How To Track Purchases On Google Analytics

Google Analytics is a powerful tool that can help you track your website’s performance and user behavior. One of the most important metrics for e-commerce businesses is tracking purchases, which can provide valuable insights into customer behavior and sales trends.

Setting Up E-commerce Tracking

The first step in tracking purchases on Google Analytics is to set up e-commerce tracking. This involves adding a few lines of code to your website’s checkout page, which will allow Google Analytics to track the value of each transaction and the products that were purchased.

Configuring E-commerce Tracking

Once you have added the necessary code to your website, you can configure e-commerce tracking in Google Analytics. This involves setting up goals and funnels to track the user’s journey from browsing products to completing a purchase.

Analyzing Purchase Data

Once you have set up e-commerce tracking, you can start analyzing your purchase data. Google Analytics provides a range of reports that allow you to track sales trends, average order value, and other key metrics. You can also use this data to optimize your website’s checkout process and improve customer experience.

Segmenting Purchase Data

One of the most powerful features of Google Analytics is the ability to segment your data. This allows you to analyze purchase behavior by different criteria, such as location, device type, or marketing channel. By segmenting your data, you can gain a deeper understanding of your customers and tailor your marketing strategies accordingly.


Tracking purchases on Google Analytics is an essential part of any e-commerce business’s analytics strategy. By setting up e-commerce tracking, configuring goals and funnels, analyzing purchase data, and segmenting your data, you can gain valuable insights into customer behavior and sales trends. With this information, you can optimize your website’s checkout process, improve customer experience, and drive more sales.