Ecommerce and Google Analytics

Ecommerce refers to the buying and selling of goods and services online. Setting up ecommerce tracking within Google Analytics lets us track all of our visitor’s transactions and the amount of revenue that our website is generating. Enhanced ecommerce tracking lets us learn more about our user’s interactions such as their product clicks, when they add a product to their shopping cart and more. They’re essential features that anyone who is running an online store will want to activate and they’re very easy to set up.

Setting up ecommerce tracking

The initial steps for activating ecommerce tracking on Google Analytics are very simple, all we need to do is go to our Admin panel, ‘E-commerce Settings’ and enable ”E-commerce’ and ‘Enhanced E-commerce Reporting’. There is another optional step where we can add ‘Funnel steps’ which are basically checkout steps our visitor takes, for example, Log In, Shipping Address, Review Order and Place Order. We don’t have to enter these values but they help create a meaningful funnel visualisation of our checkout path once a report has been generated.


The next step to add ecommerce tracking could be a little tricky depending on what you are using to add ecommerce to your website. If you are using a ecommerce platform such as Shopify, WooCommerce or Magento adding Google Analytics tracking can be easy! These platforms have done all the hard work for us and all we need to do is look into how we enable the unity of these platforms and Google Analytics, usually it’s as easy as a click of a button! If we aren’t using a platform that has Google Analytics ecommerce tracking built-in we’re going to need to do some coding on our website and edit some files to add ecommerce tracking to our website. Most smaller online shops use a platform such as Shopify because it’s so easy to set up and takes a lot of the hassle out of the payment side of things but larger websites may use their own system that doesn’t have an easy option to enable Google tracking. If you’re not comfortable with editing website files either use a platform such as Shopify or pay a website coder to add the coding to your website just to be safe.

Want to give coding a go? If you really need to jump into coding and don’t want to pay someone to do it Google has a guide on how to set ecommerce up on their website. Follow this link here. I’d strongly advise you to try out this coding on a test page before implementing it throughout your site just in case!

Viewing your ecommerce reports

Once set up viewing your ecommerce reports is easy. Go back to the home page of your Google Analytics account and on the left-hand side click on the ‘Conversations’ tab, under here they’ll be a dropdown choice for ‘E-Commerce’. Under the ecommerce tab, they’ll be a range of different views which will populate as your visitors use your ecommerce website. You can now use Google Analytics to get reports on your sales and study your visitors behaviour to adjust your webpages if you wish.

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