What is GA e-commerce module?
Running an online store is difficult without knowing what products are most frequently purchased, what is most popular, and how many visits lead to a specific transaction or conversion (if you don't know what a conversion is, check out my previous article: , where I discuss what a conversion can be). So what actions can we take to obtain the required information and, based on it, properly optimize our campaigns?
To meet these needs, a module in Google Analytics was created, which is a set of reports presenting, among others, the following information:
number of transactions (purchases),
average order value,
conversion rate from purchases,
time to purchase,
product information (adding a specific product to the cart, removing a product from the cart),
and many other useful information.
Which services should implement it?
The e-commerce monitoring module in Google Analytics should be configured by online store owners. By implementing the appropriate tracking codes on the website, it will be possible to conduct a thorough analysis of sales revenue. After performing the analysis, you can notice certain shopping trends that appear, and based on them, optimize the conversion rate. By tracking transactions, we will have information about the products that sell best, so we can increase the advertising budget for such products.
However, website owners who do not run an e-commerce business should not even consider this module, as monitoring transactions and other e-commerce activities only makes sense for online stores.
Having trouble with your visibility in Google?
Rely on the specialists from KS!
Check out the offer!
Types of e-commerce reports in GA
There are two types of e-commerce reports in Google Analytics: standard and enhanced.
The standard e-commerce reports in GA allow us to analyze 99 acres database basic data related to user purchases. This report includes product and transaction information, average order value, e-commerce conversion rate, time to purchase, and other less detailed data.
Enhanced eCommerce tracking gives you a deeper look into the purchasing process, allowing you to break down each step of the transaction. The report also includes data such as adding to cart, removing from cart, payment, shipping, and finally placing the order. Enhanced eCommerce also provides insight into promotions, funnel reports so you can see where visitors are dropping off, and reports on specific products.
How to enable ecommerce conversion tracking in GA?
If you have Google Analytics properly implemented on every subpage of your website, you can enable e-commerce conversion tracking by going to your account.
Once you have logged into your Google Analytics account, you should first go to the “Administration” tab and then, at the data view level, to the “E-commerce settings” item, as shown below.
how to enable e-commerce in Google Analytics?
How to enable e-commerce in Google Analytics?
In the “E-commerce Settings” tab, select “Enable e-commerce.”
e-commerce plugin installation in WordPress
Installing the e-commerce plugin in WordPress.
After checking this option, an additional option will appear “Enable Enhanced E-commerce Reporting” that will allow us to track more details about the transaction itself. If we are able to configure it on the website side, then we should also check it.
Important!!!
Simply selecting the above options will not allow us to track e-commerce reports in Google Analytics. If we were to complete the configuration at this point, no transaction data would appear in the reports and the tool would inform us after some time that the view is configured to track e-commerce, but no data is flowing into it.
In order for the module to start collecting data, you also need to configure tracking on the website.
