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One of the basic aspects of e-commerce management is to analyse the visits and the behaviour of users. With Google Analytics, we can know everything that happens in our store.
By default, Google Analytics offers a large amount of data related to the performance of your online store. However, in order to know and to gather this data that will enable you to know more about the profitability and the behaviour of your potential clients in relation to the products of your e-commerce, there are several special functions that will need to be applied.
In this post we will teach how useful the improved view of the e-commerce can be and the steps to follow in order to start gathering this data and to obtain all the possible information about your online store.
How to set up e-commerce in Analytics
In order to activate the configuration option of electronic commerce, we only need to access our Google Analytics account. On the administrator section, we need to go to the column that shows the option of electronic commerce configuration. The option to enable the e-commerce will appear directly and we only have to make sure that it is active. In this same section, the improved e-commerce configuration can also be enabled. This function allows you to obtain more information about the profitability of your online store. Due to its complexity, we recommend using this configuration only to advanced users who have already experience in monitoring the profitability of their own online store.
Once this has all been configured into the Analytics own system (as we have previously explained), the last step is to apply the JavaScript code provided by Google on the domain pages where your online store is located. This task may be very easy for computer programmers or persons who have basic knowledge of programming. There is a full appendix in the Google’s Help centre with information about how to install this code into Analytics and how to identify each product.
What can be performed with the e-commerce configuration?
When you activate the improved electronic commerce you can obtain all the available information regarding a variety of factors that can influence the profitability of your business. You can easily access data such as the average amount of each sale, the number of times that each product is sold in detail, data regarding the categories of the products and other important general indicators, such as the total sales of each product, each category or the overall totals of the store.
On the other hand, you can also obtain more information regarding the purchasing behaviour of your potential clients. Even with the best-selling products, certain complications or factors may come up which can discourage the final sale. We need to keep an eye on the user’s experience since it can directly affect the final decision. Having all the data that allows us to establish the purchasing trends of each product can help us to repeat and to replicate the best practices. On the contrary, we can closely examine the factors that undermine other products and this helps us to understand what we must not to do when launching more products.
How to use the data?
Google Analytics was created with the intention of offering all possible data so that the persons in charge of each online store can make their best decisions based on statistics. It is worthless to start collecting data if, later on, we are not capable of obtaining the best results from this information. In this regard, each store and each owner must know what the best procedures to follow are. However, it is obvious that we need to pay attention to the way in which all the different products and categories affect the global profitability of the business and to figure out what makes some products work well while others do not. Once we have configured the e-commerce in Analytics, the data obtained should help us to understand and to detect the factors that require improvement and the competitive advantages when facing the competition.
Each store is a world, and each one will have to find out the best way to generate more business based on the target clientele, the products offered, the quality of similar products, the location, the purchasing methods… and so many other factors that affect the final profitability of a business. However, it is clear that we must offer a good product at a good price and the shopping experience must be easy and enjoyable.
In conclusion, in order to detect and to have at hand all the information about the products, it is essential to configure the e-commerce in Analytics. If you want to obtain the best results from your drop shipping store you must know every single detail about it. In order to obtain this, there is not a better way than converting yourself into a web analytics expert and learning to understand what is happening in your online store and the users that visit it. All this information can be available to you thanks to the configuration of e-commerce provided by Google Analytics.
