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How to configure Google Analytics in your online shopping

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Google Analytics is a powerful web analytics tool  that provides interesting reports with which you can make the best decisions to boost your e commerce or online shopping.

We have prepared this  mini guide to help you set up Google Analytics with the basic indicators  to better understand how your e commerce works.

Why do you need Google Analytics in your online shopping?

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If you have an online shopping and want to increase conversions, you should  have as much information as possible about your customers. Google Analytics has the great advantage that it is free and very complete .

You just need to have a Google Analytics account, get the tracking code. And take it to the e-commerce platform where you have your online shopping.

Among other things, you can find out the access rate to your online shopping. The location of the users, the devices they use, the most successful products and the bounce rate. All these data will help you find new customers, retain current ones and increase your conversion rate. And achieve higher sales.

Initial configuration of Google Analytics

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The initial configuration of Google Analytics is quite simple. And paste the tracking code into your online shopping.

I tell you the steps to follow:

  • Access Google Analytics by clicking on the Google Apps icon.
  • Create a new account in Google Analytics. This way you will have a new profile to track your e-commerce.
  • Choose a name for your account. Add the name of your e commerce, the URL and the sector.
  • The tracking ID is a code similar to this: U A-000000000-0. Copy it and paste it on the pages where you want to track. The method to insert it may vary depending on the platform where you created your online shopping.

Google Analytics has a specific tracker for e-commerce that you must enable . Go to the “Manage” panel, go to the right column and click on E-commerce settings. You can start using reports from your online shopping.

How to use Google Analytics reports in your online shopping

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The reports will give you a global view of your e commerce.

  • These are the visits that your site has had.
  • Different people who have entered your e commerce.
  • Number of visits to pages. Number of sections of your shopping that a person has visited.
  • Pages per session. Average number of sections visited by users.
  • Average duration of the session. Time your visitors spend browsing your online shopping.
  • Rebound percentage . Users who enter and leave without more.
  • Percentage of new sessions. Percentage of new visitors.
  • Measure the number of times that users perform the desired action.
  • Traffic . Number of users who visit your online shopping.

And, now, get acquainted with the Google Analytics reports: 

  • In real time
  • Audience
  • Acquisition
  • Behavior
  • Conversions

Let’s see what each of them consists of.

In real time

The reports in real time are very useful to monitor the traffic of your online shopping. Here you can see  who is browsing on your site. How it has arrived, where it is and what pages it is visiting .

With these data you can evaluate, among many other things, the conversions of your site as they are made.


Audience reports are really  interesting to get to know your visitors better. Among other things, you can know its origin. The type of device with which they navigate, how often they visit you and from where.

By default, these metrics are displayed for all your e commerce traffic. You can customize the graphics you want to analyze.

One of the great attractions of audience reports is the  ability to compare data.


This report refers to the  way your visitors find your e commerce: organic traffic, social networking, paid campaigns, etc. With these data you can better understand what works and what does not to attract customers.

You can dedicate your efforts to spread your content on this platform and leave those that do not attract traffic.


In this section you have the  ranking of the most visited pages of your e commerce. In the section “Flow of behavior” you can know what your visitors do. This is very useful, among other things,  to know if any page of your shopping causes many dropouts  and analyze the causes.

Understanding these reports is key to  creating a better user experience and increasing conversions .


This is  one of the most interesting sections for electronic commerce. Using the electronic commerce tracking that we talked about in the initial configuration. .

Our intention with this small guide is to help you learn the basics. From there, you can dive into all its functions tailored to your needs.

Have you already created your Google Analytics account to measure the data of your online shopping? What has been more complicated for you? What reports do you find most interesting? Tell us about your experience with this web analytics tool.

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