Having an e-commerce store that drives traffic and sales is great. But do you know where that traffic comes from, which one converts better, and makes you the most money? Google Analytics Shopify integration comes to the rescue!
Analytics is what separates the amateur e-commerce store owners from the professional ones.
Unfortunately, few people truly use the power of data to understand how their business is doing. That’s a fatal mistake.
You need to know whether what you are doing is working or not. If you don’t, you will stay behind your competitors, losing more clients and money each day that goes by.
The best way to get started with analytics is by using the quintessential tool: Google Analytics.
At first, it may seem a bit daunting, but once you get to understand it, you will see it’s not that hard to use it and understand the data it shows you.
In this article, I will show you how to set up a basic Google Analytics account for your e-commerce store.
Google Analytics Shopify Step #1: Open your account
The first thing you need to do is visit Google Analytics’ website. Once you are there, click the “Sign up” button that appears to the right of the page.
Then, you need to fill out the following form:
Put your account and store’s name, website address, industry category, and time zone. Below those fields, you have the option to share your data anonymously with Google.
I recommend you give your account’s name a clear and concise name. Usually, the name of your company works just fine.
Once you fill all this information, click the “Get Tracking ID” button.
As soon as you do that, you will be shown Google’s Analytics Terms of Service Agreement. Read it through (I know you won’t), and then click “I Accept”.
Once you accept Google’s ToS, you will have opened your Google Analytics account. Pretty simple, right? Now it’s time to actually add the tracking code to your Shopify store.
Google Analytics Shopify Step #2: Install tracking code
After you accepted the Google Analytic’s ToS, you will be taken to a page where you can see a “Tracking ID”, and a 9-number code that starts with “UA”.
Copy that tracking ID, and then go to your Shopify store admin page. In there, click Online Store > Preferences. Once you are in there, the second section of the page is called “Google Analytics”. Where it says “Google Analytics account”, paste your tracking ID.
Click “Save”, and Shopify will automatically add the whole tracking code on your website.
You may think that is all you need to do to open your Google Analytics account. But you would be wrong, as there’s more you need to do.
Google Analytics Shopify Step #3: Link to search console and Adwords
Google Analytics is a highly advanced analytics tool. But it can’t do everything. There are a few parts of its core functionality that you need to integrate with other tools from Google.
The former helps you see how many pages Google is indexing, how many search impressions your website is getting, if you have any crawl errors and more. The latter is meant to help you see the performance of your Adwords’ campaigns.
In order to link your Google Webmaster Tools account with your Google Analytics one, you first need to have an account open with the former. If you haven’t, please do it. This short guide will help you to do so.
Once you have an account open, go to the Google Webmaster Tools website I linked before. You will see this:
Click on your store’s URL, and then, on the Dashboard, click on the little screw symbol on the top right, and then on the “Google Analytics Property” option.
In there, you will see this:
Select your property, and then click “Save”.
A pop-up will ask you if you want to get redirected to Google Analytics’ website, and click “OK”. That’s all you need to do to link your Search Console with your Google Analytics account.
Now we need to link your Adwords account. This is a bit easier, as you do most of the work from inside your Google Analytics account.
Go to the Admin page, and under the “Property” column, click the “AdWords Linking” button.
Then, click on the “+ New Link Group” button.
After that, you will have to select your Adwords account, and click “Continue”.
Then, give your link configuration a name, and select the view of your Google Analytics property.
Google Analytics Shopify Step #4: Create goals and funnels
Your Google Analytics account is open and tracking your store’s data. Is that all? Not at all.
There are a couple of tasks that we need to do to be able to make the best out of your Google Analytics account. Two of those tasks are creating goals and funnels.
Goals basically help you track when a visitor does a “conversion”. That conversion can be almost anything, from email signups, to purchases, there are countless of actions you can track. There are four main types of goals:
- Destination: These goals happen when a visitor lands on a given page, like a “thank you” page. These are the most commonly used, and the ones we are going to use next.
- Duration: As the name suggest, these goals trigger when a visitor spends a certain amount of time on a page.
- Pages/Screens per session: This goal is triggered when a visitor visits a certain number of pages on a session.
- Events: This is where goals get truly amazing. Events let you track pretty much anything you want since they are triggered when an action defined as an event happens. For instance, you can define clicking a social media button as an event, which you then can use it as a goal.
To create a goal, go to Admin > View > Goals.
Then, click the “+ New Goal” button.
You will see a lot of options, which may confuse you at first. Just scroll down to the part where it says “Custom”, and click it. Then click “Continue”.
Now you need to give your goals a name. Choose something simple and easy to understand. In this case, we’ll use “Checkout Complete”. Keep the “Goal slot ID” as it is, and then choose the “Destination” type. Click “Continue”.
Now we are going to kill two birds with one stone: we will finish creating our checkout goal while creating a funnel.
In the “Goal details” section, where it says “Destination” select the option “Equals to”, and add “/checkout/thank_you” to the form. That’s the URL customers go to after they make a purchase in Shopify.
Before finishing with the goal creation is where we will create the funnel.
Funnels are highly useful tools that help you see the progress your users make when going through a set of pages. In this case, a checkout funnel can help you see how many people enter the funnel, how many people end up finishing it, and all the people that leave in between. By using a funnel, you can see if your checkout funnel has problems that make people leave it before finishing it, which you can then solve to increase your conversion rate.
In order to create a checkout funnel, you need to click the “Funnel” switch, add 3 steps (making the first one “Required”), and add the URLs you see in the image below:
If you have had checkouts already, click the “Verify” button. If it shows something like in the image above, it means it’s working.
Finally, click “Save” and you will have your goal and funnel set up. But there’s one last step you need to configure before finishing, and that is enabling Enhanced Ecommerce.
Google Analytics Shopify Step #5: Enable enhanced ecommerce
One last thing we need to do is enabling a feature Google Analytics calls “enhanced ecommerce”. This is one of the most powerful analytics tools any ecommerce store owner can have in its arsenal.
According to Google:
The enhanced ecommerce plug-in for analytics.js enables the measurement of user interactions with products on ecommerce websites across the user’s shopping experience, including: product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds.
As you can see, enhanced e-commerce gives you all sort of highly useful data to your Google Analytics account.
Fortunately for you, Shopify has integrated the enhanced e-commerce plugin to their platform, making easy to start using it.
The first thing you need to do is go to your Shopify admin page and click Online Store > Preferences. Then, click on the “Enhanced Ecommerce” option and save.
Now, go back to your Google Analytics account, click on Admin > Ecommerce Settings (under your default view).
Then, click the “Status” switch, then the “Enable Related Products” one, and click “Next Step”.
Finally, click the “Enable Enhanced Ecommerce Reporting” switch, and click “Submit”. Ignore the “Checkout Labeling” for the time being, as it’s not that useful.
After you have a few sales, your enhanced ecommerce reports will start working. You can find them under Conversions > Ecommerce in your default Google Analytics view.
This is how the “Shopping Behavior Analysis” report, one of the best reports from enhanced ecommerce, looks like:
That’s all thanks to the enhanced report. Pretty neat, isn’t it?
Google Analytics Shopify: Conclusion
If you have followed all the steps I mentioned in this article, you will have successfully opened and set up your Google Analytics account.
Now you have two things you need to do: wait a few days until you get enough data, and start using the amazing reports Google Analytics provides you to understand what is happening in your store.
Once you start using Google Analytics, you will have a much better understanding of your performance. And that will help you take your store to the next level.
Were you able to set up your Google Analytics Shopify integration like I showed you in this article? If you had any problems with your implementation let me know in the comments below.