Nick Mezlak discussed the ways to use Google Analytics for ecommerce to find truly valuable information. Keep in mind - clean data is key to marketing success.

1. Web Analytics Wednesday
July 31, 2013

2. Important Metrics
Ecommerce
• Product Performance
• Product, SKU, and Category
• Sales Performance
• Total, Conversion Rate, and AOV
• Time to Purchase
• Days and Visits
Traffic Sources
• All Traffic
• Revenue, Conversion Rate, AOV
Audience
• Mobile Devices
• Demographics
• Location, Language

3. Audiences | Demo | Location
What countries are driving the most revenue?
This can be beneficial for possible campaign expansion in PPC if the client is open to it

4. Audiences | Language
Are there any additional areas that we can be targeting English
speaking visitors?

5. Mobile | Overview
How much revenue is being driven to the site via mobile?
Do you have mobile campaigns running?

6. Mobile | Devices
Which devices are driving the most revenue?
Which devices are increasing?

7. Rolled Up Client Reporting
• Easy to digest client
dashboards
• Making data available 24/7
• Allows custom report
building for specific client
needs
• Hits the big points but
doesn’t cover the deeper
dives
• Normally covers 70-80% of
what our clients are looking
for in terms of Analytics
reporting

8. Advanced/Custom Reports
• Utilize GA or other reporting
options to speed up or pull
up reports quickly
• Find the areas that speak to
your clients’ pain points
• Look for areas that will have
trends before the client will
notice them
• Speed up data
aggregation to spend more
time in analysis
• Leads to efficiency,
increased intelligence and
benefits to the client