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How it works

MultiLikes automatically adds a multilikes URL parameter to links in the favorites list. GA4 records the URL of each page that is opened, parameter included. Narrow your data down to sessions that opened a page with the parameter, and you can see purchases and revenue from favorites.
  • There is nothing to set up in GA4, in your theme, or in the app. If your store already uses GA4, all you need to do is create an exploration
  • Because this is not a UTM parameter, GA4 source and medium reporting stays the same. The results of your original traffic sources, such as ads and search, are kept as they are

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How sessions from favorites are identified

The parameter is added to links in the favorites list that point to pages in your store. Each type of favorite has its own value. For example, opening a product from the favorites list leads to a URL like /products/sample-item?multilikes=wishlist-product. To count only purchases that come from the favorites list, the parameter is not added to:
  • Links to Google Maps
  • “View details” links that point to a site outside your store
  • Links on pages that list all brands or all stores (these are not favorites lists)

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How purchases are counted

  • A session that opened at least one page with the parameter counts as a session from favorites
  • All purchases in that session are counted, including products other than the one opened from the favorites list. This captures the sales that come from customers browsing your store after starting from their favorites
  • Only purchases made in the same session in which the customer opened a page from the favorites list are counted. Purchases made later (by default, GA4 starts a new session after 30 minutes of inactivity) or on another device are not counted, so the figures come out somewhat lower than your actual sales from favorites

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Creating the exploration

In GA4 Explore, build a report that shows purchases and revenue from favorites sessions by day.
1

Create a free-form exploration

In GA4, open Explore from the left menu and choose Free form.
2

Create a segment for favorites

Click + next to Segments and choose Session segment. Click Add new condition, choose Page location, set the condition to contains, and enter multilikes=wishlist. Name the segment, for example “From favorites”, and save it.
3

Add dimensions and metrics

Click + next to Dimensions to add Date, and + next to Metrics to add Sessions, Ecommerce purchases, and Purchase revenue.
4

Build the table

Drag Date to Rows and the three metrics to Values. Drag your “From favorites” segment to Segment comparisons to see the figures for sessions from favorites.
Remove the segment from Segment comparisons to go back to figures for all sessions. This lets you see how much of your store’s total sales comes from favorites.

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By type of favorite

Create segments with the full value to compare types of favorites. For example, to see purchases from product favorites, use sessions where Page location contains multilikes=wishlist-product. You can compare up to four segments at a time in Segment comparisons.

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Seeing sales from notification emails

To also see sales from restock alert and price drop alert emails, add UTM parameters to the links in those emails. Example: ?utm_source=multilikes&utm_medium=email&utm_campaign=restock In GA4, choose multilikes / email under Session source / medium to see purchases and revenue from sessions that started from notification emails. Use a different utm_campaign for each type of notification to see restock alerts and price drop alerts separately.

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Ideas

  • Compare sales from favorites before and after you change where the favorite button appears or how customers reach their favorites list
  • Compare which types of favorites (products, brands, stores, and more) drive sales, and decide where to focus your campaigns
  • Use sales from favorites in internal reports and to measure your campaigns
To compare favorite counts and sales by SKU or product type, see Reading the Favorites analytics screen.