Analytics & Data

Using Google Analytics’ Learning Resources

Google Analytics is sophisticated and comprehensive. Getting started — logging in, using the menu, viewing the reports — is straightforward. But interpreting the data can be difficult. Fortunately, Google Analytics offers many learning resources to help. Reports Google Analytics provides helpful instruction on using the platform. An example is a link in the header for …

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Google Analytics: Common Mistakes from Ecommerce Merchants

Google Analytics provides impactful data that can help ecommerce merchants. But installed incorrectly, Google Analytics can produce inaccurate reporting. And a faulty analysis of Analytics data can lead merchants to the wrong actions. In this post, I’ll address common mistakes from ecommerce merchants in installing Google Analytics and analyzing its data. Installation Mistakes Missing Google …

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How to Calculate ‘Available to Sell’ Inventory

Managing inventory can be challenging, especially with many SKUs. A few calculations, however, can make the process easier. “Quantity on hand” is physically available inventory. It’s a simple number, but it does not include unfulfilled sales and outstanding purchase orders where the inventory has not arrived. It also does not include future subscription-type sales and predictions …

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Essential Social Media Metrics for Content Marketing

Social media can drive visits to a company’s content pages. Google Analytics has a built-in report for tracking how much traffic your site receives from social media networks. Social media sites can be powerful tools for distributing content and driving engagement. But, like much of marketing, long-term social media success requires constant improvement. Improvement is …

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Analyze Click Paths in Google Analytics to Improve Conversions

Monitoring the navigation activity of visitors can help ecommerce merchants identify bottlenecks to the checkout page. There are two ways to analyze paths in Google Analytics: Behavior Flow and Navigation analysis. Behavior Flow Reporting To view this reporting, go to Behavior > Behavior Flow. In Google Analytics, go to Behavior > Behavior Flow. Click image …

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How to Merge Data from Multiple Sources into a Single Platform

Merging data from multiple sources into a new ecommerce or customer-management platform can be confusing. It’s doable, however, with careful planning and execution. Migrating to a new customer management platform may require merging multiple data sources or adding a new source. In this post, I’ll review how to merge multiple sources into a single database …

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8 Ways to Improve Marketing Automation for Ecommerce

Marketing automation combines email with customer data to produce relevant segments, which typically improve response. Marketing automation can do more with email than send mass deployments and track opens and clicks. Marketing automation can integrate email with your customer management platform to create relevant campaigns. But the most important feature for ecommerce merchants is to …

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Using Alerts in Google Analytics for Slow Site Speeds

I’ve addressed site speed reports in Google Analytics. Site speed is critical for conversions and, increasingly, for search engine rankings. In this post, I’ll explain how to set up Custom Alerts in Google Analytics to notify site owners of page speed problems. Site Speed Alerts The “Custom Alerts” configuration section in Google Analytics is behind the …

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