Google Analytics tracking: Checkout & tracking funnels
The checkout funnel section is there to ensure you're tracking the required events to take advantage of the Checkout Behavior Analysis report in Google Analytics.
The Checkout Behavior Analysis will automatically be populated, so long as you're tracking at least one event in the funnel for your site. You can track all four events to gain insight into how much of the checkout process customers complete. Alternatively, you can delete an event name to stop tracking it.
If you like, these steps can be renamed in your Google Analytics account by going to Admin > eCommerce settings.
The custom names for the steps you have enabled on your site can be added as well. This does not affect what events are tracked. The tracked events are always going to be the same, but you can choose any name you want for steps 1 – 4 (or less if you have disabled some events).
Managed WooCommerce sends your all events for the Shopping Behavior Analysis and Checkout Behavior Analysis reports. As such, these funnels can be seen within your Google Analytics account.
Shopping Behavior Analysis
The Shopping Behavior analysis report is automatically generated from the events Managed WordPress Ecommerce or Managed WooCommerce Stores send to Google Analytics. This shows general insight into store browsing experience, including where customers enter or exit your purchasing funnel. This is particularly useful if you're curious about where people may abandon their orders in the cart or at checkout.
There are no settings required for the Shopping Behavior funnel. The funnel automatically populates based on events such as pageview, add to cart, checkout, and transaction.
Checkout Behavior Analysis
The Checkout Behavior Analysis is populated with the steps Managed WordPress Ecommerce or Managed WooCommerce Stores have listed under their settings. This is a static funnel, the intention for which is to be a "zoomed-in" view of the "Sessions with Check-Out" part of the Shopping Behavior funnel. The Checkout Behavior analysis gives you a more detailed look at where customers leave the checkout process.
While it's most useful for sites with multi-step checkouts, this feature will use events within this report that are relevant to any WooCommerce store, regardless of whether selling digital goods, shippable items, or other checkout processes. If you use express or off-site payment methods, especially if the customer leaves the site from the cart page, this report may be skewed or may not have full data for your site.
There are up to four steps tracked, and three of these steps will have "Checkout options" associated with them. Google Analytics allows one checkout option per event to allow you further insight into this funnel, and the ability to create segments based on these options.
If you've installed and activated the WooCommerce Subscriptions plugin (included with your hosting), then you're already tracking subscriptions! There's no need to change anything unless you want to modify the event / property names that get sent.
- Activated Subscription – Triggered when a customer's subscription is activated. Bear in mind that subscriptions are typically only activated after successful payment. Properties included are: Subscription Name, Total Initial Payment, Initial Sign up Fee (if applicable), Subscription Period, Subscription Interval, Subscription Length, Subscription Trial Period, Subscription Trial Length.
- Subscription Trial Ended – Triggered when the free trial for a subscription ends. Properties included are: Subscription Name.
- Subscription Expired – Triggered when a customer's subscription expires. Properties included are: Subscription Name.
- Suspended Subscription – Triggered when a customer's subscription is suspended. Properties included are: Subscription Name.
- Reactivated Subscription – Triggered when a customer's subscription is reactivated. Properties included are: Subscription Name.
- Cancelled Subscription – Triggered when a customer's subscription is cancelled. Properties included are: Subscription Name.
- Renewed Subscription – Triggered when a customer's subscription is renewed. This can happen for both automatic renewals as well as manual renewals. Properties included are: Billing Amount and Billing Description.