> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/partner-recipes/amplify-okendo-reviews-with-littledata.md).

# 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](https://okendo.io/) 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.

{% embed url="<https://www.youtube.com/watch?v=Jy0LPnKOT5c>" %}

{% hint style="info" %}
This recipe needs two things in GA4: Okendo events (from Okendo's GA4 connection) and Shopify ecommerce events from [Littledata's GA4 connection](https://help.littledata.io/integrations/shopify-to-google-analytics).
{% endhint %}

### Build the report

{% stepper %}
{% step %}
**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.

<div data-with-frame="true"><figure><img src="https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-c2007be5fc75466813b014db5586eb650a414872%2F0-find-okendo-events.png?alt=media" alt="GA4 Events report with Okendo events listed"><figcaption></figcaption></figure></div>

If you don't see any Okendo events, follow [Okendo's GA4 setup guide](https://support.okendo.io/en/articles/9258586-getting-started-with-google-analytics) first.
{% endstep %}

{% step %}
**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**.

<div data-with-frame="true"><figure><img src="https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-cc75a179b5c2fe99c72ef48c51ff258adbaa4516%2F0-segment-for-okendo.png?alt=media" alt="GA4 segment builder: include users when event name contains okendo at any point in time"><figcaption></figcaption></figure></div>

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".

{% hint style="success" %}
Not sure how to build segments? See [Segments in GA4](https://help.littledata.io/google-analytics/behavior/segments-in-google-analytics-4).
{% endhint %}
{% endstep %}

{% step %}
**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.
{% endstep %}

{% step %}
**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`.

{% hint style="warning" %}
User key event rate depends on which events are marked as key events. Check them in GA4 **Admin** > **Data display** > **Key events**.
{% endhint %}

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.
{% endstep %}

{% step %}
**Build a three-step funnel**

[Create a funnel exploration](https://help.littledata.io/google-analytics/behavior/funnels-in-google-analytics-4) with three steps: `view_item`, then `add_to_cart`, then `purchase`. Apply both segments.

<div data-with-frame="true"><figure><img src="https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-d83c2e953bb217407325b05fbedca9f7bf8e02bf%2F2-funnel-difference.png?alt=media" alt="GA4 funnel from product view to add to cart to purchase, comparing users with Okendo events and users who saw any product page"><figcaption></figcaption></figure></div>

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.
{% endstep %}

{% step %}
**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%                      |
| {% endstep %}               |                                    |                           |

{% step %}
**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](https://help.littledata.io/google-analytics/behavior/ga4-calculated-metrics-that-improve-understanding-of-ecommerce-performance):

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**.

<div data-with-frame="true"><figure><img src="https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-f065e91ee26be09519d0ba6cbe589c52cd837ca4%2F4-how-to-make-a-ga4-calculated-metric.png?alt=media" alt="GA4 Custom definitions with the Edit calculated metric panel for Add-to-carts per session"><figcaption></figcaption></figure></div>

{% hint style="success" %}
GA4 calculated metrics are retroactive. You'll see values for dates before you created the metric.
{% endhint %}

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                     |

{% hint style="info" %}
Littledata sends `add_to_cart` events to GA4 from the server, so add-to-cart counts are more complete than with browser-only tracking.
{% endhint %}

To estimate the value, multiply the extra add-to-carts by the conversion rate of your [Klaviyo abandoned cart flow](https://help.littledata.io/integrations/shopify-klaviyo/set-up-klaviyo-flows) and your average order value.
{% endstep %}
{% endstepper %}

### 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](https://help.littledata.io/google-analytics/behavior/segments-in-google-analytics-4)
* [Funnels in GA4](https://help.littledata.io/google-analytics/behavior/funnels-in-google-analytics-4)
* [GA4 calculated metrics for ecommerce](https://help.littledata.io/google-analytics/behavior/ga4-calculated-metrics-that-improve-understanding-of-ecommerce-performance)
* [Shopify to GA4 connection](https://help.littledata.io/integrations/shopify-to-google-analytics)