Google Ecommerce Analytics Secrets for Websites

Interested in learning some Google Ecommerce Analytics Secrets for Websites?

Small to medium businesses running an ecommerce website are aware of the fact that availing third party ecommerce analytics software will cost them quite a fortune.

Thanks to Google, now SMBs can gather data about their website through Google Analytics! Google Analytics is a free platform that you can use for ecommerce analytics. It gathers detailed data on demographics, interests, geography, devices, and more! On this article, we will discuss in-depth tips and tricks on how to discover data that will help improve your marketing campaign!

After covering the basics in ecommerce analytics, we’ll know proceed with some Analytics tips that you can use in improving your sales and marketing campaigns:

Acquisition > Channels

(1)Acquisition - Channel Overview

After enabling and setting up ecommerce analytics tracking on the website, you can now see eCommerce Conversions tracked in your dashboard, as seen above. Now you can note what effective channels you should invest on, or least invest on. This website is doing great with organic search traffic converting to customer transactions. However, they aren’t getting any conversions from their social channels.

This can be a good signal to push this company to increase their social media engagement through organic outreach or via ads.

(2)Acquisition - Channel with Second Dimension

On the other hand, you can now enable “Second Dimension” and add more data to your table. In this event, you can see that Organic Search still reigns supreme among the other converting channels. However, most of the converting transactions for each channel were done on a Friday! Their marketing personnel can now come up with suggestions on when to hold a sale event, when to post a blog or a press release, or when to expect added server load.

Conversions > Ecommerce > Product Performance

(3)Conversions - Ecommerce - Product Performance

With Google Analytics installed with Ecommerce Tracking, transactions made in your website are now monitored through Conversions > Ecommerce. Under Ecommerce, you can check out an Overview of your transactions, Product Performance, Sales Performance, Transactions, and Time to Purchase. We’ll be focusing on Product Performance to show Quantity, Unique Purchases, Product Revenue, Average Price and Quantity.

With Product Performance, your data is pre-arranged for you. You can readily check the top performing product. It is important to know the number of Unique Purchases, as you may want to associate these with events in your campaign (e.g., Big Sale, Holiday Events, Discounts, etc.).


Dashboards help you analyze your data on a different level. You can now quickly look at your statistics without arranging the data for yourself.

Here are some of the best analytics dashboards you can find. Click on the link to sync it to your dashboard. Please note that the only thing shared is the configuration, and not the traffic vice versa.

E-Commerce SEO Dashboard by Vagelis Varfis

This e-commerce SEO dashboard helps you analyze your SEO efforts in a detailed manner. With this, you can gauge if non branded, organic traffic searches generate more revenue than the other traffic sources.

With this dashboard, you can prove to your clients that doing SEO for the website is profitable and delivers measurable results; it’s more than just generating traffic to your website.

Google Analytics

This website recently had their ecommerce tracking enabled; here you can see how many organic traffic sessions they have, total number of transactions from organic search, and revenue from both organic and non organic traffic.

Mobile vs. Non-mobile

You’ve heard this a lot of times; mobile usage for ecommerce is on the rise, and there are no signs that it’s bound to stop. Custora Ecommerce Pulse shares this observation with a nifty graphic on Orders by Device.

ecommerce google analytics

To help you gauge your ecommerce conversions on mobile vs. non-mobile platforms, check out Dashboard Junkie’s dashboard on Mobile vs. Non-mobile transactions.

Here’s an example of the dashboard itself. In Dashboards, you can also trigger segments that show up in the reports. For example, we have enabled Organic Traffic along All Users in this dashboard. You can now see how it compares to organic user traffic from mobile devices.

Google Analytics

Sales Cockpit

Last but not the least, a general overview of your ecommerce store can be found here in the Sales Cockpit, again by the Dashboard Junkies.

Google Analytics

This is your go-to dashboard for quick answers to your client’s questions! Here you can see the total number of visitors, how many of those visitors placed an order, sources of traffic revenue, bestselling products on your site, and how your AdWords campaign influence orders and revenues in your site.

There you have it! Google Analytics is a useful tool, but a lot of people hasn’t realized its full potential as an ecommerce analytics dashboard. Remember that these wouldn’t be possible unless you install and track ecommerce data through a data layer and enabling tracking in the Admin area!

Do you know any other secrets Google Analytics holds as an ecommerce analytics tool for your website? Share it with us in the comments!

When he’s not grooming his beard, guest author John Stevens works as a hosting expert and consultant. On his site, you can expect genuine, accurate and up-to-date web hosting reviews.

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