Ecommerce Tracking in Google Analytics

Ecommerce Tracking in Google Analytics
Are you planning to have an ecommerce business or are you already on board?

Like a great and successful business owner, entrepreneur or marketer, you need to track all relevant website activity to find insights and make data-driven decisions seeking to attract, close, and retain happy customers and of course, remain profitable.

Thus, in order to better understand your digital business, Google Analytics provides Ecommerce Tracking, that allow you to see Ecommerce Reports where you can discover relationships between your marketing campaigns, user engagement and transactions.

In this post you will learn about Ecommerce tracking in Google Analytics, as well as, the data that will be available once set up appropriately.

What is ecommerce tracking in Google Analytics?

Ecommerce tracking is Google Analytics feature which helps you monitor purchase activities including sales, billing locations, and purchase amounts on your ecommerce website as well as app. It works by adding a snippet of code on your ecommerce website.

Setting up Ecommerce Tracking in Google Analytics

Setting up ecommerce tracking requires you to complete two prerequisites: enabling ecommerce in your Google Analytics report and adding a snippet code in your ecommerce website or app to collect the data.

Step 1: Enabling Ecommerce Settings

To enable ecommerce, go to the Admin area in your Google Analytics account. Select the account for which you want to set up ecommerce tracking. Choose the corresponding property. Then in the View section, navigate to Ecommerce Settings and click on it.

A new section will appear. Toggle the Enable Ecommerce button to ON. Click Next Step and then Submit.ecommerce_tracking2

Note: It is optional and recommended to click on Enable Related Products button, as it allow you to see a list of related products per product based on transaction data, that is to say, you will know which products are frequently bought with which products and use this data to improve product bundling, merchandising, remarketing, and email campaigns.

Step 2: Adding code for Tracking Setup

To collect Ecommerce data from a Website, go to your Admin area of your Google Analytics account, navigate to select a Property and click Tracking Info.

You will find the tracking code snippet in a box within a section named “Website tracking”.

Just copy and paste this code snippet unaltered into each and every page you want to track the data before the closing </head> tag.

Special cases:

If you have a website that tracks transactions across a different domain or use a third-party shopping cart, you need to link those sites applying “domain tracking”, which make it possible for Google Analytics to see sessions on two related sites (let’s say, an ecommerce site and a separate shopping cart site) as a single session.

In order to set up cross domain tracking for multiple domains, you need to modify the Google Analytics tracking code on each domain and have a basic knowledge of HTML and JavaScript or ask for the help of a developer to set it up. To see more information about cross domain tracking configuration process click here.

If you want to use tracking code for an app, ask for the help of your development team and set up Google Analytics SDKs for Android and iOS.

Ecommerce Analytics

Now that you have everything in place, it is time to track the data on your ecommerce website. After setting up ecommerce tracking you must wait for a while. It may take as much as 24 hours before the first booking appears in the analytics.

Broadly, there are two types of data that Google Analytics collect for ecommerce website: transaction data and item data.

The transaction data is collected from each transaction that occurs on your website or app and display the following dimensions:

  • Transaction ID:
  • Affiliation (or store where the transaction occurred)
  • Revenue
  • Shipping
  • Tax

The item data is collected from individual products purchased as a part of the transaction and show the following dimensions:

  • Transaction ID
  • Product name
  • SKU
  • Product category
  • Unit price
  • Quantity


In the Reporting area of your account, go to Conversions section and click the Ecommerce drop-down. Click Overview to get a general view of the performance of your website.

Additionally, you can see Product Performance, Sales Performance, Transactions, and Time to Purchase reports with several metrics that will allow you to analyze your marketing efforts, in order to make data-driven decisions and improve your digital business performance.

Please feel free to ask your queries or give suggestions in the comment section. Want to learn more on Google Analytics? Subscribe below.

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