If you’re ready to harness the power of numbers to optimize your Etsy shop but haven’t installed (or upgraded) Google Analytics yet, don’t wait any longer!

Here are my instructions for connecting Google Analytics 4 with an Etsy shop.

⚠️ If you’re reading these instructions to upgrade your Etsy Google Analytics tracking, did you know that Google is going to delete your old GA data on 1 July 2024? Learn how to backup that data so you can refer to it later.

1. Make sure you have a Google login

You’ll need a Google login to use Google Analytics. A login for a “Google account” is different to a “Google Analytics Account”: it’s a username (email) and password to access any of Google’s huge suite of products.

If you already use Google products, like an Android phone, Gmail, YouTube, Google Nest, Google Docs or Drive, Google Ads etc., you already have a login for a Google account.

If you know that you do NOT use these products yet, you’ll need to create a login.

Should you create a new login for your business?

If you already have a personal Google account, you can use that same account for Google Analytics or you can create a new one just for your handmade business. Your decision will probably depend on the size of your business and how much you want to separate your online activities between business and personal.

Whichever you choose now, you are not locked in. You can transfer your Google Analytics to a different login later!

Figure out your next step:

Do you already use other Google products?
Is your login just for your handmade business?Create a new Google login
Go Step 1.a)
Login with this account
Skip to Step 2
Do you want to keep your business analytics, emails, files etc. separate to your personal Google stuff?
Create a new Google login for your business
Go Step 1.a)
Login with this account
Skip to Step 2
Go to http://accounts.google.com/

You should be presented with a “Sign In” form.

Screenshot of the standard Google signin form.

If you don’t see a “Sign In” form at all, then guess what? You already have a Google account and you’re currently logged in! If this is the account you want to use, skip to the next section.

If you wanted to create a new Google account, you’ll need to log out of your current account first, or open a new browser or incognito window and follow these instructions again.

Click Create Account under the sign in form and complete the signup process

You can choose to create the account for personal or business. Both give you access to the same tools and both are free, but Google will prompt you to use the business-related tools if you choose “for business”. (This can be helpful!)

You do not have to create a new Gmail address.

You can use any email address for a Google login, including the main email you use for your Etsy business (eg. your.name@yourshop.example.com).

To use your own email address with your new account, choose “Use my current email address instead” on the account creation form.

2. Setup your Google Analytics Account

2.a) Login to Google Analytics

Go to https://analytics.google.com

If you see a “Sign In” form, login with your Google account login details.

2.b) Check what you already have setup in Google Analytics (if anything)

If you’ve never used Google Analytics before, you’ll see a screen like this:

Screenshot of the Google Analytics landing page after you login, as at January 2021.
Google often changes how this page looks, so this screenshot might not be up to date! But there should always be an obvious button to get started.

If you see any screen that shows you reports, data or the option to select settings, that means you’re already using Google Analytics for something.

If you already use Google Analytics for this business, but not for Etsy, you’ll create a new Property in your existing Account.

If you already use Google Analytics with other platforms where you sell the same products as on Etsy (i.e. for the same business, but on different websites), you should create a new Property within your existing Account.

If you’re already using Google Analytics for your Etsy shop, check which version it is.

Check the menu in the top-left corner to see if you have GA setup for Etsy.

Click the small arrow to expand the menu.

You’re looking for something like this:

Hopefully you’ve put the word “Etsy” in the Property name, to tell it apart from your own website!
If you see a listing for Etsy that is followed by ONLY NUMBERS – that is your GA4 Property. (It was probably created for you automatically.)
The numbers will NOT start with “UA-“. That is the old format for Universal Analytics.
If you do not see anything listed that’s for Etsy or you only have a “UA-” Property for Etsy, you will need to create a new GA4 Property.

Figure out your next step:

Are you already using Google Analytics?
Is it for the same business as your Etsy shop (eg. Shopify)?Create a new Account
Go to Step 2.c)
Is it for the same Etsy shop?Create a new Account
Go to Step 2.c)
Do you already have a GA4 Property for Etsy?Create a new Property
Skip to Step 3.b)
Check settings & connect to Etsy
Skip to Step 3.c)
Create a new Property
Skip to Step 3.b)

Account creation

  1. Account Name = Your business name (eg. your shop name)
  2. Account Data Sharing Settings = Read the descriptions and decide what to tick based on your own preferences.
    Here’s what I always leave selected:
    – Google products & services
    – Modeling contributions & business insights
    – Technical support 
  3. Click [ Next ]
Continue to Step 3.b) for the Property creation settings

3. Setup your Google Analytics 4 Property

If you are creating a new Google Analytics Account, you’ll already be on the “Property Creation” screen. Continue to Step 3.b)

Open the Account menu in the top-left corner.
Click the small arrow to expand the menu.
Find the existing Account for your business and click on any of the properties in the “Properties & Apps” column.

If you choose a Universal Analytics (UA) property, you’ll then need to click on a “View” that appears in the third column.

Open the Admin section from the bottom-left corner.
The “Create Property” button will be in one of two spots:
In Universal Analytics, click “Create Property” at the top of the middle column.
In GA4, click Create → Property in the top-left of the Admin section.
Click “Create Property” to continue to Step 3.b) for the Property creation settings
After returning to the GA4 Home screen, continue to Step 3.c) to complete some other settings

Anyone following these instructions should review these settings.

4. Connect Etsy to Google Analytics

4.a) Copy your Measurement ID from your Google Analytics 4 Property

If you still have the Measurement ID on your clipboard from when you just created a new Property, skip to Step 4.b). If not, or you aren’t sure, follow these instructions to copy it.

4.b) Paste the Measurement ID into Etsy

Login to Etsy and open Shop Manager > Settings > Options > Web Analytics [tab]
Paste your Measurement ID into the “Web Property ID” field
Click [ Save ]

5. Check it’s all working

It will take up to 48 hours for numbers to appear in your Google Analytics reports (though it’s usually closer to 2 or 3 hours). But you can test your connection straight away.

1. Login to Google Analytics and open the Realtime report

(If you have more than one website using GA, make sure the correct one is selected in the top-left dropdown!)

2. In a new browser tab or window, open one of your Etsy listings.

You must open a LISTING for Google Analytics code to run on your shop. Etsy does not run our tracking code on our shop home pages anymore.

Just how a visitor would see it.

3. Back in Google Analytics, wait a few seconds and make sure that a number appears in the top-left of the report, in “Users in Last 30 Minutes”.

That’s you!

Comments (26)

Hi Adam! The “Website URL” doesn’t affect the tracking at all, so no matter what you enter, your shop will be tracked correctly as soon as you put your UA ID into your Etsy settings.

This URL is used to create the links from your All Pages report back to your Etsy shop. If you enter what Etsy says, those links will be broken. If you enter “https://www.etsy.com”, they’ll work.

Occasionally, you might get a “tracking code not found” notice because GA checks Etsy’s home page and doesn’t find your tracking code. But this check is only a courtesy and isn’t related to whether your code is working or not on your shop’s pages.

Albiet a few months late, thank you, Lesley. I’m back after hearing your interview on Etsy Conversation Podcast to make sure I’ve done all this correctly.

Hi Lesley! Thank you for this! I was wondering — is it possible to track which traffic source is converting into sales on my Etsy shop using Google Analytics?

If we try to test our traffic right away the way that was shown, will it work right after setting up? I followed the directions, but I am not seeing the 1 person online even though I have my shop page open.

Try testing by viewing a listing page, not your shop home. Etsy has recently made some changes, which I’ll be posting an update on very soon!

I was having the same issue, but I didn’t realize that you can’t be logged in to your Etsy account. Once I logged out, (I think that’s the reason Lesley’s instructions direct us to open Etsy in another browser) I was able to see myself as an active user.

Thank you so much for your detailed instructions. I have my account set up for my ETSY shop and now I am trying to add a property account for my Pattern site with my own domain. I’m doing something wrong. Just wondering where we put the website URL should I put my domain or the pattern domain. I’m thinking that’s where I went wrong?

Hi… Thankyou kindly for this tutourial.
This question relates to whether I should Create a New Account or New Property.
For e.g.
Say I had http://www.batman.com for the last 20 years (Google Analytics /Adsense etc).
Ok… now I have 2 new websites that I just registered….
http://www.superman.com and http://www.wonderwoman.com

All 3 websites sell different products totally different from one another.
As you stated above kindly…
“If you already use Google Analytics with other platforms where you sell the same products as on Etsy (i.e. for the same business, but on different websites), you should create a new Property within your existing Account”………

Do i create a New Account for each one and then fillin details in the next panel…(the New property section… ( Click [ + Create Property ] at the top of the middle column)…
or do I just create 2 New Properties under my http://www.batman.com Account which is the only one listed?

ANy info greatly appreciated.
Kind Regards

Hi Rob,

Great question! My general advice is more about keeping a tidy account that’s easy to navigate and understand. There is no technical reason to set it up in any particular way and you can move Properties between Accounts later, if you change your mind.

Will you be selling under each of these brands on both a standalone website (eg. batman.com) and Etsy store (eg. batman.etsy.com)? If yes, then do create a new Account for each as you will have two Properties for each (one for standalone website and one for Etsy). Six properties under one account might get confusing!

If you manage these three sites “behind the scenes” as totally separate businesses (eg. separate finances), then I also suggest creating a new Account for each one. If not (and you’ll only have one website per store), go ahead and create new Properties in your existing Account.

You’re not locked into whatever structure you choose. If you ever run into trouble or limitations with it, you can transfer properties between accounts later (either to split or combine them).

Hope that helps!

Hi Lesley, Thanx heaps for your quick reply… I came across 3 websites that really compliment your brilliant answer.
I just thought I shared it with you and newbies because all answers are given on these websites in very informative ways a bit different from each other.

Feedback on your blog:
I really appreciate the time and effort you put into this blog with excellent, clear and concise diagrams. Keep up the outstanding work! Have a Great Day!

Google Analytics Account limit and Property Limit

In standard Google Analytics, you can set up 100 accounts and can add 50 properties per account which means you can create 100 accounts and a Google Analytics account contains 50 properties or websites.

Google’s – Example account structures
Overview of two Analytics accounts

How to Set Up & Use Google Analytics Across Multiple Websites

Databox sums it up well…
In sum, if you have multiple websites, there are two main ways to configure Google Analytics. 
• You can add all of your sites as different properties under your main account. 
• Or, you can add multiple sites in your main Google Analytics as unique accounts. 

Thank you SO much. I was lost with Etsy’s directions, and Google Analytic documentation wasn’t great either. This completely clarified and help me do it quickly.

Also, a note for people who are not seeing anyone Realtime when they test it – you MUST be logged out of your Etsy seller account – it didn’t show me as exploring my site until I did that.

Thank you for these instructions. I am having one small problem in that there is no “show advanced options” in the location /time / currency setup page and therefore I can’t get an ID starting with UA- I can only get a ‘measurement ID’ starting with G- and Etsy says this is invalid in their property ID text field.

Suggestions? Is there somewhere else in the Analytics settings I can generate this ID format?

thank you

Hello… sorry… I just realized that the ‘show advanced options’ only appears during the initial setup stage. I was thinking I might be able to go into that property and generate a UA ID but that’s not the case. Anyway, all set up and Etsy accepted the UA ID. Phew. Done. Thank you!

Thank you! does this still capture data if they are browsing from the app? or only from the website on a computer?

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