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
Bad Product Data Hurts SEO

May 19, 2017 • Jill Kocher Brown

The quality of product data impacts natural search performance on ecommerce sites, far beyond whether meta tags are optimized. Product data isn’t traditionally thought of as contributing to SEO, but ...
Analytics & Data
Using Google Analytics to Track Profitability by Product

May 5, 2017 • Morgan Jones

Niche ecommerce merchants must focus on cash flow. They do not have large capital reserves to support unprofitable investments. Although growing sales is good for the ego, growing cash flow ...
Analytics & Data
Using Google Data Studio for SEO

May 3, 2017 • Hamlet Batista

In “Using Server Logs to Uncover SEO Problems,” I explained that web server logs can be helpful, but the data is raw and requires transformation and analysis. In this post,
Analytics & Data
Google Analytics: How to Track Marketing Campaigns

April 6, 2017 • Morgan Jones

Niche ecommerce merchants typically have limited advertising budgets and limited time to monitor their marketing activities. They need accurate data to assess the return on investment from various campaigns. Google ...
Analytics & Data
Google Analytics: Custom Reports, Shortcuts, Dashboards

March 1, 2017 • Morgan Jones

Ecommerce merchants need easily accessible data to make quick decisions and drive more sales. But the data used by merchants differs based on their particular circumstance. They need data that ...
Analytics & Data
Using Google Analytics to Optimize Shipping Rates

February 5, 2017 • Morgan Jones

One of the biggest challenges ecommerce merchants face is rising shipping rates. Thanks to Amazon, consumers expect fast, free delivery. Because niche merchants do not typically have the sales volume ...
Analytics & Data
Google Analytics: Using Goals, Funnels to Improve Conversions

December 5, 2016 • Morgan Jones

Ecommerce merchants presumably want to convert as much traffic to sales as possible. The Google Analytics metric “Ecommerce Conversion Rate” gives merchants broad insight into their site’s conversion status. But ...
Analytics & Data
Google Analytics: Using Demographics, Interests for More Revenue

October 30, 2016 • Morgan Jones

Among the most important decisions a niche ecommerce company should make is to establish a value proposition, the key reason why someone should buy the company’s products and services. Without a clear value proposition, which ...
Analytics & Data
Google Analytics: Using Site Speed Data to Improve Conversions

September 30, 2016 • Morgan Jones

Niche ecommerce merchants face challenges in competing with big box retailers. Providing an online shopping experience on a tight budget that is comparable to the larger sites (with huge budgets)
Analytics & Data
Google Analytics: Using Site Search Data to Grow Revenue

August 31, 2016 • Morgan Jones

Do you wonder how people navigate to find products on your ecommerce site? What about visitors that hit just one or two pages and then leave, without buying anything? Did they ...
Analytics & Data
SEO: Measuring Performance of the Long Tail

August 26, 2016 • Jill Kocher Brown

The long tail should drive most of the natural search performance for ecommerce companies. But whether it actually does is another matter. Don’t assume that the long tail is working for you ...
Analytics & Data
Using Google Analytics to Optimize Bing Ads, Other Channels

August 3, 2016 • Morgan Jones

Ecommerce merchants strive to optimize their returns on investment from advertising. Google Analytics can help, with its integration to Google AdWords that allows ecommerce sites to view advertising spend, revenue, and ...
Analytics & Data
10 Google Analytics Custom Alerts, for Ecommerce

July 12, 2016 • Brad Booth

Google Analytics provides a way to receive email and SMS alerts when something important occurs on your website, such as a traffic spike or a sudden traffic drop. The alerts ...
Analytics & Data
Using Google Analytics to Identify Conversion Weaknesses

July 1, 2016 • Morgan Jones

It is essential to optimize sales conversion rates to be successful as a niche ecommerce merchant. Potential customers are unforgiving. They will not struggle through a purchase process or checkout ...
Analytics & Data
Using Real-time Analytics to Boost Conversions

May 6, 2016 • Pamela Hazelton

During a time of demanding shoppers, online merchants need to quickly address the most critical issues. Real-time analytics can help catch mistakes before they become massive deal killers. By reviewing real-time data,
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 ...

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