Google Analytics: Dissecting Bounce Rates for Ecommerce
There are many metrics in Google Analytics. The bounce rate is among the most prominent, but it’s also among the most misunderstood. In this post, I will address the bounce ... The post Google...
View ArticleUse Google Analytics to Fine-tune Your Value Proposition
A value proposition should address a sustainable competitive advantage that a company will have over competitors. Once the company defines it, the value proposition should be measured. Data from Google...
View ArticleUsing Google Analytics to Track On-site Promotions
Measuring the impact of banners and promotional links on the home page and other key pages can be challenging. In this post, I will provide instructions for identifying on-site banners and other key...
View ArticleHow to Audit Google Analytics Data, for Ecommerce
Data from Google Analytics helps ecommerce merchants make key decisions. But that assumes the data is accurate. In this post, I'll provide instructions for conducting a Google Analytics audit to...
View ArticleGoogle Analytics: Use Up-to-date Tags for Optimal Reporting
Google Analytics periodically rolls out new tracking code. The updates present a challenge to ensure the latest tags are installed. They also present an opportunity: getting robust data and reports...
View ArticleGoogle Analytics: How to Track PayPal Transactions
“PayPal Payments Standard” is popular, but it can be challenging for Google Analytics to report the sale. Using PayPal Payments Standard, customers leave the merchant's website for their account at...
View ArticleGoogle Analytics: Tracking Sales When Multiple Sites Use a Single Checkout
Larger ecommerce companies sometimes create multiple branded websites that feed into a single checkout. For those companies, tracking which site generated the business — revenue — can be tricky. In...
View ArticleUsing Google Data Studio to Report Gross Profit by SKU
In "Using Google Analytics to Track Profitability by Product," I explained how to import product cost into Google Analytics to calculate gross profit for each item sold. It was a tricky exercise. I...
View ArticleUsing Alerts in Google Analytics for Slow Site Speeds
I’ve addressed site speed reports in Google Analytics. Site speed is critical for conversions and, increasingly, for search engine rankings. In this post, I’ll explain how to set up Custom Alerts in...
View ArticleAnalyze Click Paths in Google Analytics to Improve Conversions
Monitoring the navigation of visitors can help ecommerce merchants identify bottlenecks to the checkout page. There are two ways to analyze paths in Google Analytics: Behavior Flow and Navigation...
View Article7 Gaps in Google Analytics That Require Additional Tools
Google Analytics is a powerful, free web analytics platform. However, it has gaps that are better served by other tools. I'll address those gaps and tools in this post. The post 7 Gaps in Google...
View ArticleGoogle Analytics: Common Mistakes from Ecommerce Merchants
Google Analytics provides impactful data that can help ecommerce merchants. But installed incorrectly, Google Analytics can produce inaccurate reporting. In this post, I'll address common mistakes from...
View ArticleUsing Google Analytics’ Learning Resources
Google Analytics is sophisticated and comprehensive. Getting started — logging in, using the menu, viewing the reports — is straightforward. But interpreting the data can be difficult. Fortunately,...
View ArticleHow to Audit Integration of Google Analytics, Ads
Google Ads is an important platform for online merchants. Google Analytics is another. Combining the two provides rich, actionable data to grow traffic and sales — assuming that tracking is set up...
View ArticleGoogle Analytics: Introduction to Cross-device Reporting
There has been a seismic shift in website traffic in the past several years, from desktop to mobile. Google Analytics has rolled out the beta version of cross-device reporting to inform merchants of...
View ArticleRemoving Personal Data from Google Analytics
Google Analytics prohibits the collection of personally identifiable information. Users of Google Analytics should detect and then delete the PII if necessary. I'll explain how to do that in this post....
View ArticleUsing Data Studio to Convert Multi-currency Reports
Google's Analytics’ conversion of currencies is straightforward. However, setting the conversion date to equal the date of the transaction may not be an option, forcing merchants to convert currencies...
View ArticleWorkarounds for Errors in Google Analytics
One-hundred percent of all Google Analytics implementations have broken at some point. The impact can range from minimal to extreme. An ecommerce example is when sales as reported by Google Analytics...
View ArticleUsing Google Analytics to Respond to Covid-19
Google Analytics can identify pandemic-related problems and opportunities for your ecommerce business. I'll explain in this post. The post Using Google Analytics to Respond to Covid-19 appeared first...
View ArticleUsing Filters in Google Analytics
Accurate data is essential for decision-making. Google Analytics can provide that data, but it may need a bit of sanitizing. Filters in Google Analytics can remove data impurities. In this post, I'll...
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