About Ecommerce

Collect and analyze purchase and transaction data.

The Ecommerce reports allow you to analyze purchase activity on your site or app. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data.

In this article:

See Ecommerce data

To see Ecommerce data in Google Analytics, you need to enable Ecommerce in your reports and add code to your site/app to collect ecommerce data. Read Set up Ecommerce Tracking.

Ecommerce metrics (e.g. Transactions, Revenue, Ecommerce Conversion Rate) ar available on the Ecommerce Explorer tab of many standard reports. You can also see Ecommerce-specific reports:

  1. Sign in to your Google Analytics account.
  2. Navigate to your view.
  3. Select the Reporting tab.
  4. Select Conversions > Ecommerce.

Ways to use Ecommerce

Use ecommerce tracking to find out what users buy through your site or app, including information about:

  • Products: Which products they buy, in what quantity, and the revenue generated by those products.
  • Transactions: The revenue, tax, shipping, and quantity information for each transaction.
  • Time to Purchase: The number of days and number of sessions it takes to purchase, starting from the most recent campaign through the completed transaction.

Based on this data, you can develop an understanding of:

  • Which products sell well, and by inference, which products are best suited for your customer base and which are supported by your best marketing efforts.
  • The revenue per transaction, and the number of products per transaction. For example, if the number of products per transaction is lower than you'd like, you might benefit from offering better quantity discounts, or eliminating shipping costs if customers meet a minimum dollar amount.
  • How long (in time and in number of sessions) it takes customers to make the decision to purchase. If your sales cycle is stable, or fluctuates predictably based on product or season, you can use this information (in conjunction with overall sales forecasts) to make reliable predictions about revenue. If customers routinely make numerous visits before they purchase, you might think about a site design that leads more easily to your purchase pages, or options that let users compare your products and prices to your competitors'.

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