Google Analytics, the must use tool for any e-commerce business owner. But what can I do with it? And what are the main features. This blogpost will take you roughly through all reports of this most widely used e-commerce tool.
Google Analytics shows all the different reports on the left side of your screen in the navigation bar (figure 1.0). Google Analytics makes use of five different reports:
- The audience report
- The advertising report
- The traffic sources report
- The content report
- The conversions report
1. The Audience report
This report will show you a lot of information about your website visitors. Think of demographics, geographical location and their spoken language. In the behavior section you can find out which of your visitors are new, or returning, how many visitors, number of page views and the duration of their visits. In the other subsections you can find out on which devices they visite your website and which internet browsers they use.
The essence of this report is to tell you what target audience you are reaching, and how big the number is.
2. The Advertising report
When clicking on the advertising report you can keep track on all you Google Adwords campaigns (if you make use of Google Adwords). You can see what you bids are on key words and the key words your website visitors type into the search bar in order to reach your website.
This report is very useful, because when you know on what search terms your visitors are searching, you know on which key words to bid.
3. The traffic sources report
The traffic sources report will help you to get insight in where you’re traffic is coming from. Google Analytics divides it into four different sections: 1. Search 2. Referral 3. Direct 4. Campaigns. And it does also provide information about search engine optimization.
This report shows also which campaigns are performing the best and the worst. In order for this to work you should add extra codes to your URL so you can keep track of these parameters.
4. The content report
This report shows a list of the pages with the most views – least views. The landing pages your visitors enter your website and their exit pages. This is very useful information for questions like: why are my visitors always leaving at the same page? What is wrong with this page? Other information you can read about in this report are numbers like: bounce rate and the speed of your website.
5. The conversions report
For business owners this will be the most important report. This report will tell how many conversions take place. (A conversion occurs when a visitor completes an action that is valuable to your business). And how these conversions take place. This information is very valuable to measure your effectiveness.
Google Analytics is a beautiful tool to get some insights of your e-commerce business which you would not have in an actual store. And is a tool you should definetely use to learn about your visitors, improve your website and increase your conversions.
If you have any other questions, please feel free to ask them in the comments section. And I will try to answer them as soon as possible.
Thank you for reading!
Extra information! After reading this are your hands itching? please check out the link below. In this video you learn all the basics of Google analytics in only 35 minutes!
Google analytics guide for ecommerce bussines owners, by Weichel & Pezzoli