Knowing what to sell is less important than knowing your audience and the behavior they show on your online store. The best way to understand your audience is by using the traffic stats you get from google analytics.
In this article, I will share the importance of google analytics, how to install google analytics in Shopify store and how to view ecommerce reports in google analytics.
Why Google Analytics?
Google Analytics is not only used for website tracking but it can also track the transactions and the revenue that your online store is generating. The process of tracking your online store is termed as ecommerce tracking. Below are some of the reports you can get using google analytics ecommerce tracking:
Your customer location
The most popular products
Channels that drive the most sales
- Customer behavior on your store
At the end of this article I will be explaining the above points in detail. If you want to know what google analytics can do, you will have to play with analytics features and test different things.
How to Setup Google Analytics Account?
For those who are new to google analytics, otherwise skip this step.
Step#1: First you would need a google analytics account. For that visit https://analytics.google.com. If you already have a Gmail account, use that to signin with. If you don’t have sign up for a new Gmail account for yourself.
After logging in, you will see a screen similar to the one below, click the sign up button.
Step#2: The next screen will show you options for selecting between the website and mobile app. You will have to select the tracking method as a website.
Next, enter a name for your analytics account, the name of your website, site URL, select your industry category from the dropdown, leave the other checkboxes as they are by default, scroll down to the bottom of the page and click on the Get Tracking Id button.
Once you click the Get Tracking Id button a pop-up window will appear displaying the google analytics terms & conditions which you must have to agree with. Click the I Agree button and you will be taken to your google analytics account.
Step#3: On the very first visit to your analytics account you will land on your website tracking info section. Here you will see the tracking id and the script you need to put in your Shopify online store. The tracking script will look similar to the below screenshot.
If you are viewing other sections and don’t know where to find the tracking code. You will have to click the admin >> property >> tracking info >> tracking code.
Step#4: copy the tracking code between the <script></script> tags and open your Shopify account in a new tab.
How to Set Up Shopify Google Analytics Tracking
step#1 open your Shopify ecommerce dashboard/admin, and then click Online Store and then click Preferences.
Step#2: Now paste the analytics tracking code in the google analytics account field.
Step#3: Click Save and Done!
If you want to see more detailed ecommerce tracking, first enable enhanced ecommerce setting from google analytics as explained in topic 5 below.
Next, from the Shopify admin click Online Store >> Preferences and in the google analytics account field, check the use enhanced ecommerce checkbox.
Step#4: Click save to finish.
Verify Shopify Google Analytics Code Setup
There are two methods to verify if you have added the tracking code correctly.
View Real Time Reports
In your analytics account reporting tab, navigate to Real Time >> Overview and open your website in a new tab. You will be able to see the number of active visitors on your site.
You can also do this by clicking the send test traffic button by navigating to the tracking info page in your analytics account.
Install Google Tag Assistant
Google Tag Assistant is a browser extension which shows the numbers of analytics tracking tags on your site and the tracking status with different colors. It will also notify if there are any issues with your tracking tags.
Add Your Site to Referral Exclusion List
Exclude the domains you don’t want to attribute as referrals to get accurate reports.
Step#1: Navigate to Admin >> Property >> Tracking Info >> Referral Exclusion List
Step#2: Add the following domains to your referral exclusion list
- Any external payment gateways you are using(paypal.com)
Enable Ecommerce Tracking in Analytics
So we have successfully set up shopify google analytics tracking and are now able to view reports. We are only getting reports about website traffic and not about the ecommerce reports.
In order to view shopify google analytics ecommerce reports, we will have to enable ecommerce reports from GA account.
Step#1: open your analytics account.
Step#2: Navigate to Admin >> View >> Ecommerce Settings
Step#3: Inside the ecommerce settings, first turn on “Enable Ecommerce” toggle, then click next step and also enable turn on “Enhanced Ecommerce Settings” toggle and finally click submit. A green color success message box will appear at the top of the page.
Within the next 24-48 hours, you will be able to see ecommerce reports in your analytics account.
View Shopify Google Analytics Reports
So far we have successfully installed Shopify google analytics tracking and also enabled ecommerce tracking. Now the final part is to understand the ecommerce reports and change your marketing strategies according to your business objective.
Let’s move on to understand a basic overview about ecommerce reports. In your analytics account reporting tab navigate to Conversions >> Goals >> Overview.
The overview reports report displays data about some important metrics like revenue, orders and conversion rate. Some of the key metrics to focus on are:
Ecommerce Conversion Rate
Average Order Value
- Unique Purchases
Product performance report displays data about the performance of each individual product. You can view the top performing products(Conversions >> Ecommerce >> Product Performance) and filter them to see which campaigns are driving the most sales.
Which channels are driving revenue?
At the very beginning of this article, I mentioned that you can view the channels that are driving revenue. Let’s explore how to view the revenue generating channels for your shopify ecommerce store. In the reporting tab navigate to Acquisition >> All Traffic >> Channels.
Click on the ecommerce tab from the explorer tab above the chart.
After selecting the ecommerce tab you will see a table below the chart displaying the revenue generating channels.
If you are curious to learn more about ecommerce reports you can go through the articles below.
Your customer location
Whether you are selling your products internationally or locally you can view where in the world your largest customers located. To see the customer location reports navigate to Audience >> Geo >> Location and select ecommerce from the map overlay tab.
The reports will show the countries where your customers are located and the data about their purchase.
You can change the primary dimension to view the reports about a specific city, continent or sub-continent.
I hope you found something helpful from this article and you had success with shopify google analytics ecommerce tracking. If you have any issues please do let me know in the comments and share this guide within your circles.
Bonus: Import google analytics Goals, Segments and Dashboards for shopify