Creating a Google Analytics sales funnel for a Magento webshop

I specialize in two things: building good-looking Magento webshops and ensuring good conversion rates (sales) for our clients. While trying to identify how to improve webshop conversion, I often use Google analytics to see what’s going on.

One of the nicest features of Google Analytics is the ‘Goal’ feature. It allows you to set goals (=sale or leads) for your site and track how successful you are. Via the sales funnel you can see quite nicely how you are doing and what you can do to improve your webshop conversion.

This short article describes how to set-up a ‘Goal’ for your Magento webshop in Google Analytics. It presumes you have already set-up Google analytics on your Magento webshop.

1) Login to Google analytics and select the site you want to set-up a goal for. Click edit.

2) On the next screen, click ‘Add Goal’

Setting-up a Google analytics sales funnel

3) Give your goal a name (for example ‘Sale’) and configure the screen as follows:

  • Select ‘URL Destination’ as goal type.
  • Select ‘Head Match’ as match type.
  • The Goal URL, is the URL when a sale is completed. For Magento shops this is usually:
  • In Goal value enter the average order amount you normally have in your shop.
  • Then click:  ‘Yes, create a funnel for this goal’

4) Now we have to set-up the different steps in getting to the goal ‘Sale’

5) Click ‘Save Goal’.

Now do this take a piece of paper and write down how many customer you think actually complete your purchase process after they have reached the checkout process…..80%, 40%…10%? Let the statistics run for a couple of days, make sure everything is working as it should and check your sales funnel. It should look something like this:

What is your percentage and how can you improve it…..that’s the topic of our next post.

If you need any help on this post, or are looking for an experienced Magento partner, feel free to contact us!
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~ by emilekoolstra on November 28, 2009.

6 Responses to “Creating a Google Analytics sales funnel for a Magento webshop”

  1. Hi there.. great article.
    Quick question for you. In GA under Goal you can see Goal value. Is there a way that this can contain the value of each order that made it to the success page?


  2. Sorry I was being thick… I can see now that the goal value has nothing to do with order value’s!
    Please forget my last comment!

    However I do have another question..
    Ecommerce values – to me it would appear that once the customer click on the ‘Place Order’ button, the sale is marked as a transaction. However at this point the credit card might be declined. Is there any way for ecommerce transactions not to be counted until the success page?

    Once again many apologies for first stupid question.. and hopefully you might be able to help with the second?


  3. Hello,

    Just one question:
    why setup the homepage as firt goal step ? why not the shopping cart ?



    • Hi Etienne,
      Making the shopping cart the starting point of the funnel is also possible. It is just a matter of where you would like the start- and end point of the funnel to be. Do you want to track complete customer process, or the ‘end’ phase where customer added product to shopping cart. In your example the first URL / step would be:

      • Hi,

        On our website, people can return into checkout process from a product page. So I set up cart in first step (as a non required step). At the moment it works.
        Is there a matter doing this ?



  4. Thank you Emile.

    It’s a wonderful article indeed, it has helped me set up goal conversion tracking for my online store.

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