Magento Configuration

In Magento, navigate to System –> Configuration –> Google API –> Google Analytics. Select “Enabled” and enter your Google Analytics account number. (The account number can be found when you login to Google Analytics on the main page, right next to the site URL.

Google Analytics Configuration

In Google Analytics, navigate to Analytics Settings –> Profile Settings –> Main Website Profile Information. Set “eCommerce Website” to “Yes, an E-Commerce Site”. This will track orders, total order amount, products ordered and quantity. It will also allow you to break down revenue by geographic location.

Bottom Line

eCommerce Tracking is very simple to set up in Magento. You may as well take advantage of it.

Read how to track eCommerce sales in Google Analytics on other platforms. You can also track Site Search behavior in Google Analytics.

Magento Commerce has the ability to track eCommerce sale with Google Analytics out of the box (more on that in a future post). Something that a lot of merchants struggle with is how to set up conversion tracking for other tracking software or comparison shopping engines.

How To

Here is an easy hack to track conversions for Shopzilla, PriceGrabber and the likes:

Open the file: app\design\frontend\XXXX\XXXX\template\checkout\success.phtml

At the end of the file, add the following code, this will create two variables with the order number and the order total:

<?php
	//Get Order Number & Order Total
	$order = Mage::getModel('sales/order')->loadByIncrementId(Mage::getSingleton('checkout/session')->getLastRealOrderId());
	$amount = number_format($order->getGrandTotal(),2);
?>

After the above code snippet, copy and paste the tracking code from the third party analytics software of comparison shopping engine. Insert the following variable where they suggest placing the order ID and the order total:

<?php echo $amount; ?> // Order Total
<?php echo $this->getOrderId() ?> // Order Number

Here is a code example for the Shopzilla conversion tracking tool:

<script language="javascript">
	var mid            = 'XXXXX'; // Your Shopzilla Merchant ID
	var cust_type      = '';
	var order_value    = '<?php echo $amount; ?>'; // Order Amount
	var order_id       = '<?php echo $this->getOrderId() ?>'; //Order Number
	var units_ordered  = '';
</script>
<script language="javascript" src="https://www.shopzilla.com/css/roi_tracker.js"></script>
<script language="JavaScript" src="https://eval.bizrate.com/js/pos_193511.js" type="text/javascript"></script>

Image Credit: Search Engine Journal

Anyone who runs an ecommerce business will tell you that it extremely hard to track where their phone sales are coming from. Some online retailers have upwards of 35% of their sales coming in over the phone. How do you keep track os these sales from an advertising perspective? What campaigns/keywords are not performing well? Here are two ways to track telephone sales properly.

Multiple Phone Numbers

High Level Tracking

The easy way to track phone sales on a high level is to get multiple phone numbers and set you website to display a different phone number based on the refering source. For example if  someone came from Google, show them one number — when someone come sfrom Yahoo, show another number etc… Now everytime someone calls you know where they originally came from.

Depending on your phone system, you should be able to display which line the calls come in from and then have your sales people enter a referring source into your system as they put the order through for the customer. As your system aggregates this info, you will know what your ROI is. Keep in mind that this can get as granular as you’d like, but it will be a pain to manage this for very many keywords/phone numbers. This solution works best at a very high level of tracking.

Tracking ID

Granular Tracking

If you have an in-house developer and would like more granular tracking, this is for you. Every time a unique visitor comes to your site generate a unique session ID and store their referring source in your database. You will then want to display this session ID on all pages of your site. The ID number should be short and easy to tell your sales representative over the phone.

When your sales reps take an order over the phone they should ask the customer to read them the session ID (call it Phone Tracking ID or something easy) which they will then input into your system with the order. Once your sales screen has this number it should mimic the customers cookie and send the relevant order info to your tracking pixels. When it does this, the customers original referring source as well as keywords or any other data that you track with the session ID will pass through and your will be able to see your ROI on a very granular level.

Bottom Line

If you just want tracking by channel or have very few campaigns, the first option is easy to set up and will work well for you. If you like granular data and have the development resources to go crazy, go for the second option.