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In this book, we cover how to embrace Google Analytics data and the world of insights past the first page of Google Analytics:

Setting Up Google Analytics on Your e-Commerce Website

Track What Your Customers Are Doing and Where They Came From

Understand What’s Affecting Your Sales Performance

This book is designed to help you take advantage of the data Google Analytics is providing.

Having an e-commerce store gives you an incredible advantage – unlike a brick-and-mortar retailer, you are able to see every visitor who comes in, where they came from, how they found you, what they bought – and when they pick something up, look at it, and put it down again. You can track every single touchpoint. You can see what visitors look at when they browse your products. You know if they’re watching your promotional videos, signing up for your newsletters and emails, sending complaints, contacting customer support, or abandoning their carts.

Data is all around you.

But you have to understand how to find it, capture it and analyze it, or you might as well be a clerk behind a counter.

Web analytics records every action of every visitor to your website in real-time, as each person interacts with the content.

There are many analytics tools that do this, all with similar features, but Google Analytics is the one most-often used – by more than 70% of the market.

Google Analytics isn’t only popular because it’s free (at least in basic form), but also because it is continuously updated, entirely customizable and has a large community of users constantly creating new customizations that are also available for free. Since Google Analytics is sufficient for almost all uses, it has become not just the tool of choice, but the industrial standard for analytics tools.

It’s also one of those things that’s easy to learn but difficult to master.

What’s Inside?

Each chapter ends with immediately actionable steps you can take to
apply the lessons to your Google Analytics setup.

How Mastering Analytics Can Make You More Money

We wouldn’t be here if analytics didn’t have a very real, measurable effect on the metric that matters the most: Revenue. Understanding Google Analytics is the path to making your e-commerce site a more effective sales tool. But, as they say, if it were easy, everyone would be doing it.

Setting Up Google Analytics for Your E-Commerce Site

Follow the steps we list and make sure to add the Google Analytics tracking code to your store so Google will start tracking your traffic.

Goal Setting for Beginners

The main goal for an e-commerce store is to sell. That’s our goal for analytics too – getting the information you need to make more sales. Every time a visitor makes a purchase, it counts as a completed goal and shows up in your analytics reports.

Analytics that Tell You What Your Customers Are Doing and Where They Came From

To optimize your website and marketing for more conversions and sales, you need to get into the minds and hearts of your customers. You need to find out where they are before they come to your page, and you need to know what they’re doing (and not doing) once they reach your site.

Getting Familiar with Google Analytics Dashboards for e-Commerce and Where They Came From

Google Analytics Dashboards for e-commerce. Dashboards let you access any combination of reports in one place, which makes them ideal for getting an instant overview of what matters to you most.

Intro to Google Analytics’ Segmentation Feature

Segmentation allows us to understand the different types of people who come to an e-commerce site by key characteristics, like their location, age, and even interests. Those insights let you deliver targeted messaging that speaks specifically to the needs and wants of each segment, create personalized user experiences, design marketing and ads to be more effective and efficient, and so much more.

Structuring Google Analytics Funnels for E-Commerce

Typically, in e-commerce, a funnel describes how a potential customer finds you and what interactions lead to an ultimate conversion. The sales funnel generally starts at the very first interaction a user has with your brand – often seeing an ad on Google, Facebook, or wherever your users happen to be. From that moment to when they finally purchase – which could happen minutes, weeks, months, or years later – is all, technically, your sales funnel.

Your 8-Part Checklist for Analytics Configuration

We hope you’ve read through our entire guide to Google Analytics and that you’re feeling more comfortable with this awesome platform. It’s a lot to master, we know. And, we’ve really only scratched the surface. We provide an actionable check list for you to follow to setup GA.

We wrote this book for you!

Edin Sabanovic

Senior CRO Consultant

In this e-book, our goal is to demystify the major functions of Google Analytics for e-commerce, so you’ll understand exactly how to get the data you need to understand visitor behavior on your site. Armed with that knowledge, you can begin to optimize your site for conversion.