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10 Google Analytics Custom Reporting WEB PROFITS
like revenue, conversion rate, visits, etc. T e next likely question one might ask is, “What
types of custom reports should I create?” T e answer to that lies in your desired outcome for your busi- ness, and your business goals. T erefore, the types of custom reports you will need are going to revolve around what you are trying to learn about the data being gathered, and how that helps you understand more about making the proper decisions for reaching your goals. Although I do not want to infl uence the types
of reports you might want to create, one report I like to include for my clients analyzes each of their traf- fi c channels to determine the true quality of traffi c arriving at their site from each of those channels.
Qualifi ed traffi c is that which has a genuine interest in what you offer and is in the market to buy it.
For example, do not just look at visits, page views, or traffi c sources, but also include items like value per visit, average order value, product revenue, conver- sion rate, bounce rate and exit rates, as indicators of how profi table each channel truly is for your busi- ness. Remember, not all traffi c is created equal. In the simplest terms, there is qualifi ed traffi c and there is unqualifi ed traffi c. Qualifi ed traffi c is that which has a genuine interest in what you off er and is in the market to buy it. Unqualifi ed traffi c is quite the opposite and no mat er how much unqualifi ed traffi c you drive to a website, even one that is set up to convert traffi c to sales, it simply will not buy.
Indicators of how profi table each channel truly is:
Value Per Visit Average purchase per visitor.
Average Order Value When an order is placed, what the average purchase is.
Product Revenue How much money each product brings in.
Conversion Rate How much traffi c buys product or follows thru on a desired action.
Bounce Rate Percentage of visitors that leave your site to goto a diffent site.
Exit Rates Percentage of visitors that leave a page to visit a different page on your site.
With all things considered, custom reporting
off ers a faster, more eff ective means of accessing data than standard reporting. It helps you gather more complete and comprehensive information based on multi-dimensional data elements that you can take action on to bet er your business.
Eric Leuenberger is an ecommerce expert, founder of Ecommerce Amplifi er, and owner of Voom Ventures, LLC, whose products and services help stores increase traffi c, maximize ROI, decrease expenses, and increase revenue. He can be contacted online at,
www.voomventures.com or by phone at 1-866-602-2673.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 12 April 2012
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