Google Analytics for E-Commerce: Here’s What You Need to Know

e-commerce analytics

As an online store owner, you’ll want to do everything you can to maximize your sales and attract visitors to your site. With e-commerce analytics at your disposal, you’ll be able to easily evaluate and optimize your site’s traffic.

All online store owners can leverage a tool that takes the guesswork out of e-commerce analytics — Google Analytics (GA).

Google Analytics is designed to deliver “stronger results across all your sites, apps and offline channels … to help you turn customer insights into real gains,” according to Google.

This free tool provides web traffic statistics, along with data about web traffic sources, conversions and sales. Thus, it empowers you to gain key insights into various aspects of your e-commerce site, including:

  • Conversion Rates — Study conversion rates to better understand if website visitors are becoming paying customers.
  • Visitor Engagement — GA enables you to measure visitor engagement and see how much time a visitor spends on your site and which pages he or she checks out.
  • Sales Funnels — Is your site’s checkout process effective? You can find out quickly and easily thanks to GA’s goal tracking and funnel visualizations.
  • Marketing Efforts — Examine where your web traffic comes from (social media, search engines, etc.) to evaluate the effectiveness of your marketing efforts.

GA also ensures you won’t have to worry about tracking various metrics manually, and instead, can get a better idea about your e-commerce store’s performance from any location, at any time.

How Can Google Analytics Help Me Improve My Ecwid Store?

GA enables you to examine online traffic, visitor trends and other data. Plus, you can use GA to perform evaluations in a number of areas, including:

  • Historical Benchmarking — With GA, you can examine how your acquisition channels performed this year versus last year, establish benchmarks for new user growth across multiple channels and more.
  • Channel Traffic — Are your paid search efforts more effective than your organic search endeavors? Thanks to GA, you can compare and contrast where your site’s traffic is coming from and allocate your marketing resources accordingly.
  • Mobile and Desktop Traffic — Ideally, you’ll want a desktop- and mobile-friendly site. But to create a top-notch site, you’ll need to evaluate mobile and desktop traffic — something that is fast and simple with GA.
  • Site Referrals — As a business owner, you’re always searching for partnership opportunities. And with GA, you can find out if a large number of referrals are coming from a particular referring site. If this is the case, you may be able to find a partner who shares a common goal and can help you drive consistent revenues.
  • Social Media — Are you spending too much time on your Pinterest marketing efforts and not enough time on Facebook? GA enables you to better understand which social networks are generating traffic to your site and respond accordingly.

How Do I Link GA to My Ecwid Store?

Here are step-by-step instructions to link GA to your Ecwid store:

  1. Register for a new GA account (if you don’t already have one).
  2. Add your e-commerce site.
  3. Get your web property ID (Click here for instructions on how to obtain your web property ID).
  4. Enter your web property ID on the Ecwid Control Panel → Settings → General → Store Profile page, then select the “Google Analytics Id” option. Save the changes.
  5. Enable the “E-commerce tracking” option in your GA settings.

Within minutes, you should be able to link Google Analytics to your Ecwid store.

How Do I Use the Google Analytics Dashboard?

At first glance, the GA dashboard may seem overwhelming. Fortunately, we’re here to help you make sense of this dashboard.

Google Analytics Dashboard

Here’s a closer look at each of the elements included in the GA dashboard:

  1. Enables you to change the data range of any report.
  2. Highlights changes in web traffic on a daily basis.
  3. Illustrates traffic and engagement data such as bounce rate, page views and length of each visit.
  4. Provides a brief overview of the number of repeat vs. new visitors.
  5. The Dashboard section empowers you to create one-of-a-kind dashboards.
  6. The Shortcuts section offers immediate access to frequently used reports.
  7. The Intelligence Events section notifies you about significant changes involving your site’s traffic or other statistics.
  8. The Real Time dashboard illustrates real-time traffic and engagement stats.
  9. The Audience section highlights data related to your audience’s demographics, interests and much more.
  10. The Acquisition section shows the sources of your site’s visitors.
  11. The Behavior section allows you to understand how visitors connect with your site.
  12. The Conversions section empowers you to establish sales goals and check your conversion rates as you work toward achieving these aspirations.

In addition, there are many custom Google Analytics dashboards available for your e-commerce site, including:

  • ResponseTap E-Commerce> — For those who want a simple yet effective dashboard, the ResponseTap E-Commerce dashboard offers a great choice. This dashboard is ideal for store owners who prioritize transaction metrics and offers plenty of widgets to help you better understand day-to-day transactions, too.
  • All-in-One E-Commerce — The All-in-One E-Commerce dashboard boasts a 12-widget dashboard limit that highlights various e-commerce transaction metrics. It also provides you with the ability to filter traffic sources.
  • Engagement & Loyalty — With the Engagement & Loyalty dashboard, you should have no trouble evaluating engagement metrics related to desktop, tablet and mobile devices instantly.

Google Analytics offers outstanding value, particularly when you link it to your Ecwid store. Take advantage of GA for your Ecwid store, and you’ll be able to find ways to improve your e-commerce site consistently.