Sometimes the idea of establishing analytical Google can seem a bit daunting, especially if you are not familiar with the process. The purpose of this article is to explain in as much detail as possible how you can improve your e-commerce website by configuring Google Analytics.
Step 1: Create an account in Google Analytics
Type google.com/analytics in the URL bar of your browser. Go ahead and register to get a new Google Analytics account if you do not have one yet.
Consider the names of the mentioned subdomains and domains in which you want to install the Google Analytics tracking code. You can grant each domain or subdomain unique property identification or not. The identification can be done with the ID UA.
In my opinion, the same property identification should be used for all domains and subdomains in case the mission and objectives of the company are connected and are common. In such a situation, you may want to analyze all the data of the different domains and subdomains in one platform, that is, the same property of Google Analytics. However, you can create different views for the subdomain and domain in this way.
However, it will be better to create a different Google Analytics property for all subdomains and domains since the business objectives are different for each of them.
Step 3: Insert Google Tag Manager or the Google Analytics Tracking Code
Insert the Google Analytics tracking code (GATC). GATC can be found in Google Analytics in the property level settings.
Insert Google Tag Manager (GTM), for GTM account creation select this option. It will allow you to send the data to Google Analytics. This will look like the following image.
Once you perform one of the following actions, a code will be created automatically.
Step 4: Use GTM or GATC to set up e-commerce tracking
It is essential for each e-commerce site in order to succeed in tracking e-commerce. E-commerce tracking allows you to send the details of a business transaction to Google Analytics. Some examples of the details include sources of traffic, names of regions and countries and keywords.
The first step you should take is to enable your Google Analytics account to collect e-commerce data.
The second step is to choose one of the two to locate the electronic commerce tracking: The Google Tag Manager or the Google Analytics tracking code.
If you choose Google Tag Manager to transfer e-commerce details to Google Analytics, the details of the transaction present on your confirmation page / thank you page should be inserted into the data Layer in GTM.
Once the code is placed, the next step will require the creation of a transaction tag in the GTM container. This must be activated on the confirmation / acknowledgment page.
Subdomain and domain URLs must be fully visible
In case you have many subdomains, it will be more useful to know how many visitors have moved between them. For example, you can have a blog in a certain subdomain. You will be surprised to see that a large part of the visitors on your website could be coming from the pages of your blog. Certain blog posts may be receiving and even sending more visitors than other publications.
Internal traffic must be excluded
Find the IP addresses of the place where you operate from. Write it down there will be people at your workplace who will visit your site to work. Using the IP address, exclude the number of visitors from your office. This will give you a more realistic amount of people visiting your site. You can use this predefined filter to exclude an IP address.
How to exclude multiple IP addresses
If you want to filter more than one IP address, here’s what you can do: create a (custom) filter that allows you to use the regular expressions required for a wide range of IP addresses.
STEP 6: Objective configuration
There are several activities that turn visitors on the website into strangers, potential customers or even customers. Different companies have different criteria (in the form of a sequence of activities of website visitors) that determine the level of conversion of the websites. The determination of such criteria is called objective configuration.
Visitors to an e-commerce site can be considered converted customers if they make a purchase. This would be considered a macro conversion. There could also be other types of activities that could be considered that have made the visitor to some extent. Examples of some of these activities would be to register, subscribe to a publication, share website content on social networks, and add to the wish list or shopping cart.
More on the objectives:
The objectives are an essential way to identify the effectiveness with which your website meets the objectives of your business. With Google Analytics, you can easily set individual “Goals” so you can measure discrete actions. For example, transactions that consist of the minimum purchase amount, the amount of time the visitor to your website invested in your specific web page, etc. All these are considered as Objectives. Similarly, whenever a visitor to a website completes a particular Goal, a “Conversion” will be recorded in their Google Analytics account.
If you want to know the true value of a conversion to your company, you can assign a specific monetary value to your goal. Therefore, when the time comes to evaluate the target conversion percentages, you can make it possible by marking the Objective Reports.
To configure your Objectives, you can go through the configuration process mentioned in your Google Analytics account. To get help with your controls, you can get more information here.
Step 7: Conversion funnel configuration
It is important to know what web pages a buyer has visited to distinguish the effective content on the website from the least effective. To do this, you can configure a page funnel that shows the progression of the visitor to the purchase completion button and finally to the confirmation / acknowledgment page.
In the end: your Google Analytics account is ready
Following all the rules mentioned above will allow your important website metrics to be stored and tracked. You can use these metrics to make important business decisions. Once the tracking has started and verified, you can go to the setup wizard to enable advanced tracking. Advanced tracking includes features such as user identification, enhanced e-commerce, metrics and custom dimensions, panels, events and much more. For more incredible tips and suggestions see this post microsofttop.com.