"I finished setting up GA4 ecommerce for my Shopify store, but where do I actually look to make decisions?" This is the most common question I get right after a GA4 ecommerce setup is completed. GA4's report screen fills up with menus: Monetization, Acquisition, Conversions, Ecommerce Purchases. The data is there. The signal worth acting on is not always obvious. This article walks through how to read the numbers and turn them into ad decisions in four ordered steps — the WHAT and WHY after the HOW. TL;DR Three metrics carry the post-setup analysis: RPS (Revenue Per Session), AOV (Average Order Value), CVR (Conversion Rate) Shopify admin shows absolute revenue. GA4 shows source-level breakdown. RPS unifies both into one comparable number Four ordered steps: ① Overall RPS → ② Channel RPS → ③ AOV/CVR split → ④ Next-month budget allocation Three logic traps that trip up the read even when setup is perfect: CVR-only judgment, site-wide AOV, sessions-as-success 1.…