Do you want to know how much revenue you’re generating from Google Ads on your website?
Setting up Google Ads conversion tracking will help you uncover insights about your ad campaign’s performance. You can find out which campaign is performing the best, how users interact with your ads, and how you can improve conversions.
In this article, we’ll show you how to properly set up eCommerce Google Ads conversion tracking in WordPress. This is the exact same method that we use on our own websites.
Why Set Up Google Ads Conversion Tracking in WordPress?
If you’re running Google Ads for your WordPress blog, eCommerce store, or membership site, then it is important to know how they’re performing. You can’t improve, what you can’t measure.
Tracking Google Ads conversions helps you see how much revenue you earned from users who clicked on your ad campaigns. It also helps you see which paid keywords and ad groups drive the most conversions. This way, you can optimize your campaigns and budget for more profitable search terms.
Besides that, Google Ads conversion tracking also uncovers how users behave on your WordPress site after clicking an ad. For instance, you might see a lot of users arrive on a landing page, but abandon it after adding products to the cart.
You can use this information to improve the checkout process, offer discounts and incentives as users are about to leave your site, and provide a better user experience.
That said, let’s see how you can add Google Ads conversion tracking in WordPress.
MonsterInsights offers an Ads addon that lets you setup comprehensive conversion tracking without touching a single line of code or hiring a developer.
We will use the MonsterInsights Pro license for this tutorial because it includes the Ads addon. There is also a MonsterInsights Lite version you can use for free.
First, you’ll need to install and activate the MonsterInsights plugin. If you need help, then please see our guide on how to install a WordPress plugin.
Upon activation, you will be redirected to the welcome screen in your WordPress dashboard. Go ahead and click the ‘Launch the Wizard’ button.
Next, you can follow the onscreen instructions to connect Google Analytics to your site. For more details, you can see our guide on how to install Google Analytics in WordPress.
With MonsterInsights, you can also use dual tracking to set up a Google Analytics 4 property. It is the latest analytics version and will soon replace Universal Analytics. You can learn more by following our guide on how to switch to Google Analytics 4 in WordPress.
Once you’ve connected Google Analytics with WordPress, the next step is to install the Ads addon. Simply go to Insights » Addons from your WordPress dashboard and navigate to the ‘Ads’ addon.
Go ahead and click the ‘Install’ button. The addon will now automatically install and activate on your site.
Creating a Conversion Action in Google Ads
Next, you’ll need to create a conversion action in Google Ads.
After that, go ahead and click the ‘Tools and settings’ option at the top. Under the ‘Measurement’ column, simply select the Conversions option.
On the next screen, you’ll need to create a conversion action.
You can click the ‘New conversion action’ button to get started.
Next, Google Ads will ask you to select the type of conversions you want to track. It will show you 4 options, including a website, app, phone call, or import.
For this tutorial, we’ll choose the ‘Website’ option for tracking ad conversions.
After that, you’ll need to enter the website URL where you’d like to measure conversions.
Once that’s done, simply click the ‘Scan’ button.
Google Ads will now show 2 options to create conversion actions, including an automatic and manual method. In the automatic method, you’ll need to select the conversion goal, choose a match type, and enter the URL. This way is suitable if you know which events to count as conversions.
However, we recommend selecting the manual method. Simply scroll down and click the ‘+ Add a conversion action manually’ option.
Next, you’ll need to enter the Conversion action details.
First, you can select the ‘Goal and action optimization’ for your conversion. This is the action you’d like to track. For example, when a user subscribes to your newsletter, makes a purchase, adds a product to a cart, submits a contact form, and more.
For the sake of this tutorial, we will select ‘Subscribe’ as the goal. After that, you can enter the Conversion name.
You can now scroll down and select a Value for your conversion. Google Ads lets you choose the same value for each conversion, assign different values for conversions, or don’t use a value for conversion action.
We will select the ‘Use the same for each conversion’ option, select the currency, and enter a value for this tutorial.
Besides that, you can also choose how many conversions to count per click.
If you’re tracking email newsletter signups, then we recommend selecting the ‘One’ option. This way, each subscriber is counted once. However, you can use the ‘Every’ option in an eCommerce store and count each purchase as a conversion.
After selecting these options, simply click the ‘Done’ button at the bottom.
You can now see your conversion action under the ‘Create conversion actions manually using code’ section.
Go ahead and click the ‘Save and continue’ button to get instructions for adding the tracking tags for conversion action to your site.
On the next screen, you’ll see 3 options to add the conversion action to your site.
Simply select the ‘Use Google Tag Manager’ option. You should see the Conversion ID and Conversion Label. Copy these to a notepad file or keep the browser window/tab open.
To finish the setup process, you’ll need to head to your WordPress website dashboard and view the MonsterInsights settings.
From here, go to Insights » Settings and click on the ‘Publisher’ tab.
After that, you can scroll down to the ‘Ads Tracking’ section.
Go ahead and enter the Conversion ID. Make sure you follow the format, which will look like this: AW-123456789.
That’s it. You’ve successfully set up Google Ads conversion tracking on your WordPress website.
View Google Ads Conversion Tracking Data in Google Analytics
You can take it a step further and connect Google Ads with Google Analytics to get more insights about how people use your website after clicking on an ad.
For instance, you can see the number of visitors from paid search and find out which pages they view after landing on your site. You can also use different filters and create custom reports in Google Analytics.
Let’s see how you can link your Google Ads account with Google Analytics 4 and Universal Analytics.
Connect Google Ads with Google Analytics 4
First, you’ll need to log in to your GA4 account and then go to the ‘Admin’ settings.
After that, you can click the ‘Google Ads Links’ option.
It is located under the Property column.
A new window will now slide in from the right.
Go ahead and click the ‘Link’ button in the top right corner.
Next, you will see different options for Link setup.
First, you can click the ‘Choose Google Ads accounts’ option.
On the next screen, you’ll need to select the Google Ads account you wish to connect.
Once that’s done, simply click the ‘Confirm’ button at the top.
You will now see the Google Ads account that you want to link.
Go ahead and click the ‘Next’ button.
In the next step, Google Analytics will give you options to enable personalized advertising and enable auto-tagging.
You can use the default settings and click the ‘Next’ button.
After that, you’ll see a summary of your Link setup settings.
If everything checks out, then go ahead and click the ‘Submit’ button.
You should now see a ‘Link Created’ notification in front of your Google Ads account. This means that you’ve successfully connected Google Ads with Google Analytics.
Do note that it can take up to 24 hours for your Google Ads data to appear in Analytics reports.
Next, you can view the Google Ads conversion tracking report in Google Analytics 4.
First, you can head to Acquisition » Traffic acquisition from the menu on your left and scroll down to see how many visitors came from the Paid Search channel.
After that, you can go to Acquisition » Acquisition overview and view the Session Google Ads campaign report. This will show which campaign got the most traffic.
You can also click the ‘View Google Ads campaigns’ option at the bottom to view more details.
For each campaign, you can see the total number of users, sessions, number of Google Ads clicks, cost per click (CPC), conversions, and more.
Using the information from this report, you can see which campaigns perform the best.
Connect Google Ads with Universal Analytics
If you’re using Universal Analytics, then you can first log in to your account.
After that, head to the ‘Admin’ settings.
Next, you’ll need to go to the Google Ads Links option.
You can find the option under the Property column.
On the next screen, you’ll need to select the Google Ads account you want to connect.
After selecting your account, simply click the ‘Continue’ button.
Next, you will need to enter a Link group title.
You can then select the Views to link with your Google Ads account. Simply click the toggle to ON for the correct Views.
Once that’s done, simply click the ‘Link accounts’ button.
Google Analytics will now show a summary of your settings. Simply scroll down and click the ‘Done’ button.
That’s it. Your Google Ads account will now be linked to the Universal Analytics property.
To view data from your ad campaigns, head to Acquisition » Google Ads » Campaigns from the menu on your left. You can see the number of clicks, cost, CPC, and more for each campaign.
Final Thoughts on Google Ads Conversion Tracking in WordPress
When it comes to setting up any conversion tracking, the most important thing you want to make sure is that the setup is done properly. This is why we use and recommend MonsterInsights because it just does everything for you behind the scenes without touching any code.
However if you prefer to add code directly on your WordPress site, then you can do that as well by using a plugin like WPCode. This will help future-proof your customizations. There’s a free version of WPCode that you can use by following our tutorial on adding custom code in WordPress.
Do you want to use Google Analytics 4 (GA4) but are unsure how to start?
Google Analytics 4 is the latest version of Google’s analytics platform. It has many changes, like a new reporting system and metrics. The way GA4 collects and processes data is also different from the previous version known as Universal Analytics (UA).
In this article, we’ll cover everything about GA4 in WordPress and help you get started.
What is Google Analytics 4?
Google Analytics 4, also called GA4, is the new version of Google’s stats dashboard, and it lets you track your website and apps in the same account. It is designed to protect users’ privacy and provide more accurate reports than previous versions.
With Google Analytics 4, you’ll first notice that it has a new interface. It also categorizes some of the old reports differently, as well as adds all-new reports and metrics.
Behind the scenes, GA4 works in a new way for collecting and processing your website data. It records data as event-based instead of using page hits.
For example, when your visitors click a link, view a page, play a video, or download a file, all these website interactions will count as events.
This way, your website performance is measured more accurately, as the event-based model can better track user behavior.
It also makes it easier to enable enhanced measurement features like tracking outbound clicks and scroll depth. You can enable these options with a click of a button instead of performing a complicated setup process.
That said, let’s see why you should use Google Analytics 4 instead of the previous Universal Analytics.
Why Switch from Universal Analytics to Google Analytics 4?
If you haven’t created a GA4 property yet, then you should know that Google will sunset the old Universal Analytics on July 1, 2023.
This means that Universal Analytics will no longer record data from your WordPress site after the sunset date. You’ll still be able to view your old data for at least 6 months after the sunset date, but Universal Analytics won’t track your site’s traffic.
That’s why it is important to switch to a Google Analytics 4 as soon as possible. You won’t have to start from scratch when Universal Analytics stops working and have historical data in GA4 for comparison. Plus, you’ll get all the new features and improvements with Google Analytics 4.
The best way of setting up GA4 is using MonsterInsights and its dual tracking feature. Dual tracking allows you to use Universal Analytics while simultaneously sending data to the GA4 property.
Now, let’s look at some of the changes you’ll notice in GA4.
What Has Changed in Google Analytics 4?
The new Google Analytics 4 brings a lot of changes to the analytics platform. While the most noticeable difference is how it works using events, here are a few more changes you’ll see in GA4:
1. A Completely New Reporting Interface
As we mentioned earlier, the first difference you’ll see is the new Google Analytics 4 interface. Many reports from Universal Analytics have been removed or renamed in GA4.
For example, you will see reports like Engagement, Monetization, and Retention in Google Analytics 4.
2. New Metrics in Google Analytics 4
In Google Analytics 4, you’ll find new metrics. Some metrics names in Universal Analytics have also changed in GA4.
For instance, the new engagement report helps measure your visitors’ interaction with your site, and it offers metrics for average engagement time. In Universal Analytics, this was called average session duration.
Another noticeable change is that there is no bounce rate metric in GA4.
Instead of seeing a percentage of how many people left your site without interacting, you’ll see metrics like Engaged sessions per user to see how people used your site and interacted with your content.
3. There are No Goals in GA4
If you had set up different goals in Universal Analytics, then you won’t find them in GA4. However, you get various GA4 events to help you track user interactions on your website.
For example the number of users who began the checkout process in your online store is an interaction event. You can also see events for anyone who reached different points in the checkout process.
That way, you can see which specific steps in the process people give up at.
4. Absence of Form Conversion Tracking
Tracking your WordPress forms is important in understanding how people use your website. Forms help gather leads, get user feedback, resolve queries, and more.
However, you won’t know which form performs best without tracking them in Google Analytics. With MonsterInsights, you can easily track forms out of the box and see a report inside your WordPress dashboard.
For even more control over the forms on your site, we recommend installing WPForms, the best form builder plugin for WordPress. It integrates with MonsterInsights, too, so you can get even more useful information out of Google Analytics.
5. Perform Advanced Analysis to Uncover Insights
One of the most powerful changes GA4 brings is the ability to perform advanced analysis and create multiple data visualizations.
You can head to the Explore tab and create custom reports. There are prebuilt templates you can use or use a blank template.
For example, you can perform a funnel analysis and see the steps customers take before purchasing. Similarly, the path exploration template helps you see which events users trigger as they visit your website.
However, this feature is for advanced or power users who are experienced with Google Analytics 4 and know their way around. It can be tricky for beginners since there is a steep learning curve.
As an alternate, you can use MonsterInsights to add a stats dashboard inside your WordPress site and see data that matters for your business.
How to Use Google Analytics 4 Reports
Now that you know what Google Analytics 4 is, how it works, and what’s the difference between GA4 and Universal Analytics, let’s see how to use different reports.
Realtime Report
The first report you can view is the real-time report in Google Analytics 4. It helps you monitor your website activity as it happens.
You can use the report to see if your analytics tracking code is working, track the performance of a campaign like a flash sale in real-time, see traffic from social media campaigns as it happens, and more.
If you’re using MonsterInsights, then you can quickly see the real-time reports inside your WordPress dashboard. You just need to go to Insights » Reports in your admin panel, and then just click on the ‘Realtime’ tab.
The plugin brings important data from Google Analytics and displays them in easy-to-understand reports. This way, you can quickly see data that matters for your business and check how your site performs.
The acquisition report is part of GA4’s ‘Life cycle’ reports, and you’ll see where your visitors are coming from. It shows the channels that are driving traffic to your website.
For example, you can see whether people use search engines like Google and Bing, directly typing in your website URL in the browser, clicking on paid search ads, and more.
Using this report, you can figure out which channels to invest your resources in and get the maximum result. It also helps optimize your WordPress SEO and increase organic traffic to your website.
Engagement Report
The engagement report is a new report you’ll see in Google Analytics 4. It helps you track how many people are engaged with your website.
Under this report, you’ll find more sub-reports to track different events and conversions, as well as see your most important pages and app screens.
These reports are important in understanding how people use your website. For example, you can see which page is getting the most views. Using the data, you can create similar content to get more website traffic.
Monetization Report
If you run an eCommerce store, then you can view its performance in the Monetization report.
For instance, this report shows the total revenue, purchases, average purchase revenue per user, and other metrics.
You can also see the eCommerce purchases report to find out which products get the most sales in your store.
With MonsterInsights, you can easily see your top products inside your WordPress admin panel. Its eCommerce report shows an overview of your store’s performance along with the best-selling products.
Using this information, you can display your popular products throughout the website, upsell other products, and offer bundles and discounts to boost sales.
A retention report helps track how many new users visit your site compared to returning users.
You can use this data to bring back users to your site by getting them to sign up for your newsletter or follow you on social media. On the other hand, you can offer exclusive discounts or free resources like ebooks for returning visitors to get more conversions.
In the retention report, you can also see graphs for user engagement and user retention over time, lifetime value, and more.
Demographics Report
Under the User section of GA4, you will find your demographics data, where you can see which country your visitors are coming from.
This helps create geolocation marketing campaigns and personalized messages for users from different locations. For example, you can offer exclusive discounts for people coming from Singapore or come up with blog topics for users from India.
It even breaks down the language your users speak, so you can translate your website into the most popular languages.
With MonsterInsights, you can also view this data inside your WordPress dashboard. Plus, it also shows a device breakdown, top referrals, top countries, and new vs. returning visitors reports.
Tech Report
The last report you’ll see in Google Analytics 4 is the Tech report. It shows the device your visitors use to view your website, such as whether they are on desktop, mobile, or tablet.
Besides that, you can also see the operating system, browser, screen resolution, and app version people are using when visiting your site.
This report is especially useful when optimizing your site for multiple devices. You can provide a better user experience and ensure that people can easily read your content on any device.
Conversion tracking is the ability to track and measure the success of your various marketing efforts.
Depending on your business, the conversion is the desired action you want users to perform on your website.
For an online store or eCommerce website, a conversion could be a successful purchase.
For a news/blog site, the conversion could be a successful subscription to the email newsletter.
For a professional services website, a conversion could be a user filling up a contact form.
Simply put, conversion tracking shows you how many of your website visitors successfully perform the desired action.
Why is Conversion Tracking Important?
Conversion tracking is important because it helps you make data-driven decisions to grow your business.
For instance, it shows that users from a specific traffic source are more likely to convert. You can then focus your attention on getting more traffic from that particular source.
Conversion tracking also helps you uncover the users who are not converting so well.
For instance, you may learn that users open the contact page, but many abandon it before submitting the form. You can then make your form easier by removing unnecessary fields, making it conversational, changing colors, setting up partial form submission, etc.
Basically, you need conversion tracking to measure your success and failures and then improve upon them to grow your online business.
That being said, let’s take a look at what tools we’ll need to set up conversion tracking in WordPress.
Tools You Need to Setup Conversion Tracking in WordPress
Most conversion optimization experts rely heavily on Google Analytics. It is a free tool provided by Google that helps you track your website traffic.
It shows where your users are coming from, and what they do while on your website.
If you are running Google AdWords, Facebook Ads, and Twitter Ads to promote your business, then you’ll need to set up those for conversion tracking.
This may sound complicated, but you’ll only have to set it up once, and we’ll walk you through every step of the way.
Ready? Let’s get started.
Setting Up Conversion Tracking in Google Analytics
First, you need to install Google Analytics on your website.
The easiest way to do this is by using MonsterInsights. It is the best Google Analytics plugin on the market that comes with enhanced eCommerce tracking, form tracking, and other conversion tracking tools built-in.
You’ll need the PRO version of the plugin to access eCommerce and other conversion tracking features. For basic tracking, the free version works as well.
Upon activation, you’ll see the setup wizard. Go ahead and click the ‘Launch the Wizard’ button.
Next, you can follow the on-screen instructions to connect your WordPress site to Google Analytics using MonsterInsights. For more details, see our guide on how to install Google Analytics in WordPress.
With MonsterInsights, you can also easily create a Google Analytics 4 (GA4) property. GA4 is the latest version of the famous analytics platform, and it will replace the old version on July 1, 2023.
Now that you have installed Google Analytics, let’s set up conversion tracking on your website.
Turning on Enhanced Ecommerce Conversion Tracking
Ecommerce tracking helps you see which products are doing well on your site, which products are being looked at but not purchased, and what’s bringing you the most revenue.
Google Analytics comes with enhanced eCommerce tracking, which works for most eCommerce websites, including WooCommerce, Easy Digital Downloads, MemberPress, and more. However, you’ll need to enable it for your website manually.
Step 1. Turn on eCommerce Tracking in MonsterInsights
MonsterInsights comes with an eCommerce addon that lets you properly set up eCommerce conversion tracking in Google Analytics.
It works with all top eCommerce platforms for WordPress, including WooCommerce, MemberPress, LifterLMS, Easy Digital Downloads, and more.
First, you need to visit the Insights » Addons page to install and activate the eCommerce addon.
Step 2. Turn on Enhanced Ecommerce in Google Analytics
Next, you need to enable enhanced eCommerce tracking in your Google Analytics account. Go to your Google Analytics dashboard and select your website.
From here, you need to click on the Admin button located at the bottom left corner of the screen.
On the next screen, you’ll see different Google Analytics settings.
Under the ‘View’ column, click the ‘Ecommerce Settings’ link.
After that, you need to turn on the ‘Enable Ecommerce’ and ‘Enable Enhanced Ecommerce Reporting’ options.
Don’t forget to click the ‘Save’ button when you’re done.
Google Analytics will now turn on the eCommerce reporting feature for your account.
Afterward, you can return to your WordPress dashboard and visit the Insights » Settings page. From here, switch to the eCommerce tab.
MonsterInsights will automatically detect your eCommerce software and enable advanced eCommerce tracking for your store.
Note: the manual process for adding eCommerce conversion tracking has a lot of room for errors, so we strongly recommend using a plugin like MonsterInsights.
Viewing eCommerce Conversion Tracking Reports
Now that you have enabled eCommerce conversion tracking on your website. Let’s see how to view these reports and use them to make informed decisions about your business.
Ecommerce Conversion Reports in MonsterInsights
Simply go to the Insights » Reports page inside the WordPress admin area and then switch to the eCommerce tab.
At the top, you’ll see your most important metrics, like the conversion rate, transactions, revenue, and average order value.
Below that, you will see a list of your top products with quantity, sale percentage, and total revenue. This shows you which products are doing well in your store.
Next, you’ll see your top conversion sources with the number of visits, conversion share, and revenue. You can see which sources are bringing you more revenue and which traffic sources are not very effective.
MonsterInsights will also show you shopper behavior reports with the number of times products were added to and removed from the cart.
That’s not all the data. You can drill down these reports even further inside Google Analytics.
Ecommerce Conversion Reports in Google Analytics
In Google Analytics 4, you can head to Reports » Monetization » Overview to view the report.
Here, you can see the total revenue your online store is making. Besides that, there are more metrics you can track, like items purchased, first-time purchasers, and total purchases.
On the other hand, you can visit your Universal Analytics dashboard and click on the Conversions » Ecommerce from the left column.
The overview section offers the most important stats, such as revenue, conversion rate, transactions, and average order value.
You can further drill down to view different reports. For example, you can switch to shopping and checkout behavior reports to see how users reach the conversion page. You can also figure out what stopped them at the last minute from completing the transaction.
Turning on Form Conversion Tracking in Google Analytics
Not all websites use an eCommerce platform to conduct business. For instance, a restaurant website may use an order delivery form, or a salon may use a booking form.
Many businesses use contact forms to capture leads from their website. A lot of news and blogs use an email newsletter to convert website visitors into subscribers.
To track them, you need to enable form conversion tracking in Google Analytics.
MonsterInsights comes with a Forms addon that lets you easily track form conversions on your WordPress site. It works with all popular WordPress form plugins, including WPForms, Formidable Forms, Gravity Forms, Contact Form 7, and more.
Simply go to the Insights » Addons page. Scroll down to the ‘Forms’ addon, and then click on the Install button.
Upon activation, you need to visit the Insights » Settings page and switch to the ‘Conversions’ tab.
MonsterInsights will automatically detect your WordPress form plugin and will also start tracking miscellaneous WordPress forms on your site.
Viewing Your Form Conversion Reports
You can now view your form conversion reports inside your WordPress admin area.
Head over to the Insights » Reports page and switch to the ‘Forms’ tab.
You’ll see a list of forms on your website with their impressions, conversion, and conversion rates.
This helps in tracking how each WordPress form is performing. You can optimize low-converting forms while increasing the visibility of high-converting forms.
Setting Up Goals for Conversion Tracking in Universal Analytics
So far, we have covered how to track eCommerce and form conversions.
What if you wanted to manually set up conversion goals and track them in Google Analytics?
For instance, you may want to consider users visiting a specific page as a conversion. Since it is not a form submission or an eCommerce transaction, it will not appear as a conversion in your reports.
Universal Analytics allows you to create your own goals and track their conversion.
However, an important thing to note is that Google Analytics 4 doesn’t have goals anymore. It is one of the major differences you’ll see between the new and old versions.
That said, let’s see how to set them up in Universal Analytics and track them on your website.
Go to the Google Analytics dashboard and click the ‘Admin’ tab on the bottom left. Then, in the View column, click on Goals.
Now, you will need to create a new goal.
Simply click the ‘+ New Goal’ button to set up a new goal.
Next, you will need to select the goal type. Universal Analytics offers 4 types:
Destination: This tracks whether a visitor went to a specific page. This could be a thank you page or any conversion page on your site.
Duration: This tracks how long a visitor spends on your website. More time spent on a website means more engagement.
Pages/Screens per session: This tracks how many pages an average visitor looks at on your site.
Event: This can track all sorts of things, like button clicks, video plays, and downloads. It requires a bit more setup than the other options.
Destination and Event types are the most commonly used goal types for most businesses.
For this tutorial, we will create a ‘Destination’ goal to track visitors who view our thank you page after completing a form.
First, provide a name for your Goal. It needs to be something meaningful so that you can easily identify it in your Google Analytics reports.
After that, choose ‘Destination’ as your goal type and click the Continue button.
Now you can simply provide the last part of the URL you want to track as the destination.
For instance, if your page is: https://www.example.com/thank-you-for-booking/
Then you should enter the following: /thank-you-for-booking/
Below that, you can optionally add value for the conversion. This makes sense if people are completing a payment form or if you know how much each lead is worth to you on average.
If you want to track a funnel, such as a customer moving through a checkout process, then you can also do this as part of the destination goal. This can help you pinpoint areas you might want to improve.
Once you’re happy with your goal, click the Save button. You should then see your goal listed in a table. You can edit it, switch it off and on, or create more goals here.
Viewing Your Goal Conversions in Universal Analytics
Now that you have created your goal, allow Google Analytics to collect some data. After that, you can view your Goal Conversion report under the Google Analytics dashboard.
Simply, go to the Conversions » Goals and then click on Overview.
Like all Google Analytics reports, you can drill down to view visitor journeys and get deeper insights.
Google Analytics 4 replaces goals with events. You can manually configure events to track different user interactions in GA4.
First, you’ll need to go to the ‘Admin’ settings from your GA4 property.
Next, you will need to navigate to the Property column.
After that, simply click the ‘Event’s option.
You are now ready to create a new event in GA4.
Simply click the ‘Create event’ button to get started.
You should now see a new window slide in from the right. This is where all your custom events will be listed.
Go ahead and click the ‘Create’ button.
On the next screen, you can enter details of your new event.
Google Analytics 4 already has pre-built events. Simply click the Custom event name dropdown menu and choose an event. For example, we’ll select the ‘file_download’ event for this tutorial.
GA4 will automatically enter the specific Parameter and Operator for your custom event.
Next, you can enter a value for your event. For instance, we will enter ‘.pdf’ since we want to track PDF file downloads. However, you can enter any specific word you use to organize filenames on your site.
After entering these details, click the ‘Create’ button at the top.
You will now see your new custom event listed under the Custom events area in GA4.
Viewing Your Event Conversions in Google Analytics 4
Now that you’ve created a custom event in GA4, the next step is to view the conversions.
To do that, simply head to Reports » Engagement » Event: Event name from the menu on your left and view the report.
You can now repeat this step to track other custom events.
That said, an easier way of tracking user behavior is by using MonsterInsights. The plugin automatically sets up different events in Google Analytics.
This way, you don’t have to manually configure events or worry about messing up your tracking.
Google Ads Conversion Tracking in WordPress
If you run Google Ads (formerly Google AdWords) to bring targeted traffic to your website, then you may want to track those conversions.
Setting up is a bit complicated because it requires adding code to your website. However, with MonsterInsights, you can easily set up Google Ads conversion tracking without editing code or hiring a developer.
First, you can go to Insights » Addons from your WordPress dashboard and install the Ads addon.
Once you install the addon, it should automatically activate.
From here, you can go to Insights » Settings and head to the Publisher tab.
Next, you can scroll down to the ‘Ads Tracking’ section.
Here, you will need to enter the Conversion ID, which will be in this format: AW-123456789.
If you’re tracking Google Ads on an eCommerce store, then you can also enter the Conversion Label.
To find the Conversion ID and Conversion Label, you’ll need to go to your Google Ads dashboard and create a conversion action.
Viewing Google Ads Conversion Reports in Google Analytics 4
Your Google Ads conversion tracking will now appear in your Google Analytics reports.
In Google Analytics 4, you can head to Acquisition » Acquisition overview and then navigate to the ‘Session Google Ads’ report.
After that, click the ‘View Google Ads campaigns’ option at the bottom of the report.
This will expand the report and show more details about your ad campaigns.
You can see the total number of users, sessions, Google Ads clicks, and more.
Viewing Google Ads Conversion Reports in Universal Analytics
For Universal Analytics, you can open your website property.
After that, view the Google Ads report by going to the Acquisition » Google Ads » Campaigns section. Here, you can see conversions for all your paid campaigns.
Use UTM Parameters for Conversion Tracking in Google Analytics
UTM parameters are special tags you can add to URLs to pass important information to Google Analytics.
For instance, if you want to track users coming from a particular ad, then you can add UTM parameters to your ad URL like this:
MonsterInsights makes it super easy to build URLs with UTM parameters. Simply head over to the Insights » Tools page and select the ‘URL Builder’ tab.
Simply enter the UTM parameters you want to use, and it will automatically generate the URL, which you can then use in your campaigns.
For instance, you can enter a campaign source, like a newsletter or Google, which tells you where the users are coming from. After that, you can define a campaign medium, such as emails or banner ads, and enter a campaign name.
MonsterInsights will also give you additional options to add campaign terms and content.
This is useful if you’re split-testing different emails or paid campaigns.
For creating a custom URL, you can leave these options blank.
Next, you can scroll down to the bottom to see your custom URL.
Go ahead and use the link for campaigns and track conversions on your website.
Viewing UTM Parameter Reports in Google Analytics 4
Now that you’ve added UTM parameters to a URL, you can track its performance in Google Analytics.
First, log in to your GA4 account. After that, head to Reports » Acquisition » Traffic Acquisitionfrom the menu on your left.
You should now see traffic from different sources on your website, such as organic search, email, display, and more.
You can use the search bar to filter the traffic source for your custom campaign. For example, if you’re tracking conversions from a newsletter, then you can look up ‘Email’ in the report.
After that, you further drill down and filter your traffic.
Simply click the ‘+’ button under the search bar.
GA4 will then show different options to filter your traffic.
You can select Traffic source » Session source from the dropdown list.
Next, Google Analytics will list your email campaigns.
You can now see which campaign performs best and gets the most conversions.
Viewing UTM Parameter Reports in Universal Analytics
In Universal Analytics, you can track the conversions of your campaigns under your Google Analytics dashboard.
Simply switch to the Acquisition » Campaigns » All Campaigns report.
Your campaigns will appear here.
You can click on any of them to drill down further.
Setting Up Facebook Conversion Tracking in WordPress
Facebook is the largest social media website on the planet, with billions of active users. This is why Facebook ads are sometimes the easiest way to reach a niche audience.
Now, if you are running Facebook ads, then you may want to see how well your ads are doing by implementing conversion tracking for your Facebook ads.
Usually, you’d need to add a code snippet to your WordPress website to track Facebook conversions. However, WPCode makes it very simple, and you can simply enter the Facebook Pixel ID to set up tracking.
First, you’ll need to log in to Facebook and visit the Meta Business Suite. Then, click on All Tools » Events Manager.
Next, you need to add a data source to the Event Manager.
Simply click the ‘+ Connect to Data Sources’ button in the left-hand menu.
You should now see different options to connect your new data source.
Go ahead and select the ‘Web’ option and click the ‘Connect’ button to continue.
After that, enter a name for your pixel.
Once that’s done, you can click the ‘Create Pixel’ button.
Next, you need to choose how to connect your website and send activity to Facebook.
At the bottom, you will see the Facebook Pixel. Go ahead and copy the pixel ID.
Note that you’ll need at least the WPCode Plus plan because it includes the Conversion Pixel Addon. However, there is also a free version of WPCode you can use to get started.
Upon activation, you need to visit the Code Snippets » Conversion Pixel page and go to the Facebook tab. From here, you need to paste the Facebook Pixel ID in the respective field.
WPCode will now automatically add the code to your site that’s needed to track Facebook ad conversions.
Setting Up Twitter Conversion Tracking in WordPress
If you run Twitter Ads to promote your business, then you’ll need to set up Twitter conversion tracking to measure the success of your ads.
Simply log in to your Twitter Ads account and click on the Tools » Event manager from the menu at the top.
You should now see a pixel created by Twitter.
Go ahead and click the ‘View Twitter Pixel’ option.
On the next screen, you will see different options to add the Twitter pixel to your site.
You can use the ‘Pixel Code’ method and simply copy the code.
You will need to add this code to the header of your WordPress site.
First, you need to switch back to your WordPress website’s admin area.
If you haven’t already done so, then go ahead and install and activate the WPCode plugin. For more details, please see our guide on how to install a WordPress plugin.
Upon activation, you need to visit the Code Snippets » Header & Footer page. Now you can paste the Twitter pixel code into the Header section.
Don’t forget to click the ‘Save Changes’ button to store your settings.
After you have successfully installed the pixel code, you can track conversions on your Twitter Ads account.
Optimizing Conversion Rates to Boost Sales
Once you start tracking conversions on your website, the next step is to improve those conversion rates.
You’d be surprised how little things can make a huge impact on your business.
The best way to improve your conversions is by using OptinMonster. It is the best conversion optimization software on the market and helps you convert more visitors into customers.
It integrates with any email marketing service and works with all popular eCommerce platforms.
OptinMonster’s display rules allow you to show targeted messages to your customers at the precise time and nudge them into making a buying decision.
For instance, if you notice that customers are leaving a product page without taking any action, then you can offer them a discount when they are about to exit.
Similarly, you can run time-sensitive campaigns to trigger the FOMO effect and give customers a nudge in the right direction.
Do you want to track conversions on your WooCommerce store? Conversion tracking helps you understand what’s working on your online store and what needs more attention.
It helps you keep track of your best-performing products while also allowing you to see what’s stopping customers from completing a purchase.
In this guide, we’ll show you how to easily setup WooCommerce conversion tracking, step by step.
Why Set up WooCommerce Conversion Tracking?
WooCommerce makes it easy to sell anything online. However, once you have set up your WooCommerce store, you would need to learn what works on your website to grow your business.
You will need to learn which products are popular among your users, what they are viewing the most, how many users end up making a purchase, how are they finding your website, and more.
To get all this information, you need to set up conversion tracking on your WooCommerce store. This helps you get access to insights you need to make informed decisions about growing your business.
Conversion tracking helps you unlock key performance indicators including your eCommerce conversion rate, average order value, shopping cart abandonment, cost per acquisition, top referral sources, and more.
Apart from that you also get to learn about:
Shopping behavior – It tells you what products users are adding to carts, which products are being abandoned, what pages lead users to a successful purchase, and more.
Checkout behavior – Helps you view how users successfully complete a checkout.
Product performance – Tells you which products are bringing you most sales.
Product list performance – This report allows you to group products and see their performance as a list. This comes in handy when you want to see how different product categories are doing on your store.
That being said, let’s take a look at how to unlock all this useful information by setting up conversion tracking on your store.
Setting up WooCommerce Conversion Tracking
The easiest way to track WooCommerce conversions is by using Google Analytics. It shows you where your visitors are coming from and what they do when they are on your website.
The challenge is that setting up Google Analytics with WooCommerce requires a lot of custom coding, event tracking, etc. The good news is that there are plugins that can make it super easy to setup conversion tracking, and you can do it without writing any code.
For this tutorial, we will be using MonsterInsights. It is the best Google Analytics plugin for WooCommerce, and comes with an eCommerce addon that literally enables all the tracking within few clicks.
Once you have installed Google Analytics using MonsterInsights, you can move on to setting up WooCommerce conversion tracking.
Step 1. Turn on Enhanced Ecommerce Tracking in Google Analytics
First, you need to enable enhanced eCommerce tracking in your Google Analytics account. Go to your Google Analytics dashboard and select your website.
From here, you need to click on the Admin button located at the bottom left corner of the screen.
Next, you need to click on the ‘Ecommerce settings’ option.
After that, you need to turn on ‘Enable eCommerce’ and ‘Enable Enhanced Commerce’ options.
Google Analytics will now turn on the eCommerce reporting feature for your account.
Step 2. Install eCommerce Addon in MonsterInsights
MonsterInsights comes with the eCommerce addon which helps you properly set up WooCommerce conversion tracking in Google Analytics.
First, you need to visit the Insights » Addons page to install and activate the eCommerce addon.
Next, you need to head over to Insights » Settings page and switch to the eCommerce tab. From here, you need to turn on ‘Use Enhanced Ecommerce’ option.
MonsterInsights will automatically detect your eCommerce software. Currently, it supports WooCommerce, Easy Digital Downloads, MemberPress, and LifterLMS.
That’s all, you have successfully setup WooCommerce conversion tracking on your store.
Viewing WooCommerce Conversion Reports
Now that you have setup conversion tracking on your WooCommerce store, you need to give Google Analytics some time to collect data.
After a while, you would be able to view your eCommerce reports in both MonsterInsights and Google Analytics.
Let’s start with your eCommerce reports in MonsterInsights.
Ecommerce Reporting in MonsterInsights
Log in to your WordPress site and go to Insights » Reports page and switch to the eCommerce tab.
At the top, you’ll get your most important conversion metrics including the conversion rate, transactions, revenue, and average order value.
Below that you will see a list of your top products with quantity, sale percentage, and total revenue.
Next, you’ll see your top conversion sources and shopper behavior reports including the number of times products were added and removed from the cart.
That’s not all the data. You can dig down deeper with more advanced reports under your Google Analytics account.
WooCommerce Tracking in Google Analytics
Google Analytics provides even more in-depth reporting for your WooCommerce store.
Simply visit your Google Analytics dashboard and click on Conversions » Ecommerce from the left column.
First, the overview report will provide you important numbers such as revenue, conversion rate, transactions, and average order value.
You can then switch to different reports for more in-depth analysis. For example, shopping behavior report will break down user sessions to add to cart, cart abandonment, and sessions that resulted in the checkout.
Boost Your WooCommerce Conversions and Increase Sales
Now that you have the data you needed to track your WooCommerce conversions, let’s take a look at how to improve your conversion rates and make more sales.
1. Improve Speed and Performance
According to a StrangeLoop case study, a 1 second delay in page load time can lead to 7% loss in conversions, 11% fewer page views, and 16% decrease in customer satisfaction.
Slower websites create bad user experience which results in lower conversion rates. See our complete step by step guide to improve your WooCommerce speed and performance.
2. Recover Abandoned Cart Sales
On average 60 – 80% of people who “add to cart” do not end up buying. This means if you have an online store, then you’re losing out on a lot of sales.
Luckily, there are several best practices that help you recover some of those abandoned cart sales. See our tips on how to recover abandoned cart sales and increase your conversions.
3. Provide Users Alternatives
If users decide to leave your website without making a purchase, then there is very little chance that they will ever see your website again.
You need to provide users a chance to stay in touch even if they don’t end up making a purchase.
We hope this article helped you setup WooCommerce conversion tracking on your eCommerce store. You may also want to see our list of the best WooCommerce plugins that you can install right away.
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