Top 5 Features of Google Analytics to Enhance E-Commerce

Once your eCommerce platform is gaining inbound traffic, you will understand the importance of having the right user, at the right time with the right product. Here are our top 5 features of Google Analytics that could help you with your business.

1. Sales Performances: Source/Medium

Knowing which traffic source converts, how it performs, and how to measure the LTV of acquisitions from that source is a key for optimizing your ad-spend and scaling up your store.

2. Product Performance: Product/Product Category/Brand

Under the product performance section, you could analyze product performances (Sales/Refunds) based on pre-defined parameters such as Product/Product Category/Brand (more can be applied depending on the offering of your eCommerce)

For multi-brand retailers, this type of data is essential to measure buyers’ success to predict market interest by buying the right products for the store. In addition, marketers could benefit as well by understanding which products sell better and highlighting them through the Available Marketing Channels.

3. Marketing: Order Coupon

By creating & distributing different coupons for different channels. For example, STORE10 for your physical store and KARDESHIAN13 for your influencer. Marketers could better determine the source of sales where classic UTMs cannot be analyzed (printed ads, billboards, TV, or privacy blockers).

4. Multi-Channel Funnels: Top Conversions Paths

Today marketers understand that in order to convert inbound traffic into customers, prospecting should be engaged via multiple touchpoints.

Example: First touch GoogleAds, Second/Last touch Facebook Ads.

Prospect customers could search on Google for specific products or services, triggering your ad and finding it on your website. At a later point, Facebook Dynamic remarketing will show that the same product again through Facebook, Instagram, or via Facebook Network where then the customer will be converted.

Identifying patterns, optimizing, and monitoring are essential for scaling-up marketing activities.

5. Goals: Goal Flow

Besides Conversion Rates for paid orders, there are the classic metrics and dimensions to measure: Users, New Users, Returned users, Bounce Rate, Avg. Session duration, devices, geo, demographics, affinities, and so on. However, with enhanced analytics, you can go beyond those KPIs and set up on your website certain goals which represent for you certain value.

Example: Complete Subscription, Added to cart, Started checkout.

Analyzing goals allows marketers to segment users and to develop winning communication methods to convert or retire from retargeting low-qualified users. In addition, identifying patterns for your best-performing audience could and should be lookalikes for different marketing channels to drive new qualified traffic to your eCommerce.

Pros:

1. Free to use
2. Variety of customization possibilities
3. Long data retention

Cons:

1. Should be implemented by an expert
2. To make sure data is 100% clean, the account should be periodically tested and optimized.
3. Ad blockers keep you blind (not only extensions but also updates made by device manufactures)

There are more ways to analyze the performances of online stores. As your business grows you might need to connect more data sources to a single-source of truth and develop automation based on certain performances.

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