Google Analytics is a very powerful and free tool. It’s as good (if not better) than some of the enterprise tracking tools out there.
The standard Google Analytics tracking pixel will get you all the basic data such as visitors, page views, referring source and keywords. This is essential for any website, especially an online retailer.
You can get the code for this sample Google Analytics standard tracking pixel from Analytics Settings > Profile Settings > Check Status (top right), or copy from here and replace the UA-XXXXXXX-XX with the ID from your account on the same page.
Setup Conversion Goals
The next thing you’ll want to do is set up conversion goals. For an ecommerce site, the primary goal will be a customer’s purchase. However, you can set up additional goals like customers who used the contact form or signed up for your newsletter or mailing list.
- Active Goal — Yes
- Match Type — Generally use Head Match
- Goal URL — For the goal page “http://www.ecommercecircle.com/thankyou.html” enter “/thankyou.html”
- Goal Name — This can be anything you choose
- Case Sensitive — Better leave unchecked unless you know what you’re doing
- Goal Value — If your goal has a set price, enter it here. Otherwise, leave it at 0.0.
In the next section, you will need to outline the pages that a consumer must go through to place an order. I have used the page names from Magento Commerce as an example. The first step will generally be required, the best place to start will be your shopping cart page. You can assign any name to these pages.
In Google Analytics, there is a section with many reports on your goal funnel. you can see your conversion rate as well as a Funnel Visualization. This will also help you see where people are dropping out of you checkout flow.
Tracking your sales is by far the most important part of this guide. Without knowing where to attribute your sales you won’t know where your ad spend is being effective and where you you are losing your pants. Google Analytics’ ecommerce tracking allows you to track data such as purchase quantity, items ordered, product category, sale referring source and much more.
Note: One limitation of most analytical software is the inability to track phone sales.