Google Analytics for eCommerce:

Why You Need It and How to Use It for Your Ecommerce Website

If any business must use Google Analytics, e-commerce businesses are definitely one of them. Google Analytics gives you access to data relevant to your website, marketing campaigns, and industry. This data, you will find, is essential for improving your sales and the overall efficiency of your marketing.

 Here are the benefits of Google Analytics for your website and the steps you must take to implement it:

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Benefits of

Google Analytics for Ecommerce

1: Helps improve your audience targeting

Google Analytics has the capability of grouping your website visitors according to their behaviors. These segments can help you target them in social media or with pay-per-click ads with a campaign that will work best for them.

For example, Google Analytics can identify those who added items to their shopping cart on your website but did not continue with the purchase. You can target them with ads to remind them about these items and reduce the chances of your website losing a sale.

2: Makes it easy to improve your conversions

Google Analytics can collect data about where your visitors are coming from. It can tell you how many visitors are coming from organic search results, pay-per-click search engine ads, social media platforms, direct browser visits, and referral links. It can also tell you the behavior of visitors coming from each traffic source for your website. You can use this information to optimize your marketing efforts in the platforms providing the most visitors or customers to your website.

3: Help improve website performance

Google Analytics eCommerce tracking can detect the behavior of the visitors to your website. You can use the data collected to identify any problem areas such as pages with high bounce rates or low conversion rates. Once you have found these issues, you can optimize them until you see improvement in their metrics.

4: Collect data for performance comparisons

Using Google Analytics for your eCommerce website enables you to collect data in it over the long term. You can use this data to compare your performance and different metrics from any period since you started using it and up to your current performance. This data is key to finding out any seasonal changes in your performance so you can anticipate these events in the future.

5: Enables you to track your campaigns

Using Google Analytics for e-commerce enables you to track various metrics of your social media, search engine, and PPC ad campaigns leading to a landing page on your website. The metrics that it can track include visits, bounce rate, page views, number of transactions, average value per transaction, and total revenue per traffic source. You can use these metrics to measure your ROI from these channels and campaigns and analyze the result to improve it in the future.

6: Collect information about your competitors

Google Analytics lets you collect data relevant to your industry. You can use this data to serve as a benchmark for your website performance and digital marketing campaigns. Moreover, you can use industry data to compare with your business' data to determine where you are in your industry.

How to Use

Google Analytics (for Ecommerce Sites)

Using Google Analytics for your e-commerce site requires some setting up first. Here are the steps you need to take if you want to benefit from the data collection and analysis benefits of Google Analytics:

How to create a

Google Analytics account for your website

Setting up google analytics for your e-commerce site requires a Google account. Ideally, it is best to create a dedicated account for Google Analytics since doing so will make it easier for you to track the emails Google sends you for campaign updates. Once you have one, you can follow the steps below to create a Google Analytics account:
  1. Go to in your web browser
  2. If you are not logged in to your Google account, you will be asked to sign in to continue. Log in before continuing to the next step. Once you are signed into Google Analytics, its homepage will load in your browser.
  3. Click the Admin tab in the Account column then click Create Account
  4. Type in the account name in the appropriate field (your business name will do)
  5. Configure the settings for data sharing according to your preferences. But, it is best to check all the boxes for Google products & services, Benchmarking, Technical support, and account specialists.
  6. Click Next to proceed
  1. You will be directed to a page asking what you plan to use Google Analytics for. Since you want to set it up for your website, select Web.
  2. Next, it will ask for the following details about your website:

a. Industry category:

This is important for getting accurate benchmark reports for your website since Google Analytics will compare it to other sites in your niche or industry.

b. Reporting time zone:

Just select the time zone you are in for your reports to show up in your time.

c. Business size:

Select the size according to the number of your employees

  1. Select the information you want to track by ticking the checkbox of the items on the list under the question “How do you intend to use Google Analytics with your business?”
  2. Click Create
  3. Under Choose a Platform, select Web
  4. Provide the HTTPS URL of your website and a name for your stream for the field Set up your web stream
  5. Click Create Stream
  6. Press Save. You are now ready to add tracking codes to your website.

How to find your

Google Analytics tracking code

You first need your Google Analytics tracking code that you will paste into your website. You can find this code by following the steps below:
  1. Go to Google Analytics and sign in to your account that you created in the previous set of instructions
  2. Click Admin then Tracking info
  3. Select Tracking code from the drop-down menu
  4. A page will show up where you can find the tracking ID and tracking code. The tracking code is what you will use for the following steps below.

How to set up basic

Google Analytics tracking on your website

The basic tracking provided by Google Analytics is essential for collecting data about the general location of your visitors, traffic sources of your website, and important website metrics concerning acquisition, behavior, and conversions.

To set up basic tracking for your website, follow the instructions below for the applicable platform for your website:


There are two ways you can add the Google Analytics tracking code to your WordPress site – by using a plugin or by adding it to the header.php file.

Method 1: With a plugin

  1. Install the plugin Header and Footer or the one you prefer
  2. Go to the plugin’s configuration panel
  3. Go to the Page head and footer tab
  4. Add the tracking to the field “Code to be to the HEAD section of every page

Method 2: Add it to the header.php file

  1. Through your WordPress dashboard, go to Appearance then to Editor then select header.php
  2. Search for the closing tag </head>
  3. Paste the Google Analytics code before the closing tag
  4. Save the changes made by clicking Update File


  1. In the Home menu, click Settings
  2. Click Advanced then External API keys
  3. Enter the tracking code in the Google Analytics account number field
  4. Click Save to update the changes


  1. Go to your dashboard and Marketing Integrations
  2. Look for Google Analytics and click Connect
  3. Click the button Add Google Analytics ID
  4. Copy your Google Analytics tracking code and paste it into the field. Click Save
  5. Click Save


  1. Open your Shopify admin page
  2. Go to Online Store then Preferences
  3. Go to the section for Google Analytics then paste the tracking code in the Google Analytics account field

How to setup

Google Analytics eCommerce tracking

There are two ways to use Google Analytics for e-commerce websites– standard and enhanced. Standard e-commerce tracking can provide you with metrics about revenue, conversion rate, average order, and specific product performance. On the other hand, enhanced e-commerce tracking can provide reports about the different checkout steps, customer journey stages, affiliate or coupon code performance, and promotional campaign performance.

How to set up standard e-commerce tracking

To use Google Analytics for e-commerce, you only need to enable the e-commerce features of the code you pasted in your header or web hosting platform to collect website traffic information. Here is what you need to do to enable it:

  1. Go to Google Analytics and log into your account for your e-commerce website.
  2. Click the property
  3. Start by clicking Admin
  4. Go to the View column and find Ecommerce settings from the list
  5. Turn on the Enable Ecommerce setting
  6. Click Save

How to set up enhanced e-commerce tracking

This requires the standard e-commerce tracking Google Analytics offers. Here is a summary of the steps involved with setting up enhanced e-commerce tracking:

  1. Follow steps 1 to 5 of setting up standard e-commerce tracking
  2. A new section will appear below the Enable E-commerce setting. Toggle the Enable Enhanced Ecommerce Reporting setting to on.
  3. Change the settings for your Google Analytics tracking code to activate the Enhanced Ecommerce plugin:
  1. Set up how Google Analytics receives e-commerce data. There are two ways to do this:

How to retrieve

Google Analytics e-commerce reports

By using Google Analytics for e-commerce, retail websites get access to the following reports that can aid in improving your  marketing campaigns:

Audience insights report

This provides metrics about your web traffic. You can find out information on your visitors’ demographics (general location, language, age, and gender) and devices (desktop or mobile, Mac or PC, etc.). To access audience insights reports, follow the steps below:

  1. Go to your Google Analytics homepage
  2. Click Audience under the Reports tab
  3. Click Overview

Acquisition insights report

This report provides metrics on your traffic sources. It classifies traffic sources according to the channel where they came from (organic or paid search, paid ads, organic or paid social media, and direct links).

  1. Go to your Google Analytics homepage
  2. Click Acquisition in the Reports tab
  3. Click Overview

User engagement insights report

This provides information on what your visitors are doing when they landed on a page on your website. This report contains metrics on bounce rate, time on page, and funnel conversion rate.
  1. Go to your Google Analytics homepage
  2. Click Acquisition in the Reports tab
  3. Click Overview
  4. Other valuable metrics that are included in this report are:
  • E-commerce conversion rate – This is the rate for the sessions that led to a transaction.
  • Average order value (AOV) – This is the average value of your transactions for a specified period.

Time to purchase report

Time to purchase is the average amount of time or sessions between your visitors’ first website interaction and their purchase. Take note that this report is only available if you have standard e-commerce reporting turned on in Google Analytics.

  1. Go to the Google Analytics homepage then click Conversions
  2. Click Ecommerce then Time to Purchase
  3. Select the period you want to analyze to see the total number of transactions for the various segments of days to transaction among the customer for this period.

Product performance report

This report shows the total revenue from each product you have on your website for a specified period. This requires standard e-commerce reporting and, with enhanced reporting enabled, you will see the revenue from your different product categories.

  1. From the Google Analytics homepage, click Conversions
  2. Click Ecommerce then select Product Performance
  3. Provide the period you want to show up in the report
    From this report, you also have the following valuable metrics related to product performance:
  • Unique purchases – This shows how many times a product or set of products were purchased as part of a unique transaction.
  • Quantity – This is the number of units of a product sold within the specified period.
  • Average quantity – This is the average number of a specific product your website has sold per transaction. (Average quantity = quantity/unique purchases)

Do You Need Marketing Strategies that

Improve Your Google Analytics Metrics?

It does not end with retrieving reports from Google Analytics. E-commerce websites need to make use of the information they have access to for effective use of this invaluable tool. If you want to figure out where to get started, schedule a marketing consultation with us, and one of our marketing experts will help you out.

Contact us today and schedule your free marketing consultation with us!

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