What is e-commerce tracking in Google Analytics and why do I need to enable it?

E-commerce tracking is a feature in Google Analytics that you enable by flipping a switch in the settings. Once enabled, it pipes your sales data from your shopping cart back into Google Analytics. This is incredibly important because it allows you to answer critical questions like: How much traffic did Facebook send, and how many actual orders and dollars did that traffic generate? How does that compare to Instagram, email, or organic traffic? This data is literally how you figure out which marketing efforts are working, which ones to stop, and which ones to invest in more heavily. Many people gloss over this crucial step—make sure you turn it on.

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Asked by an artist with an online store · Answered by Patrick Shanahan · art-marketing-podcast · 2019-08-13