Everyone knows that Google Analytics is a powerful website traffic statistics tool, people can use GA to understand its website’s performance, in terms of visitor source, page views, visitor behavior, and more to optimize your website and marketing strategies.
However, GA data could mean more for merchants, it represents—revenue and business opportunity.
What are conversions?
Based on Google, conversion is an action that’s counted when someone interacts with your ad (for example, clicks an ad or views a video ad) and takes an action you care about such as filling out a form, completing a purchase, or simply by showing a high-level engagement with your site. Many e-Commerce owners have already understand the importance of conversion rate, and are figuring out how product views and website traffic are correlated in driving conversion rates.
Tracking conversions with Google Analytics
If you’re already using GA, all it takes is a defined goal and a specific URL that reveals the source of the click. To set up and start tracking conversions in Google Analytics is quite simple. In the follow passage, we’ll share how to set up the “purchase” conversion goal, which is frequently used by our merchants.
Setup “Purchase” or “Create an account” conversion goal
1. Login GA→ select the Admin tab at the top of the page→ navigate to “Goals” and click on it. 
2. Once you’re on the “Goal” page, click on “+ NEW GOAL”
3. In the Goal Setup page, choose “Make a payment” or as your conversion goal, and continue.
4. Enter the name of your conversion goal and select “Destination”
5. In Goal details, choose the destination as “Regular Expressions” and fill in either ”/sign_up_confirmation” or “/confirm” → turn on”Funnel” to allow GA track how well certain actions on your website contribute to the success of your business.
(NOTE: Only turn on funnel when your conversion goal is to confirm payment)
6. Click on “Save” to finish setting up.
How to analyze conversions?
In the left-hand sidebar menu, click on Conversions→ Goal→ Overview to start.
Once you start gaining data, you can check out different reports to analyze and monitor your conversion rate. In the goal flow report, you can visualize the flow through which a potential customer lands on your site and then takes a desired action.
We can also look into other reports to improve in conversion rate
- Audience: Sort your conversions based on demographics, such as age, sex, location, and more to get insights on what type of people are most likely interested in your brand.
- Acquisition: The acquisition report tells you where your visitors originated from, such as search engine, social media, or network referrals. It’s a key section telling you which online marketing tactics bring the most visitors to your website.
- Behavior: The behavior report gives you an insider’s look into what pathways your visitors take to land on your website. The section provides details about the first page they view and the last one they visited.
Google gives you free, detailed data on your site performance. The Google Analytics reports reveal in-depth information related to how visitors interact and engage with content on your site. You get a sneak peek into which pages and events perform the best and which ones need improvement. The only smart move would be to take advantage of these reports to optimize your website and improve your conversions.
Marketing Associate at SHOPLINE. A digital marketing nerd and a podcast fan. You can find her out in the woods once in a while but most of the times she’s glued to her laptop screen indoors.