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
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 ...
Analytics & Data
3 Google Analytics Reports that Hinder Analysis

November 19, 2013 • Feras Alhlou

There is an abundance of analytics data for ecommerce businesses. Finding actionable insights, however, requires persistence and hard work. But it pays off handsomely. In this article, I’ll describe three standard ...
Analytics & Data
How to Measure Lift from Promotion and Advertising

October 22, 2013 • Armando Roggio

In marketing, “lift” represents an increase in sales in response to some form of advertising or promotion. Monitoring, measuring, and optimizing lift may help a business grow more quickly. It is ...
Analytics & Data
Holiday Analytics: 13 Tips to Prepare your Ecommerce Site

September 25, 2013 • Feras Alhlou

The holiday season is fast approaching. As you get your ecommerce products, promotions, and backend processes in place, take your analytics and optimization up a notch. Don’t just focus on ...
Analytics & Data
Using Google Analytics for Lead-generation Tracking

August 29, 2013 • Kevin Webster

If your lead-generation website is supported by paid advertising, it's important to attach a value to each lead. In other words, to turn web analytics into a decision-making machine, as opposed to simply a visitor counter, you have to tell Google Analytics what your leads are worth to you.
Analytics & Data
Google Analytics: Site Search and Capital Letters

August 27, 2013 • Tim Wilson

The site search functionality on a website is a powerful source of information about what users are looking for. It’s the place where visitors actually use their keyboard to tell ...
Analytics & Data
5 Ecommerce Metrics You Should Be Tracking

August 8, 2013 • Feras Alhlou

When it comes to ecommerce analytics, business owners and marketing managers typically focus on metrics like conversion rates, number of transactions, and average order value. These are valuable, and should be monitored. After all, measuring such outcomes is what directly impacts reven...
Analytics & Data
Google Analytics: How to Avoid Data-wandering

July 17, 2013 • Tim Wilson

When it comes to Google Analytics, a common question users ask is, “Where do I start?” They have logged into the tool multiple times and stared at the default report with its default timeframe of the last 30 days. They have pondered whether there was anything actionable buried in that c...
Analytics & Data
Ecommerce Analytics for Multiple Devices, Channels

July 12, 2013 • Feras Alhlou

Many ecommerce owners use analytics to measure page views, traffic, and conversion rates. That is all well and good, but it is old-school. In today's multi-device, multichannel world, marketers are finding it challenging to connect the dots between the web, mobile, and their backend da...
Analytics & Data
2 Handy Google Analytics Features: Ecommerce Reports, Weighted Sorting

June 19, 2013 • Tim Wilson

Overall, Google Analytics has a clean and intuitive interface. But, somehow, useful capabilities sometimes get lost on the screen. Two such features are the "Ecommerce" metric group and "weighted sorting." The Ecommerce Metric Group Every standard report has one or more predefined “me...
Analytics & Data
3 Key Google Analytics Reports for Ecommerce Merchants

May 24, 2013 • Feras Alhlou

Ecommerce merchants know it’s important to track sales, customer activities, and marketing campaigns. They can do this in Google Analytics. When it comes to finding actionable insights, however, in almost every case merchants need to be comfortable with the concept of segmentation. Ther...
Analytics & Data
Google Analytics: 5 Custom Ecommerce Events to Track

May 14, 2013 • Tim Wilson

A friend recently asked me about event tracking on his new ecommerce site. He wondered if I had a comprehensive list of events to track. Well, in answer to my friend, this article is my list of five favorite event tracking customizations, using Google Analytics, for ecommerce sites. C...
Analytics & Data
Using Analytics to Adapt and Learn

April 16, 2013 • Tim Wilson

Everyone wants to be data-driven these days. But, what does that really mean? Using the classic “people, process, technology” triangle, it is tempting to see technology as the most critical ...
Analytics & Data
Effective Analytics: Using the Right Tool for the Job

March 19, 2013 • Tim Wilson

Web analytics platforms are rich sources of data for marketers and ecommerce managers. But it is a mistake to treat them as the only source of information. There are many others — many of which are inexpensive or free — that complement web analytics and are better at answering certain t...
Analytics & Data
4 Ways Big Data Can Help Ecommerce Merchants

March 12, 2013 • Marcia Kaplan

In "Understanding Big Data For Ecommerce," I provided a general overview of how online merchants can use Big Data. In this article I will describe in more detail how Big Data — i.e., large amounts of seemingly random data from many sources — can be used to create competitive advantages....
Analytics & Data
Locating 404s with Google Analytics

February 19, 2013 • Tim Wilson

404 error pages are bad. On the list of “Bad Things on Your Site,” 404s easily crack the top five. Yet site owners frequently have no idea how often 404s occur on their sites, much less monitor and address them. Can you answer the following questions? How many visitors to your site l...
Analytics & Data
Understanding Big Data For Ecommerce

January 14, 2013 • Marcia Kaplan

The term "Big Data" was the Internet buzzword of 2012. The use of Big Data promises to become more prevalent in 2013, as merchants large and small who use Big Data analytics can gain a significant competitive advantage. What is Big Data? Webopedia defines it as "a massive volume of bo...
Analytics & Data
Configuring Google Analytics, Part 2: Advanced Capabilities

January 10, 2013 • Tim Wilson

Editor's note: This is "Part 2" of a 2-part series on how to know if you are fully using Google Analytics for your ecommerce site. The first installment, "Configuring Google Analytics, Part 1: Are You Taking Full Advantage?," we published previously. In "Part 1: Are You Taking Full Adv...

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