This page contains a Flash digital edition of a book.
Go Back to www.WebWholesalerMagazine.com


 36 Web Tracking and Analytics COVER STORY


Google Analytics allows users to analyze web-


site traffi c, track purchasing activity, and gauge the eff ectiveness of marketing campaigns. T e site gives helpful data on visitors coming to the site, inclu- ding where they are coming from, how oſt en they visit, and what type of device they are using; the keywords entered to fi nd the store and the pages that link to the site; data on the most popular pages and where visitors enter and exit; and ecom- merce statistics about merchan- dise, transactions and revenue activity information. The data is customiza- ble, allowing users to choose diff erent factors that they would like to keep a closer eye on. Getting


started


is very simple. Add a code provided by Google Analytics aſt er signing up to each page of your site that you want to track, and wait a few days for Analy- tics to collect traffic data. Upon signing into Google Analytics, you will see the main dash- board which shows all the reports available for viewing, adjustable by date to see specifi c time periods. Google provides videos and tutorials to help users learn all of its fea- tures, and there are also books and online courses available that allow users to go deeper into everyt- hing available through analytics.


38 March 2012 To track your ecommerce transactions, the fi rst


step is to enable ecommerce for your reports, and Google Analytics’ site goes into detail about how this is done. T e data available includes products purchased, amount, and billing location. Google notes on its blog, “Tracking ecommerce transactions in Google Analytics allows you to see the value of traffi c by geography, keyword, referral, campaign, and many other dimensions. You can see ecom- merce performance metrics on the ecom- merce tab of many reports. In addition, the ecommerce reports provide information on product and sales performance, number of transactions, and time to purchase.” T ese fi gures give a wealth of valuable informa- tion. What percentage of people buy on their fi rst visit to the site? What the average


is number of visits before shoppers make their


The ecommerce reports provide information on product and sales performance, number of transactions, and time to purchase.


fi rst purchase? Is the number of pro- ducts purchased on an average visit increasing or decreasing? Do pur- chases change wildly by season, or are they rela- tively stable? Are many customers abandoning their carts when they see the cost of ship- ping? All these ques- tions can be answered by looking through analytics data. For AdWords users,


linking AdWords and Analytics shows which


advertisements work and which ones do not. As Google notes on its Small Business Center, “When Google Analytics data is linked with AdWords, the pat erns and trails made by your visitors who con- vert (and those who don’t) come into much sharper


Continued On 40 


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84