If you’ve plugged your Google Analytics tracking ID into your Gumroad Settings, you might be wondering what to do next. How do you make sense of the data and actually use it to focus or adjust your work?

Gumroad’s Google Analytics integration enables you to get way more insight into your buyer behavior and how your marketing efforts are performing. For example, you can look at:

which keyword searches drive the most purchases of your products

what percentage of visitors to your website end up purchasing

which marketing campaigns result in the most revenue

But there’s one big thing you have to do before you can dive into all that juicy data. You have to tell Google Analytics which actions to track and log as conversions by setting up goals. So lets create some goals and get tracking!

Finding the Goal Setup Flow

To get to the goal setup flow, click Admin in the top navigation bar of your Google Analytics account. Make sure the correct account, property, and view are selected from the three drop-down menus. Under the View column, click Goals.

Click + New Goal. You’re now in the goal setup flow!

Creating your goal

There are three types of Gumroad events that you can set as goals in Google Analytics: a product view, an “I Want This” button click, and a purchase. Decide which you want to track, and then follow the setup flow to create your goal.

1. Goal setup

Here you have the option of selecting a template goal configuration or creating your own. We’re going to select “Custom” and click Next step.

Don’t see the option to choose between a template or custom goal? Don’t worry. This just means that you haven’t selected an industry within your account, and so Google Analytics doesn’t suggest relevant templates. Its not crucial to have these templates enabled.

2. Goal description

Name: Give your goal a clear and recognizable name (for example, “Bought Small Space Gardening Guide”).

Type: Select “Event” as the goal type. (there are four types of goals, but we will be working with events to track Gumroad product views, clicks, and purchases). Then click Next step.

3. Goal details

Now we have to set up the event conditions. Again, there are three types of Gumroad events that you can track in Google Analytics: a view, an “I Want This” button click, and a purchase.

Here are the possible inputs to configure your event:

Lets walk through an example. To set up a goal that tracks purchases of the product, “The Small Space Gardening Guide” (URL: https://gumroad.com/l/apUj), I would set the fields to:

Category - Equals to - product-apUj

Action - Equals to - purchased

Label - Equals to - purchased a product

We recommend leaving the “Value” field blank, setting the “Use the Event value as the Goal Value for the conversion” switch to “No” and entering the price of your product in the field next to the switch. Note that the value you enter manually will be recorded even if an offer code or pay-what-you-want pricing is used to pay a different amount. Therefore, for exact sales numbers you should rely on your Gumroad dashboard, but Goal Values are a great way to assess the value of your marketing channels.

If you have created a custom URL for your product, you will have to use the original URL to set up the Goal. You can find the original URL under your custom URL, or in the address bar while editing your product.

Then verify your goal to make sure that everything is set up correctly. Finally, click Save Goal and you’re done!

Valuable reports

Google Analytics has a ton of standard reports that you can use to analyze your data and make strategic business decisions. Here are just a few to get you started.

Conversions > Goals > Overview: View goal completions, value, conversion rate, and other performance metrics for all goals at a glance.

Acquisition > All Traffic: See which sources (Facebook, Google, your website, etc.) result in the highest conversions so you can focus your marketing resources on them.

Acquisition > Keywords > Organic: See which keyword searches are driving the most views and purchases of your products and use that to inform your SEO strategy.

You’re on your way to improved conversions!

Next, check out our post on campaign tracking in Google Analytics to see how you can measure the performance of all your marketing campaigns, from Facebook ads to email blasts.