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How to add Google Analytics to Your Magento Store

As an ecommerce business owner, you should always be on the look out for ways to improve your Magento website in order to better it’s user experience and achieve higher conversion rates. But if you don’t know what’s going on with your website and how your customers are interacting with it, how do you know it’s strengths or what needs to be improved? This is where the free Google Analytics tool comes in.


Use Google Analytics to get a better insight to customers’ behaviour.

What is Google Analytics?

Google Analytics is a free Google tool that allows webmasters to monitor their site traffic, page use and sales conversions.

The benefits of using Google Analytics

The great thing about Magento is that it supports two types of Google Analytics tracking – page view tracking and ecommerce tracking. Page view tracking informs you where your visitors came from and ecommerce tracking provides information about your customers and their purchase information. Both provide valuable information that can help you improve your Magento website and provide a more personalised experience for your customers.

Below we have outlined some of the key benefits of using this analytical tool.

Identifying strengths and weaknesses

Google Analytics allows you to see which of your Magento pages are getting the most views and which have the highest bounce rates. This means you can see where your strengths and weaknesses lie and what pages require tweaking in order to achieve better conversions.

There is even a visual diagram of your website which you can use to see how users are clicking through your site and where they are exiting.

SEO benefits

Google Analytics is key to running a successful Magento SEO campaign. Using it’s clever keyword features you can see what people are searching for when they find your website. You can also use Google Analytics to evaluate the success of any marketing campaigns you are running.

Target new markets

Google Analytics allows you to see where in the world users are located and what language they speak. If you have a large percentage of users visiting your ecommerce store from a certain part of the world, this may be a new target market for you to explore and you may even want to consider creating a version of your site in the language they speak to provide a better user experience.

Identify what content users enjoy

This tracking tool is particularly useful for gaining a better insight to who your site visitors are and the content they enjoy reading. By viewing pages with the most views and pages where users have spent the most time, you can get a good idea of what content interests them, so you will know the type of content to produce in order to improve the user experience of your Magento site.


Google Analytics will provide information about your most viewed pages and the pages with the highest bounce rates.


Google Analytics is probably one of the most powerful tools for you to use when you are testing your Magento ecommerce website. Any changes you make to your ecommerce store, no matter how big or small, should be evaluated afterwards to see if they have made the desired improvement. For example, if you implemented Magento one step checkout extension, you would need to monitor conversions using Google Analytics to see if it helped to boost them.

With so many great features and intuitive reports, Google Analytics is the best tool to use to test new features and see the results they have produced.

Adding Google Analytics to your Magento store

First of all you will need to visit the Google Analytics website ( to create an account. Once you have followed the steps and submitted your information, you will be given a Google Analytics account number. You will need this number to integrate the service with your Magento store.

To set up Google Analytics in Magento go to System > Configuration and then find the sales tab. From there, click on Google API. On your screen you should see a section called Google Analytics, which you will need to expand.

Choose ‘Yes’ to enable Google Analytics and type in your Google Analytics account number into the box underneath.  Once you have done this press ‘Safe Config’ and you will have added Google Analytics to your Magento website.

It really is as simple as that! There is no need to worry about adding Google Analytics to different pages of your Magento store. As long as you follow the steps outlined above, your Magento website will be optimised for full tracking and analysis.


Magento merchants will greatly benefit from integrating their store with Google Analytics.

Viewing your Google Analytics account

To view your Google Analytics account, you simply need to visit the Google Analytics website and login with your account information. From there, you need to select your website (keep in mind that you can use one Google Analytics account to manage multiple sites). You will then be able to view all of the information Google Analytics has collected about your website, including the number of unique page views, how many users have converted to customers and where traffic is being directed from.

Google Analytics isn’t just useful for enhancing your website’s user experience but improving its SEO too. Using the keywords tools, you can see what users are searching for when they end up on your Magento website. This will give you a good idea of the keywords you need to target with your organic SEO campaigns.

Who can use Google Analytics?

It doesn’t matter if you have just set up your Magento website or have been running it for months; all merchants can greatly benefit from adding Google Analytics to their stores. Monitoring your website using Google Analytics will allow you to gain a better insight to your site visitors and their interests, as well as your Magento store’s performance. It can be incredibly valuable when it comes to testing new features and will give you a good idea of what you need to do in order to improve your conversion rates.

Google analytics is completely free to use and so simple to add to your Magento store, so there is really no excuse not to do it!

If you are new to using Google Analytics and could do with a little help getting the most out of it, feel free to get in touch with the Online Media Direct team. 

Image credits: seocamberley, and rbieber

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