Google Analytics Enhanced Ecommerce and Key Reports.
We are Google Certified Experts. Our core business is helping clients measure their advertising campaigns through google analytics enhanced e-commerce.
In this article, I will focus on analyzing some reports that I think will be necessary for the e-commerce team. To be able to use these metrics in the business process
This report can help you quickly track the current traffic in real time. Used as a daily report to track the effectiveness of advertising channels over time.
If you are running multiple marketing campaigns at the same time you may want to know:
Number of people online on your website
Their geographical location
Keywords and websites introduced them
Source / means to help them access your website
The pages they are viewing
Conversion has occurred
Report the admission.
Like traffic reporting and matching pure e-commerce metrics, but equally important.
Combined with the advertising cost of each channel you can calculate ROAS (Return on Ad Spend). If your goal is to optimize revenue based on final conversions.
You can find this report by link – Acquisition> All traffic> Source / medium.
Looking at this report you can see:
Source / medium: of the advertising channels you are using (a source can have multiple media) e.g: Google source / CPC media and google / medium source: Organic
Users: The total number of users accessing the website by channel is calculated by UID (User ID).
New users: also known as Unique visitors, are customers who first visit the website within the selected date range.
Sessions: What is a session definition? I have explained in the article Comparison between google analytics enhanced e-commerce and the standard version.
Behavior: including bounce rate, time on site, number of pages / sessions of each advertising channel (Traffic comes from the best quality source to scale up)
E-commerce tab: Only appearances in Enhanced e-commerce version, and if you do not know how to upgrade to enhanced e-commerce version, you can see the article Comparison between Google analytics enhanced e-commerce and the standard version. .
Reporting of behavior.
For those of you doing SEO, this is a report you can not ignore
The first report you need to pay attention to in the behavior section is the content of the pages on your website.
You can find this report by following link – Behavior> Site Content> All Pages.
Pageviews: The total number of pageviews, including iterations of a UID.
Unique Pageviews: specific number of pages viewed at least 1 time / UID (It’s like unique visittor, meaning no cumulative)
Average time on page: Average time a user spends on a particular page.
Bounce Rate: Percentage of single page sessions without any interaction, (duration is 0 seconds)
% Bounce rate: Calculated by the total bounce rate / total traffic * 100 of a page
(More details can be found in the report by following the link: Behavior> Website Content> Exit page)
Particularly for the enhanced e-commerce google analytics version, the landing page report added an e-commerce tab.
Easier to analyze the performance of each product page for you to shop online.
You can access by path: Behavior> Website content> Landing page
Search on the page (site search)
Helps you to know what users are looking for on your website
You can access by link: Behavior> Web Search> Search Terms
If the keywords that customers are searching for are the products that you are selling.
So you can combine with the report “Product performance” (in the article Comparison between google analytics enhanced e-commerce and the standard version. I have introduced)
To see how the product conversion rate that customers are currently interested in and how well it sells.
From there it can be improved product productivity.
Tracking events on the web.
A report you can customize according to your needs. By adding tracking code to events on the website you want to measure. Like clicking on chat button, call, showroom, …
Or tracking the conversion rate of blogs through the tracking code attached to the blog post links
You can access the following link: Behavior> Events> Top Events
This is an important report that I spend a lot of time on monthly to review with clients.
Because it will tell you the exact benefits you are getting from advertising channels and website performance.
I have analyzed quite carefully about the functions and uses of each type of e-commerce report in the article
Comparison between google analytics enhanced e-commerce and the standard version.
If you do not know how to upgrade to Google analytics enhanced e-commerce version
Or have difficulty analyzing the reports
You can contact Loogle for support.
You always evaluate the effectiveness of a media channel through last click coversion (final conversion).
Another very important indicator is the assisted conversion.
Without enhanced e-commerce version, you may ignore this index and misjudge the effectiveness of an advertising channel.
You can access the following link: Converter> Multichannel Channels> Assisted Conversions.
An ad funnel can play 3 roles in the conversion path:
Last click coversion
First Interactive (First click coversion)
You can see in the above report:
Loogle / display is the first interactive channel> Direct Last Interactive.
Direct x 2 (Customers directly visit the website 2 times)
You can set the time to save your customer conversion cookies.
Depends on your business model. You can track a customer’s conversion paths for up to 90 days.
Google analyitcs has a ton of reports and you should focus only on the ones that help you make business decisions.
The above reports will help you very well in evaluating and reviewing the effectiveness of a media channel so that it can optimize the costs to create a good conversion funnel with a good ROAS.