One of the most important things you can do to improve the performance of your Shopify store is to begin tracking web analytics. Tracking web analytics with a tool like Google Analytics will allow you to see where your customers came from, what they did once they landed on your store page, and allow you to make inferences as to why they did or did not make a purchase. In this guide we walk through all the steps you need to get your Shopify store up and running with Google Analytics.
To connect Google Analytics to Shopify, first you need to create a Google Analytics account. Once your account is created, copy your unique "global site tag" that Google Analytics generates and plug it in to your Shopify settings page. Each of these steps is explained in detail below.
The first step is to actually create a Google Analytics account. If you already have a Google Analytics account then you can skip this step.
Up to this point Google Analytics is installed on your Shopify store and has begun tracking website traffic. However, By default, Google Analytics doesn't track any E-Commerce specific metrics. By enabling E-Commerce tracking you give Google Analytics the power to track events such as Added product to cart, Added shipping info, Added billing info, and more.
If everything has gone well then your Google Analytics account should be connected and analyzing web traffic on your Shopify store! To make sure that everything is working there are a few simple steps you can do.
The default Google Analytics configuration is pretty powerful, but we have a few recommended tweaks to squeeze even more out of it.
By default, Google Analytics is configured to track all traffic hitting your store. This includes traffic by you or members of your team. It's a good idea to filter out all traffic internal to your company as to not skew the data.
Google Analytics shows you which websites generate traffic to your store. For example, if a news website features your store and readers click a link to view your website, then the news website is listed as a source of traffic to your store.
There are some sources that you don't want included in your referral traffic reports. If a customer enters the checkout and then returns to your online store to continue shopping, then the checkout page might be listed as a source.
To filter this traffic out follow the steps below.
Google Analytics is a very powerful marketing tool that its critically important if you want to be competitive in the E-Commerce space. It gives you visibility into what visitors are doing once they land on your website. You can monitor the effectiveness of your Shopify marketing strategies, product pages and content, user experience, and device functionality. All these statistics show you what is working well, and more importantly, what isn’t.
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