Would you like to learn more about your Online Store customers? With Google Analytics, you can:
- Get detailed statistics about your traffic sources
- Track metrics like page views and bounce rates (how quickly people leave your website)
- Measure conversions and sales
- See search keywords that your customers use to land on your site
- Use remarketing to reconnect with people that visited your store
Connect your Online Store to the free and powerful Google Analytics to have access to lots of stats and get insights into how your customers find and use your store.
Creating a Google Analytics account
If you already have a Google Analytics account, you can proceed to the next section.
If you don’t have a Google Analytics account, follow these steps first to create it:
- Go to http://www.google.com/analytics/.
- Click Start for Free in the top right corner.
- Sign in to your Google Account or create a new Google/Gmail account
- Click Sign Up in the top right corner to start using Google Analytics service.
- Fill in your account name, website name, website URL, and select an industry category and reporting time zone.
- Under Data Sharing Options, check the boxes next to the options that you want.
- Click Get Tracking ID.
- Agree with the Google Analytics Terms of Service Agreement.
- Google Analytics will generate a Tracking ID for you. Copy and save it for later use.
Connecting your store to Google Analytics
To connect your Online Store to your Google Analytics account:
- Sign in to your Google Analytics account.
- Proceed to Account > Property Settings.
- Copy the Tracking ID.
- Open Online Store Settings > General > Tracking & Analytics:
- Paste your Tracking ID in the Google Analytics ID field.
- Click Save or press Ctrl + S to save the changes.
- Go back to your Google Analytics account.
- Click Admin.
- Click Ecommerce Settings under the View column.
10. Switch the toggle to ON under Enable Ecommerce.
11. Click Save.
That’s it. You’ve connected your Online Store to Google Analytics and enabled the Ecommerce Tracking (Standard Reports) in your Google Analytics settings.
Check your first results in Google Analytics reports in about 24 hours.
Which Google Analytics reports you can receive
You can get useful insights about your Online Store traffic and visitors when using free and powerful Google Analytics service with your store. To access reports, navigate such as:
1. Real-time reports about where your store visitors are located, what pages they are viewing, if they are browsing your store via desktop or mobile device, the keywords, and websites that brought them to your store. You can see top live data in Real-Time > Overview or check each subsection separately using the menu on the left.
2. Stats about audience: here you can view detailed information about your store visitors, for example, their location, language, browser, operating system, and if they are new or returning customers.
3. Acquisition data: here you can check where your buyers come from to your store, for example, search engines, social media, or directly to your URL by typing it or clicking on a bookmark.
4. Behavior: here you can view your visitors' activity: which pages they visit and for how long, which search terms they used in your store.
Here's how you can view which terms your customers typed in the Search field of your Online Store:
- Go to Google Analytics > Behavior > Site Content > All Pages.
- Enter /search in the search field and press the looking glass icon.
The results will contain keywords your customers used to search in your Online Store.
5. Conversions: this section is probably most useful to you as a merchant. Here you can view your top-selling products/SKUs, revenue from individual product sales, and the number of units sold.
Setting conversion goals
You can track conversions by setting up a goal in your Google Analytics account. This way, you will know how many visitors visit your store, how many of them have completed the purchase, and which pages they leave your store without buying anything. This information helps you see poorly performing pages so you can optimize them to increase the conversion rate.
Here is how you can create a Converted goal for your store:
- Go to your Google Analytics account.
- Click Admin in the bottom left corner.
- Click Goals under View column:
- Click +New Goal.
- In the Goal Setup window choose Custom.
6. Click Continue.
7. Enter your own Goal Name (e.g. Converted), then choose the Destination as your goal type.
8. Click Continue.
9. In the Destination dropdown menu choose Regular Expression and paste /checkout/orderPlaced in the field next to it.
10. Switch the toggle for Funnel to ON and add the steps of your goal funnel using the virtual pages using the values from this table:
|Virtual page in Google Analytics||Corresponding page in your Online Store|
|"/product/" + productId||Product page and a unique ID of an opened product|
|"/category/" + categoryId||Category page and a unique ID of an opened category|
|"/search/" + keywords||Search page in your store|
|"/bag"||Shopping cart page|
|"/checkout/address"||Shipping & Delivery step of the checkout|
|“/checkout/delivery”||Shipping/Pickup Method step of the checkout|
|"/checkout/paymentDetails"||Payment Information step of the checkout|
|"/checkout/orderPlaced"||Order Confirmation page|
|"/checkout/orderFailure"||Indicates an issue with order placement|
|"/account/settings"||Settings section in the customer account|
|"/account/orders"||Orders section in the customer account|
|"/downloadError/"||Failed attempt to download a file|
12. Click Save and wait a few hours for the data to start appearing there. In some cases, it can take up to 24 hours.
Now you can track conversions in Google Analytics account (Conversions > Goals > Funnel Visualization and Conversions > Goals > Goal Flow sections) to see how customers interact with your store, at what pages they exit it, and what is the percentage of those who successfully reached the Converted goal.