May 5, 2020
How to Track Organic Google Shopping Sales in Google Analytics
As a part of Metric Theory’s onboarding process, we always audit a new client’s Google Analytics (GA) account to ensure we’re accurately tracking KPIs across all channels. A part of this includes checking if cross-domain tracking is properly set up so we can get a holistic view of the customer journey.
Before we dive in, you may be asking yourself “what is cross-domain tracking exactly?” Cross-domain tracking allows GA to track a single user’s or visitor’s entire session between related websites or subdomains.
If your business only has one website associated with the product or service, there is no need to set up cross-domain tracking.
On the other hand, if a customer or potential lead has the opportunity to navigate across multiple domains, you’ll want to ensure this is properly set up. This will allow you to gain a centralized view of the customer journey, a key component to being able to evaluate data and drive strategy.
Multiple domains could look like an ecommerce site that directs users to a new domain to complete their checkout, a software company with a separate resource website, or a self-service trial page for B2B businesses.
Without setting up cross-domain tracking, you will be unable to accurately evaluate a user’s journey or path as they navigate your web presence. For example, if a user added an item to their shopping cart on website A , completed the checkout process on website B, and then returned to website A to continue shopping, GA would recognize this as two users and two different sessions, inflating overall unique users and sessions. With cross-domain tracking properly set up, GA would recognize the user as one user and one session.
Additionally, without cross-domain tracking in place, you will be unable to accurately report on traffic sources. If a user reached your ecommerce site through a Google Ad without cross-domain tracking in place and followed the same scenario outlined above, GA would recognize website A as the traffic source. If cross-domain tracking was in place, GA would accurately report Google Ads as the traffic source for that user’s purchase.
Ready to set up cross-domain tracking for your business? Reach out to us to learn more!