What is Google Analytics in e‑commerce useful for?

Anyone who runs an online store must have knowledge about the behaviour of users visiting his website, the number of transactions made or the average value of the cart. Data analysis and proper interpretation of results definitely facilitate making the right business decisions that translate into business development. Fortunately, Google Analytics comes with help.

Google Analytics in the online store

Google Analytics (GA) is a tool that is used to monitor traffic on websites. With its help, it is possible to generate various types of reports, create user segments, and track user behaviour in real time. This tool also actively supports data analysis in e-commerce. All you need to do is implement a special tracking code on your site, and GA will aggregate and process the data obtained in the form of cookies.

GA also includes a module dedicated to e-commerce. It allows e-shop owners to analyse almost every activity performed by website users, including:

• Research on customer behaviour at every stage of the purchasing process,
• Estimating the average value of the basket,
• Typing products that generate the highest income,
• Determining shopping trends,
• Analysing changes in the conversion rate,
• Average time research, which users spend in the e-store,
• Analysing the effectiveness of promotional campaigns,
• Determining the number of abandoned baskets,
• Collecting information about what e-shop users are looking for.

Why is it worth using Google Analytics in the online store?

Monitoring data related to the functioning of an online store is the simplest way to increase the competitive advantage of your business. If you know the behaviours and preferences of your e-commerce users, you can direct very personalised offers to them that will encourage them to buy. What’s more, the analysis of data available in the GA allows detection of bottlenecks in the online store and their quick elimination. Thanks to the constant optimisation of the activities carried out, it is not only possible to better manage the pricing policy and the structure of the assortment, but also to anticipate market trends and discover niches.

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