Analytics & Data

8 Ways to Improve Marketing Automation for Ecommerce

Analytics & Data /

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

Analytics & Data /

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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Google Analytics: Tracking Sales When Multiple Sites Use a Single Checkout

Analytics & Data /

Larger ecommerce companies sometimes create multiple branded websites that feed into a single checkout. For those companies, tracking which site generated the business — revenue — can be tricky. In this post, I will provide a method for reporting the “source of business” metrics in Google Analytics. 1-800-Flowers 1-800-Flowers.com deployed multiple websites under one umbrella

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Using Excel to Forecast Sales, Expenses, More

Analytics & Data /

Forecasting sales is useful for many reasons, such as inventory management, investor relations, and setting expense and marketing budgets. But producing accurate forecasts can be confusing. In this post, I’ll explain how to generate forecasts using Microsoft Excel. Gathering Data To start, identify the objective. What is the purpose of your analysis? Then gather data

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Google Analytics: How to Track PayPal Transactions

Analytics & Data /

Merchants have many options for accepting online payments. “PayPal Payments Standard” is popular, but it can be challenging for Google Analytics to report the sale. Using PayPal Payments Standard, customers leave the merchant’s website for their account at PayPal. After they complete payment, PayPal redirects them back to the return URL provided by the merchant.

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Google Analytics: Use Up-to-date Tags for Optimal Reporting

Analytics & Data /

Google Analytics periodically rolls out new tracking code. To date, the updates have supported: Improved data collection methods, such as asynchronous tracking, which was included in a 2009 update. The “ga.js” tag could be placed at the top of all pages. It improved not only tracking but also load speed. Enhanced data collection, such as Universal Analytics, which

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