In order to see the results of our marketing efforts, you will first need to set up Google Analytics (GA). Doing so will help you identify who your visitors are, where they are coming from, how effective your marketing efforts are and help you to optimize your store for better conversions and to inform future decisions.
Tracking conversion rates from customers coming from various sources such as organic searches versus social media outlets or particular landing pages from marketing campaigns can help you target future marketing to get the best bang for the buck. Setting up GA for eCommerce takes a bit more work than normal to be sure you are able to track a sale all the way through to purchase.
In order to set up Google analytics to start tracking the behavior of visitors who visit your store, you need to first make sure you’re using the new Google Analytics Universal code.
If you put your analytics code in manually a few years ago, you should update the code to reflect the new universal analytics. We recommend using Yoast Google Analytics to do this. The free version will work fine in most cases. The Yoast plugin will put the Google tracking code on the pages that you created so that you can start tracking more information about your customer visits and sales.
You can find documentation for setting up the Yoast Google Analytics plugin here.
Since the WooCommerce “Thank You” page is a dynamically created page, you will have to insert the GA tracking code manually. To do this, you will need to insert a php snippet into your functions.php file.
If you would prefer to not mess around with your php files, then you can get the free version of Woocommerce of Google Analytics. And if you want even more robust power, you can get the Woocommerce Google Analytics pro and ignore most of this post.
Now that you have GA set up to collect user data on your ecommerce store, you can start setting up goals. In our situation, we will use GA to help us track ecommerce conversions, but you can use goals to help track everything from social sharing to how long someone spends on your website.
Set up Google Analytics Goal to Track Ecommerce Conversions:
- To set up your first goal, login to your GA account, and navigate to the “admin” section.
- Once in the “Admin” section, make sure that you have the right account selected if you have more than one property. Under “Views”, select “Goals”.
- Once in “Goals”, click on the red button that says “+ New Goal” and start filling in the information. First, you should give your goal a name that’s easy to remember what it’s for. “Completed checkout process” is a good name for a goal like the one we are setting up.Once you’ve named the goal, it’s time to select the type of goal. In this case, the type of goal we are using is a “destination” goal. We are using a destination goal, because when someone reaches the page, http://yourdomain.com/checkout/order-received they have completed the checkout process, and purchased a product.
- Hit continue, enter the order received URL, (which will look like http://yourdomain.com/checkout/order-received), and then you can verify the goal before saving. If you only have one product, then you can assign a monetary value to the goal completing, but if you have more than one product you will not to keep the button turned off. You can also leave the “Funnel” button clicked off as well.
Click save, and now you have your first goal set up. You can start analyzing that import user data to help you make the most out of your ecommerce website.