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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
If you do conduct transactions on the web, one of the most important goals you will want to measure is the goal of collecting money, and there is a whole set of reports dedicated to just that topic. To get the info from these reports, you do need to integrate Google Analytics with your shopping cart so that your shopping cart or checkout software will send all the data with the results of those transactions back to Google's servers. While I will briefly touch on that topic, the programming skills required to integrate with your site's shopping cart, along with the fact that everyone's cart is different-- it needs to be customized to each individual site--means it's way outside the scope of this essentials course.
You'll need to consult with your programmer on how to best integrate the necessary Google Analytics code with your cart. Along those lines, full analysis of a retail-type E-commerce site can quickly get complex and very specific to that site. So for the purposes of this course we will try to stick to the essentials and provide an overview. As you become more comfortable with this type of analysis, I encourage you to continue your pursuit of knowledge in this fascinating area of web analytics. With that in mind, let's take a look. We can get to the Ecommerce reports down here in CONVERSIONS, and there is entire Ecommerce section.
And just like we saw in Goals, despite the fact that we do have this entire section here dedicated to these reports, believe it or not, that's not where you will spend most of your time doing E-commerce-related analysis. As we've seen many times in this course, E-commerce metrics can be viewed in many other reports, such as this one we are going to find here in the TRAFFIC SOURCES section. Here we have the All Traffic report. We can see that since we've enabled E- commerce for this site, we get this group of E-commerce metrics up here. And most of the time we aren't interested in looking at E-commerce in isolation, for the same reason we want to avoid looking at any metric in isolation.
What we are really interested in is evaluating the different segments of users, keywords, landing pages, or in this case sources and mediums, using the Revenue, Per Visit Value, and other E-commerce metrics as criteria in order to evaluate these different sources. But that's not to say that there aren't some uses for these specific Ecommerce reports. Let's take a look at what's available. We will come down here in the E-commerce section. We will click on Overview to see the Overview report, and this is much like any of the overview reports we've seen. It's got a data over time graph up here. It's also got some E-commerce-related key performance indicators, brief review of the quantities sold online.
Here it has got some of the products broken down in percentages and quantities. We can also move this down here to Product SKU, Product Category, and sources and mediums as well. But the next thing we want to take a look at, probably more interesting, over here is the Product Performance report. Here we can see all the different products that are sold, the total quantities sold, the number of purchases that included one or more of that product, the revenue generated, the average purchase price, the average quantity per purchase, et cetera. We can also change the dimension here to show Product SKU rather than by product name, or if we set up categories, we can evaluate the categories of those products.
Next up is the Sales Performance report. Here we can do revenue generated by date, sorted from the most profitable date to the least profitable date. Down here in the Transactions report we are able to look into actual individual transactions based on these transaction number that our shopping cart has been configured to send to Google. This report can highlight the individual transactions on a particular day and if we want to drill down into any particular transaction number, we can see which items were purchased, how many, at what cost--all the information about that particular transaction. And the last of these E-commerce reports, all the way down here, is the Time to Purchase.
One of the requests we get very often is to help people understand their sales cycle and the selection process that a customer goes through on their web site. We have two views here. On the top we can see Days to Transaction, which is going to track how many days it took when you first visit to my site to the time when you actually pull the trigger. And the second report here. Visits to Transactions, is similar, but instead of days it's visits. In other words, how many touches did it take to convince you? Did you need to noodle over it and do some research or did you just pull the trigger on impulse that first time you visited? Looking at our site here, it looks like that Android T-shirt purchase might have been an impulse buy.
The beauty of online marketing is that we can track it with so much more precision and accuracy compared to any other kind of marketing, and you can't get much more precise than E-commerce reports. So we can tell with a high degree of accuracy exactly how much that keyword is worth to you, and if you have a site with an E-commerce aspect of any kind, you owe it to yourself and your organization undertake the effort to get E-commerce reporting correctly integrated into your site.
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