You likely understand the importance of ecommerce analysis to businesses, through tracking sales, web visitor behaviour, and campaign results. In fact, Google Analytics (GA) is used by 59.48% of the top 10k websites and, overall, the number of websites using GA exceeds 14 million.
However, the amount of data on GA is overwhelming. The number of hits alone (pageview or an event) can be up to 10 million per account. Therefore, acquiring relevant insights tends to take a lot of work, especially for non-technical users. Since aggregate numbers are not much help, the concept of segmentation clarifies the situation.
In this post, we will tell you about the 9 most important Google Analytics reports that answer questions essential to any business.
Google Analytics provides tools to understand what your audience prefers and how to improve website performance. Namely, GA helps businesses achieve the following improvements:
Now that you recognise the versatility and the great potential of Google Analytics, how do you know which reports are worth your attention?
Learn how users find your website. Generally, we can distinguish three mediums that indicate the success of different advertising campaigns:
You can also check the amount of traffic received from a specific source, such as Google or YouTube.
The GA ecommerce reports show a valuable engagement index for businesses. When you divide page views by the number of sessions, you determine how many pages a typical visitor viewed during each visit in its entirety.
The metric makes it easy to monitor how different website modifications correlate to how your audience is engaging with the content. You can observe what specific pages or redirection tricks made visitors stay on the page longer. Moreover, you can find out the number of pages per session among a certain segment of users, for example, those who made a purchase.
It’s important to remember that a successful session can occur despite a low page-per-session. Therefore, there is no reason to raise it artificially.
There are three essential components that make up this characteristic:
This report also allows comparing the indicators within different segments, which may help you track the dynamics and estimate your marketing efforts.
This report can show two aspects:
PRO TIP: Automated Google Analytics reports can be set to navigate to the dashboard you are interested in, including mobile performance.
This assessment is rather complex and focuses on various aspects:
Also, Google Analytics presents ecommerce reports on the bounce rate, i.e. the percentage of users who exit the website having visited one page.
Bounce rate = total number of one-page visits / total number of visits.
You may discover your website or a specific page features a lower bounce rate, in which case you should reevaluate the content and optimize the page(s). If there is a lack of consistency between the bounce rate of your website pages, examine what kind of advantage certain pages may have. It could be visuals, colour, call to action (CTA), or poor element visibility.
This feature analyzes the journey from a random site visitor to a known lead. The process is also referred to as a conversion path. The report identifies exact marketing channels and attributes conversion paths to certain content elements that draw customers in.
This information helps to assess your existing content, keywords or navigation instruments. Depending on how certain channels perform and its associated revenue, you can pinpoint whether they need improvements in the following areas:
Here you can gather information in the context of:
As an example, the Google Analytics ecommerce dashboard allows you to assess the efficiency of a product on the ecommerce website. As a result, you learn what products you need to offer more of.
Finally, an SEO and keyword report will show you what kind of traffic the website receives and allow you to form an organic traffic synopsis. Then you can compare whether your current SEO optimization results align not only with your SEO goals but also with your business objective.
The tool analyzes the keywords the website is currently ranked for, which may differ from the keywords that you intended to use. In that case, you will need to reevaluate your approach and either attempt to boost your predetermined keywords or decide on new ones.
Google Analytics is an invaluable instrument for any marketer and ecommerce business owner. These reports might reveal insights that you would have never guessed, which would greatly benefit any ecommerce.
There is no shortage of information when it comes to Google Analytics. The hardest part is learning how to extract necessary pieces of data and receive actionable recommendations. While any business could technically access this data, it would merely be the first step in a long journey to properly utilising it.
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