Device
What your visitors shop on, and whether one of those devices converts far worse than the rest.
The tables
Most of your visits sit on one device. If that device converts below the rest, it is costing you money every day, and this is the screen that shows you by how much.
Device Category and Operating System carry the same six metric columns, each followed by a % △ against the previous period, and a Summary row of totals at the foot.
Columns: the tab's own name · Total RevenueTotal RevenueCross-check against Shopify to confirm tracking is firing. · Conversion RateConv. RateWebsite visits that ended in a purchase. Not the same as Google Ads Conv. Rate, which divides by clicks.3.5% or more is healthy · TransactionsTransactionsPair with sessions to sanity-check conversion and spot tracking gaps. · Avg. Purchase RevenueAvg. Purchase RevenueYour typical order size as GA4 sees it. · SessionsSessionsTraffic to your listings; only lifts sales if conversion holds. · Revenue Per UserRevenue Per UserWhat an average visitor is worth to you.
Both tabs arrive sorted by Total Revenue, highest first, and every column header sorts. The Summary row is your comparison point for every rate here.
With only a handful of rows per tab, the chart toggle earns its keep: it caps at 10 rows, and these tabs rarely run longer than that.
Device Category
One row = one kind of device, as Google Analytics classes it.
How to scan it
- Sort by Sessions, highest first.
- Read Conversion Rate straight across, then hold it against the Summary row.
- The row that matters: the device with the most visits and the lowest Conversion Rate. Closing that one gap moves more money than anything else on this page.
Operating System
One row = one operating system.
Same six columns, the same visits, cut a second way.
How to scan it
- Sort by Sessions, highest first.
- Take two rows you know sit on the same kind of hardware and compare their Conversion Rate to each other, not to the Summary row.
- The row that matters: the one that converts well below its twin. Two systems on the same kind of device should behave alike, so a gap there points at the checkout or the payment method, not at the audience.
Read the pair, not the row
The device sending the most visits is rarely the one that converts best. That gap is the whole page. A device carrying most of your traffic and converting under the Summary row is costing you every day, and no other screen in the app shows it.
One divides by orders, the other by people. Two devices can show the same Avg. Purchase Revenue and very different Revenue Per User — that means people on one device are coming back and buying again, and the basket size is not what separates them.
Filters
Device behaviour changes by market and by channel, so the two sharpest reads on this page both have a filter set rather than everything switched on.
- Date range and the country filter at the top of the app both apply. A single country is often the more useful read.
- Source and Medium — the two dropdowns above the tabs, both defaulting to All. Setting Source to a paid channel shows how that channel's traffic converts by device, which is closer to what your ad platform reports.
- Those selections stay set across every Google Analytics page, so a filter left on the Session Source page is still applied here.
- Property picker — shown only when more than one Google Analytics property is connected.
- Both tables have a search box, which is of little use with this few rows, and a table/bar/line/pie toggle.
Watch out for
- Small rows move a lot. A row with only a handful of visits will show a Conversion Rate that jumps between periods. Read Transactions on those rows and leave the rate alone.
- The two tabs do not add up. They split the same visits twice — once by kind of device, once by operating system. Never add a row from one to a row from the other.
- Device Category is Google Analytics' classification. Your ad platforms group devices their own way, so a device split there will not match this table.
- Revenue here is what Google Analytics recorded on your website. It will not match your Shopify pages, and it contains no Amazon sales at all.
- A blank % △ is not a zero. Rows are matched by name against the previous period, so an operating system that had no visits last period has nothing to compare against.
Do this first
The gap between your busiest device and your own average is the biggest number on this page. Find out how big it is.
Open Device Category, sort by Sessions, and read the Conversion Rate of the top row against the Summary row.
If it sits below, the fastest way to see what is causing it is the Pages guide, filtered to the same date range.
See yoursYour visits, conversion and revenue split by device and by operating system.
Open Google Analytics →