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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Data drives most businesses. But what happens when you lack data to make a critical decision? How do you collect the data, and at what cost? Before acquiring missing data, define your objective. It could be answering a question, such as, “How do my sales compare to competitors?” Or, “What products should I launch?” Perhaps,
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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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Google Analytics is a powerful, free web analytics tool. However, it has gaps that are better served by other tools. I’ll address those gaps and tools in this post. Gaps in Google Analytics Heatmaps. Google Analytics used to have basic heat mapping capabilities. It does report the most popular links on a page. But other
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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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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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Marketing attribution is the process of identifying sources or channels that led to the desired outcome, such as a sale or a subscription. Attribution can become complicated when multiple channels contribute. For example, a consumer may first click a link on Facebook to view a product on an ecommerce site. She could revisit that product
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Market basket analysis is based on the idea that a customer who buys product A is likely to buy product B, too. The model seeks to find relationships among purchases — a customer who buys pasta likely needs pasta sauce. The model applies at an item level or to a group of items or categories.
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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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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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