Implementing Google Analytics Ecommerce Tracking

Implementing Google Analytics Ecommerce Tracking

Google Analytics Ecommerce Tracking - Marketing channels with ecommerce data attribution

Here is a screenshot of the various marketing channels with ecommerce data associated to each channel which is possible due to the implementation of ecommerce tracking.

At Cohlab, we help a number of ecommerce stores with their digital marketing to grow sales. In the global marketplace through the Internet, ecommerce stores must stay on the cutting-edge of digital marketing processes in order to remain competitive. They must also understand the data provided by analytics to ensure they are making the right decisions, and implementing the right strategies. Google Analytics is an extremely valuable tool for ecommerce site owners, and we highly recommend that every business use Google Analytics. For ecommerce, one of the most helpful items to have included in your Google Analytics for your store is ecommerce data at the transaction and item level. We want to discuss how you can use Google Analytics to help you, and also why it is important to take advantage of the tools Google offers.

Using Google Analytics Ecommerce Tracking

To take advantage of the ecommerce tracking ability, you first need to be using Google Analytics. To begin you will need to add the analytics.js JavaScript tracking snippet to your website’s code. The code, as well as the instructions to implement it, can be found from Google. Once this snippet is included in your code, Google Analytics will track data from your page including the time users spend on your site, which internal links were clicked, the geographic location of the visitor, and other valuable information. For now, we will not focus too much on this data. Though it is important, we want to pay closer attention to the ecommerce tracking. Next, you will need to add the Google ecommerce tracking code. Again, the code and instructions for setting up your ecommerce tracking are available from Google.  The implementation is fairly straightforward.

The Value of Google Analytics Ecommerce Tracking

Google Analytics Ecommerce Tracking - Breakdown of ecommerce data by device type.

In this example, you can see that the majority of the complete transactions are by desktop even though the mobile transactions make up a 3rd of the sessions that are coming into the site. That tells us the mobile version of this site probably needs some work to increase the mobile purchases.

Google can track for you the data relating you your sales transactions. Data can be found at both the transaction and item level. At the very least, we urge all our ecommerce clients to have the transaction data. However, if, at all possible, the ability to track at the item level is phenomenal if you choose to use it. The data provided from Google Analytics assists you in determining what items your customers want and need. Furthermore, it demonstrates how well you are providing your customers with value. How your customers desire to be communicated with can be made clear, and how you can improve the customer experience are just a few of the benefits ecommerce analytics provides.

Google Analytics Ecommerce Tracking Examples

Besides being able to compare sets of data against your ecommerce data, you are also provided information regarding the transactions in predefined reports.

Google Analytics Ecommerce Tracking - Days to transaction ecommerce tracking report.

In this report you can see that most of the transactions happen immediately on this website meaning they don’t spend alot of time doing research ahead of time.

  1. Product Performance
  2. Sales Performance
  3. Transactions
  4. Time to Purchase

Based on these reports, you can make small changes to your website then measure the impact.  For example, if you noticed your time to purchase is normally >5 days, you can add in immediate coupons to improve that ratio and measure performance.

Wrap Up

If you are the owner of an ecommerce site and are not taking advantage of the powerful tools Google Analytics offers, you are missing out. We understand that implementing and using these tools for maximum success can be challenging, and we invite you to contact us for help with your ecommerce analytics questions.

At Cohlab, we fully understand the importance of digital marketing, especially for ecommerce websites. It is critical that customers and prospects be targeted and provided the best message, in the best manner, at the best time, and that you fully understand their needs through solid data. Creating a strategy can be challenging. That is why we partner with you and take the time needed to ensure you get the most out of your efforts. We “cohlaborate” with you to generate the right message, and our strategy has proven to be greatly successful for digital marketing clients.

Use our complimentary Digital Marketing Scorecard to gain valuable insight on how you compare to others. Our team would love to speak with you and answer any questions you may have. Our mission is to provide you with Cohlaborative digital marketing solutions to meet your organization’s needs.