How to Set Up Ecommerce Tracking in Google Analytics

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Ecommerce tracking is an essential aspect of any online business. It allows you to gather valuable data about your customers’ behavior, purchase patterns, and the effectiveness of your marketing campaigns. By setting up ecommerce tracking in Google Analytics, you can gain insights that will help you make data-driven decisions to improve your online store’s performance. In this article, we will guide you through the process of setting up ecommerce tracking in Google Analytics.

Step 1: Create a Google Analytics Account

If you haven’t already, the first step is to create a Google Analytics account. Go to the Google Analytics website and sign in with your Google account. Follow the prompts to create a new account for your website.

Step 2: Install the Google Analytics Tracking Code

After creating your account, you will be provided with a unique tracking code snippet. Copy this code and paste it into the header section of your website’s HTML code, just before the closing </head> tag. This code allows Google Analytics to collect data from your website.

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Step 3: Enable Ecommerce Tracking

Once the tracking code is installed, you need to enable ecommerce tracking in your Google Analytics account. Sign in to your Google Analytics account and navigate to the Admin section. Under the View column, click on “Ecommerce Settings” and toggle the “Enable Ecommerce” option to ON.

Step 4: Add Ecommerce Tracking Code

Now that ecommerce tracking is enabled, you need to add additional code to your website to track specific ecommerce actions. These actions include product impressions, product clicks, and completed transactions. Place the following code snippets on the corresponding pages:

Product Impressions:
ga('ec:addImpression', {
'id': 'PRODUCT_ID',
'name': 'PRODUCT_NAME',
'category': 'PRODUCT_CATEGORY',
'brand': 'PRODUCT_BRAND',
'variant': 'PRODUCT_VARIANT',
'list': 'PRODUCT_LIST',
'position': PRODUCT_POSITION
});
ga('send', 'pageview');

Product Clicks:
ga('ec:addProduct', {
'id': 'PRODUCT_ID',
'name': 'PRODUCT_NAME',
'category': 'PRODUCT_CATEGORY',
'brand': 'PRODUCT_BRAND',
'variant': 'PRODUCT_VARIANT',
'price': 'PRODUCT_PRICE'
});
ga('ec:setAction', 'click', {
'list': 'PRODUCT_LIST'
});
ga('send', 'event', 'UX', 'click', 'PRODUCT_LIST');

Completed Transactions:
ga('ec:addProduct', {
'id': 'PRODUCT_ID',
'name': 'PRODUCT_NAME',
'category': 'PRODUCT_CATEGORY',
'brand': 'PRODUCT_BRAND',
'variant': 'PRODUCT_VARIANT',
'price': 'PRODUCT_PRICE',
'quantity': 'PRODUCT_QUANTITY'
});
ga('ec:setAction', 'purchase', {
'id': 'TRANSACTION_ID',
'affiliation': 'STORE_NAME',
'revenue': 'TRANSACTION_REVENUE',
'tax': 'TRANSACTION_TAX',
'shipping': 'TRANSACTION_SHIPPING',
'coupon': 'TRANSACTION_COUPON'
});
ga('send', 'pageview');

Step 5: Test Ecommerce Tracking

Once you have added the ecommerce tracking code, it’s crucial to test if it’s working correctly. Make a test purchase on your website and use the Google Analytics Real-Time reports to check if the transaction data is being recorded. Go to the Conversions > Ecommerce > Overview section and verify if your test transaction appears.

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Step 6: Analyze Your Ecommerce Data

With ecommerce tracking set up and tested, you can now access valuable insights about your online store’s performance. In Google Analytics, navigate to the Conversions > Ecommerce section to explore various reports, such as sales performance, product performance, and conversion rates. Utilize these insights to optimize your marketing strategies, improve user experience, and drive more revenue.

Conclusion

Setting up ecommerce tracking in Google Analytics is crucial for any online business. By following the steps outlined in this article, you can effectively track and analyze your ecommerce data. Remember to create a Google Analytics account, install the tracking code, enable ecommerce tracking, add the necessary code snippets, test the tracking, and leverage the data to make informed decisions. With accurate and insightful data, you can optimize your online store’s performance and drive success in the competitive ecommerce landscape.

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