Track the right indicators
E-commerce tracking
Define your goals and track the right performance indicators for your e-commerce.
Evaluate your performance by tracking the right indicators.
The tracking of an e-commerce site aims to trace your online revenues to understand where they come from, in order to correctly guide your marketing decisions.
Good tracking will allow you to gather reliable key figures on your sales and costs and to adapt your digital strategy to maximize performance.
What does e-commerce tracking consist of?
The primary purpose of Google Analytics e-commerce is to analyze key information to adjust your strategy and improve results. Additionally, you will be able to understand which advertisements generate the most revenue, what the profile of buyers is, and use advanced marketing and targeting techniques.
Most online commerce sites have, by default, basic statistics: the number of sales. However, this data is very limited and will not allow you to reach your most profitable customers.
Why implement e-commerce tracking?
It will help you collect the following information:
- Impressions of promotional campaigns
- Clicks on an internal promotional campaign
- Product impressions, clicks on a product
- Viewing the product page
- Adding a product to the cart, removing a product from the cart
- Visitor journey in the purchasing process (Conversion funnel — is there a step where we lose the user?), etc.
This information, essential for managing your e-commerce, will allow you to implement very specific actions; for example, if a user stops at one of the steps in the purchasing process, it is possible to send them targeted advertising with possibly a discount to encourage them to complete their order.
Our methodology for e-commerce analytics
Our Web Analytics experts follow different steps as part of an e-commerce tracking strategy:
We define your needs together to ensure that we collect the information useful to your business.
Based on your needs, we go through and test the entire e-commerce site to take note of all the data that can be collected.
We write a “tagging plan” for the web developer to insert the necessary scripts into the website’s source code.
We ensure the correct reporting of information in Google Analytics and request any necessary adjustments.