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Nick Mezlak discussed the ways to use Google Analytics for ecommerce to find truly valuable information. Keep in mind - clean data is key to marketing success.
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Web Analytics WednesdayJuly 31, 2013
Important Metrics
Ecommerce• Product Performance
• Product, SKU, and Category
• Sales Performance• Total, Conversion Rate, and AOV
• Time to Purchase• Days and Visits
Traffic Sources• All Traffic
• Revenue, Conversion Rate, AOV
Audience• Mobile Devices• Demographics
• Location, Language
Audiences | Demo | Location
What countries are driving the most revenue?This can be beneficial for possible campaign expansion in PPC if the client is
open to it
Audiences | Language
Are there any additional areas that we can be targeting English speaking visitors?
Mobile | Overview
How much revenue is being driven to the site via mobile?Do you have mobile campaigns running?
Mobile | Devices
Which devices are driving the most revenue?Which devices are increasing?
Rolled Up Client Reporting
• Easy to digest client dashboards
• Making data available 24/7• Allows custom report
building for specific client needs
• Hits the big points but doesn’t cover the deeper dives
• Normally covers 70-80% of what our clients are looking for in terms of Analytics reporting
Advanced/Custom Reports
• Utilize GA or other reporting options to speed up or pull up reports quickly
• Find the areas that speak to your clients’ pain points
• Look for areas that will have trends before the client will notice them
• Speed up data aggregation to spend more time in analysis
• Leads to efficiency, increased intelligence and benefits to the client