Missing Revenue in Google Analytics 4? Here’s how to fix it

Updated: April 4th, 2025

Here’s a situation. You implement GA4 ecommerce tracking, check the reports, and see that revenue is missing or incomplete. Why? This can happen for various reasons, such as incorrect event configuration, missing or invalid parameters, data processing issues, etc.

In today’s blog post, I will explain what to do if you see no revenue in Google Analytics 4.

Table of Contents

Here’s what you will learn in this article

• If you are missing just some transactions
• #1. Missing value and currency in the purchase event
• #2. Missing price, quantity, and currency for item revenue
• #3. Incorrect parameter names
• #4. Incorrect format
• #5. Incorrect value in currency
• #6. Incorrect event name
• #7. Data Restrictions
• #8. Delay
• #9. The purchase event does not fire
• #10. Data layer structure is incorrect
• #11. Adblockers or other extensions blocking GA
• Final Words

If you are missing just some transactions

This article focuses on situations where you see no purchases at all. Or maybe you see the purchase event, but all revenue metrics are 0. If that’s your case, then keep reading.

But if you are missing just a portion of the revenue or transactions, then read this guide instead.

Now, let’s look at the reasons why you see no revenue in GA4.

Video tutorial

If you prefer video content, here’s a tutorial from my YouTube channel.

#1. Missing value and currency in the purchase event

When you are tracking purchases, you need to send at least these parameters:

• transaction_id
• value
• currency

All other parameters are optional (unless you want to also see which products were purchased, but that’s another story).

A common mistake among Google Analytics 4 beginners is that they send transaction_id and value but don’t include the currency.

So make sure that it is also included. If you are using GTAG to send data to GA4, the parameters will look like this:

And if you prefer Google Tag Manager, here’s the screenshot of the correct data layer:

Generally, the rule of thumb here is to follow the documentation and not improvise.

#2. Missing price, quantity, and currency for item revenue

If you also want to see product data in your analytics reports (e.g., which products were most purchased), you must also send the items array.

Inside that array, every product must include the following parameters:

• price
• quantity
• item_id
• item_name

Even though the documentation says you can send either item_id or item_name, I highly recommend sending both.

So if, for example, you are sending just the price, item_id, and item_name (but no quantity), then Google Analytics cannot calculate the Item Revenue metric.

Here’s an example (from the documentation) of a correct items array:

#3. Incorrect parameter names

I have already mentioned this, and I’ll say it once more. You (or your developer) must strictly follow the official documentation of Google Analytics 4 ecommerce setup. Don’t improvise. If the documentation says you must send a parameter transaction_id, then do that.

You (or your developer) might be tempted to name the parameter order_id, or just id (or something else). But this will not work. GA4 is coded to recognize only particular parameter names for ecommerce tracking. So if you want to see revenue data in your reports, follow the requirements.

#4. Incorrect format

Also, you must follow the format requirements of the data you send. If the documentation says that you must send a price formatted like this:

…then do that. For example, don’t send the number with commas.

#5. Incorrect value in currency

Even though I see this issue rarely in GA4 setups, I think it’s still worth mentioning. When you send currency, the currency code must follow an ISO standard (meaning it must consist of three letters). You can find the list of supported currencies here.

Correct examples are USD, EUR, CAD, etc.

But in several projects, I saw developers sending the currency sign (e.g., $) as the value of the currency parameter:

That will not work, so if you see this in your code/data layer, fix it as soon as possible.

#6. Incorrect event name

When it comes to purchase tracking on the website, the name of the event must be purchase. Only then Google Analytics 4 will understand that this is a purchase and will calculate metrics such as Purchase revenue or Item revenue.

If your purchase event’s name is transaction, order, etc., then I think you have found why you see no revenue in Google Analytics 4.

#7. Data Restrictions

When you create a user in Google Analytics 4, you can assign different permission levels to him/her (Administrator, Editor, Viewer, etc.). But you can also limit if that user can see Revenue metrics.

So if you cannot see the revenue, it’s worth a shot to go to Admin > Property Access Management, click on your account and see if this checkbox is not enabled.

If you indeed have data restrictions on your account, ask the administrator to remove this limitation.

#8. Delay

Google Analytics 4 requires more time to process the data (compared to the previous version). Usually, it takes around 24 hours for the data to show up, sometimes even 48.

If you started tracking purchases today, please be more patient and check the data tomorrow.

#9. The purchase event does not fire

Another thing to check: are you sure you (or your developer) really send the purchase event to Google Analytics 4? It’s possible that maybe your tracking code is not activated when it should be.

The first thing to check would be to go to your Events report (it might be found under Engagement > Events or Examine user behavior > Events). Do you see the purchase event there? If not, then something is wrong with your setup.

It’s very difficult to explain why the event does not fire, as many things could have gone wrong. If your GA4 is installed with the native tracking code (without Google Tag Manager), then troubleshoot this with your developers.

If you are using GTM, use the preview mode to see if your purchase tag fires.

If it did not, then investigate further. Click the tag, and see why it did not fire. For example, here, I see that the trigger condition had a typo:

#10. Data layer structure is incorrect

This is yet another friendly reminder to strictly follow the requirements of the GA4 e-commerce documentation. Here’s an example of a correct event where items is an array (you can see that by square brackets).

Inside that array, there is one object (that represents a product). An array can contain more objects (if more products were purchased), but it’s important to follow the structure and syntax.

If, on the other hand, the developer defines items as an object (not as an array), then you will not see purchased product data in your GA4 property.

#11. Adblockers or other extensions blocking GA

Some visitors might be using browser extensions such as Adblocker or Ghostery. They block marketing and analytics tracking codes by default. It applies to GA4 as well. There are more extensions that do this too.

So if you made a test purchase but your browser had an extension blocking Google Analytics, you won’t see that purchase in your reports.

#12. Modify Events

There’s a very low chance that this reason will apply to you (but if none of the aforementioned tips helped, let’s try this). In Google Analytics 4, go to Admin > Events > Modify event and see if there are any rules in that list that mention anything related to purchase, for example, “currency”.

If yes, click on that rule and check what it does. For example, maybe it modifies the “currency” parameter of each incoming event (normally, it shouldn’t do that).

If you found such a rule, try removing it and see if revenue numbers start appearing in the future. Please note that this will not fix your historical data.

No Revenue in Google Analytics 4: Final Words

Hopefully, one of these tips helped you identify the root of the problem. If you know additional reasons why revenue is missing in Google Analytics 4, please share your thoughts in the comments below.