)
  • Goal Value (total)

Goal metrics (optional, opt in)

  • Goal XX Completions
  • Goal XX Value

Ecommerce Metrics (optional, opt in)

  • Unique Purchases
  • Product Revenue
  • Quantity
  • Quantity Added to Cart
  • Quantity Checked Out
  • Quantity Refunded
  • Quantity Removed From Cart
  • Refunds
  • Transaction Revenue
  • Transaction Shipping
  • Transaction Tax
  • Transactions

Product performance report

The Product Performance report offers dimensions and metrics which work together with Product dimensions and ecommerce metrics. In the connect you are able to choose which type of Google Analytics tracking you are using (Ecommerce/Enhanced Ecommerce).  Unsure which tracking you are using? Read more here.

You are also asked if you want to include Product Category, this is separated in the connect since it will remove some dimensions which are not compatible with Product Category. 

Available dimensions

  • Ad Content
  • Age (*)
  • Browser
  • Campaign
  • City
  • Country
  • Country ISO Code
  • Default Channel Grouping
  • Device Category
  • Gender (*)
  • Google Ads: Ad Group
  • Google Ads Campaign ID
  • Google Ads Creative ID
  • Google Ads Customer ID
  • Hostname
  • Hour
  • Keyword (Term)
  • Landing Page
  • Latitude
  • Longitude
  • Medium
  • Metro
  • Mobile Device Branding (*)
  • Mobile Device Info (*)
  • Mobile Device Marketing Name (*)
  • Mobile Device Model (*)
  • Product
  • Product Category
  • Product Category (Enhanced Ecommerce)
  • Product Coupon Code
  • Product SKU
  • Region
  • Social Network
  • Source
  • Transaction ID

Included metrics

  • Unique Purchases
  • Product Revenue
  • Quantity
  • Quantity Added to Cart
  • Quantity Checked Out
  • Quantity Refunded
  • Quantity Removed From Cart
  • Product Refunds
  • Product Refund Amount

Sales performance report

The Sales Performance report offers dimensions and metrics which you can display in the Google Analytics UI for the Ecommerce Sales Performance report. Transaction ID is only available in this report.
In the connect you are able to choose which type of Google Analytics tracking you are using (Ecommerce/Enhanced Ecommerce).  Unsure which tracking you are using? Read more here.

Available dimensions

  • Browser
  • Campaign
  • City
  • Country
  • Country ISO Code
  • Default Channel Grouping
  • Device Category
  • Google Ads: Ad Group
  • Google Ads Campaign ID
  • Google Ads Creative ID
  • Google Ads Customer ID
  • Hostname
  • Hour
  • Keyword (Term)
  • Landing Page
  • Medium
  • Metro
  • Mobile Device Branding (*)
  • Mobile Device Info (*)
  • Mobile Device Marketing Name (*)
  • Mobile Device Model (*)
  • Region
  • Social Network
  • Source
  • Transaction ID

Included metrics

  • Quantity
  • Transaction Revenue
  • Transaction Shipping
  • Transaction Tax
  • Refund Amount (Enhanced Ecommerce only)

Legacy report (deprecated)

The legacy report is created to mimic the behavior of our old Google Analytics implementation. It does offer some metrics which are not yet available in the newer reports. These metrics are suffixed with MCF in the list below. These metrics are not yet supported in newer reports since they have a non-aggregatable behavior which we are investigating how to circumvent. The legacy report fetches these values despite this incorrectness.

Available dimensions

  • Source
  • Medium
  • Campaign
  • Keyword (Term)
  • Ad Content

Included metrics

  • Transaction assists (MCF)
  • Transaction assist revenue (MCF)
  • Transactions (first click) (MCF)
  • Transaction revenue (first click) (MCF)
  • Sessions
  • Session Duration
  • Page Views
  • New Users
  • Bounces
  • Goal Completions (total)
  • Goal Value (total)
  • Goal XX Completions
  • Goal XX Value
  • Unique Purchases
  • Product Revenue
  • Quantity
  • Quantity Added to Cart
  • Quantity Checked Out
  • Quantity Refunded
  • Quantity Removed From Cart
  • Refunds
  • Transaction Revenue
  • Transaction Shipping
  • Transaction Tax
  • Transactions

Dimensions which affect totals

Choosing these dimensions might lead to unexpected total values. This is the same behaviour as in Google Analytics' UI and has to do with the fact that data is only returned for rows where these dimensions have values.

  • Age
  • Gender
  • Mobile Device Model
  • Mobile Device Branding
  • Mobile Device Marketing Name
  • Mobile Device Info

More can be read here regarding Demographics:
https://support.google.com/analytics/answer/2799357#standard
https://support.google.com/analytics/answer/2799357#thresholds

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