In this article we explain what they are Google Analytics Reports most importantly, so that you can define strategies, implement improvements and monitor the main indicators of your online store.
💡 In case you haven’t created your Google Analytics account yet or you still need to integrate it into your Tiendanube, read this article on how to create a Google Analytics account and start using this extraordinary tool.
Before we look at the details of the reports, we will discuss some basic concepts that will help you use the platform much better. 🤓
What are the main controls in Analytics?
reports: They are on the left, grouped in thematic blocks. The most relevant are Audience, Acquisition, Behavior and Conversions.
segments: At the top center, different customer segments can be selected for comparison (e.g. mobile vs. desktop visits, new vs. returning visitors, etc.).
variables: it’s under “Segments”. Allows you to select the variable to be shown in the chart and right next to it you can select a second variable to compare (e.g. sessions vs. average session duration).
date: At the top right you can select the period to be analyzed.
What are the top Google Analytics reports?
Analytics is very powerful and there is a risk of getting lost in so much information. I suggest you start with some basic reports but very useful.
1. Audience > Overview
It is used to understand characteristics of people who visit the site. Use this report to answer the following questions:
- How are the visits developing?
- How is the bounce rate doing? (People entering and exiting the site after seeing a single page)?
- How many pages does each visitor look at? (on average)?
- Progressive: Add a segment with mobile visits and one with desktop visits and compare the results.
2. Acquisition > All Accesses > Channels
This Google Analytics report is used to see where people come from and how they behave Depending on which channel they are coming from.
Use this report to answer the following questions:
- What are the channels with the highest traffic?
- Are there significant differences in behavior between each channel?? For example, is there one channel where pages/session or session length are longer than others?
- Which channels generate the most sales? or goal achievement? Is there a channel that generates a lot of sales with little traffic or vice versa?
- Progressive: add a secondary dimensionlike “source” or “medium” to understand in detail the origin of the people who visit your website.
3. Conversions > Goals > Overview
It is used to understand how the goals you have configured in Analytics are achieved.
Use this report to answer the following questions:
- What is the conversion rate of my goals and how is it developing?
- Is there one goal that gets better results than another?
- Advanced: Are there customer segments that convert with significant differences? For example organic search traffic (i.e. from Google) vs paid searches (like Google Ads) or people who searched the site vs people who didn’t search etc.
4. Conversions > Ecommerce > Overview
This is one of the most relevant Google Analytics reports for eCommerce. It is used to analyze your company’s sales. You can answer the following questions:
- What percentage of people who enter the site end up buying (or the percentage of Ecommerce Conversions)?
- What is the average value of each order and what is the average price of my items?
- What are the top moving items and what percentage of my sales are they?
- Enhanced: Understand at which stage of the funnel or customer behavior analysis reports are available funnel Buy loses more customers.
How can you integrate Google Analytics into your business routine?
You can get the most value from analytics when you integrate it into your business routine, when you make a habit of analyzing data to make decisions.
Knowing that it can be difficult and overwhelmed by the amount of data Analytics provides, I suggest the following: Focus on using Analytics for three months to complete the dashboard below (scorecard).
“Var vs MA”: variation of last month vs previous month (January 21 vs December 20).
“Var vs AA”: variation of last month vs same month last year (January 21 vs January 20).
In the example above, there was a very aggressive promotion in December 2020. See how to analyze the situation and create an action plan.
- In January 2021 76 transactions were madewhich represents a 47% decrease compared to the previous month, but a 46% increase compared to the same month last year.
- The decline in sales resulted from a decrease in website visits (-10.9% compared to the previous month), but mainly from a drop in conversion ratewhich rose to 0.8% in January from 1.3% in December.
- December’s conversion of 1.3% was one of the highest for the year and was influenced by the aggressiveness of the promotions.
- The bounce rate increased to 51%highest value in 12 months and also the number of pages per session decreased.
With this information and analysis, we can then implement the following plan of action:
- Monitor the conversion rate February to see if it is in line with historical averages or January’s poor result is just due to the holiday impact.
- Build on the success of promotions December and analyze which of these could be replicated consistently throughout the year.
- To keep the conversion rate at a low level, run a social media campaign to increase the number of visits to the website.
- Check the links from Home page to identify any problem and generate new banners for the product categories to reduce the bounce rate and increase the number of pages per session.
Google Analytics provides a wealth of information to analyze and make decisions to improve your business. Focus on basic analytics first, then move on to more complex reports.
Once you have acquired this exercise with these 4 Google Analytics reports, you will be able to develop a greater level of depth and get the most out of the tool.