Google Analytics Reports to Make the Most of Your AnyRoad Integration

Google Analytics is a free web analytics tool provided by Google that helps you measure your website traffic and gather vital information about your website visitors.

When Google Analytics is integrated into your AnyRoad plugin, you will be able to access the following e-commerce events on your Google Analytics dashboard:  

Event 1: view_item (fires when guests reach the experience detail page) 

  • Product ID = Experience ID
  • Product Name = Experience Name
  • Price = Experience Price
  • Currency

Event 2: begin_checkout (fires when guests click on request booking and go to the checkout page) 

  • Product ID = Experience ID
  • Product Name = Experience Name
  • Price = Experience Price
  • Quantity = Booking Quantity
  • Currency

Event 3: purchase (fires when guests complete checkout) 

  • Product ID = Experience ID
  • Product Name = Experience Name
  • Currency
  • Transaction ID = Booking ID
  • Product Quantity = Number of tickets
  • Transaction Revenue = Total Price
  • Unit price = Cost per ticket

Based on these events, you can generate various types of reports, such as: 

  1. Conversion Reports
  2. User Reports
  3. Custom Reports

Below you will find some recommended reports that you can look at, to make the most of the e-commerce data that AnyRoad is sending.

Conversion Reports

E-commerce Events in Real Time

Directory: Realtime → Events

Purpose: Useful for verifying if AnyRoad’s plugin events are being sent to your Google Analytics dashboard. The events should appear similar to the Dashboard below: 

Ecommerce Events in Real Time

Troubleshooting Tips if you don't see events showing up:

  1. Make sure the dashboard is on “All Web Site Data” and does not have any pre-set filters on events
  2. Adblock tends to block page view traffic, make sure to turn it off for testing.
  3. Add UTM tracking to the end of the test URL to filter out test traffic & test events:


    Then click on Realtime →  Traffic Sources → click on “test” to filter on testing traffic:

Ecommerce Events in Real Time: Traffic Sources

Shopping Behavior Funnel

Directory: Conversions  → E-commerce → Shopping Behavior

Purpose: Understand your conversion and drop off rates as guests move through the plugin. 

Shopping Behavior Funnel

Note: “Sessions with Add to Cart” is blank because the AnyRoad checkout process does not include a shopping cart. To get the Product View → Check-Out conversion rate, divide the Sessions with Check-Out by Sessions with Product Views, e.g. 9 ÷ 59 = 15.25%

Checkout Behavior Funnel

Directory: Conversions → E-commerce → Checkout Behavior

Purpose: Find out the drop off rate throughout the checkout process. 

Note: Sessions with checkout and sessions with a transaction are pre-defined by AnyRoad’s plugin. If you are using Google Analytics on your website as well — the parent domain — more funnel steps can be created, for example, all visitors, view product, etc.

To set up your checkout behavior funnel, go to Admin → E-commerce Settings →  add checkout steps in the settings. You don't need to add the final conversion step, e.g. Transactions, as Google Analytics will automatically include that step. 

Product Performance

Directory: Conversions → E-commerce → Product Performance

Purpose: Find out which are your most popular and most profitable tours, experiences, or events. 

Note: You can add secondary dimensions to most reports to further break down the data. Simply select from the list of available dimensions in the dropdown at the upper left corner of the table. 

Goals Funnel

Directory: Conversions → Goals → Funnel Visualization

Purpose: Similarly to the e-commerce funnel, this funnel helps you find out the drop off rates throughout the checkout process. However, the difference is that goals can be defined however you want (e.g. visiting a specific page before begin checkout and purchase).

To set up goals: 

Go to Admin → Goals → +New Goals → use Page and regular expression to define the checkout page and booking confirmation page.

Top Conversion Paths Report

Directory: Conversions → Multi-Channel Funnels

Purpose: Find out which medium, path, and campaigns result in the best conversion. Useful if you are actively running online advertisements.

Channels Report

Directory: Acquisition → All Traffic → Channels

Purpose: Find out what advertising channels drove the most traffic and best conversion. Useful if you are actively running online advertisements.

User Reports

Most useful if you have a Google Analytics ID installed on your parent site as well as the AnyRoad plugin. 

User Device

Directory: Audience → Mobile → Overview


  1. Understand what devices users are using to view your site, then optimize the desktop version or mobile version accordingly. 
  2. Understand what devices lead to the best conversion.

New Users VS Returning Users Report

Directory: Audience → Behavior → New vs Returning

Purpose: Compare behavior such as conversion, site usage, average session duration and bounce rate between new and existing site visitors.

Demographic Reports

Directory: Audience → Demographics → Age OR Gender

Purpose: Understand visitor behavior across demographic groups; helps with online ad retargeting 

Site Behavior Report

Directory: Behavior → Site Content → All Pages 

Purpose: Understand which pages perform best for you, for example, which has the highest average time on page, the lowest bounce rate, and the lowest exit rate?


Custom Reports

Custom reports give you the ability to enter any dimensions and metrics you want to analyze. There are two ways you can get these types of reports created. 

1. Create a report from scratch by pulling in the metrics and filters you would like to use (e.g. Product Performance Report) 

Dimension: Product

Metrics: Product Detail View, Product Checkout, Product Revenue, Quantity, Product Revenue Purchase

2. Import templates via links 

How to Import a Report Template

First, you'll need to click on the links above and you will see the view below. Select a view that you want to import the template report into. The report name can be changed as well. 

Once you click on "Create," you will see the report show up on the “Custom Reports” list. 

If you have any additional questions, you can contact our Customer Experience team at

Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.