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Enabling Google Analytics for your Ecwid store

Connect your Ecwid store to the free and powerful Google Analytics service to have access to lots of stats and get insights into how your existing and potential customers find and use your store. You can connect your store to Google Analytics 4 or to Universal Google Analytics.

Google Analytics 4 and Universal Analytics are completely different versions of Google Analytics that have different sets of reports. Unlike Universal Analytics that is based on sessions and pageviews, Google Analytics 4 is based on events and parameters and allows you more flexibility with custom report templates.

You can set up either Google Analytics 4 or Universal Analytics. However, Universal Analytics will stop processing data on July 1, 2023, so this article’s focus is GA 4.
To empower your analytics, use the Google Tag Manager app from our App Market.

Creating a Google Analytics account and your store’s data stream

If you already have a Google Analytics account and a data stream for your Ecwid store/website, you can proceed to the next section and connect it to your store.

If you don’t have a Google Analytics account, follow these steps to create it:

  1. Go to
  2. Click Get started today in the top right corner.
  3. Sign in to your Google Account or create a new Google/Gmail account.
  4. Click Start measuring.
  5. Fill in your Account name.
  6. Under Account Data Sharing Settings, check the boxes next to the options that you want.
  7. Click Next to create a property.
  8. Enter the property name (you can choose a name that suits you) and select a reporting time zone and currency.
  9. (optional) By default, only a Google Analytics 4 property is created. If you want to create a Universal Analytics property (along with or instead of GA4), click Show advanced options and enable the Create a Universal Analytics property toggle.
    You will then need to enter your Website/Instant Site URL and choose your option: create both a Google Analytics 4 and a Universal Analytics property or create a Universal Analytics property only.
  10. Click Next.
  11. Fill out the data about your business, if you want, and click Create.
  12. Agree with the Google Analytics Terms of Service Agreement that opens.

Now you have a Google Analytics property for your site. If you’ve only created the Google Analytics 4 property, make sure to go to Admin → Data Streams → Web to create a stream for your store’s website.

In case you created both a Google Analytics 4 and a Universal Analytics property, you may already have a data stream as you’ve entered your website URL during account creation.

You can also check with Google instructions on how to get started →

Next, you’ll need to copy the Google tag ID and add it to your Ecwid admin panel to connect your store to Google Analytics. Read on to learn how.

Connecting your store to Google Analytics

It is really easy to connect your Ecwid store to your Google Analytics account. You can choose to use a Google Analytics 4 (a "G-" ID or a universal "GT-" ID) property or a Universal Google Analytics (a "UA-" ID) property.

When setting up Google Analytics 4, you get access to the opportunities of the brand-new Google tag, particularly to sending your store’s Analytics events to your Google Ads account. For that, Ads should be added as a Google tag destination, and the event should be a conversion event. Learn more about Google tag destinations

In case you were using Universal Analytics in your store and now want to switch to Google Analytics 4, you need to create a GA4 property first.

To connect via a Google Analytics 4 property:

  1. Sign in to your Google Analytics account.
  2. In the menu on the left, click Admin.
  3. Choose your account and your GA4 property:


  4. Proceed to Admin → Data Streams.
  5. Click on the stream of your store/website:


  6. ● To use “G-” ID, copy the Measurement ID:


    ● To use “GT-” ID (available for properties created after July, 2022), scroll down and click Configure tag settings in the Google tag section, then copy your ID:


  7. From your Ecwid admin, go to Settings → General → Tracking & Analytics.
  8. Paste the ID you’ve copied in the Google Analytics ID field:


  9. Click Save or press Ctrl + S to save the changes.

That’s it. You’ve connected your Ecwid store to Google Analytics 4.

Now the following events can be tracked:

  • page_view — views of store pages
  • view_item_list (with parameters) — views of product categories, favourites or search results
  • view_item (with parameters) — views of any product details page
  • search (with search_term parameter) — searches by keyword
  • login (with method parameter) — logins into customer accounts
  • add_to_wishlist (with parameters) — when someone adds a product to favourites
  • add_to_cart (with parameters) — when someone adds a product to cart
  • remove_from_cart (with parameters) — when someone removes a product from cart
  • share (with method and content_id parameters) – when someone shares a product using share buttons
  • begin_checkout (with parameters) — when someone begins checkout
  • add_shipping_info — when someone chooses a shipping method and proceeds with checkout
  • add_payment_info (with parameters) — when someone chooses a payment method and presses the “Place Order” button
  • purchase (with parameters) — when someone places an order

Learn about the reports and stats that you can get using Google Analytics 4

Note that the first results in Google Analytics reports will appear in about 24 hours.

Related articles

Adding Google Tag Manager to your Ecwid site and store
Getting reports using Google Analytics 4
Basic reports and sales stats
Analytics and reporting apps from Ecwid app market
Google Ads conversion tracking


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