¿Qué mide GA para el marketing y ventas en un Ecommerce?

Google Analytics is a powerful tool that can transform the way an e-commerce business measures its marketing and sales performance. Having accurate and actionable data can be a substantial competitive advantage. In this article, we will explore how Google Analytics can help e-commerce businesses optimize their strategies, using a case study as a basis.

How does Google Analytics use a sample e-commerce store to gain insights?

A sample store serves as an excellent laboratory to test and understand which metrics are essential in e-commerce. In this case, we use a fictitious folding furniture store on Shopify, one of the leading platforms for online commerce due to its popularity, especially among high-traffic stores.

Why choose Shopify for a mock e-commerce?

Shopify has gained a lot of traction according to the trends observed in Similar Tech and Build With. Although WooCommerce is the most widely used platform globally, Shopify stands out for its relevance to high-demand sites, proving ideal for performance testing and versatility.

Shopify vs. other platforms

• Shopify: Preferred for large sites. Growing in the top 100,000 and 10,000 sites.
• WooCommerce: Despite being the most used, it shows a decrease in high traffic sites.

Both platforms provide good opportunities, but Shopify stands out for high traffic oriented testing.

How to start a Shopify store?

You can start a store with a 14-day free trial on Shopify, which provides enough time to familiarize yourself with the platform. I recommend exploring the Shopify course on Platzi to get a smooth start.

What metrics can be measured with Google Analytics?

Using Google Analytics for e-commerce allows you to measure multiple metrics that are crucial to understanding customer behavior and business performance. From visitor flow to conversion funnel, it offers an unparalleled level of detail.

What specific aspects can we measure?

1. Sessions & Traffic: The number of people visiting the store and the channels that work best.
2. Home & Catalog: Pages visited, URL changes, and navigation within the store.
3. Product interaction: How many times a specific product is viewed, thanks to URL tracking.
4. Specific events: Such as "add to cart", essential to measure interactions that do not change the URL.
5. Checkout process: Measure how many initiate and complete the process, and track each step in the funnel.

How to improve with Google Analytics insights?

This data allows you to optimize:

• Sales performance: Identifying leading products.
• Purchase behavior: Analyzing the drop-off in the conversion funnel.
• Inventory management: Quantifying products purchased and their associated revenue.
• Effectiveness of advertising channels: Understanding which ones generate the most conversions.

What are the limitations and how to address them?

Google Analytics needs to be properly configured to record events where the URL does not change (e.g., added to cart). This implies that event tracking must be configured to get a complete picture of user interaction.

How to master Google Analytics for e-commerce?

Learning how to set up and use Google Analytics in depth will be invaluable for anyone running an e-commerce business. From measuring conversions to understanding the steps in which customers abandon the purchase, each piece of information can drive fine-tuned strategies.

As you continue to learn about these tools and their application, remember that knowledge is power. Continuous exploration, coupled with critical data analysis, is key to optimizing your store's performance - go ahead and transform your approach into a data-driven one!