Data is the food of the eCommerce business, and a lot of companies are always on the lookout for it. Accurate data can help your eCommerce store reach new heights in the eCommerce industry.
However, the reverse statement is also true, as misinterpreted data can drive your store out of business. A business website data must come from authentic sources. What if you get your eCommerce site data from the search engine itself? Google steps in here to help you!
Google Analytics is a powerful tool available to eCommerce stores that helps you in tracking & analyzing customer behavior. It helps you track key activities on your website and gives you valuable insights about your customers and how they interact with your eCommerce website. It can boost your online revenues as eCommerce thrives on data if used correctly.
Why is Google Analytics important for eCommerce?
It is easy to identify the customers, business partners, references, & contacts that contribute to a company's daily business in the physical world. But how to identify them if you have an online business? It isn't easy to track, extract & analyze unique information about online customers like new/old customers, demographics, traffic sources & more if you don't have a proper tool.
Google Analytics is a freemium service offered by Google that small businesses can use without paying any monthly charges. It provides a good visual representation of how your website performs and its traffic sources. You can easily see which keywords/search terms bring visitors to your website and how they interact with your products or services.
How to set up Google Analytics for an eCommerce website?
Step 1: Creating an analytics account
- In Admin, in the Account column, click Create Account.
- Provide an account name. Configure the data-sharing settings to control which data you share with Google.
- Click Next to add the first property to the account.
Step 2: Create a property
A) Are you continuing from the "Create an Analytics account" above? If so, skip to step 2. In Admin, look at the Account column to ensure that you have selected the right account. Then, in the Property column, click Create Property.
B) Enter a name for the property (e.g., "My Business, Inc website") and select the reporting time zone and currency. If a visitor comes to your website on Tuesday in their time zone, but it's Monday in your time zone, the visit is recorded as having occurred on Monday.
C) Click Show advanced options (below the property-setup fields).
D) Turn on the switch for Create a Universal Analytics property
E) Enter the website URL. Select the protocol (HTTP or https).
F) At this point, you can choose to create
- Both a Google Analytics 4 property and a universal analytics property
- Only a Universal Analytics property
G) Click Next and provide information about your business.
H) Click Create
Accept the Analytics Terms of Service and the Data Processing Amendment if prompted, and click Finish.
How to use Google Analytics report for eCommerce sites?
Get an eCommerce website reports snapshot
This report reveals new users, existing users, average user engagement time, and total generated revenue for the concerned website.
The real-time report reveals
- Total number of users in the last 30 minutes with device categories like desktop, mobile
- Source by which user was first acquired and the total number of active users
User Acquisition report
The user acquisition report shares details of new users, engaged sessions, engagement rate, engaged session per user from organic search, Direct, organic social, referral and MO Engagement report
The engagement overview report shares average engagement time, engaged sessions per user and average engagement time.
Monetization overview report
The monetization overview report reveals
Total revenue: The sum of revenue from purchases, subscriptions and advertisements.
eCommerce revenue: Total revenue from purchase events, including tax and shipping
eCommerce purchases: It includes details like:
Item name: The name of the item
Item views: The number of times item details were viewed
Add-to-baskets: The number of times users added items to their shopping cart
Basket-to-view rate: The number of users who added a product to their cart divided by the number of users who viewed the same product
eCommerce purchases: The number of times a user completed a purchase
Item purchase quantity: The number of units for a single item included in purchase events
Item revenue: The total revenue from items only excluding tax and shopping
The demographics report shares the total number of users by country, city, gender, interests, age and language.
Benefits of using Google Analytics for eCommerce websites
Learn more about your clients: Switching on geographical location in Google Analytics enables you to obtain important information about your prospective customers and design location-specific marketing campaigns, and set business objectives for that specific geographical area.
Improve the bounce rate of your website: Bounce rate is the percentage of visitors that leave a webpage without taking action, such as clicking on a link, filling out a form, or making a purchase.
You will understand those reasons with Google Analytics and use the opportunity to optimize your website through design enhancements, engaging content, and improved user experience. You will be able to increase engagement and keep visitors on your website for longer if you improve the bounce rate of your website.
Segment your visitors: Google AnalyticsGoogle analytics help display the complete details of users based on age, gender, language, city, country and interests. It allows you to track the number of visitors to your website by online activity. You can further segment your visitors based on their frequency of visits, location, and referral paths.
Provide data visualization: Google AnalyticsGoogle analytics help visualize data by converting it into more comprehensive and appealing charts, graphs, and spreadsheets. It enables you to effectively measure your web performance while creating relevant dashboards that are critical for meeting business objectives.
Identify which pages & links visitors click the most: You will be able to determine which eCommerce pages and links are popular, as well as whether your optimization campaign is directing traffic to the correct pages.
Fine-tune your website: Google Analytics can help fine-tune your website by analysing the page that is not converting well. You can rewrite the page content again for better conversions, which helps you bring quality prospects and gain more customers in the near future.
Your online store is a reflection of your business. To gain more sales, you need to evaluate and use analytical tools like Google Analytics to understand key metrics that drive user behaviour. This ability will give you the insights needed to make key decisions to improve user experience and on-site content that will convert visitors into paying customers.
eCommerce websites developed with Fynd Platform get free analytics integration and help budding entrepreneurs & homepreneurs build a sales-ready eCommerce website in 30 minutes. We have helped numerous brands like Leonish, Catwalk, Body Café, Mysa, Jade Garden, and more to grow their eCommerce business. Get a coding-free eCommerce website for your aspiring business needs. Schedule a free demo or contact us today to learn more.