Set up Google target for Shopware

by Meike Müller

An important principle in the field of marketing is that you can't measure activities without a concrete goal. If you already own an online store, you will certainly have thought about your goals more than once. Higher traffic, more sales and increased revenue are the most common e-commerce goals. In order to monitor, control and, in the best case, achieve your goals, you can connect Google Analytics with your Shopware store and set up target projects. Because only if you define your exact goals, you can also take off in marketing and create targeted campaigns online, so that your store performs even better in the future.

What to expect
  1. What exactly is a target project?
  2. What is conversion funnel?
  3. Examples Conversion-Funnel
  4. How do I link Shopware with Google Analytics?
  5. How do I create a target project?
  6. Target funnel - monitoring

If you're still new to the field and are now wondering what exactly a target project is and how it all works, we'll give you a brief overview here. If you need more information about e-commerce and Shopware, just visit our website or contact us personally. We at EXWE are happy to help you and bring your store to a new level!


With the help of target projects you can determine how well you achieve your goals with your online store. Examples of target actions are purchases in your store, a new registration for your newsletter and sending a contact form on a website for lead generation. With the appropriate configuration of target actions, you can get important information about the number of conversions and the conversion rate of your online store with Google Analytics. With the resulting information, you can also see where you still need to optimize your store.


The term conversion tunnel/conversion funnel/sales funnel refers to a tool from the B2B sector and sales. It is used to map potential customers through various steps until a deal is successfully closed.

Google Analytics measures the number of visitors to your site who meet the goal you previously selected. You now have the option to string together multiple goals. This results in a goal path that your visitors can follow until your main goal is fulfilled, such as placing an order in your online store. Google Analytics displays these goals in a funnel and measures how many of your visitors have reached the different goal stations, when they entered and when they left. The values are given to you in absolute numbers and as a percentage.

To increase your conversion rate, you can optimize the individual funnel steps. Users need easy to understand ways to be guided from one goal to another. With the conversion funnel, you define the path that leads your customers through your store. The target goals are primarily used to monitor the success of your marketing concept. Goals can vary from more reach to a higher conversion rate, depending on the company. To better understand the process, let's take the following example.


Our goals are 1. visit of the website > 2. button "Contact us online" > 3. input of contact details. This then results in a conversion funnel.



To use Google Analytics for your Shopware online store, you need to implement the Analytics tracking code in the store system. Shopware offers the plugin "Google Integration" for Shopware 5, but there are also plugins from third parties. We recommend using the Shopware Google Analytics plugin, which you can purchase for free in the store. The installation can then be done via the backend of your store. Under the menu item Basic Settings > Plug-Ins you can now complete the necessary data and activate the Google Integration Plugin - for this you need your Google Analytics ID.


Step 1: Log in to Google Analytics and go to the "Administration" tab. Here you select the property you want to edit (e.g. your online store).

Zielvorhaben Verwaltung

Step 2: Click on the item "+ new target".

Neues Zielvorhaben

Step 3: You can now select either a template or a custom target setup under "Target setup". For the beginning we recommend a template like "Create account" or "Place order".

Einrichtung des Ziels

Step 4: Now you can further describe your previously selected destination. You have to enter a name and click on a type (here: destination). Once you have done that, you can click on continue.


Step 5: Now you come to the destination details. Here you enter the target (e.g. "Regular expression" or "Is equal to"). You can also assign a monetary value to the conversion, which we don't recommend at the beginning. The "Funnel" item should be turned on. Now you can enter the name and URL of a website for each step.


Step 6: Once you have adjusted all the steps, you can click on save. The green arrows will show you if you have entered everything. By clicking on the "Done" button you have done it and set up your target project.

Final Zieleinrichtung


After you have created your target project funnel, you have the possibility to view all activities via Google Analytics. Via the menu item Conversions > Funnel Visualization, you can view a report of all interactions that the user completes on the way to your set up goal, when your customers enter and when they bounce. Again, the values are given to you in absolute numbers and as a percentage. Did our tips & tricks help you or do you need further assistance in setting up or supporting your online store? We will be happy to assist you with our expertise and develop perfect individual solutions for your store. Please feel free to contact us!

Monitoring Zielvorhaben

Was ist dein Projekt? Wenn du uns darüber erzählen möchtest, rufen wir dich zurück!

from 28.09.2020

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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