Since its introduction in 2005, Google Analytics has been serving foolproof data for websites in all industries. From business to travel, websites across the board utilize Analytics as a go-to tool.

You might don’t know it yet, but for e-commerce business this tool is a must! Why?

Because e-commerce thrives on data, and accurate data can help your store rise to new heights. However, be aware that the reverse is also true, and misinterpreted data can take your store down. 

In the hands of the right user, Google Analytics is a powerful tool for analyzing the success of your e-commerce store and developing new strategies to help you continue to drive revenue.

What actually is Google Analytics?

Google Analytics is a free web analytics tool offered by Google to help you analyze your website traffic. Even though “web analytics” sounds like a very small area of your digital presence, the implications of Google Analytics are in fact huge. This is because for most companies, your website serves as a hub for all of your digital traffic. If you are running any marketing activities such as search ads or social media ads, your users are most likely going to visit your website somewhere along their user journey.

It doesn’t matter what type of business you have or what your selling, Google Analytics is a staple component of your marketing strategy that will allow you to monitor and grow online conversions.

What are the options?

One of its possibilities is measuring e-commerce. There are two versions:

  • standard 
  • enhanced

The first allows you to count transactions and revenues generated by the site. The data is sent when payment is made and the customer receives information about a successful order. Standard version is free.

The second, enhanced version, contains all basic elements, but also numerous extensions. It is able not only to collect and analyze data from completed transactions but also to track them from the moment they are added to the basket. Can report products added to the basket, removed from it or their number. In addition, it allows you to observe views, promotions and various types of reports. For example, he can also count the number of clicks. 

Because the tool is very popular, millions of sites and applications use it. Because of this, the system has some restrictions to protect against receiving too much data. In order to distribute them fairly to all customers, top limits have been chosen as shown below. After exceeding the limits of the second, third, and fourth points, additional activities will not be processed.

  • 10 million page views per month on real estate. When this limit is exceeded, Google contacts the customer to suggest a different solution.
  • 200,000 page views per user per day. (Universal Analytics enabled)
  • 500 entries in a single session. (Universal Analytics enabled)
  • 500 entries in a single session. (Ga.js)
FeatureStandardEnhanced
Overview ReportYesYes
Product Performance ReportYesYes
Sales Performance ReportYesYes
Transactions ReportYesYes
Product Performance ReportNoYes
Affiliate Code ReportNoYes
Order Coupon ReportNoYes
Product Coupon ReportNoYes
Internal Promotion ReportNoYes
Product List Performance ReportNoYes
Shopping Behaviour ReportNoYes
Checkout Behaviour ReportNoYes
Standard vs Enhanced

Google Analytics can seem a bit confusing at times even for a seasoned analyst. Sometimes it’s hard to know which metrics or reports are relevant to your e-commerce store, and which ones are just fluff.

How can I use it?

Here are some examples of how you can use Google Analytics for your E-commerce

  • Track Your Marketing campaigns.
  • Track Your Sales and Revenue
  • Track Your Website Traffic
  • Understand Your Target Audience
  • Learn About Customers Shopping Behavior.
  • Specialized SEO & Keyword Search
  • Track Shopping Cart Abandonment
  • Google AdWords & AdSense for Better Ads