How to Setup E-commerce Tracking in Google Analytics

Google Analytics is an extremely beneficial platform for gaining a better understanding of your website’s performance and the traffic flowing in. Metrics such as users, bounce rate, and traffic channels are important for tracking user behavior and how they interact with your website. However for e-commerce businesses, those metrics aren’t enough to gain a proper understanding of performance.
Google Analytics Dashboardhomepage of google analyticshomepage of google analytics
Luckily, for online businesses, Google offers E-commerce Tracking which tracks and monitors shopping activity on your on the App Store; and now it’s here: App Store Search Tab ads. For the first time in App Store history, companies can now display their advertisements before a user searches, drastically changing the volume of users that can be reached through ads on their platform.

What is E-commerce Tracking?

E-commerce tracking is a very simple way to gain extremely valuable sales metrics for your online business. Things like revenue, conversion rate, and average order value will now be tracked and displayed in your Google analytics dashboard.
Having E-commerce tracking enabled allows you to blend sales data and website user data to make better decisions in regards to your online business. You will gain a better understanding of website performance, conversions, and landing page success rates.

Google Analytics also offers an enhanced e-commerce tracking option that allows you to further expand on the metrics you track and the specific goals you can set.

E-commerce tracking is essential to find out specifically why you are getting conversions from your website.

Standard E-commerce Tracking vs. Enhanced E-commerce Tracking

With Standard E-commerce Tracking, Google separates the data into these 5 main reports:


overview tab of google analytics
The Overview report is a great place to start once you get e-commerce tracking set up. It will show you revenue, conversion rates, transactions, and your average order value.

Product Performance:
product performance page of google analytics
The Product Performance report is a good way to visualize how products are performing in comparison to each other. Each product will be broken down into revenue, purchases, quantity, along with a few others.

Sales Performance:
sales performance tab of google analytics
The Sales Performance tab shows you your revenue breakdown by date. It has a very clear graphical representation of the sales data which can be broken down by transaction.


Time to Purchase:
Enhanced E-commerce Tracking elaborates on those original reports and adds:

Shopping Behavior:
shopping behavior tab google analytics
Shopping behavior is a great way to visualize your sales funnel. It shows how many users are making purchases, and where exactly the rest of the users are leaving your website. You can use this information to better optimize your website page content to minimize drop-off of users.

Checkout Behavior:
checkout behavior tab google analytics
Much like Shopping behavior, the primary goal of Checkout Behavior is to display when users are dropping off. More specifically for this report, it is during the checkout process. Google Analytics allows you to add different steps to further refine the data.

Product List Performance:

E-commerce Tracking is More than Just Conversion Data

analytics dashboard google analytics
In addition to conversion data, once you enable e-commerce tracking, you will have more data in the acquisition report. If you click on channels, you can see a breakdown of how well each marketing channel is performing, and which ones are driving sales for your website.

Set Up E-commerce Tracking in 5 Easy Steps

Step 1: Log in or create your Google Analytics account
homepage of google analytics
Step 2: From your dashboard in Google Analytics, find the admin button in the bottom left corner
settings tab google analytics
Step 3: Navigate to the right hand side of your dashboard and click E-commerce Settings

ecommerce settings google analytics
Step 4: Turn on E-commerce tracking
settings tab with ecommerce tracking on
Step 5 (optional): After e-commerce tracking is turned on, you can then decide if you want to turn on enhanced e-commerce tracking

Where do I find E-commerce data?

main page of google analytics
Now that you have e-commerce tracking set up in Google Analytics, you can head back to the main dashboard. From there, under conversions on the left hand side, you’ll be able to see all of the metrics that e-commerce tracking has and you can get started analyzing data as it comes in.

E-commerce Tracking Reminder!

For this whole process to work smoothly, you need to make sure to install your Analytics tracking code into your website. Insert the tracking code the <head> tags on your website, and make sure to put it on every page that you want to track.