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Back in the day, store owners/business entities would hand out brochures and survey charts to their customers. It was to understand their customer’s mode and channel of discovery to their business. Although the method of customer tracking for business expansion is still prevalent, the technique is different. In the digital era, we have eCommerce tracking done virtually by Google Analytics.

You could be a beginner or an established business entity in the digital platform. However, if you are not utilizing the benefit of eCommerce tracking, you need to step up. You could be missing out on targeting potential customers, which in turn can reflect on your business income. 

Read on to understand everything you need to know about the basics of setting up eCommerce tracking in Google analytics. Also make sure you setup Google Analytics to track page speed as well.

What is eCommerce tracking in the first place?

In the simplest terms, eCommerce tracking works like a page highlight marker. It highlights and segments certain information for you out of the data generated from your eCommerce site. Further, this information could ease your approach on strategies to reach out to more potential customers. 

What are the sets of information generated by eCommerce tracking?

There is whole bulk of data outcome generated by your eCommerce site. Some of the significant data generations include –

  1. Product performance
  •  Number of products sold in a day.
  • Highest selling products.
  • Most popular products.
  1. Paid ads and campaigns
  • The number of target audience reach.
  • Conversion rate.
  • Rate of engagement of customers.
  1. Demographic performance
  • Time of purchase, time spent browsing products.
  • Location-wise performance rate.
  • Time of the year/ festive seasons with most product sales. 
  1. Medium 
  • Customer traffic source to your website (through online social media applications)
  • Source of back-links directed to your website.
  1. Overall analysis
  • Target campaigns with the highest performance in terms of traffic – driving customers to your website.
  • Figures – the revenue made from transactions either employing organic search by customers/ promotional ads.
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How to set up eCommerce tracking in Google analytics?

We now know of the value and potential of the robust report generated by simply adding tracking parameters to eCommerce websites. 

From a business expansion perspective, this sort of information is like a secret excavation of wealth. This information can help one funnel down to the basics of addressing customer targeting in an entirely new dimension. 

There is no time to waste in setting up eCommerce tracking in Google analytics to maximize any business potential.

Setting up eCommerce tracking in Google Analytics is a simple process. 

There are only three requisites before setting up e-commerce tracking in Google Analytics –

  1. The first and foremost thing is to have an up-to-date and functional website of your eCommerce website. With almost all business establishments shifting into making a space in the digital domain, there is so much competition. Investing in a website developer pays in the long run. 
  2. While this second one is optional, having an easy user-interface website enhances the overall performance of your eCommerce. After all, what is the point of having considerable customer traffic but a low conversion rate due to a poor user interface? 
  3. A Google account. While you can use your google account too, we would not recommend that. It is more professional and safe to have a Google account linked to your eCommerce.
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Steps to set up eCommerce tracking in Google analytics 

Apart from all the premium advantages, the best part of setting up eCommerce tracking in Google Analytics is that it is free of cost!

Let us get started on setting up eCommerce tracking in Google analytics –

  1. First thing first, hit the search engine button for “Google Analytics.”
  2. Sign in; using your business Google account, or you could make a new one, specifically for your business email.
  3. The next step is called “Setting up your property.” It involves filling out three basic credentials – website name, the URL address of the website, industry category (fashion, food, gaming products, etc.,) and reporting time zone.
  4. After filling in your details, it will be direct you to a window to obtain a personalized tracking ID for your eCommerce. Click on the button that reads “Get Tracking ID.”
  5. The next step after obtaining your tracking ID involves some careful steps. A screen will pop up with the heading banner that reads “Website Tracking.” With a subheading, Global site tag, you will find a series of codes displayed on the dialog box. 
  6. The code generated is a personalized one for a particular property (eCommerce website). Carefully copy all the given code and paste it on the <Head> of any of your eCommerce websites that you prefer to track.

The first part of setting up an eCommerce tracking code on your eCommerce site is complete. 

Now, the second part involved enabling or allowing your website for eCommerce analytics tracking.

Activating eCommerce Google analytics tracking on your website –

On your eCommerce page, you will have to navigate to the “Admin” toolbar menu. 

  1. Under the “admin” button, you will find the “view settings” button; click on it. 
  2. A drop-down menu of over four options will appear on the screen. You have to select the “ecommerce setting.”
  3. Under that menu, a new window on the side with two options will appear. One will read, “Enable ecommerce,” and the other will be the “Enable enhanced ecommerce reporting.” With two button bars for switching it on and off, you will have to switch it on.

As simple as that, your eCommerce site now has a customer traffic tracking parameter in Google Analytics.

How does eCommerce tracking in Google analytics contribute to the growth of a business?

When anyone sets up a business, growth, and expansion of the company is among the top criterion. Of which, one crucial factor contributes to reaching out to more customers. That is, understanding the customer base, the source of their exposure to your business, and so on. 

By that, we mean the background tracking of your customer. It enables you to take measures and strategies accordingly for maximum reach. Ecommerce Tracking in Google Analytics does just that and more. It gives insight into the overall online performance and provides a detailed report on background traffic tracking.

In doing so, there is better insight on targeting potential customers and business expansion. In the digital world and arena, all existing customers and potential customers are lurking in the digital world. To garner more potential customers for business expansion, you need to game up. Setting up an eCommerce tracking in Google analytics adds to a substantial benefit to your e-business.