How to set up Google Analytics for a Shopify store

In contemporary society, if you’re having a Shopify business, you need to notice that data is one of the most important factors that help you grow your store as soon as possible.  In order to provide more information about the store’s performance for customers, Shopify is offering its users with Shopify’s analytics. But if those statistics from Shopify are not enough for you, then Google Analytics is a good way to let you track more details of your business situation.  So today we will show you Shopify google analytics setup steps.

At first, why using Google Analytics?

“Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.” – Wikipedia

So if you’re thinking that Google Analytics only helps you track traffic stats, it can be a mistake because this service can provide you with:

  • What sales channels are driving the most sales? 
  • Customer data: behavior, location, etc. 
  • Which products are the best sellers? 

Therefore, if you use Google Analytics correctly, you will be able to know all the information you need to schedule your future marketing strategy and where to put your money on. 

Now we move to the most important section. 

How to have Shopify google analytics setup appropriately with just a few steps?

On this topic, we will show the steps for even those who don’t have a Google Analytics account, so if what step you feel is unnecessary, just skip it.

Here are 5 steps to set up Google Analytics for your Shopify store:

  • Step 1: Create and set up your Google Analytics account
  • Step 2: Add Google Analytics code to your Shopify store
  • Step 3: Check Shopify Google Analytics Code setup
  • Step 4: Add your website to the referral exclusion list
  • Step 5: Enable Ecommerce Tracking in Analytics

#Step 1: Create and set up your Google Analytics account

First, visit the site at analytics.google.com, and you can use your already existing Gmail account or create a new one to sign up for a new Google Analytics account. 

Google analytics signup
(Source: marketlytics.com)

Click the “sign up” button to get a new account. 

The next step is to set up some basic settings for your account. You must notice that click on the website button in the “What would you like to measure” section.

Google analytics basic settings
(Source: marketlytics.com)

When you fill all sectors, you only need to accept the Google Analytics terms and conditions to finish the account creation step. 

After that, you will need the tracking code to put it in your Shopify store by following those steps Admin > Property > Tracking info > Tracking code.

How to find tracking code
(Source: marketlytics.com)
tracking code
(Source: marketlytics.com)

Copy the tracking code between the <script> </script> tags and move to the next step.

#Step 2: Add Google Analytics code to your store

After entering your Shopify account dashboard,  you just need a few clicks to add the code to your store. Click on Online store > Preferences > and go to Google Analytics section > paste the code in the Google Analytics account field.

Google Analytics account field

After pasting the code, the Google Analytics account section will be like the image below.

*) Note: If you want to track your Shopify Google Analytics enhanced eCommerce stats, you must click on Use Enhanced Ecommerce.

Enhanced Ecommerce
(Source: marketlytics.com)

#Step 3: Check Shopify Google Analytics code setup

Now, in order to verify if you set up correctly, you have to turn back to your Google Analytics account and reach the Reporting tab. After that, navigate to Real Time > Overview, now if you’re opening your Shopify site, you can see the number of active visitors will be more than one. 

real time analytics
(Source: marketlytics.com)

#Step 4: Add your site to the Referral Exclusion List

By adding some sites to this list, you will be able to have higher accurate reports. To do that reach the Admin > Property > Tracking Info > Referral Exclusion List.

Referral Exclusion List
(Source: marketlytics.com)

Next, here are some domains that you need to add to the list:

  • Youwebsitename.com
  • Checkout.shopify.com
  • Any external payment gateways such as Paypal.com

#Step 5: Enable Ecommerce Tracking in Analytics

Now you will have two options to enable eCommerce tracking

If you only want to have information about your transaction and revenue, you just need to turn on the basic eCommerce tracking. 
Follow those steps: Admin > View > Ecommerce Settings > click the Enable Ecommerce toggle to turn on tracking.

Google Analytics basic tracking
(Source: marketlytics.com)

However, we suggest you take full advantage of this service by using Shopify Google Analytics enhanced eCommerce tracking. To do that, click on Enhanced Ecommerce Settings to turn it OFF to ON. 
*) Note: Enhanced Ecommerce Settings is only shown up when you already clicked on Use Enhanced Ecommerce in the Shopify admin page.

Google Analytics enhanced tracking
(Source: marketlytics.com)

Next step to consider: Shopify Google Analytics Goals Tracking

Here is an additional step that you need to track the specific destinations of your customers. For example, if you want to know how many individuals visited a certain product page, you can set up a Destination Goal to track this information easily. 

For that, here are 6 stages that you need to follow: 

  1. Admin > in the View column Goals > New Goal 
  2. Choose a Goal Template
  3. Choose the Goal you want to measure for your Shopify store (Revenue, Acquisition, Inquiry, Engagement, Conversion, etc) > Continue 
  4. Fill your goal name and choose Destination type > Continue
  5. Paste your link you want to track on the Destination field.
  6. Save

After creating your first goal, you can repeat the progress to make your Shopify Google Analytics Goals Tracking better. 

*) Note:

  • You need to notice that Google Analytics allows you to set up to 4 types of goals.
  • Of course, you will want to track more statistics as many as possible. In order to do that, you will have to set up custom goals which are more complicated. So we’ll talk about this in the next topic.

How to view Google Analytics Ecommerce Reports?

After Shopify Google Analytics setup, now the final stage is that you have to understand the eCommerce reports to have better moves for your Shopify business. There are five main types of reports in Google Analytics: Acquisition, Conversions, Real-Time, Audience, Behavior. 

However, I will only guide you with some important reports related directly to your Shopify store here:

  • Overview
  • Product Performance
  • Sales Channels
  • Customer Locations

#Report 1: Overview

Steps: Reporting > Conversions > Ecommerce > Overview

After following those steps, you’ll be able to see the report like the picture below.

Overview reports
(Source: marketlytics.com)

As you can see, from this report, you can see the overall status of your store. 

And here are some key stats that you should focus on: 

  • Ecommerce Conversion Rate: this is the goal that you can track your basic Shopify Google Analytics conversion tracking.
  • Transactions
  • Revenue
  • Average Order Value
  • Unique Purchases 

#Report 2: Product Performance

Steps: Reporting > Conversions > Ecommerce > Product Performance > Shopping Behavior 

By viewing this section, you will know what are your best sellers and your low-performance products. 

Our suggestions: You can try to show more bestsellers on your homepage to don’t let your customers miss that.

Product performance reports
(Source: marketlytics.com)

#Report 3: Sales Channels

Steps: Reporting > Acquisition > All Traffic > Channels > Ecommerce

When seeing this report, you can try to figure out which traffic sources are driving to purchases and conversion rates. Particularly, you can track each channel to see which one is creating the best revenue and having the best Shopify Google Analytics conversion tracking rate.

Our suggestions: Check again sources that are performing poorly to find the reasons why this is not working and spend more money on the high-performance channels.

Sales channels reports
(Source: marketlytics.com)

#Report 4: Customer Locations

Steps: Reporting > Audience > Geo > Location 

Here is the report after following those steps:

Customer locations reports
(Source: marketlytics.com)

If you’re selling your products internationally, we think where your customers are located is necessary information because you will know people from what nations are loving your brand. 

Our suggestions: When you find where your customers come from, you can try to sell more products that associate directly with their cultures and countries.

Let’s grow your store by perfect Shopify Google Analytics setup today!

After the 5-step process about how to set up Google Analytics for the Shopify store and showing some important reports in this service, we hope you can combine the power of Google Analytics and Shopify to grow your business faster. 

If you have any questions, don’t hesitate to let us know!

If you want to connect your Shopify store to other platforms like Facebook or Instagram, try to check out those blogs:  


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