Do you want to set up WooCommerce conversion tracking in Google Analytics, so that you can effectively track how your ecommerce business and website are performing?
Once you enable WooCommerce conversion tracking and set it up in Google Analytics, you’ll be able to access better data about your store and make great decisions about how to optimize and improve it.
In this article, we’ll show you how to set up WooCommerce conversion tracking in GA4, Universal Analytics, and WordPress.
Table of Contents
- What is WooCommerce Conversion Tracking?
- How to Set Up WooCommerce Conversion Tracking: Step by Step
- How to Find WooCommerce Conversion Tracking Data in WordPress
- How to Find WooCommerce Conversion Tracking Data in Google Analytics
What is WooCommerce Conversion Tracking?
WooCommerce conversion tracking is a way to track what your website visitors are doing on your eCommerce store. By setting up conversion tracking on your WooCommerce website, you can track:
- Add to Cart Clicks
- Remove from Cart Clicks
- Overall Conversion Rate
- Abandoned Checkouts
- Total Purchases
- Items Purchased
- Top Traffic Sources Resulting in Purchases
- Average Order Value
- Google Ads (formerly Google AdWords) Conversions
- And even more conversion events
In a nutshell, enabling conversion tracking in your WooCommerce store allows you to effectively analyze the shopping behavior of your customers so you can make changes and decisions that lead to growing your business.
Once you enable WooCommerce conversion tracking in WordPress and Google Analytics, you’ll find all the information you need to optimize your store:
How to Set Up WooCommerce Conversion Tracking
The best way to enable conversion tracking on your WooCommerce store is to use the MonsterInsights WordPress plugin. It helps you add Google Analytics eCommerce tracking to WooCommerce without editing code or hiring a developer. It handles installing your tracking code and any other conversion tracking codes for you.
With our eCommerce addon, store owners can easily turn on eCommerce tracking in Google Analytics 4 and Universal Analytics in just a couple clicks, without any further configuration. It’s so simple!
You can even track customer behavior with our User Journey addon!
So for this tutorial, we’ll be using MonsterInsights, the best WooCommerce conversion tracking plugin. Let’s dive in!
Step 1: Install MonsterInsights
To get started, head to the Pricing page and get started with MonsterInsights at the Pro level.
When you’re all signed up, you’ll be able to download the ZIP file of the plugin from your account area.
Next, click the Add New plugin button in your WordPress admin, install, and activate MonsterInsights.
Step 2: Connect Google Analytics with MonsterInsights
Now, connect Google Analytics (Google Analytics 4, Universal Analytics, or both) with your website. Not only does this provide you with tons of different conversion tracking, but it also installs your Google Analytics code on your site automatically.
For more details, refer to our guide on how to add Google Analytics to WordPress.
Step 3: Install MonsterInsights eCommerce Addon
Then, you’ll also have to install the MonsterInsights eCommerce addon.
To do that, go to Insights and then click Addons. Now scroll down to eCommerce and click the Install button. If you’re using GA4, that’s it! You’re now tracking purchase events and a whole lot more.
Step 4: Enable Enhanced eCommerce Tracking in Google Analytics
NOTE: Skip this step if you’re using just Google Analytics 4.
Once the addon is active, you will have to enable enhanced eCommerce tracking in Analytics.
Now login to Google Analytics, and select the right website you’d like to enable Enhanced eCommerce tracking for.
Next, click Admin in the left taskbar.
Then click Ecommerce Settings under the column on the right.
Next, switch on the settings for Enable Ecommerce and Enable Enhanced Ecommerce Reporting.
Step 5 (Optional): Add Google Ads Conversion Tracking Information
If you’re running ad campaigns with Google Ads, you’ll also want to navigate to Insights » Settings » Publisher to turn on Google Ads Tracking and fill in your Conversion ID and your Conversion Label from your Google Ads account at this point:
For full instructions on connecting Google Ads to WooCommerce, check out How to Set Up eCommerce Google Ads Conversion Tracking.
Now, do you want to see your WooCommerce analytics reports?
Find WooCommerce Conversion Tracking Data in WordPress
After you’re done with the Google Analytics integration, you can now view your eCommerce reports within your WordPress dashboard.
To get an overview of your WooCommerce conversion tracking data, just go to Insights » Reports » eCommerce in WordPress.
You’ll see an overview and product performance reports at the top.
As you scroll down the page, you’ll see your store’s top conversion sources. These are traffic sources that send customers who completed successful purchases to your website.
Finally, you’ll be able to see total added and removed from cart events, percentage of new customers, and percentage of abandoned checkouts.
If you want to see more detail, you can click the View Report button at the end of the products and conversion sources reports. Clicking on the button will take you to your Google Analytics 4 property, where you can explore your reports.
This provides a great overview of the health of your online shop all right in your WordPress dashboard.
If you set up other conversion tracking, such as form submission tracking, custom dimensions, and more, you can view many of those reports in the other MonsterInsights report tabs.
Get a tour of MonsterInsights in Your Ultimate Guide to MonsterInsights Dashboard Reports.
WooCommerce Data in Google Analytics 4
To view your eCommerce overview report in Google Analytics, navigate to Monetization » Overview. Here you can see your revenue trend by day, purchases by day, purchases by item name, purchases by item list, and more.
For a more in-depth look at items purchased, navigate to Monetization » Ecommerce purchases.
To view Google Analytics eCommerce sales (purchases) and revenue data organized by channel, navigate to Acquisition » Traffic acquisition:
Then, scroll to the right in the table to find Conversions and Total revenue. Click the All Events drop-down arrow under Conversions and select purchase:
Now, the table is showing total purchases and revenue by traffic channel.
WooCommerce Data in Universal Analytics
NOTE: Universal Analytics will be sunset on July 1, 2023. You should begin using Google Analytics 4 as soon as possible.
To see your eCommerce conversion data in Universal Analytics, navigate to Conversions » eCommerce » Overview in your Google Analytics profile.
You’ve successfully enabled WooCommerce conversion tracking by turning on eCommerce tracking in Google Analytics.
For more WooCommerce tips, check out:
Not using the best Google Analytics plugin for WordPress yet? What are you waiting for?