Optimize Your E-commerce Learning the Reports of Google Analytics’ Conversions Section

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Learn more about these four useful reports you can obtain from the Conversions Section of Google Analytics in order to optimize your ecommerce performance.

Product Performancev

This report is one of the most important ones on Google Analytics for any e-commerce store. Here you can find detailed information about the performance of each product: from the profits they generate to the percentage of users that visits its product page and ends up buying it.

Let’s see in detail the information provided by this report:

First, let’s take a look at the four possible primary dimensions:

  • Product: you can see the title of the product of this page (it’s not the title indicated on Merchant Center).

  • Product SKU code: you can see the internal reference code of each product. It’s useful for exporting and crossing it with other sources’ data.

  • Product Category (Enhanced Ecommerce): you can see the same metrics as in the two last dimensions but grouped by the category we have informed on our website.

  • Product Brand: you can see the same information as in the last listing but grouped by product brands.

Sales Performance

Just like the previous report, let’s see first the primary dimensions and later on we will check the metrics this report provides.

Here in this case we have two primary dimensions:

  • Transaction ID: It’s the code of the transaction generated by the CMS of the website. If you are looking for the PrestaShop bumber, for instance, you will see it’s exactly the same.

  • Date: metrics grouped according to date the transaction was made.

You can obtain powerful insights like:

  • How many units are being sold on each unique purchase on average?

  • What’s the average order value (AOV)?

  • What percentage of transactions is refunded?

  • And most importantly, how many transactions are duplicated? This is a common error for most e-commerce stores.

Products List Performance

Let’s take a look at the four primary dimensions:

  • Name of the product list: it’s a group of products created based on the tags.

  • Position in the product list: the position of the same list.

  • Product: name of the product.

  • Product SKU code.

What can you extract from this report?

If you have all your sections properly tagged:

  • How many products are sold from cross-selling modules of related products.

  • How many products are sold from upselling to modules inside the check out.

  • How many times a product is added to the shopping cart based on the list.

  • How many times a transaction has been made based on the list.


Let’s see what information provides this report:

  • Internal promotion: take a look at the performance of internal discount campaigns.

  • Order coupon: the discount codes appear for all the orders.

  • Product coupon: how many times a discount code has been used for certain products.

  • Affiliation code: see the performance of the campaigns on the affiliated pages.

Find out more about Google Analytics’ Conversion section right here

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