ANALYTICS MEASURES ALMOST EVERYTHING. BUT NOT ALL BY ITSELF.
Google Analytics is a powerful tool. This is the base of your website analytics, and today we no longer see a website that would not have Analytics. But very rarely we see a website that in Analytics would have set on advanced functions of return of investment – ROI and ROAS. If you have an e-shop, what you care about is profit. Knowing that 20 orders arrived today is good, but it is really important to know that the 20 orders cost you 100 € and generated a turnover of 1,200 €. Then, the real optimisation of all, not just Adwords campaigns, may begin. If you know that Facebook will bring you a hundred orders, but each worth 5 €, you would rather focus on an ad that will bring 10 orders of 100 € each.
SETTING TARGETS AND ELECTRONIC SHOP IS THE BASE OF ANALYTICS OF AN E-SHOP.
DEFINE REAL GOALS
Is the real goal submitting a form? Or an e-shop order? And how to measure downloading an e-book? For that no one pays.
DEFINE THE VALUE OF A GOAL
That e-book will have a value of some kind. But you are, anyway, interested how much you have earned.
When everything is set well, you may have an excited marketer to work his magic.
WHAT IS NEEDED TO SET IN GOOGLE ANALYTICS AND WHY?
Most metrics are automatically measured by Google Analytics only with the code you have deployed on the web. In order to be able to evaluate, for example, the purchasing process, that is, the customer’s journey from cart to conversion, you need to provide the information from which steps the process consists of.
Google has developed an eCommerce report (Electronic shop)for e-shops, it measures a number of interesting dimensions, but the most important is the “Revenue” of your e-shop. Based on this, we can analyse the source of the most valuable orders. So you need to set:
Conversions – orders / registrations / submitted inquiry forms…
Goal Funnel – payment process steps that help you track how your customers are moving through the purchasing process and identify its weak points. Electronic shop – allows you to track the value of orders, best-selling items, and much more.
Conversions and Funnels can sometimes be set up directly in Analytics, but often a programmer intervention is required to set up the necessary parameters in Analytics and on your page. However, investing in these settings will take your e-shop to a new level.