Shopping Behavior Analysis
The Shopping Analysis reports within the Google Analytics E-Commerce section are comprised of the Shopping Behavior and Checkout Behavior reports. These visualizations are generated through information sent to the dataLayer through the Ecommerce object or by commands sent through the ga function (depending on the method of implementation), and in particular data sent with the action object associated with an Ecommerce activity, such as a click, add, checkout, purchase, etc. Be aware that these rich reports are only available with Enhanced E-Commerce, and not with Standard E-Commerce.
The Shopping Behavior Report allows you to see your visitors’ flow through the various stages of your site’s shopping experience, beginning with the total number of sessions for a given date range (which is the same as the total number of sessions in the Audience Overview report), and including product views, cart adds, and checkouts.
At each stage, the report shows the number of sessions that entered, the number of sessions that abandoned, and the number of sessions that moved on to the next stage through the normal flow. Clicking on the various elements of the report also reveals the ability to immediately create segments based on the stage that was clicked. For example, if you clicked on the abandonments from the “Sessions with Add to Cart” stage, you will see this segment creation prompt, where you are offered the option of creating a segment based on the cart abandonment stage either for the current GA view or for any other view.
Google Analytics has two types of Ecommerce reports: Standard and Enhanced. They both tell you what products were purchased, how many products were purchased, and the amount of revenue those products generated.
The difference is that the Enhanced reports show you more information than the Standard reports. Both reports tell you what happened, but the Enhanced reports also show how you generated your revenue by providing more detail about the customer journey.
However, just because the Enhanced reports show more data doesn’t mean they’re better for your business. The Standard reports are easier to set up with Google Tag Manager, third-party carts, and other tools because they’ve been available longer. To choose the best reporting option for your business, it’s helpful to see what they offer and how you can use each one with other tools to analyze your revenue.
The Product Performance KPI ranks product sales based on revenue performance to inform your sales team which products are selling well. At the same time, you should rank the poorest performing products to determine which products are failing to resonate with your customers.
When monitoring this KPI, it’s important to consider the specific contexts surrounding each product. For instance, is a certain product receiving a boost due to a viral marketing campaign? Or, are you experiencing a slump because your competition is offering a similar product at a lower price?
Product performance doesn’t always map directly to revenue performance. For instance, low price, high volume products may account for more than 50% of your products shipped and be essential to your business model, but these products may not crack into the top 5 products in terms of revenue. As with any KPI, you need to use measures and metrics that are consistent with your business model and objectives.
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