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. If you don't have one already, then register for a Google account.
  2. Using your Google account, register for Google Analytics.
  3. Add your Shopify site to your Google Analytics account.
  4. Set up Google Analytics to work with your Shopify site.

When you finish editing your Goal and/or 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 is an ordered sequence of URLs that defines the path you expect visitors to follow on their way to one of your Goals. Google Analytics tracks the pages included in a Funnel so that you can see how effectively your website is helping you with your business objectives. For example, a Funnel can help you see how often visitors abandon the path to a Goal, when they join in on the path to a Goal, or when they skip steps.

Example: set up a Goal and Funnel


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

To track successful orders of a specific product, you need to set your store's thank you page as a Destination Goal, then specify the route to it from one of your product pages to create a Funnel.

Google Analytics assigns simplified placeholder URLs to each of your store's checkout pages, which is why you can use simplified links for your checkout pages as your Goal and Funnel destinations. To find the URLs Google Analytics uses to track your checkout pages, open your Google Analytics navigation sidebar, click Behavior, then click Site Content, then click All pages. The checkout URLs assigned to your store by Google will look something like: /checkout/customer_information. For specific URLs representing each step of your checkout process, see the table below.

To set up a goal and funnel to analyze traffic from one of your store's product pages through your store's checkout process:

  1. Click the Admin link on your Google Analytics home page:

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

    Goals funnels 1
  3. Click + NEW GOAL:

    Add new goal
  4. In Goal setup, select the Template checkbox, then select Make a payment 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 menu to Regular expression and enter the URL for your thank you page. Your thank you page URL will be /checkout/thank_you.

    Leave the Case sensitive box unchecked unless your require it:

    Goal details destination
  7. Click the toggle below Funnel to turn funneling 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. Hip shoes /products/hip-shoes
    2. Add the product to their cart /cart
    3. Give us their address /checkout/customer_information
    4. Give us their shipping info /checkout/shipping
    5. Give us their payment info /checkout/payment

    At Step 1 in the table, replace "Hip shoes" and /products/hip-shoes with the name of your product and the URL of the product page. It's fine to leave the Required? setting as 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 Verify this Goal to see if your Goal is set up correctly.

  10. When you're finished, click Save.

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