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Getting reports using Universal Analytics

Would you like to know more about your sales and buyers? If you connect your Ecwid store to Google's Universal Analytics service, you can:

  • get detailed statistics about your site traffic and traffic sources,
  • track metrics like pageviews and bounce rates,
  • measure conversions and sales,
  • see search keywords that your customers use during shopping,
  • use remarketing to reconnect with people that visited your store.
This article is about Universal Analytics (the previous version of Google Analytics). In Google Analytics 4, reporting works differently.
Please note that Google will begin sunsetting Universal Analytics in 2023.

Getting reports

You can get useful reports when using free and powerful Universal Analytics service with your store, such as:

Real-time reports about where your active store visitors are geographically located, what pages they are viewing, if they are browsing your store via Desktop or a mobile device, the keywords and websites that brought them to your store, etc. You can see top live data in Real-Time → Overview or check each subsection separately using the menu on the left:


Stats about Audience. You can view detailed information about your store visitors like their city, language, browser, operating system, their engagement if they are new or returning customers. You can segment your store visitors by different criteria and see the reports for each segment:


Make sure to choose the necessary date range in the top right corner to see the stats for that period.

Acquisition data. Find out the biggest traffic sources that are sending buyers to your store - whether your store visitors mostly come from or other search engines, if they visited your store directly (used a bookmark or typed in your store address in their browser) or came to your store by clicking a link on some website or on a social network.


In the Behavior section you can find out how visitors interact with your store: how many times they viewed certain store pages, how long they stayed on these pages on average, the number of times they entered and exited your store via a certain page, etc.


In the Conversions section of your Google Analytics account you can find:

  • your top selling products/SKUs, revenue from individual product sales, the number of units sold:


  • your revenue on certain days:


  • each transaction that occurs in your store (revenue, collected tax and shipping charges, numbers of units sold in a transaction) and the totals of these figures:


You can quickly reach some report by clicking on a ready question in Insights section in the top right corner of your Google Analytics:
You can also gather necessary reports and quickly check them on a single page as well as get a daily/weekly/monthly report by email via a custom Dashboard in your Google Analytics account.

If you have problems reading your reports, see our article on understanding reports →

Tracking conversions

You can track conversions by setting up a goal in your Google Analytics account. Thus you will know how many visitors visit your store, how many of them complete the purchase and at what pages the rest of them leaves your store without buying. With this information at hand, you see what pages you should optimize to increase the conversion rate.

Here is how you can create a Converted goal for your store:

  1. Go to your Google Analytics account.
  2. Click Admin in the bottom left corner.
  3. Click Goals under View column:


  1. Click +New Goal.
  2. Enter intuitive goal Name and choose the Destination as your goal type:


  1. Click Continue.
  2. In the Destination dropdown choose Regular Expression and paste /checkout/orderPlaced in the field next to it:


  1. Switch the toggle for Funnel to ON and add the steps of your goal funnel using the pages from the table:


  1. Click Save and wait a few hours for the data to start appearing there (it can take up to 24 hours).

Now you can track conversions in Google Analytics account (Conversions → Goals → Funnel Visualization and Conversions → Goals → Goal Flow sections) to see how customers interact with your store, at what pages they leave it and what is the percentage of those who successfully reached the Converted goal.


Checking customers’ search terms

You can find out what terms your customers typed into the search field within your store when looking for necessary products:

  1. Go to Google Analytics → Behavior → Site Content → All Pages.
  2. Enter /search in the search field.

The results will contain keywords your customers used after the /search part. Example:


You can also analyze the search behavior of your customers with the help of the Cloud Search app.
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