What is eCommerce tracking in Google Analytics?

You’ve implemented your Google Analytics tracking code into your website with the previous guide. That allows you to track users behaviour, but it does not allow you to see eCommerce transactions on your Google Analytics reports, however eCommerce tracking does.

In short, eCommerce tracking it’s a feature on Google Analytics that allows you to track online transactions on e-commerce websites. It provides detailed analytical data to help establish the right path to maximum ROI.

eCommerce tracking even lets you see online traffic sources to improve your conversions. Doesn’t that sound exciting? It’s rather simple to enable your website for generating such information. All you need is a few extra codes. Of course, you also have to analyze the data presented to make the most of it.

Why is eCommerce tracking important?

Before understanding the benefits of tracking with Google Analytics, you must first be aware of the data that would become available. You’ll be able to study the:

  • Revenue generated by each of the products
  • Total revenue
  • Total number of products sold
  • Quantity of specific products sold
  • Rate of conversions
  • Total transactions
  • Number of unique purchases made
  • Average price of products
  • Average value of orders
  • Date wise performance data
  • Number of days and sessions leading to a transaction
  • Using the above facts and figures, you can easily gauge which products are selling well and which are flopping. Setting up e-commerce tracking will give you valuable insight into the effectiveness of your marketing efforts.