Google Analytics And E Commerce

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Google Analytics in E-commerce Google Analytics offers various features and state of the art tools that can aid website owners to understand their users better. The data collected from Google Analytics will help to monitor the progress and the performance of your website. Google Analytics does not only understand the behavior of website users but it is also a powerful tool that business owners and e-commerce companies can use to uncover a tremendous amount of data that can be used to enhance marketing and business strategies. Since Google Analytics offers numerous data, one needs to determine which tools they are going to use based on the company’s goals and marketing strategies. This paper will discuss the tools to use for small business owners to increase target sales in a specific region. Filtering and Manipulation Google Analytics is capable of filtering and manipulating data such as segments and table filters (Google Analytics, n.d.). Koks, P. (2015) suggested that the use of segments are for ad hoc segmentation purposes while table filters are for long-term segmentation strategy. Segments are at view level and can be viewed in isolation or can be compared to another segment. While segments are applied to all the reports, table filters are capable of manipulating one report. Standard table filter allows the users to filter data for the first dimension while advance table filters allow the user to filter all available dimensions and metrics in the report (Koks, P., 2015). Figure 1 below shows the button where users can filter the table, add secondary dimension, or the advanced table filter option. To increase the target sales of a specific region, the analyst needs to determine the performance for that specific region. One... ... middle of paper ... ...hat part of the funnel had the highest dropout rate, he would be able to customize checkout process for that region. Audience Demographics Google Analytics can identify the age, gender and the interests of your website users. This report shows us what age group are mostly engaged in your website and the different behavior for every group. It also shows us what categories of products the users are looking to purchase. With this information, marketing managers can determine advertising targets, content ideas, and develop new marketing strategies. With audience demographics report, marketing managers can also identify if a company is reaching its target market (Lewis, A., 2014). With various powerful tools that Google Analytics offers, one can improve sales in e-commerce business by determining the appropriate tools to use in every objective or goal of the business.

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