As you are probably learning by now, there are a lot of eCommerce reports included in Google Analytics once you switch on eCommerce reporting. And it certainly makes sense to take full advantage of these if you have an eCommerce store, as they provide valuable information that can help you to earn more profit from your product sales.
In this article, we’re going to look at the the Sales Performance Report. You can see the location of this report, in the Ecommerce Conversions menu, in the image below:
The Sales Performance Report enables you to identify the metrics associated with individual transactions that were made in your store. You can view this report by either Transaction ID (i.e. a unique identifier that should match the transaction ID within your eCommerce platform) or Date [of transaction].
The Transaction ID will be a unique ID that is generated by your eCommerce software at the time of purchase. So if your software is behaving correctly then it should match the ID listed on the receipts of customers. It is important to double-check this at the time of setting up your eCommerce analytics, to make sure your transaction ID being stored is valid. Otherwise you wouldn’t be able to look up a transaction by ID and it can be a bit of a pain to locate based on time.
This report is useful if you want to drill down into a specific transaction in order to investigate a specific incident related to a transaction, or learn more about what happened in the session in which the transaction was made.
You can also use this report to identify all the specific transactions that were related to a particular condition, such as all the transactions that were made after a visitor arrived via Organic Search or Social Media for example, or a custom dimension that you may have set such as payments that were made with a coupon vs a credit card. You can see an example of the standard report (with no Secondary dimension set) below:
Shipping and tax are optional fields at the time of submitting transactions to Google Analytics and so you may find that you have $0 in one or both of these columns. Refund amount is always $0 at the time of a transaction, but you can set up your software to submit a refund to Google Analytics if processing a refund online. If you process your refunds manually you can write a custom script that submits refunds into Google Analytics based on values in a spreadsheet.
Quantity shows you how many items were included in any specific order. So this can also help you to identify wholesale versus individual retail orders.
Use the Sales Performance Report if you want to see what is happening at a transactional level or if you want to drill down to specific transactions or dates to identify a problem or resolve a customer enquiry. In general, you won’t need to spend much time in this report, but it is good to know it is available should you need it.