Conversion Overview

In Analytics, a conversion is the completion of an activity on your site that is important to the success of your business. For example:
  • a customer signing up to your email newsletter (a Goal conversion)
  • a purchase (a transaction, sometimes called an E-commerce conversion)

Goal conversions

You must define Goals in Google Analytics in order to track Goal conversions. Goal conversions are the primary metric for measuring how well your site fulfills your business objectives. A Goal conversion occurs once a visitor completes a desired action on your site, such as a registration or download. You'll be able to see the conversion rates and the number of completions for each Goal that you set up. If you set a monetary value for each Goal, you'll also see the value of your conversions. Read About Goals and Goal Funnels.

Once you've set up Goals, you'll also be able to see how all your channels work together to create conversions. Read About Multi-Channel Funnels.

E-commerce conversions

To analyse online sales effectiveness, you'll need to track E-commerce. E-commerce tracking is Javascript code on your shopping basket or site that collects information about each transaction as it occurs. The information collected includes which product(s) was/were purchased, the purchase amount, and billing city, state and country. Tracking E-commerce transactions in Google Analytics allows you to see the value of traffic by geography, referral, campaign and many other dimensions. You can see E-commerce performance metrics on the E-commerce tab of many reports. In addition, the E-commerce reports provide information on product and sales performance, number of transactions and time to purchase. Read E-commerce Overview.

Once you have set up E-commerce tracking, you'll also be able to see how all your channels worked together to create sales. Read About Multi-Channel Funnels.