Data is the key to growth. It tells customers how to respond to your marketing activities so that you can understand which are effective and which need to be improved to increase sales. Many shop owners do not use their data available, but even if they spend appropriate time to understand your indicators, it will lead to faster income growth.
You can find the site statistics in many places, and each position has its own role. For example, the statistical information of the Jetpack site can provide a fast answer for your hottest questions and allow you to compare the basic site indicators over time. Your Wookommerce dashboard provides enhanced sales data. In order to obtain more insights, there are Google analysis. After installing the basic labels on your website, it will provide strong information about which products are the most popular, where your income comes from, how many people often buy, and so on.
In this article, if you have just started, we will understand how to collect and explain the basic reports. Then, for senior users, we will explore two further new aspects: UTM tracking and Google Analytics Pro.
Before the beginning, please remember that the audience’s tracking should always be in line with Morality is carried out and conforms to any government or industry regulations that may apply to your business. For example, general data protection regulations are suitable for any company with traffic from EU countries/regions, even if you are located elsewhere. Check our GDPR resources to learn more information, but remember that your business may be constrained by other rules. If you just started
Even if you don’t understand the meaning of all numbers, please start tracking immediately. The earlier you start collecting data, the more information you must analyze when appropriate.
Woocommerce provides a free Google Analytics extension to make the core Google Analytics function simple. Through some surveys, you can determine the main trend and adjust your store to better meet the needs of customers.
Note: Click any image in this post to check carefully.
The above report is that you can via GoogleAnalytics (analysis) a good example of powerful information discovered. It can be found by navigation to
acquisition → overview . You can view traffic from a variety of sources from a variety of extensive (social media, nature, recommendation traffic, etc.), and the number of pages of each source and the number of pages of viewing. More importantly, on the far right, you can see the income belonging to each source.
You can access more information by clicking the category in the left column (marked with red). If you choose Social , you will find a specific platform list for your website (Facebook, Twitter, Pinterest, etc.) and the same information of each platform: traffic, page views, jump rates, etc.
You can find income attributable to each platform on the far right. In this case, Youtube generated the most traffic, but
did not generate any sales. According to traffic data, you may think you need to spend more on YouTube ads, even if it does not generate any actual sales -income data is the key. In this case, Facebook is actually the main source of income from social media traffic
.
This is just a small part of you can learn. Go here to understand more information about Google Analytics’s basic knowledge. If you are ready for more advanced analysis, continue to read! For growth stores With the development of the store, please pay close attention to analysis. Increasing the conversion rate by 1% may be equivalent to increasing new sales of thousands of dollars.
In this section, we will introduce two more advanced analysis tools that allow you to make better data -driven decisions for your store.
If you use any of them alone, you will enhance your tracking ability
. When used in combination, you will be equipped with the most advanced data interpretation function. How to understand:
Use your Google Analytics (analysis) instrument board to track specific flow sources and obtain more accurate data.
Visit high -end e -commerce report.
Use UTM parameters to track specific sources
Note:
The first letter shrinking word UTM represents \”Urchin Tracking Module\”, which was from GOO in 2005 by GOOGLE acquired Urchin Software Corporation. They created a application for tracking and measuring network traffic, and later called Google Analytics.
UTM parameter is an additional information you can add at the end of the advertisement link. They will not affect the URL’s goals, but they will provide Google with important information about clicking the source. If you have seen an incredible URL that is incredible, then you may be looking at a link with UTM parameters. What can you track? You can use UTM to track the following categories:
Source:
Flow source (Facebook, Google, specific website, etc.)
] Media: The general marketing medium in this link (paid search, banner, email activities, etc.)
Advertising series words: The keywords or audience you want to position
Advertising series content: Your advertisement name can be distinguished.
Activity Name: The name of your broader marketing activities. You can call it the \”Anniversary Day\”.
To create UTM, the marketer starts from the main URL, and then adds a question mark to separate it from the tracking information. Then they added:
\”UTM _\” Parameter type [ 123] The \”\u003d Title\” of the parameter
and the number (\u0026 amp;) are between each parameter.
The link above is a CPC (per clicking fee) Facebook advertisement, as part of the anniversary of the assumption. us\”Red\” is used in the Content parameter to track the results of ads with a red background. For blue advertisements, we only need to change the end to \”\u0026 amp; UTM_Content \u003d Blue\”.
Why should online stores use UTM?
Use parameters allow you to collect more segmented data on the results of the activity. You can distinguish websites from different sources, advertising, etc., and use this information to make better and more accurate decisions. If there is no UTM, Google Analytics may show 20% traffic from Facebook, and the jump rate is 60%. But using UTM, you can separate paid flows from natural flows, or distinguish traffic from different activities. Suppose you are carried out promotional activities to celebrate your store anniversary. The UTM parameter can tell you that compared with the same advertisement as the blue background, the flow of banner ads with a red background has different attributes (low jump rate, high an average order value). You can also distinguish between target audience and activities. When advertising, the platform you use usually provides you with basic results. For your anniversary event, Facebook may tell you which advertisement has received more clicks, lower per clicking costs or more sales. (Of course, you must correctly install the Facebook tracking pixel -this extension is to work for you). But you can’t see what happened
Your website is between advertising clicks and transformation. How many pages did the visitors visit? How many people add the goods to the shopping cart or try the coupon code? Which pages are welcomed by the most clicks of every advertisement?
Perhaps you target two audiences in the anniversary event: your existing customer base, and as well as Newcomers who are interested in your products and live in a certain area. Using UTM, you may notice that the most popular page of the newcomer is your \”removal\” page, and traffic from the existing customer base prefers the \”new version\” page. With these knowledge, you can improve future activities by adjusting advertising to promote clearance products to the new audience and promote new products to existing customers.
Influential and subsidiaries
Many stores cooperate with influential people or affiliated companies to promote. You can use UTM to identify this traffic and determine which partners provide you to the maximum value. Seeing it in action Earlier, you found that YouTube occupied most of the social media traffic, but Facebook occupies most of the sales. If there is no UTM, you will not be able to distinguish between natural traffic and paying Facebook traffic. Therefore, if you pay for Facebook posts in the past and see most of the income of social media in charge of social media, you may think you should run more promotional activities.
Use UTM, you can also see that most of the income you received from Facebook comes from \”Facebook. COM / Recommendation, not \”Facebook.com / CPC\” you use for advertising links. This is the natural traffic -you may think twice and put more funds into advertising.
In addition to social media recommendation, you can also do this. Turn to Acquisition → All Traffic → Source/Medium to view the results of all sources/media tags. In the right -handed column, sort your income from high to low to view the most influential source of sales.
Go further
Let us understand why UTM is so powerful. So far, you only use UTM tags for the source/media, and you already have better data. However, suppose you not only promote the occasional posts on Facebook, but also have multiple advertising series. The difference between paid traffic and recommendation traffic from Facebook does not help you determine which which
paid Facebook activities performed well, and which you should give up. This is where
Campaign label play a role.
Turn to acquisition → event → All activities.
You can view the results of each advertising series named and evaluate its effect. If you have multiple advertising series on multiple platforms, add a second -level dimension to the source/medium (labeled with red). This allows you to quickly distinguish the best advertising series on each platform.
Make your own UTM Although you can manually manuallyCreate UTM, but it is easy to make mistakes. We recommend using Google’s URL builder to simplify this process.
You can use any text you want as a parameter, but please remember:
These are all visible. Don’t include anything you don’t want to see.
Create a mode and pay attention to using parameters in a way that is different from its original intent. UTM distinguishes orly, and if there is no standard program, the data may soon become inconsistent and complicated.
Keep all the links you created. Use it to track the link and be used as a place to save other contexts and information.
Now that you have subdivided the data and put it in one place for review, then it is time to get a deeper insight.
Google Analytics Pro, Advanced Report of E -commerce
Google Analytics Pro can help help The owner uses the advanced Google Analytics function to better track the journey of each visitor and identify the small trend that may bring a major opportunity.
Visualization channels show where visitors give up the checkout process, how many people have tried coupons, or how many customers log in and exit their accounts -all information can be used to increase sales.
You can even track the time of the purchase but the user does not enter the thank you page.
Many advertising platforms rely on this thank you page to provide conversion data and may miss such conversions. Google Analytics Pro provides you with more accurate data.
Even without UTM, Google Analytics Pro can easily unlock as deeper insights as a part of Google Analytics; you will not be able to subdivide traffic according to specific attributes. Therefore, you can get new information about Facebook traffic, but it will not distinguish paid traffic and natural traffic, let alone specific activities. We created a chart to compare the free Google Analytics expansion program with Google Analytics Pro. In short, the professional version provides all the functions in the free version, but the function is more powerful: Track the average order value, conversion rate and sales of the product or category. Then, filter these conclusions through other indicators to obtain enhanced conclusions, such as [[[[[
Which traffic source provides the highest average order.
Get more accurate user count. Exclude the store manager outside the tracking so that they will not distort your data.
Use advanced events to track more accurately to identify trends and fields that need to be improved. See when add or delete the coupon, add the product to the shopping cart, change the number, customer login, customer choice payment method and so on.
Enjoy enhanced link attribution. Follow multiple links to the same URL on a single page.
The identification indicators in hidden sales when the shopkeeper did not reach the thank you page.
Analysis of checkout behavior One of the most useful aspects of Google Analytics using Pro expansion and unlocked is the analysis of checkout behavior.
This allows you to view the degree of success during the checkout process through funnel visualization. Which step leads to the largest proportion of people give up the process? Is it the delivery information page? Shoppers must not like what they see. Is it earlier to create an account part? Maybe they don’t want to create an account.
You can even further subdivide these groups -for example, everyone who enters the first and second steps instead of the third step -to get more people in this group What are the common points and how to improve their experience to get more sales clues. Using UTM, you can view how specific subdivisions pass the channel. Perhaps visitors from the existing customer Facebook audience in the blue advertisement usually give up the checkout at the same time.
By transfer to
conversion → e -commerce → shopping behavior
, obtain the above shopping behavior analysis report. We sorted it according to the advertising series (displayed by red above).
The right on the right shows a session with transactions. Although the number of transactions in the first line is the largest, the conversion rate of the fourth line is the highest. Let us assume that this is an experimental advertising series just ended. According to this report, you may want to invest more funds in this advertising series and continue to check whether it is the best advertising series.
Compare the \”sessions of to the shopping cart\” and \”checkout sessions\” to identify the trend. In the advertising series, the second line has the largest decline between the addition of the shopping cart and the checkout. Therefore, please check your customer experience in this field to understand the factors that affect this audience. Maybe you have a pop -up window that displays related products. The pop -up window appears immediately after someone adds something to their shopping cart. This specific audience may feel about thisIt was very frustrated that they left completely, so maybe you can disable this function when running this advertising series in the future.
If you observe further, you will find that the ratio of the session of the second line to the product view is the lowest to date. With this additional consideration, and knowing that although these audiences are the second largest source of traffic, they have completed zero transactions. It is best to assume that this activity is invalid and even try to repair it. There are more promising activities first.
Tracking like professionals: Together with UTM and GA Pro
The fastest growth and best -performing e -commerce store invested huge sums of money in understanding data. From product procurement to marketing and customer service, it can improve your results in various fields. But you don’t need to be a data expert to start! Google Analytics expansion program can help you collect basic information about stores. And the sooner you install the better, even if you don’t use it immediately.
With your growth and want to strengthen your efforts, you can use UTM to distinguish between audiences, activities, traffic sources, and single advertisements. When you use it with Google Analytics PRO extension and can unlock more advanced reports, you will track it like an expert and benefit from the results.
. You can view traffic from a variety of sources from a variety of extensive (social media, nature, recommendation traffic, etc.), and the number of pages of each source and the number of pages of viewing. More importantly, on the far right, you can see the income belonging to each source. 
Facebook is actually the main source of income from social media traffic 
which 
Keep all the links you created. Use it to track the link and be used as a place to save other contexts and information. 
