How to use Google Analytics the right way for your e-commerce

 

Understanding data and the behavior of those who access your virtual store is essential to be able to create growth strategies for your business. Today, it is possible to do this analysis accurately through Google Analytics. 

Google Analytics (GA) is a tool that stays connected to your website through code, which allows you to track and measure how users interact with your content within your web pages.

All this data is collected and displayed in multiple graphs through dashboards within Analytics, which can be accessed through Google itself or through mobile applications. 

With Analytics, it is possible to have access to data such as demographic statistics, speed, entry pages, browsing time, age group, and gender, among other analyzes that will facilitate different decision-making for your business. 

Understanding the functionality of this data can transform your online store in many ways. Therefore, we will explain how this tool works and give you valuable tips on how Google Analytics works.

How to configure Google Analytics for your e-commerce?

Before starting the step-by-step, you need to ensure that your e-commerce account has the basic installation of Google Analytics.
 
Log in to Analytics, confirm your account in the Account & Ownership column, and next to the View column click E-commerce Settings.

It will open the E-commerce Setup screen, so click on the field below to turn it ON, and then click Save.

By doing so, you will also have the possibility to activate advanced e-commerce reports. But that's for future content!

See the 5 most important reports to follow in your e-commerce

The analyzed data will vary according to the segmentation and niche of your store, but basically, the importance of some is the same for the most varied types of e-commerce.

Once installed and configured, you will be able to track data such as:

With this data, it will be possible to find out who are the consumers who most access your store. You will be able to understand, for example, that your audience is mostly female, or male; or even which age groups access your site the most.
 
 This way it will be possible to create content, languages or understand which products will draw more attention from your target audience. 

From this metric, it will be possible to know the origins (where they come from) of the users of your site. It is possible to understand:

• How SEO strategies work;
• About sponsored links campaigns;
• Whether a marketing campaign is achieving satisfactory results;
• If the strategies applied are working correctly;

It is possible to understand the most varied types of traffic to your online store. 

Understand what percentage of consumers return to your online store, understanding which visitors are recurring and will possibly buy again.
 
 Based on this data it is also possible to understand which users are on your site for the first time.

Knowing about the average time of each visit is important for your e-commerce. For example, it is possible that the user spends 10,30,60, or even 180 seconds on your store, and understanding this can make you improve the usability or even the mental triggers of your website.

Define and evaluate if the goals of your online store are actually being met. Through this data, it is possible to understand your sales, page visits or logins.
 
Now that you understand the importance of Google Analytics for your e-commerce, it's time to use this tool to better understand your online store, helping you to grow and profit even more in this market. 

Conclusion

Understanding metrics in your online store is essential to ensure more productivity and time to focus on strategy. After all, with reports, you reduce possible errors, generate more interesting data, and can always keep improving your campaigns.