Setting up Google Analytics Goals and Funnels for my website

If you have a Google Analytics account, then you can define Goals and Funnels for your Shopify website. If there is only one step to your Goal, then you don't need to define a Funnel.

Getting Started

There are a few things to complete before getting started with Goals and Funnels:

  1. Register for a Google account.
  2. Using that Google account, sign up to get a Google Analytics account.
  3. Add your Shopify site to your Google Analytics account.
  4. Set up Google Analytics to work with your Shopify site. You can find instructions for this here.
  5. When you've finished editing your Goal and its (optional) Funnel, you'll have to wait 24 hours before you see any data collected.


Shopify themes will automatically integrate Google Analytics into your store after you enable it from your General Settings.

Understanding Goals and Funnels

A Google Analytics Goal can be any action that a visitor might do during a visit to your website. Typically, you would define a Goal according to your business objectives. For example, you could define a Goal as a destination page that you want your customers to reach, such as an order status page on completing checkout. When your customers land on that page, it means they've bought something from you. Another example would be the static order status page you've set for a newsletter subscription.

Every time a visitor to your website completes one of your Goals, it's logged as a conversion in your Google Analytics account.

A Google Analytics Funnel defines the path that you expect visitors to take on their way to converting to a specific Destination Goal. You define a Funnel as a series of URLs, indicating the sequence of pages you would expect to be visited on the way to the Goal. Google Analytics tracks the Funnel so that you can see how effectively your website is helping you with your business objectives. For example, a Funnel can help you check how often visitors abandon a Goal, when they join in on the path to your Goal, or when they skip steps.

Example: setting up a Goal and Funnel to analyze traffic to the checkout page


The process for setting up your own Goals and Funnels might differ from the ones shown, but the example should give you an idea of what will be required to get your own set up.

You can use Goals and Funnels to analyze traffic from a product page to the Thank-You page, indicating a successful order. Since there are many different ways to set up Goals, the steps that you will take and the information that you provide will differ.

You can define a Destination Goal corresponding to your checkout page, and specify the route to it (starting from a product page) for the Funnel:

  1. On your Google Analytics home page, ( click the Admin link:

    Goals funnels 0
  2. You set Goals at the view level. To find a view, select an account, property, and a view, then click Goals:

    Goals funnels 1
  3. Click + NEW GOAL:

    Add new goal
  4. In the Goal setup, select the Template checkbox, then select Place an order in the REVENUE section. Click Continue:

    Place an order template
  5. The Goal description Name field is pre-filled, but you can enter a different name. Make sure that the Destination option is selected. Click Continue:

    Goal description
  6. In the Goal details section, set the Destination as Equals to and enter the URL for your thank you or order status page, for example it might be:


    Leave the Case sensitive box unchecked unless your require it:

    Goal details destination
  7. Click the toggle below Funnel to turn it ON:

    Funnel on
  8. Add the steps of the Funnel. Use the formats shown in the table (steps 3, 4, and 5 might differ depending on the type of checkout your store uses):

    Step Name Screen/Page
    1. Awesome product /products/my-awesome-product
    2. Add the product to their cart /cart
    3. Provide their address /checkout/contact_information
    4. Select their shipping method /checkout/shipping
    5. Provide their payment info /checkout/payment

    At Step 1 in the table, replace "/products/my-awesome-product" with the name of your product and the URL of the product page. It's fine to leave the Required? settings to No, since there are various paths shoppers can take to get to your cart or to the checkout page (for example, cart permalinks):

    Funnel steps reminder
  9. Click Save.

Did you know?

Google Analytics tracks visits to your checkout pages by using a function to rename the page view on each of your checkout pages. Google Analytics uses this page view as the URL, which is why you can use relative links in your Goals and Funnels definitions despite being different from the domain of your shop.

Want to discuss this page?

Visit the Shopify Community

Ready to start selling online with Shopify?

Try it free