April 6, 2020
What Should You Be Tracking For Your Ecommerce Store?

What Should You Be Tracking For Your Ecommerce Store?

– So what should you be tracking
for your ecommerce store? In this video I’m gonna show you what you should be setting
up in your Google Analytics to track your ecommerce store correctly. All and more coming up right after this. (digital music) Hi there and welcome to another
video of MeasureSchool.com where we teach you the data-driven
way of digital marketing. My name is Julian and
on this channel we do marketing tech reviews,
tutorials, and give you tips on better tracking just like this one. So if you haven’t yet
consider subscribing. Now a while ago I did a video on what you should be
tracking for your website and that more data doesn’t
always equal more insights. So, if you have an ecommerce store, you might be asking yourself
how can I apply this to my ecommerce store and
build up the tracking. Now I have worked in
ecommerce companies before, when I started out my
digital marketing career, so I have a little bit of insights because we did a lot of things wrong and tracked a lot of
data that we never used. So in this video I’m
gonna give you some tips on what you should be tracking
for your ecommerce store. Alright, before we get started, you need to have your
Google Analytics installed and there we can start
with the basic setup. Now, what is important
for an ecommerce store? For an ecommerce store
really it’s important to get your outcome
tracked, which is the sale, this is something you want to increase, this is the number you want to increase at the end of the day. Now, gathering context
about this data point, about the actual sale is very important. Google Analytics, for example,
has a very nice feature which is called the ecommerce tracking, which lets you do exactly that,
gather data about your sale, but also about the context of the sale, so how much was sold,
what price was in there, what products were bought,
shipping costs, and so on. So you have a lot of data surrounding this and can analyze it later on
in your tracking correctly. So this is the most
important part to install on your ecommerce store,
and if your ecommerce store doesn’t have that installed
get it installed right now. Now, the second part is all about getting your sources tracked, and this is about the question where did my users or the
sales come from in the end. And this is all about getting
your landing page URLs tagged correctly with UTM parameters. If you don’t know what they are, I have another video on that as well. But this will tell you
where your users are from and give you that crucial part of you have people coming to your website and converting somehow, and where did these people come from and did they buy or didn’t they buy. So we have these two
pieces that are crucial for our basic setup of Google Analytics on an ecommerce store. And really for me, this is
really a lot of insight already, so if you are working on
optimizing your ad spend, you can be tracking a lot
through these two pieces already, and these need to be in place in order to have a base tracking that actually works for
your ecommerce store. Now let’s get into the advanced section. Now, in the advanced
section you would like to get more insights from your data, and probably you have a
little bit of resources available to actually look at that data and also gain insights from it. What I would recommend is to gather data about the crucial
touchpoints of your website. So when people come from that
source that you have defined and that you can now use to
actually segment your traffic, then you want to be making sure that they go through
the checkout completely, or what they actually do
on the category pages, how do they use the category pages, how do they use the
product pages, and so on, and there’s a great feature
set within the Google Analytics called Enhanced Ecommerce Tracking. Now, when you want to
install this, it’s probably a little bit harder to set up. That’s why I would recommend to get proper help to install this. But the data that you will
get is very beneficial to actually look at that
and gain great insights about how your users are
using your ecommerce website. And this is really already a
little bit more sophisticated, you need to have somebody
to actually look at the data and, again, gain insights from it and take action on that
and optimize your website. Other than that I think that’s
already a very big step up in the right direction to
getting a bit more advanced in your analytics efforts
on your ecommerce website. Alright, then you go
into the expert level, and the expert level is all
about getting more insight and more contextual data
about the data points that you have already been tracking. So being able to segment your data in a more meaningful
way is very important, so you need to send more dimensions and more contextual data
into Google Analytics in order to be able to do that actually. What I would recommend
is to set up a plan, think about which questions
you really want to answer, and then send the right custom
dimensions into the system. So, for example for users, is this already an existing customer? What is his lifetime value, for example? How can we be tracking that
within the Google Analytics, also outside of the system,
so on a more BI basis, going more into the different systems that you might have set
up and your CRM system, and so on, to gain insights. Again, this is something
that you would probably do once you have a person
inside of the company who is already responsible
for data, a BI person, or somebody who is an
analyst within the company, who can actually take that data and do the hard number crunching. This is not something
that you will probably do as an online marketer who just looks into how can I optimize my PPC campaign. So it needs a bit more
effort to send the data in, it needs a bit more effort
to get insights out, and it needs resources to
maintain the data as well, and so be very intentional, again, about what you should be tracking
for your ecommerce store. Alright, I hope these tips help you to get a better sense and feeling about what you should be tracking
for your ecommerce store. If you have any questions about this or you have any suggestions, please leave them in the comments below. I would be really interested,
if you are an ecommerce owner, what you think is the most important part of your analytics today and the
data that you are gathering. And if you like this video,
please give it a thumbs-up and subscribe to this channel, because we’ll bring you
new videos every Wednesday. My name is Julian. Till next time!

2 thoughts on “What Should You Be Tracking For Your Ecommerce Store?

  1. I am Wandy from Indonesia, your contents is very useful for me. Easy to understand for me as a beginner. I hope you always share your video about ecommerce.

  2. Hi Julian, thanks for this video. For an ecommerce store I have implemented conversion tracking with Google Analytics. Should I also implement conversion tracking with Google AdWords and why yes or no?

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