Discover Which Traffic Sources Generate Your Ecommerce Revenue In Google Analytics

If you aren’t tracking the ROI of your campaigns, chances are you’re losing money.

I’ve been getting a lot of questions recently about how to set up Ecommerce Tracking in Google Analytics so that you can see which marketing channels (Adwords/Organic/Social/Email) are generating your revenue. Also questions about how to link your Adwords and Analytics accounts for even more useful keyword and conversion data.

You want an Analytics view that breaks down revenue from each traffic source:

Revenue By Traffic Source (click to enlarge)

Revenue By Traffic Source (click to enlarge)

So how to get there?

This post assumes you already have Google Analytics and Google Adwords accounts setup.


#1 Setup Analytics Ecommerce Tracking

Why: You can see which channels are bringing in the most sales. You can see the ROI of your ad spending. You can determine the value of a visitor from each traffic source.

First be sure you have told Google Analytics that your site is an ecommerce store. Here’s the Google Analytics Help article showing how to enable e-commerce tracking.

Next enable Ecommerce tracking in your store’s admin panel.

Most ecommerce platforms will automatically send ecommerce tracking data once you enable Google Analytics. If your ecommerce platform does not natively support ecommerce tracking I would HIGHLY recommend purchasing a plugin that does it for you because otherwise you might screw up the coding implementation if you’re not a web developer.


Where to enable Ecommerce Tracking


In Bigcommerce navigate to Settings >> Analytics Settings >> Google Analytics tab. (more info)


In Magento, navigate to System –> Configuration –> Google API –> Google Analytics. Select “Enabled” and enter your Google Analytics account number. (more info)


In Shopify Admin go to the Preferences screen and enter your Analytics account ID in the Google Analytics account field. (more info)

WP Woocommerce

In WP-Admin go to WooCommerce -> Settings -> Integration. Enter your Google Analytics account number and Check “Add eCommerce tracking code to the thankyou page”

WP OpenCart

OpenCart doesn’t support ecommerce tracking natively, so you need to purchase a plugin like this one.


Wait at least 24 hours and then check if transactions show up in Google Analytics under

Standard Reporting -> Conversions -> Ecommerce -> Product Performance


(If you have an Adwords Account, If you don’t have Adwords just skip to #4.)

#2 Link your Adwords and Analytics accounts

Why: You can see the keywords from Adwords traffic directly in Analytics alongside your organic traffic. You can also see your cost data from Adwords directly in Analytics.

Check out this Google Help article showing how to link Analytics and Adwords.


(If you have an Adwords Account)

#3 Setup Adwords Conversion Tracking

Why: You can easily see the cost per conversion and conversion rate of your Ad Groups and individual keywords directly in the Adwords interface. This conversion tracking is separate from Google Analytics.

See Cost Per Conversion In Adwords (click to enlarge)

See Cost Per Conversion In Adwords (click to enlarge)

How to set it up (for more info check this Google Help article):

In the Adwords Menu click Tools & Analysis -> Conversions

Click +Conversion

Create a name for the conversion like: “Complete Purchase” and set source to Webpage and Click Continue

Set Conversion Category to Purchase/Sale and give a Conversion Value if you want

Click “Don’t add a notification to the code generated for my page”

Leave the other settings on default

Grab the tracking code and put it somewhere in the <body></body> of your final thank-you/confirmation page after completing the sale

Most ecommerce platforms have an option to place tracking codes directly on the thank you page. If not you might have to directly insert it into the template of the thank you page.


Where to put the Adwords Conversion Tracking: 


Go to Settings -> Affiliate Settings of the Bigcommerce control panel and paste in the Conversion Tracking Code box. (more info)


From the Admin panel, select System > Configuration.

In the Configuration panel on the left under Sales, select Google API. Then, click to expand the Google AdWords – Conversion Tracking section and follow these steps.


Go to Preferences → Checkout & Payment in your shop admin and add code in the “Additional Content & Scripts’” text box. (more info)

WP Woocommerce

Requires manually editing the file /wp-content/plugins/woocommerce/templates/checkout/thankyou.php (more info)

WP OpenCart

Requires manually editing the file catalog/view/theme/xxx/template/common/success.tpl (Be careful to follow these directions to avoid incorrect tracking.)


Wait at least 24 hours to check and in the Adwords Menu select Reporting and Tools > Conversions.

In the Conversions table, look under *Tracking Status* to make sure that your conversion tracking has been verified.


#4 Check out your revenue per traffic source in Google Analytics

Revenue By Traffic Source (click to enlarge)

Revenue By Traffic Source (click to enlarge)

In Google Analytics go to Standard Reporting -> Traffic Sources -> All Traffic

Click “Ecommerce”

Set the Secondary Dimension to “Campaign”

Sort by Revenue Descending


Now you can see which traffic sources are bringing you the most sales.

Also you can set the secondary dimension to “Keyword” to see which keywords are the most valuable.



Were you able to set up your ecommerce tracking correctly?

Did you gain any new insights about which traffic sources are bringing you the most revenue?

Leave a comment I respond to every one of them.