As humans, we make mistakes, and we can't control everything. That’s why marketers always find a way to track their audience data to stay updated, as the market is forever expanding. It gives them a developed picture of a customized audience pool by analyzing their focus group demographics. That’s why Google Analytics is developed so the user can take advantage of the helpful tool. Using this tool, you can determine which parts of the website are performing well and which need updating. The tool is not just useful for tracking data; it has quite a few other benefits for eCommerce sites. Before getting into that, it would be helpful to understand what Google Analytics is.
What is Google Analytics?
In essence, Google Analytics is an analytic web service that provides primary and static analysis tools for SEO and marketing. Data is collected from each visitor via a page tag, which is inserted into the code of a website to browse each visitor's information. It is common for small and medium-sized retail websites to use Google Analytics for historical details, site performance, demographics, and how changes affected the traffic, which is essential for improving marketing campaigns, driving website traffic, and retaining customers. GA4 is the latest version released in October 2020. New features of GA4 include an entirely new interface, which uses machine learning for better data accuracy, consumer-centric reporting, codeless tracking, and improved data collection capabilities.
How is Google Analytics helpful for eCommerce?
E-commerce is increasing, taking all possible opportunities in the digital world, and analyzing your e-commerce data is essential to analyze customer behavior and growing your business. The eCommerce website is one digital asset that can be looked after by google analytics to operate optimally. Listed below are some crucial points covered on analytics to help eCommerce owners.
1. Track Marketing Campaign
For an e-store to stand out in this competitive market, just advertising pioneering campaigns won't do unless their campaigns are properly tracked to see if they are effective. In this context, Google Analytics is of the utmost importance as it tracks a particular code to gather information about potential customers' movement from different media to their websites. This application creates advanced analytics reports for determining the top source of user traffic, gauging the success of their marketing activities and campaigns, and tracking the completion of their goals.
2. Record Sales and Revenue
In the early stages of building an e-commerce website, calculating ROI is manageable, but after that point, keeping track becomes increasingly challenging. By using one of the few additional tools provided by Google Analytics, users can track all their sales and revenues generated by their website. The system provides metrics reports of total revenue, average order value, conversion rate, number of users and sessions, etc for the purpose of enabling users to gather overall information about sales.
3. Track Website Traffic
Businesses need to understand their target audience and what they are actually looking for on their websites. E-shops use Google Analytics to track the performance of their websites and count visitors. By gathering organized data based on important attributes of potential users, such as languages, age groups, browser types, cities or countries, etc, users are able to gain more insight into their audiences. Organic, referral and social traffic are the primary sources of web traffic data collected. Based on which medium they are actually attracting their customers, you can see how they are attracting leads.
4. Track Incoming abandoning shopping cart
When a customer visits your shop but leaves without purchasing anything, that's really heartbreaking. However, on the digital platform, Google Analytics is here to help, as it helps users determine why incoming customers are leaving without purchasing anything. From the moment a customer clicks on a campaign to the moment they leave on the checkout page, it tracks their entire journey. Through this tool, users can discover patterns and trends in the generation and engagement of users. It gives them the opportunity to retarget their customer with more convincing offers.
5. Better ad tracking with other google tools
When combined with other Google tools like Google AdSense or Google Adwords, Google Analytics pushes the boundaries a bit further because it provides the optimal metrics and demographic data of ads and websites to create reports and analyses to get a clearer picture of the digital market. As a result, it becomes a user-friendly platform where they can get reports regarding website and ads on users, bounce rates, average session durations, session by channel, page views, goal completions, and device reports. You can easily understand insights such as an overview of the content, keywords, budget, referring sites, visitors, map overlay, and traffic source overview.
Google Analytics is a platform that provides various reports and data based on various types of websites. That is the hard part, how to use the reports correctly. It is very crucial of being aware of metrics, which ones are helpful for you or ones that can be ignored. If the data is analyzed incorrectly, it may lead to consequences. That’s why knowing which metrics to pay attention to is undoubtedly essential and understanding how to read the analytics reports within your dashboard is crucial if you ever want to make sense of the data.