How to create Google Analytics sales funnel for Magento webshops

We are specialists in two things: building good-looking Magento webshops and ensuring good conversion rates (sales) for our clients. When trying to identify how to improve webshop conversions, we use Google Analytics to see what’s going on.

One of the nicest features in Google Analytics is adding “Goals”. It allows you to set specific goals (e.g. sale or leads) for your site and track how successful you are. Moreover, you can create a sales funnel where you can see quite nicely how you are doing and what you can do to improve your webshop conversion.

This article explains how to set-up a goal and create sales funnel for your Magento webshop in Google Analytics. It presumes you have already set-up Google Analytics in your Magento webshop.

STEP 1: Login to Google Analytics and select the site you want to set-up a goal for. Click on “Admin” first to set the property and view you want to track. Then, under View category, find and click on “Goals”.

STEP 2: Define a new goal by clicking on “+New Goal” button.

STEP 3: In this step you will make necessary “Goal” configuration.

  1. Define a name for your goal. Since your goal is final purchase, this goal can be named “Sale success”.

  2. Google Analytics will offer you a unique goal ID.

  3. There are 4 main types of goals in Google Analytics. Since you want to make a sales funnel showing the steps that lead to successful sales, you will choose “Destination” goal. Destination means a final URL address of your site where visitors land after they complete the purchase.

STEP 4: After adding basic goal description settings, you proceed to “Goal details”. Here you create a Sales Funnel using the predefined goal in Google Analytics.

  1. Goal Destination: This is your final URL address. This URL matches the landing page that appears after a customers finishes the purchase. For webshops, this URL is usually:

  2. Goal Value: In order to track conversions and establish a better revenue overview, add a monetary value to your goal. This value counts for every successful conversion. This is an optional field, but it is good to have it and track every expenditure vs. revenue.

  3. Funnel: Here we are. In this step you make goal funnel configuration. According to which steps you would like to track until the conversion is been made, you make a fully custom funnel. For a classic sales funnel within a webshop, we recommend the following steps:

Step 1: The first page for tracking conversions will be your homepage. So, we call this step “Homepage” and add it a following URL:

Step 2: The second page is a product page, before the customer clicks on the Buy or Checkout button. We will name it “Cart” and the URL is the following:

Step 3: The last page before the conversion happens is a “Checkout” page with the following URL:

After you configure your Sales Funnel, sit down and write the percentage of customers that will convert in the next couple of weeks. 20% or even 80%? Then wait for the data to be aggregated, take a look at your sales funnel in Google Analytics and compare the findings. If you need any help or suggestion, please contact us or share your experience in comments below.

What do you think?

November 2, 2015

Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.

November 4, 2015

Thanks a lot! We published another one, related to CMS pages as content “machines” for driving more webshop traffic.

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