E-commerce Analytics service offered by Google is a powerful platform developed to provide a shopping website, you may not be able to fully measure the performance of your search marketing campaigns service. With a number of features, Google Analytics allows you to easily track data on main performance indicators such as “Conversions from Ads” and “Average Revenue Per Transaction”.
Many business owners do not know what the return on investment is within search marketing campaigns . You don’t have to be a marketing master to have this knowledge. Thanks to the information in this article, you can easily evaluate the performance of the marketing campaigns you have created for return on investment or profit.
To do this, you must first set up conversion tracking, e-commerce earnings tracking, and integrate AdWords and Google Analytics. If you are working with a professional online marketing company, these arrangements should already be made.
The first thing we need to do is to create reports that provide understandable data.
Creating Easily Accessible Key Performance Indicator Reports
Main Performance Indicator, or KPI for short, is generally used to present the most understandable or most important data to the company owner or company manager. To do this, there are two important tools you can use in Google Analytics. The first is the Dashboard and the second is the Shortcuts section.
The main purpose of these two is to record special reports and then analyze the data obtained through Analytics by breaking it down. Using the Dashboard tool, you can combine multiple reports and review them from a single window. In this way, you can carry out your data analysis work, which will waste you extra time, from a single source and always have access to the most up-to-date data.
Creating Shortcuts in E-Commerce Analytics
let’s try to explain how to create a shortcut by giving an example. If you want to see how many conversions each landing page is generating with your pay-per-click campaign’s landing page and keyword combination, you can do this.
First you should take a look at a landing page report. Go to the “All Traffic” section under the “Acquisition” heading. Then take a look at one of the options like Organic, Cost Per Click, or Direct. In this example, the Cost Per Click option is used.
In this section, you can change the Primary Dimension option to landing page and set the Secondary Dimension option to keyword to browse the landing pages accessed using certain sources, as well as the keywords used to find the landing page.
So, how do we add this as a shortcut?
What you need to do is click on the “Create Shortcut” option at the top of the page. You will now be able to access this report in a shortcut instead of going through many options. You can add more filters before creating the shortcut and these filters will be applied to the shortcut report. Filters can be used to remove internal traffic, traffic from a specific geographic area, or brand search terms.
Creating a Dashboard in E-Commerce Analytics
To create a Dashboard, the same procedure should be followed while creating the Shortcut. You can create the dashboard by selecting the options for the report you want to see and clicking “Add to Dashboard” at the top of all reports.
You now have a choice of ten Widgets for each dashboard. Widgets are used as special report windows. You have the opportunity to change the layout of the dashboard. You can use ready-made themes or user-designed dashboards.
The 3 Easiest Key Performance Indicator Reports to Evaluate
The report options listed below provide examples of the 3 main performance indicator reports that are easiest to evaluate.
Return on Investment Reports
Believe it or not, tracking return on investment with the help of E-Commerce Analytics is not very difficult. If you’re spending money on AdWords or any of the pay-per-click advertising methods, you need to know what your return on investment is. If you use one of the modern content management systems, E-Commerce Analytics helps you easily adjust the return on investment.
From the Acquisition menu, go to the AdWords section, then the Campaigns section and click on the “Clicks” section in the report section. Then, you will see data that you can evaluate as return on investment. You can apply primary and secondary dimensions and combine them with ROI.
Conversion Reports
Knowing data reports such as earnings per conversion, average value per session value and e-commerce conversion rate is very important to determine how the campaign is performing. Thanks to the Google Analytics dashboard or automatic e-mail alerts, you strengthen your belief in the campaign you run for your company.
To create a conversion report, you should click on the “Conversions” tab from the main navigation on the left, then go to the “Overview” section from the “eCommerce” submenu. From here, you can see which source performs what kind of performance based on conversions.
You can turn resources into combinations and examine resources from a more granular level. This report can be added to the dashboard, shortcut section, or automatic email alerts.
Best Conversion Paths
Knowing that all marketing channels have a role during the conversion phase helps you determine the amount of effort spent on marketing channels.
If supported by conversion reports, it helps you determine the role of organic, social or email marketing initiatives in the conversions of the shopper. Shoppers can make comparisons while shopping and use multiple sessions or sources before making a purchase.
To access the best conversion paths report, you should click on the “Conversions” section and go to the “Best Conversion Paths” section from the “Multi-Channel Funnels” menu. In this section, you can use various filters to browse interactions from specific sources and examine conversion paths in detail.
Monitor Newly Created Reports
Many business owners often don’t spend much time reviewing the data provided by tools like Google Analytics and AdWords, but they are essential to measuring the success of their marketing efforts. Now, using these reports, you can evaluate whether your low-budget or high-budget marketing initiatives are on the right track.
You cannot ignore the success of the marketing campaigns used when managing the financial values of your company. You should evaluate how strong or poor results the campaigns deliver, thanks to the new reports you create on Google Analytics.
