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:
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.