How to Calculate Your Average eCommerce Order Value in Google Analytics

Understanding your average eCommerce order value is crucial for business growth and strategic decision-making. With the help of Google Analytics (GA), you can easily track this valuable metric. In this guide, we will walk you through the process of setting up e-commerce tracking in Google Analytics and finding your average order value.

Why Track Average eCommerce Order Value?

Tracking average eCommerce order value is essential for several reasons:

It provides insights into customer purchasing behavior and the value they derive from your products or services. It helps in setting pricing strategies by understanding how your customers perceive the value of your offerings. It enables you to identify potential areas for upselling and cross-selling.

Setting Up E-commerce Tracking in Google Analytics

To calculate the average order value, you first need to set up e-commerce tracking in your Google Analytics account. Here’s a step-by-step guide:

Step 1: Enable E-commerce Tracking

Log in to your Google Analytics account. Go to the Admin section. Under the view column, select E-commerce Setting. Turn on the E-commerce Tracking checkbox.

Step 2: Implement E-commerce Tracking Code

Next, you need to ensure that the e-commerce transaction data is flowing via the Data Layer in your website. This requires some coding assistance from a developer. Here’s a basic example of how the Data Layer can be structured:

        script            dataLayer  [{ecommerce: {purchase: {                actionField: {id: 12345678910, affiliation: Your Store Name, revenue: 9.99, currency: USD},                products: [{id: ABC123, name: Product Name, category: Category Name, price: 9.99, quantity: 1}]            }}};        /script    

Accessing Average eCommerce Order Value in Google Analytics

Once e-commerce tracking is set up, you can easily find your average order value in Google Analytics. Here’s how:

Step 3: Navigate to E-commerce Reports

Go to the Admin section. Under the Property column, select E-commerce. Select the report that shows your transaction data.

In this report, you will find the average order value, which is the total revenue divided by the number of transactions.

If for some reason you are not seeing this data, you can add a secondary dimension to your report to check for any missing configuration. Under the Secondary dimension option, you can explore different dimensions such as product dimensions or other transaction-related metrics.

Optimizing Your Average Order Value

Once you have your average order value, it’s time to optimize it for the best results:

1. Improve Conversion Rate

Focus on improving the conversion rate by enhancing your website experience, optimizing checkout processes, and providing more value to customers.

2. Offer Discounts and Promotions

Use promotional offers to encourage higher purchase values. This can be through bundle deals, discount codes, or seasonal promotions.

3. Leverage Personalization

Use customer data to personalize your offers and provide tailored recommendations. Personalized experiences can lead to higher order values.

Conclusion

Understanding and optimizing your average eCommerce order value is a key factor in the success of your e-commerce business. By setting up e-commerce tracking in Google Analytics, you can easily find and analyze this metric. Follow the steps outlined in this guide to enhance your e-commerce performance and drive more sales.