Google Analytics in e-commerce

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Google Analytics is the absolute foundation for all online activities. In fact, thanks to its versatility, this tool is widely used, whether to generate sales or page views. Unfortunately, due to its versatility, e-commerce newbies can have a hard time using it. So, what should you look for when using Google Analytics in e-commerce?

Google Analytics in e-commerce. How to use it?
On the one hand, it presents all the necessary information almost at your fingertips, on the other hand – it is easy to drown in the sea of ​​unnecessary information, without drawing any binding conclusions from it. It should also be said from the outset – data analysis that does not translate into business improvement is worth little more than mindless scrolling through Facebook . So how can you not waste your time on it? The answer is simple: before logging into the tool, you need to ask yourself some of the most important questions that you want to know the answer to. And so – e-store owners – will pay attention to completely different metrics than, for example, bloggers. Why? The details are presented below.

What statistics in Google Analytics will help increase sales?
Google Analytics gives us detailed knowledge about the source that “delivers” to our website, but in the case of e-commerce, when we earn money by generating sales , this is just an introduction to our analysis. Online bosnia and herzegovina whatsapp number database owners need to dig deeper to know what activities affect sales, what revenue is generated, how many transactions are completed and… more.

In Google Analytics, e-commerce and transaction data is available in the left navigation bar ( “Conversions” > “E-commerce” ).

In the “e-commerce” tab of Google Analytics, you can learn a lot about:

transaction fees and coupons used,
new and returning users,
user behavior “at checkout” (which will help determine the cause of abandoned shopping carts),
revenue generated by individual products,
individual product orders,
the popularity of individual products.
So, we can learn a lot from Google Analytics for eCommerce, but first, we need to configure the report to support transaction tracking .

How to set up e-commerce tracking?
First, you need to install Google Analytics.

After implementing the tracking code, go to the bottom of the navigation bar, to the “ Ecommerce Settings ” tab in the “ All Site Data ” section. Then, you just need to set it to “ Enabled ” to enable ecommerce tracking.

After enabling this module in Google Analytics, you need to add a snippet of code to the pixel already installed on your website. Once you have set up tracking, check that everything is working by performing a test transaction.

If you’re familiar with the basics, you might also be tempted to incorporate more advanced analytics, such as “ Related Products ” or “ Enhanced Ecommerce Reports .” A big advantage of extended reporting is the ability to divide groups of users into particular segments, which allows you to analyze the behavior of users who, for example, only came to your site thanks to a specific campaign.