(Untitled)

It is vital to have data for expanding. You can see what your customers' reactions are to your advertising campaigns, so you know what's working and what you can improve on so that you can increase revenue. A lot of store owners do not take advantage of the information that is available, but spending just a tiny amount of time analyzing your information can lead to more rapid growth in revenue.

In this piece we'll explore the methods to gather and review basic data for those who are just starting to begin. In the next piece to help more advanced users, we'll look at two features brand-new which will help make your work more efficient: UTM tracking and Google Analytics Pro.

If you're just starting out,

If you're unsure of which figures are relevant begin tracking immediately. The sooner you start making notes, the more information you'll have to analyze when the time is right.

Note: Click any image from this post to take more in-depth information.

The above report provides an excellent example of the amazing data available via Google Analytics. The report can be found through the navigation menu Acquisition Overview. Overview. It is possible to see the amount of traffic from a variety of large (social media natural, organic, referral traffic and other.) sources, as well as the bounce rate as well as the number of pages viewed for each. Additionally to the right screen it will allow you examine the revenue from every source.

If you click a category in the left-hand side (outlined by the red) You will be able to access additional details. When you select Social you'll view a list of websites that brought visitors to your site (Facebook, Twitter, Pinterest among others) along with details on the traffic volume for each: pages seen, bounce rate and more.

The earnings for every platform are shown are shown to the right. For this particular instance, YouTube generates the most users, but there isn't a single pennyof the revenue. Based on the data about traffic, we can conclude it's time to invest more in YouTube advertisements, even when YouTube does not generate revenues -- information on revenue is crucial. It's because Facebook is actually the most significant source of revenue from social media traffic.

To expand the number of the stores

In this part, we'll look at two other sophisticated analytical tools which allow you to take better strategic decisions regarding your business by analyzing information. Either of these utilized as a stand-alone tool, can increase your ability to track. When you pair them and you'll get the most precise analytics of data available. Find out how to:

1. Discover specific sources of traffic in addition to getting more specific information using the Google Analytics dashboard.
2. Get access to advanced reports on eCommerce.

Track specific sources with UTM parameters

NOTE:The acronym UTM stands for "Urchin Tracking Module" and is a registered trademark of Urchin Software Corporation. Urchin Software Corporation which was purchased by Google in the year 2005. Urchin Software developed a software that could observe and track internet traffic. The application was later named Google Analytics.

UTM parameters are extra information that you could be able to add in the link's end within your advertisements. They do not affect the location of the URL, but they provide Google crucial information about the user who clicked the link. If you've had the experience of seeing incredibly lengthy URLs which didn't seem to make sense, you might be reading the URL that has UTM parameters attached.

What are you required to be aware of?

You can track the following categories using UTMs:

• The source: Where traffic originates (Facebook, Google, a specific website, etc.)
• Medium A general advertising medium where this link appears (paid banners, search banners email campaign, etc.)
• Keywords for Campaigns: The keyword or the audience you're aiming at
• campaigns content the name you employ for your advertising so that you know the content of them.
• campaign name:The name of the larger marketing campaign. The name could mean "anniversary."

In order to create a UTM, UTM marketing strategy, they start with the primary URL and then add an asterisk to distinguish it from tracking data. After that, they include:

1. "utm_"
2. The nature of the parameter
3. "=title" in the parameter

A dash (and) connects all parameter.

In practice an internet link could be an imitation to:

www..com/example-marketing-campaign?utm_source=facebook&utm_medium=cpc&utm_campaign=anniversary&utm_content=red

The above link is for the CPC (cost per click) Facebook ad as part of a possible anniversary promotion. This ad utilizes "red" in the Content parameter, which tracks the performance of ads using an image with a red background. To create ads that are blue, you simply need to change the ending of the ad by changing it to "&utm_content=blue."

Why would online shops utilize UTMs?

By using parameters, you can get more information about the effectiveness of your advertising campaigns. The ability to differentiate viewers from other marketing sources and more data, then use it for better decision-making and to improve.

If your website doesn't already have UTMs, Google Analytics may reveal that 20% of your traffic was generated through Facebook and had an average percentage of bounces that was 60. With UTMs, however, you can differentiate between paid and organic traffic or identify traffic that comes from different advertising campaigns.

You may be planning to hold sales to commemorate your store's anniversary. UTM parameters can tell you that banners that feature an red background attract customers with a variety of characteristics (lower bounce rates, greater average values for orders, and so on.) in comparison to ads that has blue backgrounds. There is also a distinction between campaigns and target groups.

There's a chance that you're aiming at two distinct groups of people through your anniversary celebration: your current customers, as well as those who are new to your business and have shown an interest in your offerings and are located in a particular area. In the event that you're using UTMs it's possible to find that the most popular website for those who were unfamiliar with your company was your "clearance" page. However, the customers you already have would prefer the "new releases" page. Based on the knowledge you've gathered, you're able to make your next campaign more effective by tweaking your ads to advertise clearance products to new customers and introduce the latest products to existing customers.

Influencers and affiliates

There are many stores that collaborate with influencers, affiliates, or other companies for promotions. Use UTMs to determine this kind of traffic and determine the affiliates that provide the most value.

Live stream it

In the past, you've discovered that YouTube was the most important source of social media traffic however, Facebook was responsible for the majority of sales. Without UTMs they would not be able to distinguish between organic as well as the paid Facebook traffic. So, if you paid to boost the reach of Facebook posts previously and see the fact that Facebook is the platform which generates the majority of profits generated by social media sites You might think that you should be running additional promotional campaigns.

By using UTMs Additionally, you'll notice that the majority of the income you make via Facebook originates directly from "Facebook.com referral" instead of what you had used to create the hyperlink on your ads, "Facebook.com / CPC". This is naturally occurring flow. you may be hesitant about paying more for advertising.

You can accomplish this feat for other than just social media-related referrals. Go to the Acquisition of All Traffic Sources/Medium for a look at the results for all your source/medium tags. The right-hand side of the column, you can sort your sales from top to bottom, so that you can determine the most successful source of revenue.

Go further

Let's dig a little deeper and find out why UTMs are so effective. The past you've employed UTM tags to identify sources and mediums, which provide more data. However, let's suppose you're not just boosting content on Facebook and you're running multiple campaigns at the same time. What is the difference between paid and referral traffic on Facebook won't help you decide thepaid Facebook advertising campaign working effectively and which need to eliminate. It's why you need to consider the campaigntag is vital.

   Click Acquisition open the Campaigns and Campaigns of All Campaigns.  

You can view the outcome of every campaign you've named, and evaluate its efficiency. You can also add a third indicator (outlined with red) for the source of your campaign when you've got multiple campaigns that span different platforms. This lets you quickly discern the top performing campaigns across all platforms.

Design your personal UTM

Although UTMs can be constructed in a manual way, they can be a bit off. We'd recommend the URL builder from Google for a more efficient process.

You can use any type of text as parameters however, keep in mind that:

1. This information is available to the public. Be sure to not provide any data you don't want your clients to read.
2. Create a pattern, and avoid using parameters that are not compatible with the intended purpose. UTMs are case-sensitive and without standard procedure they could become confusing and uncoordinated rapidly.
3. Maintain a spreadsheet that lists each link you've made. Use it to keep the track of your links and for a way to store more context and details.

Once you've segmented all your data and put it all together to review It's time to get deeper insight.

Google Analytics Pro, advanced analytics reports to eCommerce

Visible funnels to show which customers abandoned the checkout procedure and the number of customers who tried coupons, or how many customers registered and then deleted their accounts. All information that can be used to increase the sales. It's possible to monitor when a purchase is successful but the buyer cannot access the thank you page. Many ad platforms rely on the thank-you page for collecting data on conversions but they may not realize the importance of conversions. Google Analytics Pro gives you more accurate data.

With or without UTMs Google Analytics Pro makes it easy to gain deeper insights accessible through Google Analytics; you just won't be able to sort traffic by certain features. Therefore, you will be able to obtain new data on Facebook traffic, however it will not distinguish between paid and organic traffic or any certain advertising campaigns.

1. Monitor average order value, conversion rate, average order value, as well as sales for each the product or by category. After that, you can filter them by different metrics for a better analysis, for instance, the source that provides the greatest average of sales.
2. Increase the accuracy of user counts. Remove the shop manager from watching to prevent creating a false picture of your data.
3. Advanced event tracking can help you better pinpoint trends needing improvement. Track the time the coupons are added or removed and items are added to carts, quantities changes when customers log in, customers select a payment method and numerous other events.
4. Get the added attribution feature for links. Look for multiple links on the same URL from the same web page.
5. Find out the metrics of sales hidden from the customer when the checkout is completed but the purchaser doesn't make it to the thank-you page.

Review Behavior Analysis Checkout

One of the best features of Google Analytics that's unlocked with the Pro extension is the Checkout Behavior Analysis.

This allows you to see via a funnel chart how many of your customers successfully completed the check-out process. What is the most likely cause for the largest number of people abandoning the checkout process? Do you think it's the page that lists shipping details? Customers shouldn't like the information they're seeing. Are they looking earlier within the Create an Account section? Maybe they don't want to open an account.

There is also the option to categorize these groups better (e.g., e.g. anyone who has gone through step one and step two but did not proceed to step threein order to gain more understanding of what people from this particular group have in common and how you can improve their experience for greater revenue.

With UTMs, you'll be able to observe the way certain segments move across the funnel. Perhaps, for instance, your client's Facebook group that clicks on the blue banner typically quit their checkouts at the same moment.

You can access the access to the Shopping Behavior Analysis report above on Conversions - Ecommerce shopping Behavior. The report is sorted by campaign (highlighted by red below).

The column to the right shows the sessions that have transactions. Though the top row has the highest number of transactions The fourth row also has the highest conversion rates by percent. Let's assume this was an untested campaign that was just completed. In light of this research it is possible to invest more funds into the campaign, and then see whether it's an excellent performer.

Comparing "Sessions with Add to Cart" against "Sessions with Check-Out" to find the trends. From the two campaigns, the second row shows the most dropoff between add to cart and the checkout process So, take a close look at the experience of your customers in this category to find out how this is impacting your clients. Perhaps you've got a pop-up showing related products that appears when a user is able to add something to their cart. The particular customer could be unhappy enough to leave the website completely, so it's best to turn off the feature when you run similar campaigns soon.

If you look further and look at the second row is also the lowest percentage of sessions with views as well as the most high ratio of views on products. Given this information as well as knowing that this audience completed zero transactions even though it was the second largest user of the site, it may be best to believe the entire campaign to be a total failure and not attempt to fix it. Other campaigns are promising to focus on prior to this one.

Make sure you track like a professional: use UTMs and GA Pro together

This post was first seen on here