Google Analytics for Ecommerce Tracking

Most of the web experts and online sellers are aware of Google Analytics. However, not everyone knows how to utilize Google Analytics software at its best. Very few marketers understand the need and importance of Google Analytics for Ecommerce Tracking.

Google Analytics

Even though everyone must have heard of the term “eCommerce tracking”, most would be actually unaware of its benefits for a business. eCommerce tracking by  Google analytics is a feature which allows the users to track their online transactions on the store.

If you are an e-commerce operator and have a website, you can use Google Analytics for tracking your online transactions, understanding the online traffic sources, and generating detailed analytical data which can be used to set up strategies for maximizing the ROI. Click To Tweet Tracking information like where does a consumer generally purchase, the number of times product is bought, the amount spent by the consumer on the purchases, etc.

Also Read- The Right Analytics Tool for your E-Commerce Store

Google Analytics for E-commerce tracking

Now we all know that Google Analytics is useful for tracking online transactions, but what type of data is tracked and what can be expected from the tracking results. Below mentioned are a few areas which are tracked by Google Analytics:

  • Revenue generated by the online store
  • Bifurcation of revenue generated by each individual product
  • Number of products sold
  • Number of transactions
  • Sorting the number of products sold in a specific time period
  • Revenue generated date-wise or period-wise.

Launching Google Analytics for Ecommerce Tracking?

To make things easy for you, we have listed down the simple steps required to get started. This guide will help you set up Google Analytics and teach you how to work on its functions, helping you track your eCommerce website.

1. The first step is to set up a primary Google account. One can create a new Gmail ID which is not connected or associated with the personal email accounts. It is advisable to always maintain separate personal and business accounts. Always remember that keeping personal and business accounts separate makes managing them easier in the long run.

2. Once the Gmail account is created, you need to link it to the Google Analytics account.

Link gmail in to the Google Analytics account

3. Once you are logged in to the google analytics account by choosing the required Profile account, go the “Admin” Section at the top of the right side of the page.

Go the “Admin” Section4. You will see “Ecommerce Settings”, click on the same and set the settings to “On”. This will give you access to see all the data about the transactions.

Ecommerce Settings5. Click on the “Reporting” tab which is on the top of the page. In the left sidebar, you will be able to see the tab “conversion → eCommerce”, click on it and you will be directed to the E-Commerce Tracking page. Here you will be able to analyze various transactions to derive data like purchases made, sales performance, etc. This data is very useful for any eCommerce business, to take guided decisions for their business strategy and improve their ROI.

“Conversion → eCommerce”

6. Once you have completed the setting up of the Google Analytics account, you need to then click on “Get Tracking ID”. As you click on the same a pop up mentioning the terms and conditions come on the screen. Accept the terms and conditions after reading them, to move on to the next step.

Get Tracking ID7. You need to install the received code on each and every page of your ecommerce website so that Google Analytics can read the information on these pages, work on it and present you with all the tracking information. You do not require technical knowledge to install the code on all pages. All you need to do is to copy and paste the given code before the head tag of the HTML code of your website.

Know More- How to Configure Ecommerce Metrics on Google Analytics

8. Once the Analytics tracking code is installed, you need to then determine which goals need to be tracked. You can set up many goals within Analytics, so at times it can become complicated and confusing for you. All you need to do is to focus on what precisely you need to track on your website and then set up the goals.

Below mentioned are a few examples of goals which can be set on your website:

  • Revenue
  • Lead form subscriptions & email list subscriptions
  • Bounce rate
  • Time on site
  • Returning visitors

Reporting – Google Analytics for eCommerce Tracking

Google Analytics for eCommerce Tracking

Once the tracking code is installed and you have established the goals, you can now have access to reports from Google Analytics. These reports will help you gain an insight into what is happening on your website and help you determine your business strategy.

One can access five types of reports:

  • Real-Time report– These reports give you data on what occurs on your website in real-time.
  • Audiencereport – These reports provide data on the types of audiences visiting your website, their demographics, their preferences, etc.
  • Acquisition report– These reports project how the traffic is directed to your website.
  • Behaviorreport – These reports show how the visitors spend time on your website, which are the pages most visited and which pages or information least accessed.
  • Conversionsreport – These reports display information on the final sales and conversions.


Final Words

Google Analytics for ecommerce tracking is different from Google Analytics for other businesses like restaurants, service providers, etc. Google Analytics for ecommerce tracking focusses more on areas of revenue, transactions, website usage, sales, etc. Click To TweetSetting up analytics for ecommerce business requires a lot of time, but once it is in place, the tracking offers such valuable information. When used appropriately, this information can help a lot in improving the website, in order to drive higher sales.

Also Read- Implementing Google Merchant Center – Step by Step Guide

Most of the ecommerce businesses know about Google analytics and they have been using it for search analytics, studying real-time traffic,etc. However not many know about E-Commerce Tracking. This post is an eye opener for those ecommerce businesses that are not aware of this feature; they should immediately set up E-Commerce Tracking on their website, and reap the benefits.

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