First of all it’s necessary to specify that Ecommerce tracking stands for collecting and analyzing only purchase and transaction data. Ecommerce reports allow you to analyze purchase activity on your site. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other purchase related data. Besides that Google Analytics allows to analyze customer traffic, adds strategy, email marketing, etc.

To learn more about how to use Google Analytics for your prosperity and understand GA reports better turn to free Google Analytics courses.

Google Analytics Home

When you open Google Analytics home for the first time you’ll see a screen like this:

Analytics.png

The default Google Analytics reports that you’ll see on the homepage are most likely to be:

  • User Traffic
  • How do you acquire users?
  • How are your active users trending over time?
  • How well do you retain users?
  • When do your users visit?
  • Where are your users?
  • What are your top devices?
  • What pages do your users visit?
  • How are you performing against goals?
  • What are your top selling products?

These reports will be based on the data submitted by your X-Cart store to Google Analytics and will give you an insight into how your business is doing, who your customers are, where they’re coming from, and what they are buying.

Google Analytics Reports List

All reports in GA are joined into groups that are listed in the left column to your convenience:

GA-reports.png

  1. Real-time section shows you the traffic and engagement figures on a live, real time basis.
  2. Audience section covers data related to your audience’s location, browser, platform, demographics, and interests. You can also do cohort analysis and visualize your audience’s flow through your site.
  3. Acquisition section shows you how and where did you get your customers (through search, social, referrals, advertising, or direct visits).
  4. Behavior section contains reports on the visitors’ interaction with your site. You can learn what pages are most popular with your customers, get stats on the site events, etc.
  5. Conversions section is useful for tracking conversion rates for your stated goals.

The Conversions -> E-commerce tab is where you can see the basic sales funnel reports sent by your X-Cart store to GA. These reports are based on a linear path to purchase logic. Here you can trace the standard % Completion and % Abandonment rates.

default-ecommerce-tracking.png

For the information to be automatically submitted from X-Cart to GA make sure the Enable Enhanced Ecommerce Reporting option is enabled in the Ecommerce Settings -> Enhanced Ecommerce Settings section: GA-ecommerce-enabled.png

Stats Data on Products

Starting from v5.4.0.0 X-Cart submits PRODUCTS and CHECKOUT categories of events to GA by default that can be checked in GA on the Behaviour -> Events -> Overview page: GA-events.png

The PRODUCTS events include the ‘search’, ‘add to cart’ and ‘remove from cart’ actions and can be viewed on the Conversions -> E-Commerce -> Product Performance page: GA-impressions.png

Also GA counts impressions on product clicks when a product detail page is viewed from any listing page (category page, related products page, etc.) except for the recently viewed page and allow to trace such parameters as ‘add to cart’, ‘purchase’, ‘click’, etc. for different product lists.

The product lists’ statistics can be viewed in GA on the Conversions -> E-Commerce -> Product List Performance page: GA-product-list.png

Stats Data on Checkout

The CHECKOUT events include the ‘add personal info’, ‘choose shipping method’, ‘choose payment method’, ‘confirm order’ and ‘invoice/receipt’ actions. In case checkout is traced for an existing customer who doesn’t need to fill in the personal info, the ‘open checkout’ action is traced.

The CHECKOUT events can be viewed in GA on the Conversions -> E-Commerce -> Checkout page: GA-checkout.png

Search stats is sent to GA from X-Cart when a customer enters a word in a search bar and clicks Search.

The stats on search requests can be traced on the Behaviour -> Events -> Top Events page. Make sure you are viewing the Event Label tab to see the search stats.

GA-search.png