Any ecommerce business would want to track conversion rates as a key KPI. In this video, see an example of how to view this by device and traffic type.
- [Instructor] If you're working with e-commerce, the e-commerce conversion rate is pretty important. Now to take an overall view of your e-commerce conversion rate, as we do here, that relates to all traffic, is not very useful. We need more in-depth information as to how our channels performed. So for this, we would look at the analytics tab under acquisition, and we can simply click on overview. And overview will produce a lot of information provided that you've been set up for e-commerce.
So it will show a conversions column, and here you can see how each of your channels performed in terms of conversion rates. So it's very easy to then separate the winners from the losers here, as you can see that display advertising has been pretty poor in terms of e-commerce conversion, and the winner here has been referral, which is most probably our affiliates and direct traffic, and we did pretty fine on organic search. It may be that paid traffic was just about close to break even, we would have to do our analysis on that further.
Now this is of course just the starting point. The next thing that you would do is to also segment this by the buy stock. So I would click on ad segment, now just a quick note, your screen may look significantly different from mine. If you're not going to see the options that I'm going to show you now, then you need to head to import from gallery and you can just find those options. So I've already got segments set up, and one segment is called desktop, so this will be all of my desktop traffic, and another segment that we created was mobile and tablet, we've put them together.
And now you can just scroll down and click on apply, and this would be very useful data, so we can have an overall view of how each of the device types performed. And if we scroll down now, we'll see that each of the channels that we've got is segmented by device. This is really useful because earlier we looked at the global figure for paid search, but now we can really see that actually, paid search is doing quite well on desktops, it's performing at 1.2%, and the problem really is with mobile and tablet traffic.
So we might want to throw in a bit adjustment in google ad words for example. So you want to really zoom in on KPIs such as this in a way that you can segment it firstly by traffic type, and then further break it down by device type so that you can make appropriate adjustments to your campaign strategy.
Learn how to step up your marketing analytics game with this course on setting and measuring KPIs from marketing expert Adriaan Brits. He shows how to import existing dashboards and create brand-new ones to measure your KPIs and keep track of relevant data. Learn how to enhance dashboards with goals and event tracking, review historic or recent trends, and find more data you need. Then get tips and tricks for reading Google Analytics reports and measuring specific KPIs related to content marketing, brand awareness, or even customer loyalty.
Skill Level Intermediate
Q: This course was updated on 12/22/2017. What changed?
A: The following topics were updated: setting up KPIs with Google Analytics and measuring KPIs with Google Analytics. In addition, a new video was added that covers ecommerce KPI tracking.