October 18, 2012 Google Analytics

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How Google Analytics Analyze eCommerce Sites

Why is e-commerce tracking important? Well, transaction data is a vital piece of information when

analyzing online business performance. Nearly every report in Google Analytics can be switched to an

eCommerce version so you can see exactly how you’re making money. Google Analytics collect two

types of e-commerce data Transaction data and Item data. Transaction data describe the overall

transaction (transaction ID, total sale, tax, shipping, etc.) While item data describe the items purchased

in the transaction (sku, description, category, etc.). All of this data eventually ends up in GA reports.

5 Google Analytics Features

1. Ecommerce Tracking

We have to connect the eCommerce part of your site to Google Analytics and send all the important

data like which items were purchased and their prices. To enable eCommerce reporting you will need to

follow these steps:

• Modify your profile level settings to enable eCommerce reporting.

• Add GATC to your receipt pages.

• Add Google Analytics eCommerce tracking code to track each transaction.

2. AdWords

Advertising on Google AdWords can be one of the most cost-effective ways to market your eCommerce

store. To improve your Google AdWords campaigns use these steps:

• Use Ad Extensions to Improve Your CTR

• Use Negative Keywords to Reduce Your Costs & Increase ROI

• Use Impression Share Data to Find Ways to Increase Traffic

• Optimize your Landing Pages for Better Results

3. Campaigns

After all, you’re spending money and time on them. We need to know if it’s worth it, measuring the ROI

of search traffic is great. But it’s even more important to measure the ROI of all your marketing

campaigns. Google Analytics will track any URL that you can edit. Emails, Facebook, banner ads, you can

track it all.

October 18, 2012 Google Analytics

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4. SEO Reports via Google Webmaster Tools

Google’s recent announcement that they will evaluate site/page loading times in 2010 as part of their

ranking algorithm, a new feature has appeared in Google Webmaster Tools. We could only get data on

which keywords people click through on. Now, we can also see what Google sees.

• Which keywords give us the most impressions

• What our click through rates are

• How we rank for individual keywords (and our average position)

• Click through data for our top landing pages

5. Site Search

Knowing what your customers are searching for on your website is valuable information. Google

Analytics can easily report on the search keywords that visitors use in your product search if the URL

contains the keyword.

E.g. yoursite.com/searchresults?search=YOUR-KEYWORD

If your URL doesn’t contain the search keyword then it is most likely using the POST method. In this case

the site will need some adjustments to add JavaScript code to capture this information and send it to

Google Analytics.

You may want to add several tracking code to your website pages. You can track each visitor’s

movement as they work their way through your checkout process.

To increase your web traffic and sales for your business visit me at Internet Marketing Professional.