How to Use Google Analytics in Magento: A Step-by-Step Guide

Are you looking to accelerate the success of your e-commerce store?

If so, tracking and analyzing customer behavior data is a crucial step in helping you make decisions that increase customer satisfaction.

Google Analytics have vast capabilities for monitoring website activity and uncovering insights about visitor demographics, on-site behaviors, and more.

In this guide, we will walk you through all the steps necessary for setting up and using Google Analytics in Magento stores.

With our easy-to-follow instructions, tailored specifically for Magento development services customers like yourself, it’ll be easier than ever to confidently track progress from a single point of reference!

Google Analytics can track the performance of your website, identify areas for improvement and user behavior. In short, it helps to enhance eCommerce tracking.

You can learn about your visitors and see how they interact with your site with Google Analytics.

By understanding what users are doing on your site, you can optimize their experience and improve conversions.

Integrating or configuring Google Analytics to your site can be tricky if you’re using Magento as your eCommerce platform.

To help you out, in this post, we’ll explain everything you need to know about using Google Analytics in Magento. i.e., Magento Google Analytics conversion tracking,

What is Google Analytics?

Google Analytics is the most common website analytics tool. With it, you can track traffic, conversions, and user behavior on your site.

The tool consists of two parts:

  • a website analytics dashboard
  • a data tracking code

The analytics dashboard lets you view all your data, and the data tracking code allows Analytics to collect information about your visitors.

The analytics dashboard is free, but the data tracking code needs to be installed on your site to collect data.

Analytics can track a wide range of website data, including the number of visitors, their location, which pages they visit, the amount of time they spend on the site, what device they use to access the site, and their online behavior.

All this information can help you improve your site, increase engagement, and offer enhanced eCommerce reporting.

How to Integrate Google Analytics with Magento?

Getting Google Analytics in Magento isn’t too difficult. But there are a few steps you need to follow.

  • First, you must create an account on Google Analytics and set it up as a website property.
  • Then, you need to install the Analytics tracking code on your website and add the code to your Magento store.
  • To begin, log in to your Google Analytics account and select “New Account”.
  • You can choose between “Standard” or “Business” account. If you’re starting and don’t have a ton of traffic yet, then Standard account is enough.
  • Next, you need to select the website you want to track.
  • If you’re setting up Analytics for a new website, select “Start Tracking a New Website”.
  • To track an existing website, select “Manage Existing Website” and follow the prompts to set it up.

How to Track eCommerce Data with Google Analytics?

Google Analytics can also track non-eCommerce data, but eCommerce data is the most important thing to track for enhanced eCommerce reporting.

To do so, you must add eCommerce tracking to the data tracking code on your website.

  • First, you have to create a Google Analytics account.
  • If you’re setting up Analytics for a new website, select “Start Tracking a New Website”.
  • If you’re adding Analytics to an existing website, select “Manage Existing Website”.
  • You can then select “Tracking Code” to add the eCommerce tracking code to your website. This is what tracks the data and sends it to your Analytics account.
  • You’ll need to switch to the “Standard Reporting” view to see the data.

Important Events to Track Google Analytics in Magento

Once you’ve added the data tracking code to your website, you can track important events in Google Analytics.

These events will appear in your Analytics dashboard as “conversions”, and you’ll be able to see what leads to them and how visitors interact with your site.

  • Shopping Cart – If a visitor adds items to the shopping cart but doesn’t complete the purchase, you’ll be able to see that in Google Analytics. This event is critical to track because you’ll be able to identify drop-off points and make necessary changes.
  • Cart Abandonment – If visitors add items to their cart but doesn’t check out, they’re considered an abandoned cart. You can track this event in Google Analytics and see how many visitors abandon their cart. This will help you identify reasons for abandonment and improve your sales.
  • Addresses – If visitors enter their shipping address on your website, it will count as an “addresses” event in Google Analytics. You’ll be able to see the number of visitors who enter their address.

Dimensions to Track Google Analytics in Magento

If you’ve already started tracking events in Google Analytics, you may have noticed that the data is limited.

You need to track more data to make the most of your Google Analytics account. You can track more data with “dimensions”.

There are a few critical dimensions to track in Google Analytics.

The first one is “source”. You can track where the visitor came from. You could track the source as “Direct” if the visitor typed your URL directly into the browser or “referrals” if they came from a link.

You can also track “Social” if the visitor came from a social media channel and “Email” if they arrived through a newsletter or email.

The second dimension is the “referral path”. If someone visits your site from one source and then ends up on another site, they’ve followed a referral path. You can track the path to see which sites your visitors are going to.


Google Analytics can do wonders for your business, but getting it set up correctly is essential.

You must integrate Google Analytics with your website and track eCommerce data and events.

Then use that information to understand your users, optimize their shopping experience and craft personalized marketing campaigns for them to improve conversions.