First of all, it’s necessary to specify that eCommerce tracking stands for collecting and analyzing only purchase and transaction data. eCommerce reports allow you to analyze purchase activity on your site. You can see product and transaction information, average order value, eCommerce conversion rate, time to purchase, and other purchase-related data. Besides that, Google Analytics allows us to analyze customer traffic, adds strategy, email marketing, etc.

Google Analytics Home

When you open Google Analytics home for the first time you’ll see a screen like this:


The default Google Analytics reports that you’ll see on the homepage are most likely to be:

  • User Traffic

  • How do you acquire users?

  • How are your active users trending over time?

  • How well do you retain users?

  • When do your users visit?

  • Where are your users?

  • What are your top devices?

  • What pages do your users visit?

  • How are you performing against goals?

  • What are your top-selling products?

These reports will be based on the data submitted by your X-Cart store to Google Analytics and will give you an insight into how your business is doing, who your customers are, where they’re coming from, and what they are buying.

Google Analytics Reports List

All reports in Google Analytics are joined into groups that are listed in the left column to your convenience:


  1. The real-time section shows you the traffic and engagement figures on a live, real-time basis.

  2. The audience section covers data related to your audience’s location, browser, platform, demographics, and interests. You can also do cohort analysis and visualize your audience’s flow through your site.

  3. The acquisition section shows you how and where did you get your customers (through search, social, referrals, advertising, or direct visits).

  4. The behavior section contains reports on the visitors’ interaction with your site. You can learn what pages are most popular with your customers, get stats on the site events, etc.

  5. The conversions section is useful for tracking conversion rates for your stated goals.

The Conversions -> E-commerce tab is where you can see the basic sales funnel reports sent by your X-Cart store to Google Analytics. These reports are based on a linear path to purchase logic. Here you can trace the standard % Completion and % Abandonment rates.


For the information to be automatically submitted from X-Cart to GA make sure the Enable Enhanced Ecommerce Reporting option is enabled in the Ecommerce Settings -> Enhanced Ecommerce Settings section:


Stats Data on Products

Starting from v5.4.0.0 X-Cart submits PRODUCTS and CHECKOUT categories of events to Google Analytics by default that can be checked on the Behaviour -> Events -> Overview page of the Google Analytics console:

The PRODUCTS events include the ‘search’, ‘add to cart’ and ‘remove from cart’ actions and can be viewed on the Conversions -> E-Commerce -> Product Performance page:


Also, Google Analytics counts impressions on product clicks when a product detail page is viewed from any listing page (category page, related products page, etc.) except for the recently viewed page and allow to trace such parameters as ‘add to cart’, ‘purchase’, ‘click’, etc. for different product lists.

The product lists’ statistics can be viewed on the Conversions -> E-Commerce -> Product List Performance page of the Google Analytics console:


Stats Data on Checkout

The CHECKOUT events include the ‘add personal info’, ‘choose shipping method’, ‘choose payment method’, ‘confirm order’, and ‘invoice/receipt’ actions. In case checkout is traced for an existing customer who doesn’t need to fill in the personal info, the ‘open checkout’ action is traced.

The CHECKOUT events can be viewed on the Conversions -> E-Commerce -> Checkout page of the Google Analytics console:


Search stats are sent to Google Analytics from X-Cart when a customer enters a word in a search bar and clicks Search.

The stats on search requests can be traced on the Behaviour -> Events -> Top Events page. Make sure you are viewing the Event Label tab to see the search stats.


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