Google Analytics for Ecommerce in 2024 (Complete Guide)

Google Analytics is one of the most popular web analytics tools for tracking and analyzing website traffic and sales data. As ecommerce continues to grow, using Google Analytics properly becomes even more crucial for online retailers. In this blog post, we will discuss how Google Analytics can help ecommerce businesses in 2024 and beyond with a complete guide on set up and key features.

Setting Up Google Analytics for Your Ecommerce Store

The first step is to sign up for a Google Analytics account and obtain the tracking code. Then follow these steps:

  1. Log into your Google Analytics account and click “Admin” from the navigation menu.
  2. Select “Create Property” and choose “Website” as the type of property.
  3. Enter your website URL and click “Continue.”
  4. Click “Tracking Info” on the property page and copy the tracking code.
  5. Paste the tracking code just before the closing </head> tag on every page of your website.
  6. Link your Google Ads and Google Merchant Center accounts to gain access to more features like attribution and conversion tracking.
  7. Install tracking code snippets for enhanced ecommerce to track on-site actions like add-to-cart, checkout, and purchases.
  8. Set up tracking for mobile apps if you have any by following Google’s guide.
  9. Connect Google Analytics to your Shopify, BigCommerce, Magento, or WooCommerce store using official integrations.

Now your site will start sending data to Google Analytics which you can view and analyze for insights. Regularly test to ensure proper setup and tracking.

Key Features for Ecommerce in Google Analytics

Here are some of the most important Google Analytics features for ecommerce businesses:

Real-Time Reports

Monitor traffic and conversions as they happen to spot issues or opportunities instantly. Check if campaigns are working or troubleshoot load speed problems.

Behavior Flow

See how visitors interact with your site through Funnels, Paths, and Site Overview reports. Optimize pathways to conversion.


Understand influences on purchases from multiple channels using First Interaction, Last Interaction, or Linear attribution models. Improve ROI.


Set up conversion goals like purchases or newsletter signups. Analyze goal value, completion rate, and funnel drops to maximize profits.


Create customer segments based on behaviors to personalize content, targeting, offers etc. Re-engage high-value customers.

Enhanced Ecommerce

Track actions and dimensions specific to ecommerce like products viewed/added to cart. Use product and cart funnel reports.


A/B test page elements, ads or videos to see what is most effective. Continuously refine user experience based on results.

Custom Dimensions/Metrics

Add custom fields to track parameters specific to your business and get deeper insights.

Dashboards & Reports

Create customized views and share reports across teams. Gain a unified view of performance and KPIs.

By leveraging these features Google Analytics provides a powerful suite for analytics, measurement and optimization for ecommerce businesses of all sizes.

Analyzing Mobile Performance

With over 50% of traffic now coming from mobile devices, optimizing the mobile experience is critical for ecommerce success. Here are some things to analyze in Google Analytics:

Mobile Traffic Sources

See where mobile visits are coming from and if specific channels need improvement. Check for issues across devices.

Mobile Session Duration

Ensure mobile pages load fast to keep users engaged. High bounce rates mean suboptimal experience.

Mobile Conversions

Check if goals and purchase rates match desktop. Address any gaps by simplifying funnel or optimizing for touch.

Mobile Funnel Analysis

Examine drop-offs in shopping or checkout funnels on mobile. Improve flow, remove unnecessary steps.

Mobile Site Speed

Monitor page speed to maintain high speeds across all devices and network types using Core Web Vitals reports.

Responsive Design Testing

Continually test rendering across phone and tablet screen sizes using Google’s Mobile Friendly Test.

With actionable insights, identify and address issues affecting the mobile shopping experience and sales. Optimize further based on changing customer behaviors.

Tag Management System (TGS)

A tag management system allows you to easily deploy tags and pixel codes centrally across pages without touching code. This simplifies analytics implementation and integration of third-party tools.

Google Tag Manager integrates seamlessly with Google Analytics and lets you:

  • Add tracking codes without developer help
  • Prevent tag conflicts that cause errors
  • Centrally manage GA, AdWords, Facebook pixels and more
  • Debug issues easily by checking built-in logs
  • Continuously optimize tags based on business needs
  • Integrate marketing tools like personalization scripts
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Using a TMS helps future-proof your implementation avoiding problems as needs change. It saves time compared to manually updating code on each page.

Setting Up Enhanced Ecommerce Tracking

To unlock powerful ecommerce analytics, set up enhanced ecommerce tracking in Google Analytics:

  1. Go to Admin > Ecommerce Settings and turn on Enhanced Ecommerce Tracking
  2. Add the following snippets on relevant pages:
  • gtag(‘event’, ‘view_item’, {items: [item]});
  • gtag(‘event’, ‘add_to_cart’, {items: [item]});
  • gtag(‘event’, ‘remove_from_cart’);
  • gtag(‘event’, ‘checkout’, {step: 1, option: ‘visa’});
  • gtag(‘event’, ‘purchase’, {transaction_id: ‘T1234’});
  1. Map ecommerce metrics like revenue, tax, shipping to custom dimensions.
  2. Attribute multi-channel purchases using Google Analytics attribution models.
  3. Analyze product/cart funnels, top products and consistently optimized based on insights.

Proper enhanced ecommerce implementation results in a treasure-trove of product, cart and transaction data for optimization. Combined with other features, it makes Google Analytics a must-have tool.

Google Optimize for A/B Testing

Google Optimize (previously known as Google Website Optimizer) integration lets you run conversion lift and visual A/B experiments directly in Google Analytics. Here are some ways to use it:

  • Test headline/button text variations to see which performs best.
  • Compare landing page layouts/colors to increase time on page.
  • Experiment with calls-to-action and see effect on goal completion rate.
  • A/B price tests to find optimized sweet spot.
  • Quickly iterate and improve based on quantitative results.
  • Use insights for continuous enhancement of experience and testing new ideas safely without risking overall site performance.

Combined with enhanced tracking,Optimize provides actionable recommendations and testing capabilities for ecommerce KPI optimization.

Benchmarking Your Ecommerce Metrics

To understand how your site is performing compared to industry standards and identify key areas for optimization, set benchmarks based on these common ecommerce metrics:

  • Average Order Value (AOV): Indicator of upsells and complements sold with main product. Target is at least industry average.
  • Conversion Rate (CVR): Percentage of site visits converting to purchases. 2-4% considered good for eTail, higher for niche sites.
  • Return on AdSpend (ROAS): Measures marketing profitability. Aim for >2X ROAS from paid channels.
  • Repeat Purchase Rate: Percent of customers buying again within 6-12 months. Target depends on category, 15-30% considered healthy.
  • Abandonment Rate: Rate at which carts are abandoned before checkout. Under 70% shows effective funnels and engagement.
  • Time on Site: Reflects interesting content and site usability. 4 minutes average time, higher for immersive categories.

Track and compare over time, aiming to incrementally beat industry stats and previous bests each period through continuous improvement.

This section outlined key ways Google Analytics can be put to best use for deep ecommerce analytics, optimization, and benchmarking. With the right implementation and use of actionable features, it becomes an invaluable business intelligence tool.

Google Analytics Goals for Tracking Conversions

Now that your analytics is properly set up, create goals in Google Analytics to track important business actions and conversions:

  1. Add Goal > New Goal
  2. Select “Destination” or “Event” as the goal type.
  3. In Destination goals enter URL of thank you/confirmation page.
  4. In Event goals map purchse or lead events from enhanced ecommerce.
  5. Name each goal meaningfully.
  6. Select Metrics like Goal Completions, Conversion Rate, Revenue.
  7. Optional: add a value amount and dimensions for each goal.

Track common goals like:

  • Checkout step completions
  • Purchase
  • Signups
  • Downloads
  • Webinar registrations

Analyze funnels and attribution to recognize influences across channels. Constantly test and optimize based on quantitative results.

Data Streams For Deeper Insights

With data streams, Google Analytics becomes even more powerful as you can bring in first-party data from your systems for unified views and customizations. Here are some ways to leverage data streams:

  • Connect transaction data to view order details in GA reports
  • Enrich profiles by merging CRM data like names, emails
  • Improve ad campaign attribution with conversion values from marketing systems.
  • Pull product data for enhanced recommendations based on interests
  • Integrate service data to spot problems from support tickets
  • Customize with granular metrics that matter most to your business

Working with developer teams, bring together external data to truly comprehend the full customer journey spanning both online and offline touchpoints.

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Google Analytics For Improved Marketing Performance

To better understand impact and optimize efforts, marketers can use Google Analytics in these ways:

Traffic Sources Reports

Analyze organic, paid and referral traffic value and performance over time. Make data-driven budget decisions.

Campaign Set Up & Tracking

Track ads, email blasts and other campaigns as source/medium to attribute ROI and value.

Keyword Discovery

Find high-value organic keywords driving traffic and measure true impact across devices and campaigns.

Landing Page Insights

A/B test landing pages and calls-to-action. Continuously improve experience and conversion rates.

Lead/Goal Performance

Monitor lead forms, registrations etc by channel to optimize lead sources and campaign creative/copy.

Retargeting Success

Optimize retargeting audiences, ad creative and channels for effectiveness. Continuously scale high-ROAS tactics.

Attribution Modeling

Accurately understand influence of marketing touchpoints on purchases across channels.

With Google Analytics, marketers gain a unified view of the customer journey and impact of campaigns to improve future strategies and performance.

Data-Driven Opportunities for Business Owners

For business owners and startups, properly using Google Analytics provides massive opportunities:

  • Understand website traffic sources, trends and audience profiles. Continuously improve top channels.
  • Track important KPIs like new/repeat customers, AOV, CVR etc and benchmark goals over time. Spot new potential areas for growth.
  • Optimize mobile shopping experience and focus more effort on high-traffic platforms used by target customers.
  • Perform site speed tests and ensure snappy experience across devices that improves CVR.
  • Continuously A/B test elements like product pages, CTAs and prices to find optimized versions. Incrementally improve key metrics.
  • Use insights to find problems in user journey or checkout flow reducing sales. Quickly address friction points.
  • Analyze impact of seasonal campaigns, sales or promotional events for high ROI tactics that increase revenue.
  • Get recommendations for new channels, products or optimizations based on user behavior data. Pioneer testing.

Analytics is a must for online businesses to continuously evolve, scale and stay ahead of competition in today’s data-driven world. Data yields actionable insights powering growth and profits.

To reap these benefits, businesses should invest in a professional Google Analytics Consultant and implement the complete suite of ecommerce features optimally for their specific KPIs and goals. Most full service digital marketing agencies today offer comprehensive Google Analytics services.

Call to Action

By now, you must have realized how vital Google Analytics is for the success of ecommerce businesses in 2024 and beyond. It empowers store owners with key customer insights, recommendations and capabilities to set goals, measure results and refine strategies using data-driven trial-and-error.

Some attractive points for business owners include:

  • Increased website visibility in search engines and attract more traffic
  • Identify top performing marketing channels and products selling well
  • Continuously optimize elements like page speed, CTAs or pricing based on testing
  • Personalize experiences and find upsell opportunities based on user interests
  • Understand shopper behavior patterns across multiple visits and devices
  • Discover and address any pain points reducing conversion or satisfaction rates
  • Accurately measure ROI across all marketing and advertising expenditures based on goals
  • Gain deep unified view of online and offline customer journey through data integrations
  • Benchmark metrics against industry and track ongoing business growth over quarters/years

By leveraging comprehensive platform capabilities, committed ecommerce owners today are empowered to intelligently drive traffic, sales and customer loyalty like never before. Don’t miss out – get started with Google Analytics implementation today!

Here are the step-by-step guidelines to set up Google Analytics for an ecommerce website:

Sign up for a Google Analytics Account

  • Go to and click “Sign up”
  • Enter your email, password and other required details to create an account

Obtain the Tracking Code

  • Once signed in, go to “Admin” then select “Create Property”
  • Choose “Website” and enter your domain name
  • Click “Continue” and then “Tracking Info”
  • Copy the tracking code snippet provided

Install Tracking Code on Website

  • Log into your ecommerce site backend
  • Paste the tracking code before the closing </head> tag in themes/layout file

Connect Your Merchant Account

  • Go to “Integrations” then click “Ecommerce”
  • Select your platform like Shopify, WooCommerce etc
  • Follow the steps to connect analytics to your store
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Add Tracking for Enhanced Ecommerce

  • Go to “Property” then “Conversions” > “Ecommerce Settings”
  • Toggle on “Enable Enhanced Ecommerce Features”
  • Add tracking code snippets on relevant pages

Set Up Views and Profiles

  • Go to “Admin” > “All Views” and create views as required
  • Then manage profiles to categorize traffic

Start Tracking Goals and Conversions

  • Go to “Admin” > “View” > “Goals” and create goals
  • Track important actions like purchases, signups etc

Analyze Reports and Optimize

  • Regularly check Behavior, Conversions, Content etc reports
  • Make optimizations based on trends and insights gathered

This covers the basic setup process. Refer to documentation for advanced features, customization and continuous optimization using Google Analytics for an ecommerce business.

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People also ask:

What is Google Analytics?

Google Analytics is a free web analytics service that tracks and reports website traffic and data. It provides insights to understand user behavior and optimize website performance.

How do I install Google Analytics tracking code?

The tracking code is a JavaScript snippet that needs to be pasted right before the closing </head> tag of every webpage. This allows analytics to track user movements across the site.

How do I connect Google Analytics to my ecommerce platform?

Google Analytics integrates directly with popular platforms like Shopify, WooCommerce, Magento etc. Look for the “Integrations” section in your GA account and follow the steps to connect your store.

How do I track ecommerce transactions?

You need to enable enhanced ecommerce tracking and add transaction snippet code on checkout pages. Then map revenue and other metrics as custom dimensions to see order details in reports.

How do I set up goals in Google Analytics?

Go to “Admin > View > Goals” and click “+ New Goal” to define important conversions like purchases, downloads etc. Track as URL Destination or Event goals based on your goals.

How do I track A/B tests in Google Analytics?

Use the Google Optimize integration to set up and track A/B/n multivariate tests directly in GA. Analyze results and implement the best performing variant.

How often should I review Google Analytics reports?

It’s recommended to at least review key reports on a weekly basis and check real-time reports daily to spot issues quickly. Monthly comprehensive analysis also helps.

How do I track campaign effectiveness in Google Analytics?

Use UTMs (Urchin Tracking Modules) tags in links and ads to attribute traffic and analyze ROI for each campaign or channel in source/medium reports.

How do I track mobile app revenue in Google Analytics?

Use the SDK for your preferred mobile platform to track screens, events, funnel drops etc. Assign order IDs as custom dimensions for a full-funnel view.

What are data streams in Google Analytics?

Data streams allow integration of first-party data sources to enrich profiles and customize metrics. Bring in CRM, order and product data for unified analytics.

How does Google Analytics maintain user privacy?

GA is designed keeping user privacy in mind. It does not track or store any Personally Identifiable Information like names, emails or payment details.

How many profiles should I create in Google Analytics?

There is no fixed rule. Create profiles based on departments, website sections or other logical groupings to isolate traffic for customized analysis.

What is the difference between Views and Profiles in Google Analytics?

Views filter data for reports while Profiles isolate users for multi-client tracking. Views are editable and Profiles cannot be edited after creation.

How do I track promotions and discounts in Google Analytics?

Use coupon codes with UTM tags so discounted traffic can be identified. You can also define custom dimensions to track promo codes for better analysis.

Can Google Analytics track internal search?

Yes, with Event tracking configure Google Analytics to record search terms and results clicked for better understanding of on-site behavior.