To maximize the sales and profits from your online store, you need to understand your consumers. This means turning to the data. One of the best methods is to use statistics from Google Analytics, which will provide you with information about your users’ activity as well as transactions and revenue. With Google Analytics, you will learn key details including customer location, most popular products, channels driving the most sales, and customer behavior in your online store.
Before you make any other move, check that Google Analytics is not already enabled on your site. If you enable it twice, you will receive inaccurate tracking results. Find out by checking your theme.liquid file. If it contains ga.js, dc.js, or analytics.js, you already have Google Analytics enabled.
Set Up Google Analytics
If you’re new to Google Analytics, you’ll need to sign up for an account. Use your Gmail or Google account, if you have one. After you sign in, click the “Sign Up” button. On the following screen, select “Website” as your tracking method, give your Google Analytics account a name, and fill out the website name. You will also need to input the URL of your site, choose “Shopping” under “Industry Category,” and select your timezone.
Once you’ve filled jn all the fields, clicked “Get Tracking ID,” and agreed to the terms and conditions, you will arrive at a page with the tracking script. Keep this window open for the moment.
Navigate to the dashboard in your Shopify account, find “Online Store” under “Sales Channels,” and choose “Preferences.” Return to the tracking script in Google Analytics, copy it, and paste it into the field labeled “Google Analytics account.” At this time, you should also check the box next to “Use Enhanced Ecommerce” to enable tracking beyond transactions and revenue data. Click “Save.”
Remove Password Protection
The default on Shopify is storefront password “On.” This means that only people with your password can access your store, which is useful while you are still setting up or if you just want to sell to clients you invite to your store. However, even in the case of the latter, you must turn your password off for Google Analytics tracking to work.
In the “Online Store” of your account, navigate to “Preferences” and find “Storefront password.” Make sure the box next to “Password protect your storefront” is unchecked and click “Save.”
Upgrade to Universal Analytics
Shopify recommends using Universal Analytics. If you set up Google Analytics in the past and are still running Classic Analytics, you should upgrade.
In Shopify Admin, go to “Preferences” in “Online Store.” Under “Google Analytics” click “Upgrade to the latest version.”
In your Google Analytics account, under “Website” enter the URL for your Shopify store and click “Get Tracking ID.” Paste the code into the “Google Analytics account” field in your Shopify account.
Immediately after you’ve set up Analytics, you will only receive reports about your traffic — nothing about ecommerce. To receive ecommerce reports, you need to return to your Google Analytics account and choose “Admin” on the menu bar. Under “View” select “Ecommerce Settings.”
Set both “Enable Ecommerce” and “Enhanced Ecommerce Settings” to “On.” Between 24 and 48 hours later, you will start receiving the reports.
Understanding Your Reports
Google Analytics allows you to track various metrics, but some of the most important are conversion rates, transactions, revenue, average order value, and unique purchases. You can find all these by heading to “Conversions,” then “Ecommerce,” and finally “Overview.” All the data is relatively easy to interpret and work with.
In addition to these, check out the following:
- In “Product Performance” (found under “Conversions” and then “Ecommerce”) you will see which products are performing best. You can also apply a filter to track which of your campaigns are leading to the most sales.
- In “Channels” (under “Acquisition” and then “All Traffic”) you will find the channels leading to the highest revenue. At the top of the chart, you will see three buttons. Click “Ecommerce” for a table listing all your channels with details about their revenue.
- In “Location” (under “Audience” and then “Geo”) you can find out where the majority of your customers are located, by city, country, continent, or sub-continent.
Setting Up Goals and Funnels
Defining a Goal will allow you to count the number of visitors to your website who take an action you consider a conversion, such as purchasing an item or providing you with their contact information. If you want to set a path toward the conversion, you can also include a Funnel. In Google Analytics, a Funnel is a series of URLs that users are likely to visit before converting. Funnels can be useful for seeing where users start, which stages they skip, and where they drop out without converting.
Start by heading to your Google Analytics account and clicking the “Admin” button. Choose your account, select a property and view, and click “Goals” followed by “New Goal.” You will have the chance to set up your Goal using a template.
Give your Goal a name or use the pre-filled name, choose the type of Goal, and hit “Continue.”
Under “Goal details,” fill “Destination” with the URL where users will complete the goal. You will have the option to define a monetary value. At this point, you can also turn on a Funnel to specify the path to reach the Goal, naming each step and filling “Screen/Page” with the appropriate URL.
Click “Save.” You will start receiving data after 24 hours of setting up your Goal.
Above are just a few features of Google Analytics for Shopify. By exploring the analytics on your own, you will find the data most relevant to you for improving your online store. Although there are some limitations as to what you can do with Google Analytics, the tool will provide you with a wealth of information, useful, if not sufficient, for most Shopify business owners.