💡 Are you making sales, or just making noise? If you’re running an e-commerce store without Google Analytics, you’re basically throwing darts in the dark and hoping for a bullseye. One of my viewers recently asked:
👉 “How can I use Google Analytics to track and improve my e-commerce store’s performance?” Great question! And one that can make or break your store’s success. Let’s dive in and uncover the secrets to turning data into dollars
💰 The 5 Key Metrics You MUST Track in Google Analytics
Imagine this: You open a retail store, and customers are walking in, picking up products, checking price tags… but never buying. Wouldn’t you want to know why? Google Analytics tells you exactly that—except in your online store. Here are the must-track numbers that reveal what’s working (and what’s not).
- Conversion Rate 🎯
- This is the percentage of visitors who actually buy something.
- If your conversion rate is low, you might have a leaky checkout process, unclear product descriptions, or hidden fees scaring people off.
- Average Order Value (AOV) 💵
- The average amount a customer spends per transaction.
- Want to increase AOV? Try upsells, bundles, and free shipping thresholds (e.g., “Spend $50 and get free shipping!”).
- Customer Lifetime Value (CLV) 🔁
- How much revenue each customer generates over their lifetime.
- If your CLV is low, focus on customer retention strategies like loyalty programs and email marketing.
- Cart Abandonment Rate 🚨
- The percentage of shoppers who add to cart but never checkout.
- If this number is high, your checkout process may be too slow, complicated, or filled with surprise fees.
- Traffic Sources 🌎
- Where your visitors are coming from—organic search, paid ads, email, social media, referrals.
- Knowing which traffic sources drive sales (not just clicks) helps you double down on what’s working and stop wasting money on what’s not.
Finding & Fixing Sales Funnel Leaks Using Google Analytics
Just because visitors land on your site doesn’t mean they’re buying. You need to figure out where they’re dropping off and fix it fast.
- Behavior Flow Report 🔍
- This shows how visitors move through your site—from landing page to checkout.
- If people are leaving at a certain step, that’s a red flag something is broken.
- Goal Flow Report 🎯
- Tracks specific actions (purchases, sign-ups, button clicks).
- Shows where users get stuck before completing a purchase.
- Enhanced E-commerce Reports 📊
- Provides deep insights into product views, shopping behavior, and checkout process.
- If lots of people add to cart but never checkout, it could mean:
- 🚫 Unexpected shipping costs
- ⏳ A slow or confusing checkout
- 🔒 Lack of trust signals (bad reviews, no security badges)
5 Proven Ways to Use Google Analytics to Boost Sales
Tracking is great, but taking action is where the magic happens. Here’s how to turn data into dollars.
✅ 1. Set Up Enhanced E-commerce Tracking
- Go to Admin > E-commerce Settings in Google Analytics.
- Toggle Enable Enhanced E-commerce to ON.
- This unlocks product performance, cart behavior, and checkout drop-off rates.
✅ 2. Analyze Site Search Data
- If your site has a search bar, track what customers are looking for.
- If people are searching for products you don’t carry, that’s an opportunity to expand your inventory.
✅ 3. Segment Your Audience for Better Targeting
- Break down visitors into:
- New vs. Returning Customers
- Mobile vs. Desktop Users
- Location-Based Visitors
- Example: If mobile conversion rates are low, your site may need better mobile optimization.
✅ 4. Monitor Real-Time Data for Instant Insights
- This shows what’s happening on your site RIGHT NOW.
- Super useful during sales, new product launches, and ad campaigns to see what’s working in real time.
✅ 5. Set Up Custom Alerts for Performance Drops
- Get an alert if your conversion rate suddenly drops or if there’s a spike in cart abandonment.
- This allows you to jump in and fix issues before they cost you sales.
Final Thoughts: Track. Analyze. Optimize. Repeat.
E-commerce success isn’t about guessing—it’s about tracking, analyzing, and optimizing.
🔹 Track your conversion rate, AOV, CLV, cart abandonment, and traffic sources.
🔹 Use Behavior Flow and Goal Flow reports to fix leaks in your sales funnel.
🔹 Segment, analyze, and take action based on real data.
Q&A Section – Google Analytics & E-commerce
- What is Google Analytics for e-commerce?
- A tool that helps online store owners track visitor behavior, sales performance, and marketing effectiveness.
- How do I set up Google Analytics for my e-commerce site?
- Sign up for Google Analytics, install the tracking code on your site, and enable Enhanced E-commerce Tracking.
- What are the most important metrics in Google Analytics for online sellers?
- Conversion Rate, AOV, CLV, Cart Abandonment Rate, and Traffic Sources.
- How can I track abandoned carts in Google Analytics?
- Use the Shopping Behavior Report under Enhanced E-commerce to see where customers drop off.
- Why is my store’s conversion rate low?
- Possible reasons: slow loading times, bad UX, unexpected costs at checkout, lack of trust signals.
- How can I improve my store’s AOV?
- Use upsells, cross-sells, and volume discounts to encourage higher spending.
- Should I track mobile vs. desktop traffic separately?
- Yes! Mobile users behave differently. If mobile conversion is lower, optimize your site for mobile UX.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR

Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.