How to Structure the Google Analytics Account?

Learn step by step how to structure a Google Analytics account with this post.

- 5 Minutes read

Google Analytics has become a very important partner for both e-commerce and physical stores with an online channel. This web analytics tool created in 2005 allows you to know the trends and behavior of users on your website.

When you create an account in Google Analytics, you need to set up at least three major sections:

Account: here you must put the name of the company.

Property: a unique tracking code must be generated for each property. In the case of ecommerce that do not have APP, it is only necessary to have one property. You must put the store’s trade name here.


  • View I, All the information: This view does not have any filter and you must set the enhanced e-commerce option.

  • View II, Online store: This view will have the traffic of the blog subdirectory excluded and the enhanced e-commerce will be configured as well.

  • View III, Blog: All non-blog traffic should be excluded.

  • View IV, UserID: This is a custom tracking system. When activated, the system detects if the user is registered, and even if he accesses the web portal from different devices, these are counted as one.

Configure the Analytics property

After structuring the Analytics account, the four most important sections of this level need to be configured: property settings, tracking information, linked accounts, and audience definitions.

Property Settings

Firstly, you have to fill the name of the property- that’s where you write the name of the shop-. After that you need to write the default URL. In case of having the SSL certificate, must be added. Please note that the root domain must be added, without subdirectories like After that you will be able to edit the default view. We strongly recommend that you set the default view to be displayed without filters. The next step will be edit the category, always keeping in mind what does the business do? Finally, the following two sections will have to be activated:

  • Use improved link attribution

  • Enable user metrics in reports

Tracking Information

  • Tracking code: in this section is the code to be inserted inside the head tag. It is very important since without the installation of this script it is impossible to obtain the information.

  • Data retention: this is where you can set up how long you want the data to be available.

  • Reference exclusion list: this is a key section for e-commerce. In this section, we will add the domains which should not be counted as a source of traffic, such as payment gateways like PayPal or Redsys. It is important to configure this list, since without it it will be impossible to quantify the effectiveness of the campaigns. For example, if a user who accessed the website through a Facebook Ads ad paid using PayPal, it will appear that it was PayPal who generated this sale and not Facebook Ads.

  • Search Term Exclusion List: This section serves to identify users who have purchased products in an organic way, i.e. by searching for “soccer ball” instead of “store X”. It is the least necessary of the ones we have commented so far. Let’s imagine that a user has searched for the name of your shop and has ended up buying from you. In this case the sale will be counted as organic traffic, but you could really say that it has been direct since he has used your brand in his search. In case you want to count as direct traffic and not as organic traffic you should add the name of the shop and its variants here.

Product Links

This is a very easy thing to set upsince you only need to have the same access mail to link them to Google Search Console and Google Ads platforms with a single click.


In this section you must activate the “remarketing” option. Here we will be able to create audiences based on the criteria that we select in order to perform UX, CRO and PPC actions.

When creating audiences is very important to select as destination both Google Analytics and Google Ads.