Tracking Sales Conversions in Google Analytics

By: | Updated: May 14, 2021

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Have you ever wondered which websites are generating the most conversions for you?

In other words, where are your customers coming from and how many of them are actually buying from you after clicking your link on another site?

With ad-buying being so popular now a days, how can you be sure that the websites you’re advertising on are really giving you the most bang for your buck?

Sure, you might see your traffic numbers from a particular referral, but if the point of your website is to make sales, you need to know which of those ads or websites are driving the most revenue right back into your pocket!

That’s where Google Analytics comes in. And today I’m going to show you a little Google Analytics trick to track your conversions.

Track Conversions With Google Analytics

You will need your own e-commerce website set up on your same domain that is attached to your Analytics account.

It only takes a few minutes to set up and once implemented you’ll be able to start seeing just how successful your link on a certain website really is.

First, login to your Google Analytics account (I assume you’ve already set one up?). Click on the site you wish to manage and then from the top menu choose Admin.

In the right hand column, click the Goals option. We are going to create a custom Goal that will track clicks to a particular URL.

Choose New Goal to get started.

Name your goal whatever you like and then under Type, choose Destination.

In Step 2, we will enter all of the required information for achieving this goal. Basically, we are telling Analytics that if the destination URL matches the URL of the final checkout page (after your customer has placed their order), then the goal has been reached.

In the first box, choose Equals To and then insert the URL of your final checkout page, leaving off the “” part as shown. Tip: You want this URL to be the page a customer lands of after completing their purchase.

The next part is optional, but adds another step just to verify that the actual goal was met by making sure these other steps were followed  in order to reach the goal URL.

In my shop, the checkout process consists of three steps, the user visits the shopping cart, then clicks through to the checkout page, then submits their order and the checkout confirmation page is returned (our Goal URL).

If you want to set this up as well, turn Funnel on and add in the URLs that a user would be directed to to reach your final checkout confirmation page.

Remember, your URLs entered here may be different than mine depending on the shopping cart software you are using.

Save your goal and Analytics will then start processing future data for this goal. It will not be able to retrieve information from any time before you set this up, so going forward you will only see goal conversions from this date.

After about 24 hours you should see some information in your account. To view your goal conversions, go back to the Reporting tab (at the top) and under Conversions choose Goals, then Overview. 

You’ll see some statistics about your goal at the top in graph format, and then some more information below such as your Goal Completions which tells you how many people landed on your checkout confirmation page.

The Source/Medium link can be clicked to view a list of all of the referring links that your visitors came from and how many of them reached your checkout confirmation page, or in other words, completed a sale!

You can use this list to track which websites are giving you the most conversions, and which are not. This comes in super handy when deciding whether or not to renew that ad you purchased!

I hope that helped and thanks for reading!


by Brett Helling
Brett has been starting, growing, and monetizing websites since 2014. While in college, he began to learn about digital marketing. After graduating, he continued to build a diverse portfolio of websites while working a full time job. After years of building the portfolio on the side, he made the jump to run his websites full time.