Google Analytics and Gumroad

You can get even more data on conversion rates for each of your Gumroad products with Google Analytics.

Enter your Google Analytics Property ID into the “Advanced” section of your Gumroad Settings to start tracking pageviews and conversion events. 

You will need to enter the Measurement ID with a "UA-" or "G-" prefix. To find it, go to Admin in your Google Analytics dashboard > Data Streams > Click the "Web" tab and select the site (click "Add stream" > "Web" in case you haven't created any site yet) > And you'll find the Measurement ID in the panel. If you're still unable to find it, see this help-doc from Google.

For each product, we currently send three events and three pageviews. The events are:

  1. A product page view
  2. A “I want this!” button click
  3. And a purchase. 

The three pageviews are for the same actions and are titled accordingly.

You’ll be able to see the conversion events in Google Analytics by clicking on “All Web Site Data.” From there, on the left sidebar, click on “Behavior,” click on “Events,” and then click on “Overview” to get the following page:

Product events are listed under an event category named by that product’s shortlink. Choose “Event Action” as the Primary Dimension to see more details about how far customers got in a given product’s purchase flow.

For purchase events, we also pass in the 'Value' of the event (the sale price) in the unit of the product's currency (for example, '100' for a $1 sale).

Similarly, you will be able to see the pageviews in Google Analytics by clicking on “All Web Site Data.” From there, on the left sidebar, click on “Behavior” and then click on “Overview”. If you click on "Behavior Flow," you will be able to see how your customers move through the Gumroad purchase flow and how many drop-off at each step.

Cross Domain Tracking

You can now link your website with Gumroad to see a seamless flow of events. This allows you to analyze and track how users are moving from your website to your Gumroad product and eventually to a successful purchase. You will need to follow the directions here to set it up on your website. In your Gumroad settings, add the URLs that direct traffic to Gumroad in the Google Analytics Primary Domains field. You can add multiple URLs separated by a comma. For example, if your two websites are and, you would enter ','. There is no need to include the preceding 'www.'

Next, you will have to initiate the Google Analytics tracking code on your website. Instructions from Google will suffice, with a few changes:

ga('create', 'UA-XXXXX-Y', '', {
  'name': 'sampleTracker',
  'allowLinker': true,
  'cookieDomain': ''
ga('sampleTracker.require', 'linker');
ga('sampleTracker.linker:autoLink', ['']);
ga('sampleTracker.send', 'pageview');

Finally, add your domain to the referral exclusion list on Google Analytics.

Once you have taken these steps, you will be able to see how your customers move through your site, onto Gumroad, and the actions they take there. 

Please note...

Unfortunately it's a pretty regular occurrence to see discrepancies between Gumroad and Google Analytics. In every case, you should trust Gumroad's numbers over Google's.

The reason for this is that Google Analytics is a piece of JavaScript that sends events, once they happen, from Gumroad to Google. When these scripts don't run (a user's privacy preferences may turn off external loading for example) the purchase data never makes its way to Google.

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