October 18, 2012 Google Analytics

How Google Analytics Analyze eCommerce SitesWhy 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.

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October 18, 2012 Google Analytics

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.

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