16 steps to set up Analytics for your ecommerce
As important as closing sales, billing, profiting and growing is the ability to do a self-assessment of your business. In order to know everything about your business, there is a tool you must use: Google Analytics.
The term may not be common for those starting in the digital world, but it is a first need to use at least its basic functions. Through it, you will be able to know what is working, what is not going so well and receive insights on how to improve your online presence. Therefore, we gather here 16 steps to start using Google Analytics in your ecommerce, from the creation of the account to the different ways to view a report. Are you prepared?
Read also: How great experiences can turn into a sale
The first step could be no other. To start analyzing the performance of your websites and projects, you need to use your Google account to create the Analytics account. It may be the same one you use to access your Drive or emails. If you do not have an account, you must create one before proceeding. When you login, you will be taken to a form to be filled with the initial settings, informing the sites you want to track with that account.
If you are creating an account on Analytics for multiple users to use, it is in this step that you should define the hierarchy of access for each site. You can define whether a user can only view reports, set up research or have full access to Analytics of your websites. You can customize a user's access level for each site, giving full access to a site and only allowing view in another, for example.
In the previous two steps, we assumed you are setting up an account for just one website, but that is not the reality of many ecommerces and, even if you are new to Analytics, it may not be yours reality either. Even not being a real step, it is worth to take some time to understand how this pyramid works.
First comes your account, which will be the administrator of websites and campaigns. Then comes the property, which governs the types of access sites and is set up shortly after the creation of the Analytics. Third comes the sites themselves and their information. Finally, comes the users, who can access information according to the property settings established by the owner of the account and closing the hierarchy with the permissions.
Install the tracking code on all your pages
When you are done creating your account, you will receive a tracking code, which must be included on all your pages for the results to appear on Analytics. There are different methods to include this code, which will depend on what type of page you have. An ecommerce created on Shopify, one of the 20 sites we mentioned in our list of pages to create your ecommerce, for example, lets you add the code in the store settings.
There is an exclusive Analytics tracker for ecommerce, essential to monitor its performance in relation to conversions. For this, you need to choose the property and site in particular, go to the views column and choose e-commerce settings and choose Enable e-commerce. After the approval, just proceed to the next step. Be sure to check the Google support page for additional information and details about this process.
Through the ecommerce tracker described in the previous step, you will have access to reports on your sales, but they are not the only ones responsible your virtual store. You can create Goals, pages that, when accessed, results in conversions on Analytics. A useful use of them is in measuring the uptake of e-mails to your contacts database, for example.
With the creation of the page confirming the registration of a user in your business mailing list, you will receive reports of the results. The parameter are set by the number of times the page is shown. For this, go to your account settings and select the tab Admin. Select account, property and view of the property and, in the column of views, click Goals. That done, choose + New Goal to create your site. You can create from a template or from the scratch.
For obvious reasons, after setting up your account and adding the tracking code to your pages, no information will appear, you will have to wait at least 24 hours to start checking the access reports. After this period, the main Analytics screen will show the data patterns, shown on all accounts.
The most obvious options for reports are the dates, usually arranged per week - but that can be changed - as well as some tabs with some basic options. These options cover the submission of the report to your e-mail in PDF format, as well as export data, among others. The data usually show income visits on all sites during that period.
It is quite likely that only the basic view offered by Analytics will not be enough to measure the results of your pages. It is, therefore, necessary that you can access segments that you find more important at any given time, like finding out where traffic is coming from. You can change the segment by clicking on one of the items laid out in the column on the left of the screen.
In addition to viewing the reports, you can cross data to make comparisons. Located below the summary screen, on the home screen of Analytics, there are two buttons, each becoming a menu with the same options. Through them, you can select the types of data you want to compare, creating the chart.
You can also view them in different ways. For this, use the menu on the right side of the screen to convert it to a chart type that is easier for you.
One of the best types of reports that Analytics can generate for your ecommerce is tracking search terms within your site. This allows acknowledge of the most sought items in your store, being very important for your strategy. To configure the tracker for internal search, first do a search yourself on your page and keep an open tab.
In another tab, open your Analytics. Go to the Admin, go to view, and, finally to your settings. At the end of the list, choose track internal search. To set the query parameter, return to the previous tab and see the site URL. See what is the letter that appears after the passage search_results? and fill in the query parameter field. Tip: The parameter is always "s" or "q".
Besides the native analytical tools of Jivochat, you can also analyze your events using Google Analytics. For this, choose the option Behavior on the left menu of the main page, followed by Events and Top Events. On this menu, just choose the JivoSite.
From there, you can now track the following actions of the JivoChat platform: chat requests, successful chats, acceptance rate of the proactive invitation, rejection rate of the proactive invitation, proactive sent invitations, contact forms sent offline (when a visitor fills out the form when there are no attendants available), messages sent when the chat was offline.
Like the common goals of Analytics, you can also set some specific to the JivoChat. Go back to the Admin tab in the same column and select Goals. Click on the red "+" button -> Select -> Next. Set a name for the goal - like "contact forms sent offline" - and choose the type of Event.
Complete with the Jivosite category and action. In the example given in the previous paragraph, you would complete this field with the event of showing the contact form to the visitor. That is, you are configuring the site to every time a contact form is shown to a visitor when your team is offline, it will generate a conversion in the report. You can create multiple targets with this process.
After some time of use, it is normal to have a preference for one type of report in relation to the others. When you find your favorite, click on the Shortcut button. Thus, the same report can be accessed via the sidebar on the left on the home screen.
You can also get your favorite reports without the need to access Analytics. Just press the button Email, in the same line as the Shortcut button in the previews item. A popup with a form to send the email will open, where you can choose which email addresses the report will be sent to, as well as define the subject line. Attachments are also enabled, and also in which format the report will be sent. Finally, you can set the frequency of which new reports will be generated and sent to the chosen inbox.
It is quite possible and even recommended to promote new campaigns for your ecommerce, mainly to measure the success of promotions, for example. When you need to track the success of a traffic source in specific, you can use a specific Google Analytics plugin to create trackable links, available in the Google Chrome browser.
To do this, take the original link you want to publicize and track and add the plugin. Then, the source of the campaign - the address from which it originates, as twitter.com or facebook.com - and the media campaign and whether it comes from social networks or search engines, for example. Finally, the last field, name the campaign with something easy to identify, as Christmas-promotions 2016.
Refer and Earn: JivoChat Affiliates Program
With the growth of your business, maybe it is time to delegate the analysis of your performance on the internet to a professional. As we said at the beginning of this post, you can add new members to your team, and customize their access. One of the options if you do not want to give access to the account, is to include an email address to automatically receive the reports, but it ends up limiting the viewing options to a specific report only.
To add a user, just go in the admin section and choose whether to include the user as account, owner or property view by clicking user management. Including the user as account allows them to view all sites under your tutelage; owner, only one set of sites; and view, only one of the sites. Simply include the Google Account or the user's email in question and he will get access.
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