You can set Google Analytics to track the purchase events that were finalized in your online store both via the single-page checkout as well as by the multi-page checkout.

This article is about the old Google Analytics extension.

There is a new Google Analytics 4 extension, which enables you to use the newest version of Google Analytics in your store.

Google will sunset the old Analytics version on 1 July 2023.

It is recommended to use the old and new Google Analytics extension side-by-side until the old version seizes to function.

Read more about the differences between the old and new Analytics.

To track your store's order conversion, first enable the online store tracking and site search tracking.

Order conversion is tracked by using Google Analytics' goals. Goals are pre-defined scenarios whose events are logged in Google Analytics' conversion reports.

To find out more about goals, see Google's instructions.

Creating goals

Here's how to specify goals used for conversion tracking:

  1. In Google Analytics, go to Admin > Goals.
  2. Add a goal by clicking +New Goal.
  3. Set up a goal:

    A suitable goal can be Revenue > Place an order or Revenue > Buy a product depending on the industry selected in Analytics.

    The store's industry can be selected in Analytics on the page Admin > Property settings, in the Industry Category menu (often Shopping is the best choice for online stores).

  4. Define the goal details.

    In the goal description enter, for instance, Completed order and, as its type, select Destination.

  5. As the goal's destination, set Regular expression > /thanks.
  6. As an additional option, enable Funnel.

    Specify a path you expect your customers to take towards the goal's destination.

    A funnel setup differs depending on the type of checkout. See instructions for different checkouts below:

    The single-page checkout and Klarna Checkout:

    • Name: Shopping cart, View/page: /cart/ (make it optional)
    • Name: Checkout, View/page: /checkout/ (if you use Klarna Checkout, provide the address /klarna-checkout/)

    The multi-page checkout:

    • Name: Shopping cart, View/page: /cart/ (make it optional)
    • Name: Entering customer information, View/page: /checkout/customer_information/
    • Name: Shipping method selection, View/page: /checkout/shipping/
    • Name: Payment method selection, View/page: /checkout/payment/
    • Name: Order preview, View/page: /checkout/
    • Name: Order confirmation page, View/page: /checkout/thanks/
  7. Save the goal.

Google Analytics is now tracking your online store's orders. You'll find more information about them on the Google Analytics Conversions > Goals page.

Excluding unnecessary referral traffic

Google Analytics often interprets returning from payment services to the online store as referral traffic. This is especially problematic when tracking order conversions, as it prevents conversions from being logged in the tracking service.

Most often this issue occurs after SSL encryption has been enabled.

Before defining goals, exclude payment services as sources of referral traffic:

  1. In Google Analytics, go to Admin > Tracking Info > Referral Exclusion List.
  2. Add to the list all those addresses listed below.

The addresses you may want to exclude as sources of referral traffic:

  • aktia.fi
  • acs4.3dsecure.no
  • acs2.edb.com
  • cap.attempts.securecode.com
  • danskebank.fi
  • klarna.com
  • cards-eu.klarna.com
  • luottokunta.fi
  • nordea.fi
  • epmt.nordea.fi
  • op.fi
  • kultaraha.op.fi
  • paypal.com
  • ppipe.net
  • saastopankki.fi
  • s-pankki.fi
  • online.s-pankki.fi
  • secure.payments.digitalriver.com
  • paymenthighway.io
  • payment.paytrail.com
  • secure.jousto.com
  • pay.checkout.fi