Measure the impact of Okendo reviews in GA4

Use GA4 explorations to measure how Okendo reviews affect conversion rate, revenue per user and add-to-cart rate on your Shopify store.

Okendo shows customer reviews, photos and videos on your Shopify store. With Littledata sending your Shopify checkout and purchase events to GA4, you can measure how shoppers who interact with reviews behave compared to everyone else.

This page shows you how to build the segments, comparisons and funnel in GA4 explorations.

This recipe needs two things in GA4: Okendo events (from Okendo's GA4 connection) and Shopify ecommerce events from Littledata's GA4 connection.

Build the report

1

Check that Okendo events reach GA4

In GA4, go to Reports > Engagement > Events. Look for events that start with okendo_, such as okendo_reviews_load_more or okendo_star_rating_summary_click. You may need to scroll past the top 10 events to find them.

If you don't see any Okendo events, follow Okendo's GA4 setup guide first.

2

Create a segment for users who interacted with reviews

In GA4 Explore, create a new exploration and add a user segment. Set the condition to Event name contains okendo, and turn on at any point in time.

In this example the segment is named "Users with Okendo Event @apit". The "@apit" suffix is a reminder that it uses "at any point in time".

Not sure how to build segments? See Segments in GA4.

3

Create a control segment

Create a second user segment for users who viewed any product page: Event name equals view_item.

If shoppers on your store also see reviews on collection or bundle pages, include those pages in the control segment too. The goal is to compare shoppers who interacted with reviews against shoppers who could have, but didn't.

4

Compare key metrics

Add both segments to a free-form exploration. Add these metrics:

• ARPU (average revenue per user), to see which segment brings in more revenue per user.

• User key event rate, to see how often users complete your key events, such as add_to_cart or purchase.

User key event rate depends on which events are marked as key events. Check them in GA4 Admin > Data display > Key events.

In this example, users who interacted with Okendo reviews had a higher key event rate and revenue per user:

Segment	User key event rate	ARPU
Users with Okendo Event @apit	4.4%	$2.24
Users who saw any PDP	3.2%	$1.59

These comparisons only make sense when GA4 has your complete purchase and revenue data. Littledata sends Shopify orders to GA4 as server-side purchase events, so purchases are recorded even when browser tracking is blocked.

5

Build a three-step funnel

Create a funnel exploration with three steps: view_item, then add_to_cart, then purchase. Apply both segments.

In this example, 4.7% of users who interacted with reviews went on to purchase, compared with 3.2% of all product page viewers. At the lower rate, this store would have had about 430 fewer purchases from those 28,635 users. Multiply the difference by your own average order value to estimate the revenue at stake.

6

Check the effect on new customers

To see how reviews influence first-time buyers, compare first-time purchasers among new users. Use session-based segments here, because comparing new users only makes sense in a session context.

Add the metrics First-time purchasers per new user and First-time purchaser rate:

Segment	First-time purchasers per new user	First-time purchaser rate
Sessions with Okendo Events	0.04	3.1%
All Users	0.02	1.7%

7

Measure add-to-carts per session

Adding to cart is the main thing you want shoppers to do on a product page. To measure it, create a calculated metric in GA4:

1. In GA4, open Admin (the gear icon).

2. Go to Data display > Custom definitions and open the Calculated metrics tab.

3. Click Create calculated metric.

4. Name it "Add-to-carts per session" and enter the formula {Add to baskets}/{Sessions}.

5. Click Save.

GA4 calculated metrics are retroactive. You'll see values for dates before you created the metric.

Go back to your exploration, add the new metric and compare session-based segments:

Segment	Add-to-carts per session
Sessions with Okendo Events	0.43
Session with PDPs	0.32

Littledata sends add_to_cart events to GA4 from the server, so add-to-cart counts are more complete than with browser-only tracking.

To estimate the value, multiply the extra add-to-carts by the conversion rate of your Klaviyo abandoned cart flow and your average order value.

What to do with the results

If shoppers who interact with reviews convert better, spend more and add to cart more often, reviews are doing real work on your store. Use these numbers to decide where to show reviews, which products need more of them, and how much to invest in collecting them.

Related articles

• Segments in GA4

• Funnels in GA4

• GA4 calculated metrics for ecommerce

• Shopify to GA4 connection