Analytics Platform Setup

Install and configure web analytics tools to track your e-commerce performance.

Selecting the appropriate analytics tool is crucial for your e-commerce business:

Google Analytics 4: The most widely used free platform with robust e-commerce tracking capabilities
Adobe Analytics: Enterprise-level solution with advanced segmentation and attribution modeling
Mixpanel: Event-based analytics focused on user interactions and conversion funnel analysis
Matomo (Piwik): Open-source alternative with full data ownership and privacy compliance
Shopify Analytics: Built-in solution for Shopify stores with direct integration to sales data

Follow these steps to properly implement analytics tracking on your e-commerce site:

Tag Management: Use Google Tag Manager or similar tools to manage and deploy tracking codes without direct code edits
Data Layer: Implement a structured data layer to standardize information passed to analytics tools
Cross-Domain Tracking: Configure proper tracking across multiple domains if your checkout process spans different domains
Server-Side Tracking: Consider server-side implementation for more accurate data collection and reduced page load impact
IP Filtering: Exclude internal traffic from your company to ensure accuracy of customer data

Configure these essential e-commerce-specific tracking elements:

Enhanced E-commerce: Enable detailed product impression, click, add-to-cart, and purchase tracking
Transaction Tracking: Implement order IDs, revenue, tax, shipping, and product details for each purchase
Shopping Behavior Analysis: Track the full customer journey from product views to checkout completion
Checkout Funnel: Define and monitor each step of your checkout process to identify abandonment points
Custom Dimensions: Track additional data specific to your business (membership status, customer type, etc.)
User ID Tracking: Implement cross-device user identification for a unified customer view