How much monthly revenue are you missing out on? While it’s probably not healthy to think about this constantly. It’s good to stay on top of your ecommerce reports to understand what’s happening on your store.
Ecommerce Reports on Google Analytics
Google Analytics is incredibly powerful, and it supports a lot of the reports that we automatically generate in our Insights Suite. Unfortunately, using ecommerce Google Analytics is a marketable skill all on its own. You could spend hours mining through ecommerce data every day, but that’s probably not a good idea either. What Google Analytics reports should online retailers such as yourself be running on a regular basis?
Ecommerce Acquisition Reports
Many top online retailers spend thousands of dollars every single month advertising on Google and Bing. They also do this on social networks such as Facebook and Twitter. But what kind of return on investment are you getting? Are people actually coming to your store from these ads? And if they are, how much revenue are they driving?
The Acquisition report makes it easy for you to see what kind of ROI you’re actually getting. This will help you understand whether you should pump more advertising dollars into your PPC campaigns, or whether they need some work. Of course, there are great insights and ecommerce metrics within each of these platforms. But consolidating as much work as possible is often important when you have limited time to analyze these details.
Shopper Behavior Reports
Once a visitor lands on your ecommerce store, what are they doing? The answers may actually surprise you. Looking at our own Behavior Reports and those of our clients is often fairly surprising. The ecommerce reports in this area of your dashboard will show you a few stats that are important to view on a regular basis.
For one, What is your bounce rate? Make a habit of finding tracking this as seeing abrupt increases or decreases to this number could be good indicators of whether your acquisition efforts are working or not. For example, if you pump a lot of money into PPC next month, how much does your bounce rate increase? You’re may be getting a high CTR on your ads. However, all of those visitors are bouncing. This means you may need to examine your ad copy, landing page copy, or both.