--- description: It's easy to focus on vanity metrics like pageviews. Look at these five crucial metrics to help you move the e-commerce needle. title: 5 Google Analytics Metrics that Will Move the E-commerce Needle image: https://cdn.sanity.io/images/glx4ha4f/production/2babfdb4f94a6687c8f1e761a1c53c659ce2a650-2752x1536.jpg?rect=0,46,2752,1445&w=1200&h=630&fit=crop --- [← All posts](https://www.pickfu.com/blog) [E-commerce and DTC](https://www.pickfu.com/blog/category/e-commerce) # 5 Google Analytics Metrics that Will Move the E-commerce Needle ![](https://cdn.sanity.io/images/glx4ha4f/production/9daf33b9473abafabe8c7c1825d57b180942d97e-96x96.jpg?w=80&fit=max&auto=format) [Kim Kohatsu](https://www.pickfu.com/blog/author/kim) · September 28, 2020 · Updated November 14, 2023 ![Illustrated title card reading 'E-commerce analytics metrics' beside a dashboard with a line chart, three stat tiles and a cart icon](https://cdn.sanity.io/images/glx4ha4f/production/2babfdb4f94a6687c8f1e761a1c53c659ce2a650-2752x1536.jpg?w=1400&fit=max&auto=format) ***Editor’s note**: Thanks to Spela Miekuz of Databox for this guest post on Google Analytics metrics.* To generate more e-commerce sales, whether that’s on your [Google Shopping store](https://www.pickfu.com/blog/google-shopping-optimization) or on your website, sellers need to get good at [analyzing data and spotting trends in Google Analytics.](https://databox.com/google-analytics-for-ecommerce-store) Because it’s easy to focus on vanity metrics like pageviews or get stuck in analysis paralysis, we’re sharing five crucial metrics to look at to help you move the needle. [![](https://cdn.sanity.io/images/glx4ha4f/production/04566edb0c202b38e86659f680d4670eb35275cf-2752x1536.jpg?w=600&fit=max&auto=format) Related guide What is a digital shelf, and why is it important? Are you looking for the key to making your brand stand out in a competitive e-commerce space? If so, you need to understand and properly leverage the concept of a …](https://www.pickfu.com/blog/digital-shelf) ## E-commerce conversion rate This one should be a no-brainer. “If I could provide only one tip for tracking your e-commerce performance in Google Analytics, it would be conversions,” says Nadia Duwaik of Cleure. “After all, conversions equal money earned, and at the end of the day, that is the main driving force of any e-commerce site. You can have an increase in site traffic, but if you aren’t tracking your conversion rate and implementing measures to increase it, you are missing out on sales.” Aim for a conversion rate of 3% or better. If you’re below that, devise a [strategy to improve your conversion rate](https://www.pickfu.com/blog/e-commerce-marketing-strategy). ## First-time vs. returning visitors What percentage of your customers are first-time buyers versus repeat customers?  For first-time buyers, consider an automated savings message or a free trial on a premium service plan. Have a strategy in place to capture new visitors to your site.  In addition, if you have a significant percentage of repeat buyers, this likely means you have loyal customers. Implementing a loyalty or customer referral program could go a long way in generating more sales quickly. Keep exploring - [Optimize Google Shopping: 6 ways to maximize ad campaigns and product feeds](https://www.pickfu.com/blog/google-shopping-optimization) - [What is e-commerce optimization? 5 tips to boost your sales](https://www.pickfu.com/blog/what-is-e-commerce-optimization) [Start a poll](https://app.pickfu.com/users/create-account) ## Visitor behavior flow “Keep a close watch on your shopping behavior flow as your conversion rate is key to running a successful e-commerce store,” says Alistair Dodds of Ever Increasing Circles. “Monitor particularly the flow from sessions with add to cart, sessions with checkout, and sessions with transactions. Any sudden reduction in flow will indicate an issue with your checkout process and, potentially, site speed issues. Close monitoring and analysis of this flow are essential.”  ## Top traffic drivers Do you know which sources are driving the most traffic to your site? Use [Default Channel Grouping](https://support.google.com/analytics/answer/6010097?hl=en) to track the channels that are sending you the most traffic and which ones are resulting in the most sales. Adjust your marketing budget and channel efforts accordingly.   ## Enhanced e-commerce report Finally, make sure to install the [enhanced e-commerce reporting plugin](https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce). This plugin is especially valuable for sites with 100 or more product SKUs.  The enhanced report provides a complete view of users’ pre-purchase shopping behavior and the performance of each product. The plugin offers other reports such as checkout behavior and product list performance. You can install the plugin manually, or find the plugin for a site hosted on Shopify or Magento. Together, these five metrics will help measure your store’s performance within Google Analytics and keep an eye on what’s important.  ## Tagged E-commerceThought leadershipConsumer research ## Keep reading [![Illustrated title card reading 'E-commerce marketing tips' beside a laptop with a storefront, a megaphone and a rising chart](https://cdn.sanity.io/images/glx4ha4f/production/c2ec9a03beaf077fb7864649ee780f97be957316-2752x1536.jpg?w=800&fit=max&auto=format)](https://www.pickfu.com/blog/e-commerce-marketing) [E-commerce and DTC](https://www.pickfu.com/blog/category/e-commerce) ## [7 e-commerce marketing tips for growing your business](https://www.pickfu.com/blog/e-commerce-marketing) Opening an online store without an e-commerce marketing plan is like waving at the ocean. You can’t expect much to happen. Today, we’ll dive into 7 e-commerce marketing tips to … [Stanley Krajčír](https://www.pickfu.com/blog/author/stanleykrajcir) · December 1, 2022 [![Illustrated title card reading 'E-commerce photography tips' beside a camera, a mug on a small backdrop and a photo card](https://cdn.sanity.io/images/glx4ha4f/production/fa21d59cc981762308d2fb6dc5c4d9c134be93cd-2752x1536.jpg?w=800&fit=max&auto=format)](https://www.pickfu.com/blog/e-commerce-photography) [E-commerce and DTC](https://www.pickfu.com/blog/category/e-commerce) ## [5 tips to improve your e-commerce photography](https://www.pickfu.com/blog/e-commerce-photography) Purchasing a product is a visual activity. When you’re shopping in a store, you might pick an object up and turn it over a few times in your hands. You … [Rebekah Carter](https://www.pickfu.com/blog/author/rebekahcarter) · January 6, 2020 [![Illustrated title card reading 'E-commerce marketing strategy' beside a roadmap of connected steps, a megaphone and a cart](https://cdn.sanity.io/images/glx4ha4f/production/2d70048c052c699ada49572a30d6a59b3b723f63-2752x1536.jpg?w=800&fit=max&auto=format)](https://www.pickfu.com/blog/e-commerce-marketing-strategy) [E-commerce and DTC](https://www.pickfu.com/blog/category/e-commerce) ## [The ultimate e-commerce marketing strategy](https://www.pickfu.com/blog/e-commerce-marketing-strategy) Introduction If you’re new to e-commerce, you might feel overwhelmed by the idea of building a successful e-commerce marketing strategy. Maybe you’re at the beginning of your journey trying to … [Laura Ojeda Melchor](https://www.pickfu.com/blog/author/lauramelchor) · December 2, 2019 ## Get real feedback on your next idea [Start a poll](https://app.pickfu.com/users/create-account) ```json {"@context":"https://schema.org","@type":"Organization","@id":"https://www.pickfu.com/#organization","name":"PickFu","url":"https://www.pickfu.com","logo":"https://www.pickfu.com/pickfu-logo.svg","foundingDate":"2008","founder":[{"@id":"https://www.pickfu.com/about#justin-chen"},{"@id":"https://www.pickfu.com/about#john-li"}],"knowsAbout":["consumer research","market research","A/B testing","creative testing","product testing","focus group alternatives"],"sameAs":["https://www.linkedin.com/company/pickfu","https://twitter.com/PickFu"]} {"@context":"https://schema.org","@type":"WebSite","@id":"https://www.pickfu.com/#website","url":"https://www.pickfu.com","name":"PickFu","publisher":{"@id":"https://www.pickfu.com/#organization"}} {"@context":"https://schema.org","@type":"Article","headline":"5 Google Analytics Metrics that Will Move the E-commerce Needle","description":"It's easy to focus on vanity metrics like pageviews. 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