Things You Must Understand about Shopping Cart Analytics Tutorial

Navneet Singh, Founder

Ecommerce SEO

You may not have thought about it but it is important to track add-to-cart eCommerce events with WordPress and Google Analytics.

Important things to track

  • The number of times the “Add to Cart” button gets clicked.
  • The products they are most interested in. 
  • The number of people adding items to their cart and completing the checkout.
  • Tracking add-to-cart events in Google Analytics and WordPress proves helpful in this. 

Understanding The Basics of Google Analytics Ecommerce 

Here is a quick look at the Ecommerce and Enhanced eCommerce tracking in Google Analytics add-to-cart events. 

Google Analytics Ecommerce:

Before diving into add-to-cart events, here’s a quick look into getting enhanced E-commerce tracking in Google Analytics.

Google Analytics Tracks 

  • Pageviews
  • Visit duration
  • Bounce rate

And other basic metrics. 

For many websites, it is the only information required. For online stores, you must leverage several tracking metrics specific to your store. Enhanced E-commerce helps you to deal with these aspects.

Google Analytics is for tracking e-commerce. It helps you track the products and sales. You can also track things for the: 

  • Most viewed products
  • Products bringing in the most revenue.
  • Amount of time visitors tend to spend while arriving from different channels. 

And much more.

Enhanced Ecommerce goes a step beyond this and recognizes that your site has a cart page and an order completion page. It gives you valuable insight into how visitors are using your checkout flow.

If you do not set up the Enhanced Ecommerce or run an online store, it will be better to do it. It’s important to work on the enhanced metrics and club them with add-to-cart events.

Track Add to Cart in WordPress & Google Analytics

To track add-to-cart events, you need to set up Enhanced Ecommerce in Google Analytics. Not using a tool means that you have to tackle a complicated situation where you need the help of a coder and a developer. And the whole thing will be quite costly.

The ExactMetrics plugin helps you to do this. Here is an overview to set up Enhanced Ecommerce on WordPress in a few clicks and with zero coding.

Step 1: Install ExactMetrics

ExactMetrics is a very powerful Google Analytics plugin for WordPress available at a low cost. Additionally, the enhanced e-commerce tracking setup is related to a comprehensive list of features helping you to grow your business using analytics.

When it comes to the Pricing page, leveraging install ExactMetrics will help you at the professional level. Download the plugin while completing checkout.


Upload it to your website.


Step 2: Use Your License Key To Connect to Google Analytics

As you get ExactMetrics installed, you’ll be able to add your license key while being connected with the Google Analytics account. It’s important to run your set up, go for ExactMetrics present in the WordPress Dashboard, then click the big “Launch the wizard!” button (green).


As you add your license key to connect with Google Analytics. You can then get into the Wizard.


To do your setup, follow the prompts as they appear sequentially. Most of them help you to answer questions related to your business.

Step 3: Enable Google Analytics eCommerce Tracking

As you turn on ExactMetrics in Google Analytics, you want to get reports from it. Go to the Admin area in Google Analytics

In the “Ecommerce Settings” on the right-hand, go to the “View” column.


Set both the buttons to the on position and then click Done.


That’s it! Your eCommerce is enabled in Google Analytics.

Step 4: Install ExactMetrics eCommerce Addon

Proceed to ExactMetrics, from there to » Add-ons in WordPress and then install the eCommerce addon.


Proceed to Settings » eCommerce and switch to on.


WooCommerce Detects and Tracks this Step.

With your Enhanced Ecommerce set up in Google Analytics and ExactMetrics, you can discover all reports which offer an overview of how healthy your online store is.

Finding and Installing Add to Cart in ExactMetrics

ExactMetrics is an important eCommerce addon giving you access to a comprehensive eCommerce report. The report has a load of helpful information about your store such as the add-to-cart events! Here’s a look.

Navigating to Reports>> eCommerce tab, you will find the overview metrics and most popular products at the top.


A little more under the Top Products table are the important metrics of 

  • Add to Cart.
  • Removed from Cart.

Find the Add to Cart in your Google Analytics

As you run Enhanced Ecommerce, you can view the add-to-cart events in Google Analytics.

Find out the metric value for various pages. Make it a point to you check your Shopping Behavior report and it should be accessible to you in every way.

Conversions » Ecommerce » Shopping Behavior. It gives an insight into the number of sessions in an add-to-cart click.


Learn how you can make website improvements and prevent dropping out the people. Find out the highest checkout flow rate. Find out what leads the users to drop out of the funnel at various steps.

Access the Product Performance report and check cart metrics. This is how we do it.

Conversions » Ecommerce » Product Performance.


In your performance report, understand the Cart-to-Detail rate for every product which shows you the number of times the product was added for every view. The metric involves finding out the quotient about the number of times a product is bought divided by its number of views. An insight into this metric helps you to improve your product pages. For example, products with a low cart-to-detail rate mean that you should look at the page and its content to know why people are not buying the product, even after looking at it.

A shopping cart tracking analysis helps you to comprehend and take care of the multiple channels and multiple devices which gives you accurate sales tracking for various devices. The shopping carts play a great role in tracking several platforms. Understand and implement e-commerce tracking in the right way. Create the right understanding to implement and track the shopping carts. It plays a role in conversion optimization. 

In the online world, the shopping cart is the equivalent of a shopping bag. It is necessary for you to understand the way the shopping cart will complement Google Analytics. Having a deeper understanding of the shopping carts and the way they work helps give the right solutions. Also, you need to take care of third-party integrations such as Salesforce, Google Merchant Center alongside solutions for phone call tracking.

The wrong choice of the shopping cart can ruin your conversion rate optimization and your analytics.

What are Your Various Choices for Shopping Carts?

A shopping cart does all the functions of a salesperson for driving the checkout, applying coupon codes, and adding the sales tax and other things. In the end, it tells you about the overall payment and also how to collect the payment.

In What Ways Does a Shopping Cart Help?

It helps the customers to add one or more products to their basket. It gives a step-by-step guide to customers to check out at the website. It authorizes and collects the payments through the payment gateway.

Various Types of Shopping Carts:

  • Commercial or ready-made shopping carts.
  • Open-source shopping carts.
  • Custom-made shopping carts.

Readymade or commercial shopping carts are premade carts that allow you to pay for their functionality as you pay for a monthly or yearly subscription. 

The Pre-Built Shopping Carts Are:

  • Easy to build.
  • Host.
  • Manage.

Highly Popular Shopping Carts Include:

  • Shopify.
  • Bigcommerce.
  • Magento.
  • 3D cart.
  • Volusion.

Reasons to Use Ready-Made Shopping Carts:

You do not require hiking a web developer for creating and maintaining your shopping cart. Such a shopping cart will have an initial cost and you also have to spend hundreds of dollars on maintenance and upgrading of the shopping cart. 

You can right away use the shopping carts when it is bug-free and ready for commercial level use. Moreover, it needs months of strong testing. 

A large number of shopping cart chart fees and also allow you to ditch the shopping cart whenever you want. It can require testing for a long time. 

Many shopping cart providers offer a subscription fee allowing you to do away with their shopping fees whenever you want. 

A large number of ready-made shopping cart providers charge fees just as they cancel their shopping cart experience. If you have made a great investment with shopping carts with a huge investment. It means that you will be stuck in the same and have no future in the same. 

Ready-made shopping carts provide for a high level of flexibility, add ons, and integration with several google Analytics tools. You can get extra functionality without any extra cost. It can cost you highly to replicate the functionality in your shopping cart. 

Customized Shopping Cart:

A customized shopping cart can cost you a bomb. Moreover, a shopping cart comes at a very high price. Shopping carts like Shopify come with a ready-made content management system. 

And the best part is that you can just integrate your already existing website with a shopping cart. Most of the shopping cart software is custom-made. You get several advantages using shopping cart software.

Benefits of Custom Made Software

A custom made software can render you great functionality in your shopping cart.

Moreover, with complete control one the shopping cart functionality, you do not have to wait for the fixing of the bugs. This is what makes your cart compatible with the various third-party tools. 

One can host the custom shopping cart on the webserver. Moreover, a shopping cart offers comprehensive ownership and support of the sales data. In big institutions and government agencies, customers’ security and privacy are important issues. So, they would not be using ready-made shopping carts. Rather, they will use custom-made shopping carts. 

While using a custom-made shopping cart, you actually own it alongside the source code alongside its design, functionality, and design base. Unlike a ready-made cart for which you’re paying monthly subscription fees. 

Advantage of Custom-Made Shopping Cart: It fully integrates your shopping cart and your CRM, payment gateways, data warehouse, and party solution with the shopping cart. With a ready-made shopping cart, you get generic reporting. And this is not what business requires in the long run. 

Open-Source Shopping Carts: The open-source shopping carts are readymade shopping carts allowing you access to source code as well as customization. An open-source shopping cart allows you to install and customize your store. Moreover, the open-source shopping carts give you access to commercially ready-made shopping carts.

Why Open Carts are the Best Option in Business?

Open carts are the best option if you do not want to invest a great deal of money and stand out in e-commerce. You have developers who can carry out regular maintenance for your work and make it bug-free.

With the creation of a custom-made shopping cart, you can write the shopping cart’s code right from scratch.

Most popular open-source shopping carts.

  • Open cart
  • Woocommerce
  • Prestashop
  • Zen shop
  • Drupal commerce
  • OsCommerce

Shopping Carts and Payment Gateways

The payment gateway comprises a company allowing you to collect and authorize payments for example electric card and credit card payments. 

Few examples of important payment gateways

  • Stripe
  • Paypal

Shopify can integrate more than 70 payment gateways. 

Different Types of Payment Gateways

  • External Payment Gateways: An external payment gateway requires customers to go to another website for payment completion.
  • Direct Payment Gateways: In a direct payment gateway, you’re more likely to find self-referral issues. On the other hand, with the payment gateway, you can encounter self-referral issues. Moreover, an external e-commerce payment gateway may not show the e-commerce data in google analytics.

Therefore, you should consider using a direct payment gateway for accurate Google Analytics. Even if the direct payment gateways will cost you more than the external payment gateway, but it is surely the same. 

Selling Products Without the Shopping Cart

How can you sell products using a shopping cart? When will payment gateway suffice

When you need to transact for a single product every time, you just need a payment gateway.

However, you will have to add a payment firm to the payment gateway for this. But the payment gateway wouldn’t allow you to apply coupon codes or calculate the taxes for the same or track every order. Moreover, your payment gateway’s e-commerce reporting will be highly limited.

You need to integrate the payment form with your payment gateway. If you need to add more items to every transaction, then you surely need a shopping cart. Working on a shopping cart with Google Analytics.

Conversion optimization features for your shopping cart. You need to focus on:

  • Bringing back customers who leave the shopping cart.
  • Check if you’ve integrated multiple payment gateways giving your customers more options to purchase.
  • Give option to checkout as a guest.
  • Set up a single page checkout
  • Allow the use of gift certificates, daily deals, referrals, and purchases
  • Offer discounts.
  • Setup internal barriers.
  • Setup upselling features.
  • Go for a faceted search.
  • Help the user to review ad rate the products.
  • Provide live chat features.
  • Product bundling.
  • Full mobile commerce functionality.
  • Use plugins and addons which will enhance the functionality. 
  • Provide bundle offers. 

Analytics Features for Your Shopping Cart

Here are analytics features you must consider for powerful e-commerce analytics.

Product Report and Sales Reports: The shopping cart can help in data handling in a much better way than just Google Analytics.

It can help you to make an informed decision. The shopping cart can offer you details to make an informed business decision and ensure that your Google Analytics helps to track business transactions accurately. 

Integration with Quickbooks: Integration of your shopping cart with Google Analytics will help you in taking an account of the: 

  • Sales orders.
  • Purchase orders.
  • Invoices.

And more.


You can go for import of the sales orders, purchases, and invoices with your accounting software. Make sure you can push the accounting software for sales orders. When you integrate and automatically sync your shopping cart data, it gives you a highly accurate analysis for making a plan of action for your future which offers you higher revenues.