Conversion Rates for WooCommerce with Google Analytics & Metorik

Bryce Adams
Tags: Metorik

When you're starting your store, it's almost a no-brainer to add in Google Analytics tracking. It takes moments, there are 100's of WordPress plugins to do it so you don't need to touch any code, and best of all, Google Analytics is free. Actually, this is a pretty good guide if you want to get the view-tracking part setup.

But while it's cool to see how many people are looking at your store, what products get the most views, or where your users are coming from, that doesn't really help you improve your store. What you really need, and it's one of the key metrics for any ecommerce store, is your conversion rate. Of all the people that come to your store, what % actually end up buying something?

Sure, you can do the math yourself. Take the number of visitors to your site for a period, the number of orders you had in that period and then divide orders by visitors. But, who has time for that?

The problem

While there are plugins you can download or purchase for WooCommerce that help you record sales in Google Analytics, allowing you to see conversion rate and other data straight from Google Analytics, they aren't really ideal solutions. Why?

  1. It's another thing to manage and keep up to date.
  2. It takes time to setup.
  3. It's not accurate, as it won't reflect failed/cancelled orders, or certain sales you want to exclude (like those that were worth $0, for example).
  4. It only gives you conversion rates from the day you set it up.

So, knowing all this, I spent quite some time thinking about how Metorik could solve it.

The solution

After quite a bit of work and tweaking, the Google Analytics integration for Metorik was born. To be honest, and I'm not just saying it because I built it and I stand to gain if you use Metorik, I was genuinly surprised when I realised how simple and helpful it ended up being.

After getting Metorik setup for your store, you connect your Google account to Metorik and choose the matching site from a list of your Google Analytics sites. That lets Metorik know where it should be getting the data from.

Once it's connected, a whole bunch of useful metrics start appearing around Metorik, combining your unique visitors recorded in Google Analytics with your WooCommerce sales data, determining your conversion rate and its growth/change over time.

Here's what the dashboard chart for it looks like at the time of posting:

Now keep in mind - this is right after setting up the integration (and there's no extra code or anything that's been added to the store), but yet there's conversion rate data for the entire history of the store. You're able to see conversion rate data for as long as you've had the simple Google Analytics tracking code on your store tracking views (that's all it takes).

Devices, browsers & operating systems

So when I added that, I thought it'd be cool to integrate even more of the Google Analytics data into the app. Shortly before building the integration, I added in some reports to Metorik that let you see what devices, browsers and operating systems customers were using when they made purchases.

Remembering this I thought, what if I could combine the device, browser and operating system data from Google Analytics with that sales data? Well, that what if very quickly became a 'why not' and it was added!

You've got the same stats for browsers and operating systems, so you can see which ones need more attention or easily identify browsers that may have checkout issues.

Individual product conversion rates

After doing that, I moved on to indivudal products and started thinking about how I could show conversion rates on a per-product basis. A few hours later and views & conversion rates were showing on each product's page!

Conversion rates in your inbox

I'm not done yet. Metorik has a nifty feature that I always wanted when I was running WooCommerce stores - Digests. They're summaries that you can schedule to get sent you every day, week or month that let you know what's been happening in your store without making you log in or analyse anything.

So I thought I should probably add the views and conversion rate data to the digests. Here's a preview from an email digest:

There's more, but I guess I want to keep a few surprises for you. I'm interested to hear how you find Metorik's Google Analytics integration, so please let me know what you think of it through the live chat!

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