Category

Analytics & Data

Our coverage of analytics recognizes that data drives ecommerce but collecting that data and interpreting it can be confusing. Our huge library of Google Analytics articles ranges from basic setup to the sophisticated interpretation of on-site activity of visitors and customers. We also analyze data security, blockchain topics, and ancillary tools such as Google Tag Manager and Google Data Studio.

Analytics & Data
Using Google Analytics to Value Soft Conversions

April 25, 2016 • Steve Hammer

The fantasy of ecommerce is that every user who visits a site is ready to buy. The data tells us otherwise. More than 90 percent of users leave without purchasing, and the ...
Analytics & Data
Google Analytics: 3 Ways to Use Transaction Data to Grow Revenue

March 29, 2016 • Steve Hammer

You’d be hard pressed to find an ecommerce operator that didn’t think that revenue was the most important metric. Revenue is easy to track, and most ecommerce platforms integrate revenue ...
Analytics & Data
For Ecommerce Analytics, Start with a Strategy

February 17, 2016 • Steve Hammer

When the Powerball lottery hit $1 billion, a company had a brilliant marketing idea. It spent $20 on a lottery ticket and offered to share the winnings with anyone who ...
Analytics & Data
Google Analytics: Ecommerce Metrics to Track Daily, Weekly, Monthly

November 22, 2015 • Kunle Campbell

When managing an ecommerce website, it is important to track essential metrics. But there are so many metrics available in Google Analytics that it can be overwhelming. This article aims to ...
Analytics & Data
A Guide to Google Analytics Benchmarking, for Ecommerce

July 13, 2015 • Kunle Campbell

Benchmarking is an insightful tool in Google Analytics. It compares your site’s performance to previous results and to your industry’s average. It provides valuable context
Analytics & Data
Google Analytics: 7 Important Audience Metrics to Track

June 26, 2015 • Sharon Mostyn

The Audience section of the Google Analytics dashboard contains metrics that can help you track website traffic, see the number of pages viewed, and estimate audience interest in your content.
Analytics & Data
How to Track Ecommerce Shoppers Across Devices

June 12, 2015 • Kunle Campbell

We live in a multi-device world. Ecommerce marketers need a clearer understanding of device paths that drive revenue, devices your shoppers use to browse your store, and devices they use to ...
Analytics & Data
How to Track Conversions with Google Analytics

May 28, 2015 • Phil Frost

The saying “You can’t manage what you can’t measure” certainly applies to online marketing. With no tracking in place, it is nearly impossible to separate worthwhile campaigns from the "money pits."
Analytics & Data
Google Analytics: How to Use Advanced Segments

May 11, 2015 • Kunle Campbell

Using advance segments in Google Analytics enables isolating and analyzing specific groups of traffic data. You can extrapolate and examine trends from these reports, allowing you to respond with critical business and ...
Analytics & Data
Using UTM Links in Google Analytics to Track Social Media Campaigns

April 30, 2015 • Michael Stancil

A key role of analytics is tracking and understanding how all the different channels — especially social channels — work together to drive sales on your ecommerce site. Any good ...
Analytics & Data
Google Analytics Reports for Conversion Optimization

April 20, 2015 • Kunle Campbell

Conversion rate optimization begins with identifying problem areas in your conversion funnel that will benefit from testing and improvements. But how do you establish exactly what to test and improve? Google Analytics ...
Analytics & Data
Essential SEO Data, to Manage Performance

April 12, 2015 • Jill Kocher Brown

It’s impossible to analyze historical data you don’t collect. In search engine optimization, much of the data you need to manage performance over time is only temporarily available. These temporary reports ...
Analytics & Data
SEO: Using Data to Drive Performance

March 20, 2015 • Jill Kocher Brown

Two weeks ago, in “SEO: Measuring Key Performance Indicators,” I discussed the importance of goal setting and key performance indicators in search engine optimization. Now it’s time to use the ...
Analytics & Data
Google Analytics: Tracking 4 Stages of Customer Interaction

March 11, 2015 • Kunle Campbell

Ecommerce businesses typically have four key stages of customer interaction. They are: Attracting prospects or site visitors; Engaging with the visitors in a bid to drive conversions; Tracking the engagement and conversion performance; Retaining ...
Analytics & Data
SEO: Measuring Key Performance Indicators

March 6, 2015 • Jill Kocher Brown

One of the most rewarding aspects of improving an ecommerce site is the ability to measure the bottom-line impact of your search engine optimization program. Conversion measurement is theoretically simple with ...
Analytics & Data
Google Analytics: Creating a Custom Dashboard, for Ecommerce

February 12, 2015 • Kunle Campbell

In “10 Essential Google Analytics Dashboards for Ecommerce,” I reviewed 10 existing, custom dashboards that can help ecommerce merchants. In this post, I will describe how to create your own ...
Analytics & Data
Top 14 Google Analytics Releases in 2014, for Ecommerce

January 22, 2015 • Kunle Campbell

This post will cover the 14 most important Google Analytics releases in 2014 for ecommerce and retail mobile apps. Merchants should consider using these in 2015. 1. Enhanced Segmentation of Remarketing ...
Analytics & Data
10 Google Analytics Reports that Show Where Your Store Loses Visitors

December 10, 2014 • Kunle Campbell

This post covers how to use Google Analytics to analyze the flow of visitors through an ecommerce site – from landing to conversions, such as purchases or email signups. It ...
Analytics & Data
Google Analytics Set-up Checklist for Ecommerce

November 10, 2014 • Kunle Campbell

This article offers a step-by-step approach to setting up Google Analytics tracking for an ecommerce website. Step 1: Creating Google Analytics account This is the most basic of steps: Head over to ...
Analytics & Data
14 Alternatives to Google Analytics

October 26, 2014 • Sig Ueland

Analytics platforms are essential for merchants to glean insight into what drives their traffic. Google Analytics is the popular choice, but there are many other analytics tools available. Here is a ...
Analytics & Data
14 Key Ecommerce Events to Track in Google Analytics

October 8, 2014 • Kunle Campbell

To track detailed performance of existing traffic in your online store or to track specific actions of shoppers, ecommerce store reporting in Google Analytics will need to go beyond basic ...
Analytics & Data
10 Essential Google Analytics Dashboards for Ecommerce

September 9, 2014 • Kunle Campbell

Data is key to making informed decisions, especially in the context of ecommerce. But filtering through the maze of available data in Google Analytics can be daunting and time consuming. Custom reports and dashboards — two Google Analytics
Analytics & Data
5 Analytics Plugins for WordPress Shop Owners

August 24, 2014 • Joe Robison

Web analytics software allows site owners to know where their traffic is coming from and the actions of their visitors. For ecommerce sites, a strategic web analytics plan can improve ...
Analytics & Data
Google Analytics: Using New ‘Enhanced Ecommerce’

August 7, 2014 • Kunle Campbell

Google Analytics has once again upped the ante for online retailers with a new upgrade, aptly named “Enhanced Ecommerce.” It offers deeper insights into visitor behavior. Armed with these new ...
Analytics & Data
Google Analytics: Defining Macro and Micro Goals

July 21, 2014 • Kevin Webster

It's fairly simple to come up with a list of “goals” that describe a website's success. These typically include lead generation, downloads (i.e., coupons, menus, or whitepapers), and ecommerce transactions. Noted web analytics writer and practitioner Avinash Kaushik describes these as “macro goals” that are clear and easy to define.
Analytics & Data
Google Analytics: Using Views and Filters, to Understand Visitors

July 3, 2014 • Armando Roggio

Google Analytics reporting views offer different ways to look at the website or application traffic data, which may help online business owners and marketers better understand how to attract, retain,
Analytics & Data
Using Data to Empower an Ecommerce Business

June 12, 2014 • Jerry Jao

Ecommerce companies now have access to data sources and tools to empower decision-making. This post explores some of the sources and tools, and the kinds of decisions you can derive ...
Analytics & Data
Google Analytics: Tracking Demographics of Ecommerce Visitors

February 25, 2014 • Feras Alhlou

Say you’re running a paid-search marketing campaign for your ecommerce site. To maximize performance, you’d like to know: Who is visiting your site; How they are getting there; What they are interested in; Demographics:
Analytics & Data
Landing Page Analysis in Google Analytics

February 19, 2014 • Kevin Webster

Business websites typically have conversion goals for their visitors to act on. Whether it's purchasing a product, filling out a form for more information, or signing up for a webinar, the initial step in the path to goal completion is a landing page, the first page a visitor encounters on the site.
Analytics & Data
Google Analytics: Configuring 10 Key Ecommerce Metrics

January 29, 2014 • Feras Alhlou

Meaningful analytics for ecommerce sites are different from, say, news sites. Ecommerce sites should track metrics that produce or prevent actual sales, after all. Which campaign generated sales? When did ...

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