Google Analytics is a very common tool used to track and analyze the visitors on a WordPress website. But did you know that Google Analytics also has some advanced eCommerce tracking features? Setting Up Google Analytics eCommerce Tracking in WooCommerce isn’t that difficult.

According to Google Analytics blog, the E-commerce reports allow you to analyze a purchase activity on your site or app.

You can see product and transaction information, average order value, e-commerce conversion rate, time to purchase, and other data.

Benefits of Google Analytics eCommerce Conversion Tracking

Setting up eCommerce tracking in Google Analytics will allow you to see vital information such as total/average revenue, conversion rates, product revenues, cart/checkout conversion rates and abandonment rates etc.

In order to improve and optimize your store’s conversion rates, the ability to measure this information is an absolute necessity.

It will also help you discern the source and medium of the sales viz. via organic search, paid search, referrals, email or social media, which will aid you to make informed decisions and thus improved return on investments(ROI).

Setting Up Google Analytics eCommerce Tracking in WooCommerce

Basic Settings

  1. Sign up for a Google Analytics account, if you aren’t already using it.
  2. Go to Google Analytics, go to Admin from bottom left. Click on Tracking Code under Tracking Info in the Property section. 
  3. Copy the Tracking Code and Paste it into the Header Section of WordPress. Use the Insert Headers and Footers plugin for this. 

Google Analytics Dashboard for WP plugin (GADWP)

  1. Install the Google Analytics Dashboard for WP plugin (GADWP) on your WordPress website.
  2. The recommended settings for the GADWP plugin are:
    • The First Step is the Plugin Authorization.Click on Authorize Plugin. Then click on Get Access Code. Choose your Google Account. Copy the Access Code generated and paste it back on your website.Then click Save Access CodeSelect your website view. It must be like yourwebsite.com => All Website Data View. Then click on Lock Selection button. Clicking that button would turn that field grey. Enable Automatic Updates and click on Save Changes. That’s all for the General Settings.
    • No special settings needed in the Backend Settings. But if you are planning to target a single country then you can use its Location Settings section. You just need to enter country code and Map API Key.
    • No special settings needed in the Frontend Settings & Tracking Code Basic Settings either.
    • Set ‘track downloads, mailto, telephone and outbound links’ & ‘track affiliate links’ to ON in the Event Tracking section. Also, provide Regex for the Downloads and Affiliate links as shown below.
    • No settings needed in the Custom Definition section.
    • Coming to the next section which is ‘Exclude Tracking’, check the Editor, Author, Contributor, Shop Manager to excluding tracking their activities.
    • If you have implemented Accelerated Mobile Pages (AMP) on your e-commerce pages, you can enable its support from the last section which is Integration. Also, select ‘Enhanced E-commerce Plugin’ as shown below.

Google Analytics eCommerce Settings

  1. Click on E-commerce Settings under View section in the Google Analytics Admin
  2. Here, you need to do the following settings.:
    • Switch “Enable Ecommerce” to On. 
    • After doing that a new option “Enable Enhanced Ecommerce Reporting” will appear. Switch that too to On. 
    • Click Save.
    • Now go to “View Settings” from the left menu. 
    • Set the “Currency displayed as” setting to USD or the currency that’s set in your Woocommerce settings. 
    • Click Save.

WooCommerce Google Analytics Integration

Now install and activate the free WooCommerce Google Analytics Integration plugin which is developed by WooCommerce core developers. It allows WooCommerce to send your transaction/sales data across to Google Analytics.

  1. Navigate to WordPress Dashboard -> WooCommerce -> Settings -> Integration and configure the following settings:
  2. Enter your Google Analytics ID.
  3. Do not check mark Standard Tracking.
  4. Checkmark “Enable Universal Analytics”, “Purchase Transactions”, “Add to Cart Events”, and “Enable Enhanced eCommerce”
  5. Click Save.
  6. Wait for at least 12 hours for Google Analytics to record and analyze the data.

Bonus Tips

After a few transactions on your website, log in to Google Analytics, take a look in the Conversions section -> eCommerce -> Overview

If you need any further assistance, feel free to contact me in my Facebook Group:  Brandnol Digital Marketing Group

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Ankur Shrivastava

Ankur Shrivastava is a certified Full Stack Digital Marketing Professional. He works as a Marketing Analyst / SEO at ShareChat. He has a solid knowledge and experience of Digital Business Transition, SEO, Keyword Research, PPC, Site Audit, Social Media Optimization, Social Media Marketing, Link Building and more.

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