Google Analytics is a very useful tool to make measurements on your site eCommerce, which will help you obtain data with which to improve your site and, above all, your online sales. Keeping track of your E-commerce With Google Analytics you can measure the number of transactions and the income generated by your website. You will also be able to know the shipping costs of the transactions, the taxes of the transactions, the number of products sold, the unique purchases and the income of each product.
But, in addition, there are other metrics that can be done with Google Analytics and that allow us to better understand the performance and user flow by conversion funnel. Let's see them:
10 Google Analytics metrics to get the most out of an eCommerce
For pursuit of some of these metrics it is enough to use the simproved e-commerce service that Google has just entered into the Google Analytics tool. Others can be found in the tables and in the customization options for said tool.
# 1 - Purchase / detail percentage
El purchase / detail percentage is the number of unique purchases divided by product detail page views (enhanced eCommerce). This metric allows you to know which products users show a greater tendency to buy after consulting the product details page.
It is found in: E-commerce -> Product performance.
# 2 - Internal promotion clicks and views
The internal promotion clicks and views they are an essential metric for effective monitoring and deciding whether to do internal promotions. This metric allows you to know the promotions with the most visits, the promotions that have generated the most clicks and the percentage of clicks (CTR) of each promotion (CTR of the internal promotion).
This set of metrics can be found in: Electronic commerce-> Marketing-> Internal promotion
# 3 - Number of times the product has been added to the cart
The nnumber of times the product has been added to the cart is a metric that shows the number of times shoppers have added products to their shopping cart. It can be followed both from the enhanced e-commerce options and by setting up event tracking for user clicks on the add to cart buttons. With this metric you will not only know how many times the products are added to the cart, you will also be able to analyze why some products have a higher conversion rate to purchase than others.
This metric can be found in: Ecommerce-> Purchase Analysis-> Product List Performance
# 4 - Number of times the product has been removed from the cart
El number of times the product has been removed from the cart it is a metric that can be monitored from the enhanced eCommerce features or set up event tracking for cart recalls.
To know these data, you have to follow the "Average rate of withdrawals from the cart", which is equal to the Total withdrawals from the cart / Products added to the cart.
# 5 - Number of product payments
El number of product payments It is similar to that of the products added to the cart and shows the number of products that have been included in the payment process. It can be controlled both from the enhanced eCommerce tracking options and an event to track clicks on the "Continue and Pay" button.
In this sense, it is also important to analyze the case of products that go through the payment process but end up becoming abandoned orders.
# 6 - Cost per acquisition (CPA)
El cost per acquisition It is an essential metric that can be calculated and measured from two perspectives: What is the CPA that you can afford and that keeps your business buoyant, and what is your real CPA according to the costs of traffic in the media. This metric is very useful because it allows you to compare the predicted CPA for the channel versus the actual CPA.
# 7 - Number of returned products
El number of returned products is a metric available in Enhanced Ecommerce Tracking that indicates the number of returns that have occurred to find out which products have a higher rate of returns (can be calculated as the total amount of returns among product revenue).
It is located in: Electronic commerce-> Product performance.
# 8 - Customer lifetime value
El customer lifetime value It is a metric that is not directly available in any report, but it is very useful and valuable since it shows the number of customers who make several purchases in your store and indicates their contribution to your business. To know it, you have to create an advanced segment to know how many users have made more than one purchase in your online store.
With the results of the analysis of the repeat customer segment, it is possible to know how much can be paid for a planned acquisition (expected CPA) knowing that the money can be recovered in X months if a customer who visits for the first time becomes a repeat customer.
# 9 - Percentage of customers who buy again
El percentage of customers who buy again is a metric that is related to the previous one. The CLF (Customer Lifetime Value) is calculated as the number of purchases made by re-buying customers divided by all purchases from a store in a given period. This metric provides extra information from a media planning perspective.
# 10 - Income per session
The revenue per session They are an essential metric that must be controlled to clearly identify and fix the CPA (cost per acquisition) and the CPC (cost per click) of an online store when launching traffic acquisition campaigns based on CPC / CPA indices.