Ecommerce Reports - Google AdWords Learning Center

The term e-commerce refers to the transaction of goods or services online. While other reports can provide ecommerce metrics (see the Ecommerce tab in most reports), the Ecommerce reports in Google Analytics are particularly useful for reviewing site transactions (Transactions report), identifying best selling products (Product Performance reports) and studying sales cycle data (Visits to Purchase and Time to Purchase reports).

The Total Revenue, Conversion Rate, and Average Order Value reports show your ecommerce revenue, conversion rates, and average order value from purchases over time.

There are three types of Product Performance reports: Product Overview, Product SKUs, and Categories. These reports show transactions, revenue, average price and average quantity for each product, SKU, and product category. You can click on any product, SKU, or category to see detailed information about that product or product grouping.

The Transactions report is a list of all the transactions on your site, useful for tracking the vast majority of visitors to your site. Please note that this report isn't able to track 100% of all visitors, so the financial information should be used to track and analyze trends - not as a precise measure for accounting purposes..
You can click on any transaction to view when it occurred.

The Visits to Purchase and Time to Purchase reports can help you understand purchase latency.

The Ecommerce section is not the only place in Google Analytics to view ecommerce information. Most reports in the Visitors section and the Traffic Sources section provide an Ecommerce tab. The metrics in this tab show how profitable a traffic source or visitor segment is. For example, you can compare revenue across geographic locations or ecommerce conversion rates across search engines. The ecommerce tab shows the following metrics:

Revenue allows you to compare ecommerce revenue from ecommerce transactions. This number includes tax and shipping. Revenue does not include value from ordinary (non-ecommerce) goal conversions.
Transactions is the total number of ecommerce transactions (purchases).
Average Value is the average value of an ecommerce transaction (purchase).
Conversion Rate is the percentage of visits that resulted in an ecommerce transaction (purchase). This is different from the Conversion Rate displayed on the Goals tab which includes only non-ecommerce conversions.
Per Visit Value is the average value of a visit to your site and is calculated as (ecommerce-only) Revenue divided by Visits. It is different from the Per Visit Goal Value displayed on the Goal tab which is based only on the value of non-ecommerce conversions.

The reports in the Loyalty and Latency section answer the questions:

How do new visitors compare to returning visitors with respect to the number of visits, number of transactions, total revenue, average visit value, and average transaction value?
Should you invest more in acquiring new customers or in generating new value for your existing customers?
How many visits, and how much time, elapses before customers make a purchase?

For example, the New vs. Returning report in the Loyalty and Latency section enables you to see how valuable each type of visitor is to your site. Using this report, you may find that your returning customers are far more valuable than your new customers. By cross segmenting this data by campaign, you can see which campaigns are successfully bringing your existing customers back to your website. You can then continue to fund and improve on those campaigns.

The Revenue Sources reports answer the questions:

Which referral sources (such as search engines, newsletters, and referral sites) result in the most revenue?
Which visitor language preferences account for the most revenue?
Where do my best customers live?

One powerful feature that can be useful in analyzing your revenue sources is custom segmentation. This feature allows you to identify a specific group of your visitors. For example, if your users identify themselves by age group on your site, you can use the User-defined report to determine conversion metrics for each age-group segment (it's called the User-defined report since you define the variable on which you segment your visitors). As a result, you can see which age group generates the most revenue.

Learn more about how to set up user-defined classifications.

The Product Merchandising reports answer the questions:

How much of each product and product category do I sell?
How popular is each product with customers who searched on each keyword?
How popular is each product with customers referred from each source?

One example is the Product Keyword Correlation report, which links product purchases back to the keywords originally used in a search. This information provides insight into which products you should be promoting in creative ad content and landing pages to drive the most business through your site. It shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell online.

Another example of a Product Merchandising report is the Product Source Correlation report. This report links product purchases on the site back to the source from which the sale came, such as cost per click ads or search engine referrals. This report shows the number of items sold, the total revenue, the average price, and the average order quantity for each product you sell.

To begin collecting e-commerce data for your site, you must add some code to the receipt page in your checkout process.