Now this is probably one of the most underrated features of Google Analytics and that is keeping track of orders on an Ecommerce website. Now if you are working for an SEO company it is very effective to use when reporting to clients and it can justify the amount of successful conversions which has come from search engine related traffic.
Now this is a great feature to show your clients as you can basically tell them what orders with what keywords and where the order is from all down to the last detail. This is not only good for the client to see but also it can boost the SEO Technicians ego (me included) and you can show off to the boss about how many orders you have got a client.
Now I’m going to be honest with you, I am not an expert on this topic so feel free to comment below with any extra information you think will be effective. I honestly think that it is a huge part of an SEO campaign and many other webmasters and SEO companies should focus on a lot more as it delivers detailed information which will have a hug matter of importance to the customer.
Now to set up the ecommerce tracking you must have a thank you page on your website when someone completes an order. This is a must have and without it would be totally useless.
Next you will need to enable this feature in your Google Analytics account;
This can be found by going to the clients account > Admin > Profile Settings.Now the next thing you need to do is to set up what we call “goals”, goals is a versatile way of measuring custom targets you wish to achieve so in this case we wish to track the thank you page or the check-out page this will give us the number of orders and the conversion rate.
Once complete your new best friend will be the Goal Flow feature this specifically tracks the movement people who have bought something off your Ecommerce website so you will know the type of traffic ie. Organic, direct and referral, the keyword, where they are from and even what screen resolution and OS they are using. That is how powerful Google Analytics is and is why I think that this feature is highly underrated.
Blog Post by Jordan Whitehead