What is Ecommerce Tracking?
"Ecommerce tracking allows you to measure the number of transactions and revenue that your website generates." Google Analytics
By default, Google Analytics doesn't track ecommerce transactions because it's not a platform specific for online retail. But for those running online stores Google created an Add On called "Ecommerce Tracking" that measures visitor data and transactional data at the same time.
Ecommerce Tracking needs to be setup to work for ecommerce but it's simple to install it. See below.
Why does Compass need Ecommerce Tracking to be enabled?
For revenue metrics we generally use transaction-based data from your revenue source (e.g. Shopify) because this captures all of your transactions and is more reliable than Google Analytics.
However, to break down transactions by channel, e.g. into direct/organic/paid for your Acquisition Report, we use the transaction data provided by Google Analytics' Ecommerce Tracking because Shopify itself can't provide that breakdown.
Compass therefore combines data from Ecommerce Tracking and Revenue sources to give you a full picture of your revenue, acquisition channels and much more.
Ok great, I'm convinced. Now how do I set up Ecommerce Tracking?
The general way to set up Ecommerce Tracking is explained in depth in this guide by Google.
If you are using Shopify, you should use Shopify's guide on how to enable Google Analytics for your Shopify store. It is much easier, you won't need to implement any extra code on your page.
If you are using Bigcommerce, you'll need to change the Google tracking code on your site, but it's similarly easy to Shopify. Use Bigcommerce's guide to implement that.
Once you've done so, Google will start collecting your ecommerce revenue data. It will not do so retrospectively and thus the data won't be reflected in the Compass reports until Google Analytics has tracked enough conversion and revenue data from your store.