Google Analytics is an important tool for merchants in the eCommerce and Magento communities because it allows merchants to make informed decisions about their website based on their users’ interactions. With the advent of Magento 2, it’s important to understand how the new version utilizes and integrates with Google Analytics. If you’re familiar with Magento 1, you’ll remember that Google Analytics was fairly easy to setup so you could quickly view reporting data. What about Magento 2? Don’t worry, integration with Google Analytics offers additional features with the same setup ease.
Magento 2 supports a Google Analytics feature called Content Experiments. This feature allows you to setup A/B tests on your Magento site to track how different versions of pages perform. Although its simplicity makes it a good solution for small-scale A/B tests, I don’t think it’s a good solution for complicated A/B testing.
To set up content experiments, (and after toggling the feature on in Magento admin configuration settings), there are only two steps:
1. A new experiment needs to be setup in your Google Analytics account. This is pretty straightforward. (Make sure to select the option to manually insert code and save this for the next step). You can follow the instructions from Google here.
That’s it! The way this simple example experiment has been set up, half of the visitors will be sent to the original page and half to the variant. You can track how your experiments are trending in the reporting section of your Google Analytics account under Behavior > Experiments.
To learn more about how Classy Llama approaches A/B testing check out this post.
A lot of our clients are interested in eCommerce tracking. And while the eCommerce tracking provided by Google Analytics provides a lot of good data, it can sometimes be hard to visualize or grasp what you’re looking at. This is where goals and funnels come in.
Both of these goal examples can easily be modified to include different steps in the flow or more complicated events. You can view reporting details about any of the goals you’ve set up under Conversions > Goals > Overview.
These are fairly simple examples, that just skim the top of what this feature can provide.
By expanding the features in the integration of Google Analytics, Magento 2 empowers merchants to make informed decisions about their site. And the setup ease of content experiments, eCommerce tracking, and the other Google Analytics features allow merchants to focus their efforts on improving the performance of their website.