With the use of E-Commerce tracking you are able to see and analyze the purchasing activity that is happening on your site or app. Some things you are able to see are product and transaction information, average order value, e-commerce conversion rate, time to purchase, and other data. With the use of the data that e-commerce is giving you it will help and give you some very useful information for your company. You will be able to see which of your products sell well, what products are best suited for your customer base and which marketing campaigns and efforts were working best to help with your product sales. You can also see the revenue per transaction, and the number of products per transaction.
How It Works
known as electronic commerce or internet commerce, refers to the buying and
selling of goods or services using the internet and the transfer of money and
data to execute these transactions. E-Commerce has begun to take over and
change the way consumers shop, it used to be all brick and mortar stores, now
with the help of the internet consumers can buy practically anything from the
comfort of their couch at home. With the rise of E-Commerce, the question of
tracking comes to mind. How can we track purchases? Removal of items from the
cart? Etc. Within Google Analytics you are able to track your sites E-Commerce.
How to Track E-Commerce
Tracking E-Commerce can be
difficult for new companies or any company, but Google Analytics has specific E-commerce
tracking to get the best tracking data for your company. To start tracking your
sites E-Commerce you need to first enable E-Commerce for each view in which
your company wants to see data for. Once you have done this you will need to
add a tracking code to your site or app to begin collecting the E-Commerce data
and send it to Analytics. Within Analytics there are some differences in
tracking code setup for web and tracking code set up for an app. To collect data
for web you first need to make sure you have basic page tracking set up, as
long as this is set up you are good to go on adding in third-party shopping
carts or track transactions across separate domains. In order to this you will
need to set up cross-domain tracking. Tracking code set up is a little
different for an app, to collect E-Commerce data from a mobile app you will use
one of the Analytics SDKs. SDK is designed to enable the latest generation of
app reporting in Google Analytics quickly and easily. With using this to track
app E-Commerce you will be able to collect E-Commerce data from an internet
If you haven’t heard of E-Commerce tracking before then this is a great place to start. Google Analytics offers a great E-Commerce reporting system that allows you to analyze purchasing activity on your website or app. In addition, to this activity you are able to see what products are selling the best, your revenue and how long consumers are taking to make a purchase. While this may seem like a lot of data to analyze, it can really help make your website more effective. You are able to see what your consumers want in terms of products and make your website more tailored towards them. In the long term taking the time to set up and analyze these reports will only help you to generate more sales and run a more effective business.
How To Get Started
There are a few major steps you need to follow to get started with E-Commerce Reports. First you will want to sign in to your Google Analytics account. Next you will select the website you would like to set up tracking for and select the admin tab. Then in the third column there should be another tab that says “E-Commerce Settings”. After you select that tab there will be a slider that will show off and on for E-Commerce you will want to move it to say on. Last you will hit submit and then you are good to go and your report will start building as you are selling. Shahzad Saeed discusses in his blog post how there are “Enhanced E-Commerce” settings. Enabling these settings will give you even more insight on your consumers and there purchasing habits which can be really useful to your business. If you are just starting out and don’t feel like you need all this extra data that’s ok too you can always turn it on later.
If you sell products or have any sort of transaction on your site you can analyze this activity with the ecommerce reports.
Setting it up:
Tracking ecommerce on your sight is not automatically set up in google analytics, there are a few short steps to getting it set up. First you need to enable Ecommerce in your reports and then add code to your site that allows you to start tracking it.
What can you track?
There are 5 standard reports that you can see, here we’ll take a look at them:
Overview: The overview report gives you a general summary of revenue, transactions, order value and more. This is helpful when you’re just looking for a quick look at how your company is performing.
Product performance: Here you can look more specifically at how specific products are doing. What revenue they are bringing in, how many of them are selling what categories are doing best and so on. This is helpful in order to determine what is working on your site, what people purchase the most and can give insight on what you need to promote more or less. You can learn what to push more to give incentive to buy.
Sales Performance: This will tell you the revenue by date. This can allow you to see if certain times of the year something is selling more than others. If something sells more during a certain time you can promote that more, or have deals for other products. Take advantage of this so that you can increase products being sold.
Transactions: This will tell you the specific of each transaction, shipping, taxes and so on. This will help you see what people are buying most and willing to spend on products.
Time to purchase: Time to purchase gives you information regarding the day of the transaction and the sessions, so you can see what they did before they purchased. Here you can see what may have drawn people to have purchased.
Keep reading here for more information about setting up and using Ecommerce in google analytics.
When finding a target, Google Analytics can guide you to your need(s). Google Analytics offers target Audiences to be created in Optimize, giving the option to create new audiences from scratch, and you can import any of your existing segments to use as the basis for new audiences. Once you’ve gathered your audience, it becomes available in the accounts you select. Even better, you can start right up and have it be a part of a campaign or experiment. To have all this work, your audience must be destined.
Missing your Target?
Figured out or think of a new idea, do not panic. Google allows you to add segments to your experiment. Segments are certain sections of your Analytics data. For example, one segment might be from a particular country or city. Also, might be users who buy a particular product or who visit a specific part of your site. Segments can be so broad but specific depending on the type of website. Analyzing the subsets of data so you can make changes to get back on track of previous out standing sales. Or on the other hand figure out why your website is not driving in those amazing sales. Example, geographic region is a important concept to understand for target marketing. If individuals are no longer purchasing a line of products in the same amount as they previously were, you can look back in your segments and see what is going on. Whether it is something with your competitors pricing, navigation on their website. Google is here to make your job easy and your company better.
Marketing Automation and Google Analytics are two essential tools needed in today’s digital marketing age. There are benefits to both of these platforms.
The benefits of using Google Analytics and Marketing Automation
Google Analytics offers good insight on users and how they are interacting with your website. Users of Google Analytics can see demand-related engagement on their websites, without viewing their users contact information. This is a benefit because Google provides anonymous data on website users, blog visitors, etc. This insight can provide crucial information on your website users behaviors.
Marketing automation is also helpful in providing anonymous user data. However, in contrast to Google Analytics, Marketing Automation can extract additional insights. For example, through marketing automation software, after your first conversion, a user profile can be tracked. The benefit in this is being able to associate qualitative data with your users.
Which software is better?
Overall, both software types can provide a great benefit to your organization.
One of the largest challenges people face when running a website is how to keep visitors coming back to the site. Google Analytics has helped make this less of an issue with audience targeting. Creating a target audience is easy if you know who you’re targeting. Analytics will create an audience report based on your customers interests and feedback. With this tool, you can then send these specific people links to discounts or other promotions that will keep these people coming back to your site.
Analytics also offers behavioral targeting which allows you to track and use the consumers previous web browsing data to create a custom experience for that user by using that data to show ads that this person would be interested in. It allows people to test new ideas such as a new registration or subscription process when someone new enters the site. You can use the Time Since First Arrival variable to target new visitors to your site and give them a unique experience and incentives to sign up for your site. Behavior Targeting is a good tool for any company looking to attract, and keep users coming to their site.
Google Analytics is handing us all the ability to access targeting and find the perfect people to be a part of your companies experiments. Targeting optimize allows you to see who is eligible to be included in the experiment. Those who are eligible will receive one of the experiment variants. It also allows for your company to see when an eligible person will be receiving one of the experiment variants. You can then create many rule within the condition builder to effect the experiment in many different ways.
There are many rules that you can select to target many different things, places and people that can be very beneficial to your company. Audience Targeting is definitely one of those. This rule allows your company to target specific groups of people that have been active on your site. 4 Google Ads Targeting Hacks to Slash CPCs in 2019 states that using this rule can help your company with creating in depth remarketing audiences. I also find that the geo targeting rule could be very helpful as well. This rule lets you target user in a specific area. You can make sure that your ads and experiments that are happening in a specific area are only targeting people around that location. There are so many other rules that you can use on your experiments to reach the best people ate the perfect time and it’s crucial that your companies get into targeting.
If your wondering
how to bring consumers to your site, go no further, with Google Analytics you
are able to use targeting to boost your site traffic. By optimizing targeting,
it allows you to choose who is eligible to be in your experiment, and when they
are served experiment variations. There are a number of examples of targeting
such as Geo targeting, behavior targeting, technology targeting, and audience
targeting. These examples of targeting not only group consumers based off of
their behavior, geography, demographics, etc. they also help increase your
companies site traffic based on the audience targeting, traffic allocations,
and rule types. Traffic allocations are two controls included for targeting,
they are who and when. Now, you may think these two controls will not help your
site traffic, but “who” determines whether a user is eligible to be included in
an experiment and when determines when it is appropriate to serve an eligible user
with an experiment variation. All of these examples will help increase your sites
Behavioral targeting is a technique
used by advertisers and publishers to utilize a web user’s previous web browsing
behavior to customize the types of ads they receive. I find behavior targeting
very interesting and very helpful to bring consumers to your site. Behavioral
targeting is useful for targeting first time visitors to your site. It allows
you to test a new sign-up or registration variant to users who have been to your
website. It is a good stepping stone for companies who are new to SEO and also
helps to keep your product or service in the mind of consumers.
When running experiements in google analytics one of the things you should consider is who you want to be apart of your experiment. Having all the traffic thats coming onto your site may seem ideal becasue you would get alot of information . However, you should consider not everyone that comes to your site was meant to click there or may have different intentions then your expeirment is suppose to tell you.
Chose who is served your content
One way to chose who will be served up your experiment is to use the high value customers. You can customize who sees it by the amount of revenue you have generated from them. When creating the experiment you would chose to add a new audience, with conditions and create a condition for revenue; ex. Revenue – per user – greater than(“>”) -100. This way only consumers who generate over 100 inrevenue will be served up the experiment.
Why is this important?
This is important because you know that these users are return users and serious about using your company for their needs. They are more likely to be looking to purchase again than just a first time user. You will get better more helpful information this way. Check out this guide that will give you more information on the importance of using target audiences in experiments.