BigCommerce Conversion Tracking: Optimizing Your Online Sales Funnel

Conversion tracking in BigCommerce equips e-commerce businesses with the essential data they need to gauge the effectiveness of their marketing efforts.

By understanding which advertisements lead to purchases, businesses can make informed decisions about where to allocate their marketing budget for maximum return on investment.

The implementation of conversion tracking mechanisms allows store owners to measure and analyze the behavior of visitors, providing insight into customer interactions from the initial click to the completed sale.

A computer screen displaying BigCommerce dashboard with conversion tracking data and graphs

To establish a robust conversion tracking system, one can integrate solutions like Google Ads and advanced Google Analytics with their BigCommerce store.

This integration not only helps in tracking conversions but also refines targeting strategies for potential customers.

Precise tracking code implementation on the order confirmation page ensures all relevant customer actions are captured.

Regularly reviewing these insights can inform continuous improvements in marketing strategies, ultimately aiming to increase the store’s conversion rate and profitability.

Key Takeaways

  • Conversion tracking helps measure marketing effectiveness in BigCommerce.
  • Google Ads and Google Analytics integration is key for detailed tracking.
  • Consistent tracking and analysis promote better marketing decisions.

Understanding Conversion Tracking in BigCommerce

Conversion tracking is a vital component for BigCommerce store owners to understand the effectiveness of their marketing campaigns.

By monitoring conversions, merchants can see which ads lead to purchases and optimize their spending for better returns.

Key Elements:

  • Tracking Code: A snippet of code is placed on the confirmation page to record successful transactions.
  • Affiliate Programs: Integration with affiliate tracking allows for monitoring of referred sales.

Steps for Setup:

  1. Access the Setup:
    BigCommerce simplifies integration with these steps:

    • Navigate to your store’s settings.
    • Select Data Solutions.
    • Connect with your preferred conversion tracking tool.
  2. Insert the Script:

    • Go to the Storefront section.
    • Click on Script Manager.
    • Add your unique tracking code, such as a Google Analytics ID.
  3. Monitor Conversions:

    • Keep track of the key conversion metrics.
    • Adjust marketing strategies according to the data collected.
    • Utilize conversion information to boost ROI.


  • Page-Specific: Ensure the tracking codes are placed on the correct pages, as some may only affect the order confirmation page.

BigCommerce’s conversion tracking features are designed to streamline the measurement of a store’s online performance.

They offer an effective means to analyze customer actions, such as making a purchase or signing up for a newsletter, which are indicative of the store’s success.

Each conversion recorded is a valuable piece of data in painting a clear and accurate picture of a store’s online marketing effectiveness.

Setting Up Google Ads Conversion Tracking

Properly integrating Google Ads conversion tracking is crucial for BigCommerce store owners to measure the effectiveness of their advertising efforts.

This section will guide them through creating a conversion action, configuring tracking in BigCommerce, and implementing the Global Site Tag.

Creating a Conversion Action in Google Ads

One begins by establishing a conversion action in their Google Ads account. This identifies specific customer activities as valuable conversions.

To do this, they must access the Tools and Settings menu in Google Ads, choose Conversions, and then click on the + New conversion action button.

The user should fill in details such as the conversion name, category (for example, purchase, sign-up), and value.

Unique identifiers like conversion ID and conversion label will be generated, which are essential for later steps in BigCommerce.

Configuring Conversion Tracking in BigCommerce

The next step is to input the conversion tracking details into the BigCommerce store.

This often involves navigating to Settings and selecting Data Solutions to find Google Analytics.

Enter the conversion ID and conversion label into the appropriate fields.

Documentation from BigCommerce may offer more detailed steps on linking a BigCommerce store to Google Ads conversion tracking.

Implementing the Global Site Tag (gtag.js)

Finally, to capture and send data to Google Ads, the Global Site Tag (gtag.js) must be added to the website.

This tag should be placed on all pages of a BigCommerce store to accurately track conversions.

The script can be typically inserted within the Head section of the website’s HTML template.

This ensures that the tag fires on every page load, thereby tracking user interaction across the entire site.

Advanced Google Analytics Integration

When integrating Google Analytics with BigCommerce, retailers can unlock a deeper level of insight into their ecommerce data.

This section will guide one through enabling and utilizing advanced features for a comprehensive view of their store’s performance.

Enabling Ecommerce Settings in Analytics

Before leveraging the full capabilities of Google Analytics, it’s essential to enable ecommerce settings.

This step allows the tracking of transaction data and understanding of how customers interact with a store.

To activate these settings, one needs to navigate to the ‘Ecommerce Settings’ in their Google Analytics account and toggle on the ‘Enable Ecommerce’ option.

This action is a prerequisite for diving into more granular data like sales performance, conversion rates, and revenue.

Using Enhanced Ecommerce Reporting

Once Ecommerce Settings are enabled, Enhanced Ecommerce Reporting can provide valuable insights into the buyer’s journey.

It tracks specific actions such as when a user adds items to their cart, starts the checkout process, and completes a transaction.

It’s important to set up relevant events within the data layer to capture these interactions accurately.

Enhanced reports also break down product performance, giving clarity on which items are contributing the most to revenue and which ones may require additional marketing efforts.

By analyzing this data, merchants can make informed decisions to optimize their online storefront and marketing strategies.

Tracking Code Implementation

Effective conversion tracking is essential for understanding customer behavior and optimizing eCommerce performance for BigCommerce stores.

Implementing the correct tracking code is crucial for accurate data collection.

Integrating with Google Tag Manager

Integrating Google Tag Manager (GTM) simplifies the management of tracking codes.

First, a BigCommerce store owner must create a GTM container and link it to their online store.

Upon creating the container, the store owner adds the site verification tags provided by GTM to the BigCommerce backend, ensuring the store is recognized for data tracking purposes.

For detailed guidance on this integration, merchants may navigate to the official documentation for Setting up Conversion and Affiliate Tracking.

Using Custom JavaScript Code

For advanced tracking requirements, custom JavaScript (JS) code can be implemented directly within BigCommerce.

This process involves adding the JS code to the ‘Script Manager’ found within the ‘Storefront’ section of the BigCommerce admin interface.

This code should interact appropriately with the dataLayer to track specific customer actions.

Additionally, BigCommerce provides specific areas for including such scripts which execute on the order confirmation page for tracking conversions at the final step of the sale.

Details on executing custom code integrations can be found in the How to set up conversion tracking for BigCommerce stores? guide.

Adding Event Snippets and Tags

To track particular actions, such as form submissions or button clicks, event snippets can be added to the relevant pages.

These tags, when implemented, trigger upon the user’s interaction with the page, thus registering the action as a conversion or a step towards it.

The implementation requires careful placement in the HTML structure of the page to ensure correct firing.

For incorporating Google Ads Conversion Tracking, a complete guide can be found on how to strategically set up event snippets and tags with GTM on BigCommerce.

BigCommerce-Specific Conversion Tracking

BigCommerce offers robust solutions for tracking conversions from the checkout process to affiliate campaign effectiveness.

Understanding how to navigate and deploy BigCommerce’s conversion tracking tools is essential for merchants looking to optimize their online performance.

Checkout and Order Tracking

BigCommerce provides a one-page optimized checkout that simplifies the purchase process for customers.

They empower merchants to track these transactions by using built-in variables such as order_amount and transaction_id.

Specifically, checkout labeling helps to categorize and monitor different stages of the checkout process, ensuring that transactions are recorded accurately.

This facilitates comprehensive analysis of checkout effectiveness and can help in identifying areas for improvement.

Affiliate Conversion Tracking

Affiliates play a vital role in driving traffic and sales to BigCommerce stores.

The platform’s affiliate conversion tracking functionality allows merchants to connect their store with affiliate programs.

By adding specific scripts to the Affiliate Conversion Tracking section under Settings, merchants can track the effectiveness of affiliate channels.

This script is associated only with the order confirmation page, ensuring that the conversion is attributed to the correct referral source.

Analyzing and Improving Conversion Rates

In the realm of e-commerce, understanding and enhancing conversion rates is pivotal.

Using BigCommerce’s tools, merchants can scrutinize their data through custom reporting and optimize their websites with A/B testing to ensure they’re not only attracting visitors but also converting them into customers effectively.

Custom Reports and Analytics

To measure the true value of their store’s performance, businesses can generate custom reports within BigCommerce. This involves tracking specific metrics, such as the conversion rate, which indicates the percentage of visitors who make a purchase.

Detailed reports might include data like the order_id, currency used, and transaction values in USD, allowing merchants to tailor their analytics to their unique needs.

For example, the BigCommerce platform has features enabling merchants to connect to Data Solutions for advanced reporting.

Through these solutions, one can create reports with various insights, uncovering trends that can lead to actionable steps toward business growth.

A/B Testing for Enhanced Conversions

A/B testing, an empirical approach, is crucial for optimizing website content and structure to improve conversion rates.

Merchants can conduct controlled tests by presenting two variants of their webpages to different segments of visitors. This method yields concrete insights into which changes positively affect user behavior.

For instance, altering the color of a ‘Buy Now’ button or redesigning a product page layout could lead to different visitor actions.

By methodically tweaking one element at a time, merchants can ascertain which version resonates best with their audience, thereby providing the most value.

Moreover, incorporating tools from BigCommerce Support can assist in integrating these tests seamlessly into the store framework.

Marketing Strategies for Higher Conversions

To enhance BigCommerce store performance, merchants must focus on fine-tuning their marketing strategies for higher conversions.

SEO and Content Optimization

Optimizing a store’s SEO involves crafting content that resonates with both search engines and users.

It’s crucial that product descriptions, blog posts, and other website text are informative, keyword-rich, and user-friendly.

Merchants should always aim to provide value through their content, which in turn encourages higher rankings in search results and improved user experience.

Employing SEO techniques can lead to more organic traffic and potentially higher conversion rates.

Leveraging Paid Ads and Keywords

Paid ads are a direct approach to driving targeted traffic and can lead to immediate conversion improvements.

When setting up advertising campaigns on platforms like Google Ads, it’s important for merchants to focus on relevant keywords that match their audience’s search intent.

They should routinely analyze and adjust bids, ad copy, and landing pages for optimal performance.

This targeted method is a cornerstone of effective marketing efforts, which when done right, boosts online visibility and user engagement.

Advanced Techniques and Considerations

As competition in e-commerce intensifies, merchants using BigCommerce need to leverage advanced techniques to analyze and improve their conversion rates. This section will touch on the utilization of artificial intelligence (AI) for enhanced tracking, as well as a comparison with other platforms to inform strategic decisions.

Enhanced Tracking with AI and Machine Learning

Incorporating AI and machine learning into a BigCommerce store can significantly advance conversion tracking capabilities.

These technologies allow for the automatic detection of patterns that influence customer behavior at a granular level.

For instance, enhanced ecommerce tracking can provide insights beyond general analytics by predicting future trends and customer actions.

  • BigCommerce integration with AI tools might include:
    • Real-time personalization based on user behavior
    • Identification of high-value segments through machine learning algorithms

Tracking codes embedded with AI and machine learning might address variables such as conversion name and website URL, dynamically adapting to optimize conversion paths.

Comparing BigCommerce with Other Platforms

When evaluating BigCommerce against other e-commerce platforms like Shopify and WooCommerce, businesses should consider how each platform handles conversion tracking and the flexibility offered for advanced analytics.


  • Comes with its own robust analytics and tracking system.
  • Easier to set up out-of-the-box with Shopify’s CMS.

WooCommerce on WordPress:

  • Offers a range of plugins for conversion tracking, with PHP playing a key role in customization.
  • Greater control over tracking due to WordPress’s CMS structure.

Each platform has unique capabilities and limitations regarding conversion tracking and advanced analytics. Therefore, merchants should choose based on their specific needs for data integration, ease of use, and the level of detail required for making data-driven marketing decisions.


A computer screen displaying a successful checkout process on a BigCommerce website, with a visible tracking code and a confirmation message

BigCommerce offers users a robust platform for setting up and monitoring conversion tracking, essential for any successful e-commerce business. Implementing conversion tracking allows merchants to understand customer behavior, measure return on investment (ROI), and make informed decisions to optimize their online strategy.

Merchants have various options to integrate conversion tracking tools, such as Google Ads Conversion Tracking and Affiliate Tracking, all designed to provide valuable insights into the effectiveness of their marketing efforts.

They can also track the performance of specific campaigns and make data-driven decisions using a suite of tools and resources, like BigCommerce’s built-in analytics.

By utilizing script managers and connecting to analytical services, BigCommerce users can seamlessly monitor and analyze their store’s data.

For instance, setting up Google Analytics offers a straightforward way to understand traffic and customer engagement.

Moreover, the adoption of advanced tracking setups through services detailed in resources like Avada’s guide on conversion tracking further enhances the precision of the insights gained.

Key takeaways include:

  • Track Effectiveness: Monitor marketing campaign performance.
  • Data-Driven Decisions: Adjust strategies based on analytics for improved outcomes.
  • Customer Insights: Understand visitor behavior to enhance user experience.

Frequently Asked Questions

In this section, you’ll find detailed answers to common queries about enhancing and troubleshooting conversion tracking on your BigCommerce platform, ensuring that every aspect from integration to implementation is clear and efficient.

How do I integrate Google Tag Manager with my BigCommerce store for improved conversion tracking?

To integrate Google Tag Manager, one must access the ‘Advanced Settings’ section in their BigCommerce store and then add the Google Tag Manager container snippet to the ‘Scripts’ area. This allows for the streamlined addition of tracking tags without modifying the code.

What are the steps to troubleshoot issues with conversion tracking in BigCommerce?

Troubleshooting conversion tracking starts with verifying the tracking code installation on the order confirmation page.

Retailers should also ensure that their tracking codes are up-to-date and correctly configured in the ‘Data Solutions’ settings of their BigCommerce store.

How can I connect Google Ads conversion tracking to my BigCommerce shop?

Connecting Google Ads conversion tracking requires creating a conversion action in your Google Ads account and then embedding the generated code snippet into your BigCommerce store at the right locations, such as the checkout or order confirmation pages, to accurately capture conversion data.

What are the best practices for setting up conversion value tracking on BigCommerce?

The best practices for setting up conversion value tracking include utilizing the available variables to dynamically capture order values, reliably setting these up in the script placed in the store, and regularly cross-checking data for accuracy.

How do I implement Google Analytics tracking on my BigCommerce website?

To implement Google Analytics tracking, retailers should navigate to the ‘Marketing’ section of their BigCommerce store, access ‘Google Analytics’, and enter their tracking ID.

Further customization may be done through ‘Script Manager’ to adapt to specific tracking requirements.

What conversion tracking apps are recommended for use with BigCommerce?

There are various apps and tools recommended for BigCommerce stores. For starters, you can use the native BigCommerce analytics. You can also use third-party apps like CustomerLabs. These offer more advanced server-side tracking capabilities that sync with platforms like GA4 and Meta.

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