Calculating Average Transactions Per Purchaser in Google Analytics 4

Google Analytics 4 (GA4) offers a wealth of data to help you understand user behavior on your website or app. One valuable metric for e-commerce businesses is the “Average Transactions Per Purchaser.” This metric helps you gauge the buying behavior of your customers. In this blog post, we’ll explain what this metric is and how to calculate it using BigQuery.

Average Transactions Per Purchaser: This metric measures the average number of transactions made by each purchaser over a given period. It provides insights into customer buying habits and can help identify opportunities to increase sales through repeat purchases.

Understanding the average transactions per purchaser can help you:

• Evaluate Customer Loyalty: Higher average transactions per purchaser can indicate strong customer loyalty and satisfaction.
• Identify Sales Opportunities: If the average is low, you might explore strategies to encourage repeat purchases, such as loyalty programs or targeted promotions.
• Monitor Performance: Track changes in this metric over time to evaluate the impact of marketing campaigns and other business initiatives.

To calculate the average transactions per purchaser, you need to use BigQuery to analyze your GA4 data. Below is a sample SQL query that will help you retrieve this metric.

SELECT
  COUNT(*) / COUNT(DISTINCT user_pseudo_id) AS avg_transaction_per_purchaser
FROM
  -- Replace table name.
  `bigquery-public-data.ga4_obfuscated_sample_ecommerce.events_*`
WHERE
  event_name IN ('in_app_purchase', 'purchase')
  -- Replace date range.
  AND _TABLE_SUFFIX BETWEEN '20240101' AND '20240131';