Google Universal Analytics in eCommerce

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This post is over 9 years old - it might be slightly outdated and consigned to the history books.

Web Analytics consulting company Tatvic recently used BuiltWith data to do a comprehensive study of eCommerce sites using Google's Universal Analytics tag. We've been tracking Google Universal Analytics since January 2014 and have seen its popularity increase since then as it became the de-facto method for adding Google Analytics to a website.

Internet Retailer published the findings on their blog "Are online retailers embracing Google's new Universal Analytics?" finding that the majority of eCommerce stores had implemented UA at some stage in 2014.

One of the interesting things that came out of the migration rate report is the speed at which hosted solutions had migrated their customers, potentially automatically, to UA as shown below -

Adoption of UA by Platform Adoption of UA by Platform

You can download the full Whitepaper from Tatvic for more information.


BuiltWith® is a website profiler tool that tells you what a website is Built With.

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