Google Analytics

Google Analytics is a service that lets website and shop operators view more detailed statistics regarding the use of their website or shop, for example frequently accessed pages, or the origin of their visitors. Thus, Google Analytics can help you to better understand the behaviour and the needs of your visitors so that you can optimise your shop accordingly.

In order to use the functionality of Google Analytics, your shop must have its own domain.

Check whether the use of Google Analytics is permitted by data privacy laws in your country and if there are any conditions for using this service.

 

Set up Google Analytics

Before you can activate Google Analytics for your shop, you need to set it up accordingly if you haven't done this already. This includes creating a Google Analytics account, a Google Analytics property, and a Google Analytics data stream.

In 2020, Google introduced Google Analytics 4 (also known as GA4) which is designed to replace Google Universal Analytics (UA).

To integrate Universal Analytics into your shop, you can use the Google Analytics shop integration. If you’d like to integrate Google Analytics 4, you’ll need to use the Google Tag Manager. For further information about the setup at Google Analytics, please either refer to the article Set up Analytics for a website (Universal Analytics) or the article [GA4] Set up Analytics for a website and/or app in the Google Analytics Help.

When setting up the Google Analytics data stream, be sure to select the platform Web.

 

Activate Google Analytics for your shop

Once you've set up Google Analytics, you can integrate it into your shop.

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When you activate Google Analytics for your shop, you might need to update your privacy policy to inform your visitors about the use of Google Analytics. For further information about editing your privacy policy, please refer to the article Editing the privacy policy. For further information about the requirements regarding customer data and privacy policy when using Google Analytics, please refer to the article Analytics policies. 

Your visitors can decide to only accept the required cookies when being prompted to the cookie notice. In that case, the tracking of Google Analytics is automatically disabled and the respective analytics will not include data from these visitors.

 

Integrate Google Universal Analytics via the shop integration

  1. Be sure that you are using a Universal Analytics property. If you're working with a UA property, you'll have a Tracking ID like UA-XXXXX-Y, starting with the abbreviation UA.
  2. Copy the Tracking ID from your Google Analytics account.
  3. In the sidebar of the administration, navigate to Marketing → Google and open the tab Google Analytics.
  4. Enter the Tracking ID in the text field Tracking ID.
  5. Select Save.

You've set up the data collection and Google Analytics has been integrated into your shop. You can now keep track of your visitors and their behaviour.

 

Integrate Google Analytics 4 via Google Tag Manager

Please be sure to install and enable Google Tag Manager for your shop before continuing with the next steps. If you're not yet familiar with Google Tag Manager, its functionalities, and how to install or enable it for your shop, please refer to the Google Tag Manager Help and the article Google Tag Manager.

Next, you need to create a Google Analytics 4 Configuration tag as described in the section The Google Analytics 4 Configuration tag of the Google help article Google Analytics 4 tags.

When creating the Google Analytics 4 Configuration tag, you will be asked to enter a measurement ID. To find this ID, select the created data stream in Google Analytics. The related measurement ID is displayed in the upper right corner.

Once you’ve created the Google Analytics 4 Configuration tag, Google Analytics is integrated into your shop via Google Tag Manager. You can now keep track of your visitors and their behaviour.