How to Setup Google Analytics for Your eCommerce Shopify Store

“If you can't measure it, you can't improve it." - Peter Drucker

 What management thinker, Peter Drucker means, is you can’t know if you’re successful unless you can clearly define and track that success. Without defined objectives, you’ll be stuck in a constant state of guessing what is and isn’t work. 

With a brick and mortar business, you have the ability to see customers firsthand, learn their habits, and speak to them. Without eCommerce analytics, an online store is blind to the kind of information that's so easily tracked with a physical storefront.

That’s why your Shopify store needs Google Analytics. With this free marketing tool you’ll be able to better understand the effectiveness of your marketing campaigns, which in turn will help you better understand your visitors so you can optimize your online business for more conversions and better sales.

The goal of this article is to teach you how to use Google Analytics and Shopify tracking so you can create goals and funnels that will track any and all conversions on your eCommerce site.

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Setting up Shopify Google Analytics eCommerce Tracking

Once you start using Google Analytics with Shopify, you will have a much better understanding of your eCommerce store’s performance. Which will help you take your store to the next level.

Below are four easy steps to getting your Shopify Google Analytics account setup with goals and funnels to track your store’s visitors.

Step #1 Get a Google Analytics Account

If you don’t already have a Google Analytics account, sign up using your main Google email account. Follow the instructions for account set up when you visit Google Analytics' ​​website and once you accept Google’s Terms of Service you have officially opened your account. And now it’s time to add the tracking code to your eCommerce store.

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Step #2 Install Tracking Code into Your Shopify Store

After accepting Google’s ToS, you’ll be taken to a page with your tracking ID. Your tracking ID is 9 digit code that starts with “UA”.

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Copy your tracking ID, and head to your Shopify store admin dashboard. In there, click Online Store > Preferences.

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​Look for the section called “Google Analytics” and paste your tracking ID where it says "Google Analytics Account."

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​Click “Save” at the very bottom, and Shopify will automatically add the whole tracking code on your site. Once the code has been added to your site, the next step is to turn on the optional (but very important) eCommerce tracking feature in Google Analytics.

NOTE: Make sure you've removed password protection from your online store, otherwise Google Analytics won't be able to track visitors.

Step #3 Turning on eCommerce Tracking in Google Analytics (Optional)

Finally, if you need more detailed tracking information, Shopify is one of the few Google Analytics partners that have made enhanced eCommerce easy. So if you’re looking for more detailed tracking information, make sure to enable Enhanced eCommerce.

The enhanced eCommerce plugin for analytics.js enables the measurement of user interactions with products on eCommerce websites across the user’s shopping experience, including: product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, transactions, and refund. SOURCE

2. Scroll down to the Google Analytics section and click the Use Enhanced ​eCommerce checkbox:
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​3. Click Save.

4. Sign in to your Google Analytics account if you have not done so already, and click Admin in the Google Analytics menu bar.

5. Use the drop-down menu to select the Account, Property, and View that you want to track.

6. Click ​eCommerce Settings.

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7. At Step 1 of the ​eCommerce setup, click the Enable ​eCommerce Status toggle to ON. If you want to generate Related Products data, click the Related Products Status to ON. Click Next step.

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8. Click the Enable Enhanced ​eCommerce Reporting toggle to ON. Then Submit to complete the setup.

google analytics shopify

After you've enabled Google Analytics, you can enhance the feature to get more reliable tracking data.

NOTE: ​It can take up to 24 hours for Google Analytics to begin collecting information from your eCommerce store.

Step #4 Create Shopify Google Analytics Goals and Funnels

So now that your Google Analytics account is open and tracking your Shopify eCommerce store’s data, that should be all, right? Well, not quite… To make the most out of your Google Analytics and Shopify integration you’ll want to create goals and funnels.

Google Analytics goals when help you track when a visitor takes action, or converts. That conversion can be nearly anything including email signups or page visits.  

There are four main types of goals to use with your Google Analytics and Shopify business:

  • Destination: These goals happen when a visitor lands on a given page, like a “thank you” page. These are the most commonly used goals and the one I'm going to show you how to setup below. For more examples on using Destination goals, read Google’s in-depth documentation.
  • Duration: These type of goals trigger when a visitor spends a certain amount of time on a specific page.
  • Pages/Screens per session: This goal is triggered when a visitor visits a certain number of pages in a single visit.
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    Events: Now this is where goals can get pretty incredible. Events let you track pretty much anything you want since they are triggered when an action defined as an event happens. For example, you can define adding a product to the shopping cart as an event, which you then can use as a goal. Learn more about Google Analytics Shopify Event-based Goals through Google’s documentation.

To create a custom goal for your Shopify store in Google Analytics:

1. Sign in to Google Analytics.

2. Click Admin, and navigate to the desired view.

3. In the VIEW column, click Goals.

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4. Click + NEW GOAL to create a new goal, or click an existing goal to edit its configuration.

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5. Select Custom from the list of options.

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6. Click Next step, then select a goal Type.

google analytics shopify goals

Before you’re finished creating your goal, you need to create the funnel…

Sales funnels are highly useful tools that let you monitor the progress your visitors make when going through a set of pages or actions in your eCommerce store.  Let’s say you're creating a funnel to track your store's checkout flow, then base its steps and URLs on the following example:

shopify google analytics

7. After you setup your goal type in Google Analytics, you’ll select continue to create the funnel by filling out the steps. (below is an example of a Destination goal that tracks the path to checkout. With this funnel you need to toggle the “Funnel” switch)

google analytics shopify

NOTE: If you’re tracking a transaction or purchase with the ​eCommerce Tracking code, leave the Goal Value blank. The actual value of the transaction will appear in the Revenue metric (not the Goal Value metric), and will come from the ​eCommerce Tracking code in your shopping cart.

8. If you have had checkouts in your Shopify store already, click the blue “Verify” button at the bottom. If your funnel is working it will pull data on your conversion rates.

9. Finally you’ll click save to complete the goal and funnel setup for your Shopify store!

Wrapping Up Google Analytics Shopify

If you’ve followed all the steps mentioned in our guide to setup Google Analytics with Shopify, you will have successfully opened and set up your Google Analytics account and started creating goals and funnels.

Now all that’s left to do is wait a few days until you get enough data to start using the powerful reports Google Analytics provides so you have a complete understanding of your Shopify store and its visitors.

Make sure you subscribe to our blog as next week we will be sharing exactly how to create reports and track the data being gathered from your Shopify Google Analytics.

Were you able to set up your Google Analytics Shopify account? Please let us know in the comments below if you had any problems with your implementation.


Caitlin is an Austin-based digital marketer and writer with a passion for content. She is the newest member of the Performance Marketer team and brings years of marketing experience, as well as the best recommendations for where to go for lunch.


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