Funky Kittens — GA4 Analytics & E-commerce Reporting
A real Google Analytics 4 reporting project for a UK e-commerce website, focused on users, engagement, traffic acquisition, page performance and event activity to support clearer marketing decisions.
28-day GA4 performance overview
The figures below are taken directly from the supplied Funky Kittens GA4 Reports snapshot for 6 August–2 September 2026.
Funky Kittens GA4 · 6 Aug–2 Sep 2026
The dashboard evidence is included later on the page so the metrics can be reviewed in context.
The supplied screenshot also shows increases versus the preceding comparison period: active users +18.6%, new users +20.3%, average engagement time +12.7% and event count +21.4%.
Turning website activity into useful e-commerce insights
The GA4 reporting setup provides a clearer view of how visitors find and interact with the Funky Kittens website, allowing users, traffic, engagement, pages and events to be reviewed together.
For Funky Kittens, I used Google Analytics 4 to monitor website activity and e-commerce behaviour, with reporting covering users, engagement, events, traffic sources and page-level performance.
The supplied 28-day GA4 snapshot shows 918 active users, 892 new users, 1 minute 35 seconds average engagement time per active user and approximately 15K recorded events.
Acquisition reporting also makes it possible to compare channels such as organic search, direct traffic, Google CPC and social traffic, helping connect marketing activity with on-site behaviour.
What the reporting needed to show
- Overall website users and new-user activity.
- Engagement quality beyond basic traffic volume.
- Event activity across the website.
- Performance of important e-commerce pages.
- Traffic acquisition across organic, paid and social channels.
How I use GA4 for e-commerce reporting
The reporting process combines audience activity, engagement, acquisition and page behaviour instead of looking at a single metric in isolation.
User Analysis
Reviewing active and new users to understand the scale and composition of website activity.
Traffic Sources
Comparing organic, direct, paid and social sources to understand how visitors reach the website.
Pages & Engagement
Reviewing page activity, users, engagement and bounce-rate context across important website pages.
Event Reporting
Using GA4 event activity to build a fuller picture of how visitors interact with the e-commerce website.
The GA4 signals used to understand website performance
Useful analytics comes from combining user, engagement, acquisition, page and event data rather than relying on one number alone.
Active & New Users
User metrics help show the scale of website activity and how much of that traffic is coming from new visitors.
Engagement Time
Average engagement time adds behavioural context beyond traffic volume alone.
Website Interaction Activity
Event reporting helps quantify the actions taking place across the e-commerce website.
Page Performance
Page-level reporting helps identify where visitors are spending time within the website journey.
Traffic Source Comparison
Organic, direct, paid and social channels can be compared to understand where activity is coming from.
Period-over-Period Change
Comparison data helps show whether core website metrics moved up or down versus the preceding period.
Real GA4 reporting snapshot
The supplied dashboard shows website activity, page performance, acquisition sources, new versus returning users and event reporting in one GA4 view.
GA4 Reports Snapshot
A 28-day analytics overview covering users, engagement, events, page activity and acquisition channels for the Funky Kittens website.
Analytics Highlights
Key metrics visible in the GA4 report, presented without extending the data beyond what the supplied screenshot supports.
Understanding where website activity comes from
The acquisition cards in the supplied report show several meaningful sources, including Google organic, direct, Google CPC, Facebook social and Instagram social.
Google / Organic
The largest visible first-user source in the snapshot, with 403 active users shown.
Direct Traffic
Direct / none contributed 302 active users in the visible first-user source report.
Google / CPC
Paid Google traffic contributed 128 active users in the visible acquisition card.
Facebook / Social
Facebook social traffic appears as a measurable acquisition source in the GA4 snapshot.
Instagram / Social
Instagram social traffic is also visible, helping separate social acquisition by platform.
Channel Comparison
Reviewing these sources together helps identify which channels are contributing website activity.
What this GA4 analytics case study demonstrates
The reporting view shows how e-commerce analytics can bring user, engagement, acquisition and behavioural data together for practical analysis.
- Active users and new users help show the scale of website activity over a defined period.
- Engagement time adds behavioural context that traffic counts alone cannot provide.
- Event reporting helps quantify interactions occurring across the website.
- Page-level reports highlight where visitors are spending time within the e-commerce journey.
- Acquisition reports make organic, paid, direct and social traffic easier to compare.
- GA4 reporting becomes more useful when analysed alongside advertising and conversion-tracking data.
Need clearer analytics for your own website?
This project sits within my broader GA4, conversion tracking, Meta Ads and Google Ads services.
Looking for clearer GA4 reporting for your e-commerce or lead-generation website?
Send me your website and a short description of what you currently track. I can review the situation and discuss practical next steps for GA4, conversion tracking, Meta Ads or Google Ads.