Mobile App Conversions: Goals and Ecommerce Reports

Find the real value of your mobile apps.

When you set up Goals and Ecommerce Tracking in your Google Analytics account, you can use the Conversion reports to track performance objectives and revenue targets.

Goals are a versatile way to measure how well your app fulfills customized, targeted objectives. You can set up individual Goals to track discrete actions like a minimum session duration or completing a certain level in a game, and use the reports to measure conversions, or completion rates of these actions.

Ecommerce reports let you track in-app purchase data, including product or service sales, total revenue, and revenue per transaction. You can also track the average number of sessions it takes to complete a transaction.

Below are descriptions of the Goal and Ecommerce reports in your Analytics account. Both Goals and Ecommerce reporting require a small amount of additional set up in your Google Analytics account. Ecommerce also requires modifications to app source code, and might be best completed by the app developer. Data does not appear in these reports until you complete the required additional set up. Links to setup instructions are included in the descriptions below.

Although these reports require a little extra work to set up, we strongly recommend you use them. Goals and Ecommerce are powerful tools that can give you the data you need to increase your revenue. The way you set up these reports determines how data appears in your reports. The more specific you are in your set up, the more detailed your reports will be.


Follow the instructions in Set up Goals. The process for a web or an app reporting view is the same.

Once you’ve completed setting up Goals, you’ll see data in the reports described here. By default, these reports display data for all your Goals. To view data for a specific Goal in any report, select from the Goal Option drop down menu above the Overview tab.


Get a performance summary of your Goals. See the number of Goal Completions, Conversion Rate and Abandonment Rate, and any value you may have associated with your Goals. You can also see the a list of the top Goal Completion Locations, or the screens with the highest conversion rate.

Goal Screens

The Goal Completion Location lets you see how well each screen with Goals performs, including the total number of Goal Completions and the total Goal Value associated with each screen.

Goal Flow

The Goal Flow Report visualizes the path your users traveled towards a Goal. This report can help you see how well users completed a targeted objective in your app. The Goal Flow Report is the same for web and app properties. All information in our Goal Flow articles and Conversion videos are applicable when tracking mobile apps.

The Goal Flow Report is a part of the family of Flow Visualization Reports. Visit the About Flow Reports and Using Flow Reports articles in this Help Center for information on using Flow Reports.


Setting up Ecommerce is a two step process that requires Edit access to a Google Analytics account and technical knowledge of your app development environment. Read Set up Ecommerce Tracking to complete the first step. To complete the second step, follow the instructions in our Developer Guides on how to set up Ecommerce tracking for Android and Ecommerce tracking for iOS. (These links to are also included at the end of the instructions for the first step.)

After you’ve set up Ecommerce tracking, you’ll see these reports in your account:


Use the Overview report to get a summary of Ecommerce data, including the Revenue, total number of Transactions, the percentage of sessions that included a transaction (Ecommerce Conversion Rate), and the Average Value of transactions that happen within your app. You can also see the top selling Products and what percentage each contributes to total sales.

Product Performance

Analyze product metrics, including the total Quantity sold, the number of Unique Purchases, and the Product Revenue. Depending on which transaction and item fields you include in your Ecommerce set up, you can also see Product Categories and SKUs.

Remember that you can define what a “product” is when you set up Ecommerce tracking, and that you can include intangible, digital purchases, like access to a higher game level or an information package.

Sales Performance

See the Dates and Revenue from all sales. By default, these reports show data for the Total Revenue. Click Conversion Rate and Average Order Value links beneath the Explorer tab for other data.


See more detailed transaction data, including the Tax, Shipping, and other additional fees for individual transactions.

Time to purchase

Find out the number of days each transaction takes.