Best custom page URLs for Google Analytics on a e-commerce store?


As you most probably know, Google Analytics allows you to set a pretty page URL when tracking a page view:

<script type="text/javascript">
  var _gaq = _gaq || [];
  _gaq.push(['_setAccount', 'UA-XXXXX-X']);
  _gaq.push(['_trackPageview', '/pretty/page/address/']);

The official method description

So even if the actual page URL is some horrible CGI script with a dozen GET-variables (yeah, yeah, I know, but sometimes it’s just unavoidable), you can still report a clean, easy-to-analyze URL to Google.

Question is, what would be the best URLs for an e-commerce website? What should be the structure so that later one could most efficiently analyze the traffic and other stuff?

I never really did that so I hope someone who did will share his or her experience.

I can only assume the following structure is good:


This will allow analyzing of click-paths and use of Content Drilldown quite efficiently.

Also, what about events? Does tracking of events like “Product X added to cart” or “Detailed image opened” help optimize the website and lift conversions or screw it?

I think all of the above can be applied to Piwik as well.

Really wanna know your opinion on this guys!

I prefer to tier urls like /checkout/step1 or /products/headphones/producta. With this in place you can use the drilldown feature to understand how much traffic a section (products) is getting, the category (headphones) and then the sku. If you just do the SKU you lose the benefits of the hierarchy.