Shopping Cart Abandonment: Using Google Analytics for Accurate Data

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Online consumers abandoning their shopping carts before completing a purchase remains one of the greatest challenges facing ecommerce brands today. According to the Baymard Institute’s 2026 data, the average shopping cart abandonment rate across online retailers stands at 69.89%.

That said, rates can vary significantly from site to site. Tracking your own store’s abandonment metrics is essential for spotting trends and pinpointing friction points in the checkout experience.

How to Set Up a Shopping Cart Funnel in Google Analytics

Before you can analyze shopping cart abandonment in Google Analytics, you first need to configure a dedicated funnel. Below is a clear, step-by-step guide for setting up a multi-step conversion funnel.

After signing into your Google Analytics account, click Admin in the upper-right corner and select the desired property and view. Navigate to Goals, then click the red + New Goal button. Choose Custom and proceed to the next step.

Give your goal a descriptive name and select Destination as the goal type.

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In the Destination field, enter the URL of the final page in your funnel (typically the order confirmation or “Thank You” page). Next, toggle the Funnel option to On.

Walk through your checkout process exactly as a customer would, and record every step leading up to the confirmation page. Enter these URLs in sequence within the funnel setup to mirror the real user journey.

Once you save the goal, Google Analytics will begin collecting funnel data within the next 24 hours.

How to Track Shopping Cart Abandonment in Google Analytics

After your funnel is configured, you can monitor abandonment rates in real time. Log into Google Analytics, then go to Conversions > Ecommerce > Shopping Analysis > Shopping Behavior.

This report visualizes drop-off at each stage of the funnel, showing total abandoned carts as well as the specific points where customers leave—whether on the cart page itself or deeper in the checkout flow.

Monitoring these metrics helps you identify when abandonment spikes, allowing you to optimize the checkout process for higher conversions.

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