Setting Up Ecommerce Tracking in Google Analytics

You may have heard a lot about ecommerce tracking, but do you know what it is and why it is important for your digital marketing business? Ecommerce tracking is a feature you can use in Google Analytics that allows you to track your ecommerce transactions. With the feature, you will be able to refine your ROI and generate tracking information on your customers’ purchases. Setting up ecommerce tracking offers many benefits to analyze rates of conversions, the sold products, the amount of transactions, the average value of orders and price of products, the performance data, etc.

The mentioned metrics above surely will help you enhance your ecommerce business as well as your inbound marketing strategies altogether. That being said, what steps should you take to setup the ecommerce tracking in Google Analytics? Keep reading to find out more!

Create an Account

This step is required in case you have yet to own Google Analytics account. You only have to create it with your Google account and you are set to explore the GA features, including the ecommerce tracking.  

Go to Ecommerce Setting

Sign into your account and choose your profile. Go to the ‘Admin’ section located at the top right side and click ‘Ecommerce Setting’ then turn on the ‘Enable Ecommerce’ through the accessible toggle switch. Done with the process, you are going to see the information on transactions.

The Ecommerce Tracking Report

To see the report of your tracking, go to the Reporting tab on the top page, then you will see ‘conversion’ tab in the left sidebar, choose ecommerce to enter ecommerce tracking area. Here you can analyze the data on sales performance, product purchase, time purchase, transactions, etc. With the data, you will be able to make better decisions for your digital marketing strategies.

But, in order to make your ecommerce tracking work and analyze it, you have to input ecommerce command between the analytics code. The ecommerce command must be inputted like this:

ga(‘require’, ‘ecommerce’, ‘ecommerce.js’);

You have to put the command below this code:

ga(‘create’ , ‘UA-your id’, ‘auto’)

What to Choose?

You may be aware of two ecommerce tracking options in Google Analytics, so which one to choose? The first option is standard ecommerce tracking which allows you to analyze information on customer purchase activities like average order value and transaction information. You only have to turn on the ‘Enable Ecommerce’ option as we have already mentioned above.

On the other hand, there is also ‘Enhanced Ecommerce Setting’ option. It provides you with the features in standard tracking plus you can analyze customers’ path to purchase and analyze other factors such as shopping cart abandonment. However, the option is only available if you use Universal Analytics which represents by “analytics.js” snippet in the tracking code.

So, which is the best for you? The answer is depends. If you want to have a better understanding of the way your customers make purchase the simple way, the standard ecommerce option may be the right option. Otherwise you can go with the Enhanced Ecommerce in case you want to dig deeper into the decision making process.

Sources:

support.google.com/analytics/answer/1009612?hl=en
ducttapemarketing.com/ecommerce-tracking/
semrush.com/blog/how-to-implement-e-commerce-tracking-in-google-analytics/
digitalmarketinginstitute.com/blog/set-ecommerce-tracking-measure-transactions-interpret-consumer-behaviour
theleverageway.com/blog/set-ecommerce-tracking-google-analytics/