What is analysis? Google says: detailed examination of the elements or structure of something..
In E-commerce it is often about interpreting different statistics, and making decision based on that.
Shopify has built in analytics which overlaps to some degree with what Google analytics offers.
Key numbers and what they entail
In Shopify this is defined as “Net sales (gross sales minus discounts and returns) plus taxes and shipping. Includes orders from all sales channels.”
It is important to do an apple to apple comparison, total sales in July should for many businesses be less than in October/November.
Comparing sales by product is important to know which products to discontinue, or that needs to be advertised more.
If a product is selling bad, it is not necessarily a bad product:
- Are the product photos good?
- Do we have enough social proof? (reviews)
- Is the product hidden / hard to find on the website?
- Have we promoted it on social channels / emails
- Is it put in the correct categories and linked on the website?
Online store sessions
“Number of sessions on your online store. A session is a period of continuous activity from a visitor.”
- Sessions has increased due to an ongoing campaign
- Sessions has increased due to SEO efforts increasing organic traffic
- Sesssions decrease due to vacations
Sessions by traffic, location, device type and social source
- Traffic source: It can be “direct”, someone going directly to famme.no, by search, or from a social platform
- Location: We mostly have traffic from Norway, when entering a new country, we should monitor the total sessions by location
- Device type: If more people browse on mobile, we should prioritize the website design to be mobile first. Mobile is dominant when it comes to purchases and traffic on famme.no
- Social source: We are getting most from Facebook, instagram and snapchat. Facebook is probably because we run ads on Facebook, while “organic” social traffic is probably more from instagram.
Driving traffic to your site is useless, if the traffic does not convert.
Things that might affect conversion rate:
- Site speed
- Site UX, the site should be easy to use
- Free shipping
- Design, product photos and content on the website
- Information: size guides, model heigh and size, product data like if bras are padded or not
- USP visibility: Things like free shipping should be clearly visible
- Brand awareness
A low conversion rate either means you drive irrelevant traffic or your site is bad.
Returning customer rate
- Too high is not good, since that means you are not acquiring new customers
- Too low is bad, customers are not buying again and customer lifetime value is low
- If you run ads aggressively for some period, it should go down
- Sending an email to existing customer base increases the returning customer rate
Returning customer rate is thus related to customer lifetime value, which is an extremely important metric.
Average order value
- The average order value might “lie” since free influencer orders and “non-real” orders are baked in
- A low average order value might be due to missing upsells on the website
- Things that might increase AOV: free shipping threshold, upsells at different stages. PDP, cart, checkout
- AOV is also crucial to make estimates for how much you can pay for a sale.
Lifetime value of customer
The lifetime value of customer is harder to calculate and will always be a “guess” / estimate. Together with AOV it is important to keep these two metrics in mind before deciding how much to spend on advertising.
- Often the landing page is the front page
- Using the front page as the landing page for ads is most likely a waste of money. The likelihood of the front page being the most converting page for a targeted ad is unlikely
- Using collection and product pages as landing pages is probably more relevant
- Dedicated landing pages for specific campaigns will often make sense
- Dedicated landing pages for ads makes it easier to differentiate between paid and unpaid traffic
- Landing page with high bounce rate either means it is bad, or your are getting the wrong people to click on it
- Per sale, it is possible to calculate almost exactly the profit:
Ordervalue * 0.8 - shipping cost - cost of goods = profit
0.8 is to remove the VAT.
All the above statistics can be found in Shopify analytics, so what is Google analytics good for?
Google analytics has more tools to look at the data more in depth and integrations other Google apps like search console and Google ads. For example finding out which Google search or shopping campaign is converting into sales cannot be done without Google analytics.
Views in Google analytics
If you envision all Google analytics data to be a big table with information, a view is a filter on this table. Just like an Airtable view where some records have been filtered.
Blog posts are written to help customers with any questions that may occur when searching for a product. Everything that a company writes must be carefully considered using various tools, with a clear purpose to meet the consumer. For example, - Blog posts can be a pull factor in getting the customer to complete a purchase. The customer may want a pair of yoga pants but wants to read up on why they should buy them and which specific type suits them best. The purpose here is both to inform customers about the product, but it is also a great opportunity to link to other relevant products with calls to actions buttons. The goal for the company is that the customer completes a transaction after reading the posts.
After the blog posts has been published, it will be relevant to get an overview of how many sales have been made based on that specific posts. To get a clear picture, we use Google Analytics.
How to use Google Analytics (GA) to see revenue
- Go too Google Analytics https://analytics.google.com/analytics/web/
- Behavior - Site content - Landing page
- Select the period you want to view, for example the last week or month
- Click on «advanced» and filter so that you only see the blog pages. remember to apply. This filter may vary depending on the platform being used.
- Then click on «revenue» in the table so that it is sorted according to posts that give the highest revenue.
How to incorporate Google Search Console (GSC)
Search console is a tool from Google that helps developers, website owners etc. to understand how their site is performing on Google search. In other ways it helps you to monitor, maintain and troubleshoot your site´s presence. Using GSC is one of the most effective ways to do keyword research. Find out what your website already ranks for and where there are opportunities.
Previous we mentioned how to use GA to see revenue via blogs, but you can incorporate GSC to find out if there is missing relevant keywords to improve the blog posts and get higher revenue. With this method you can also find keywords where there is a possibility to get a higher position in google search and write a new blog posts.
How to use Google Search Console
- Find a blog posts on Google Analytics with high revenue and copy paste the blog in “page” Search Console.
- Have total clicks, total impressions, and average position on.
- Check queries for keywords that are ranking and missing to improve the blog posts.
- Or find new relevant keywords that can answer a customer’s question while searching for a product
When you have improved blog posts, or written a new one, have an eye on Google Analytics to check if there are changes. Always be one step ahead, and meet the customers needs.
As marketers, we want to know:
- Who sent the traffic?
- What type of traffic is it?
- Which campaign was the traffic related to?
- If search, which search term was used?
- What content was clicked?
Google analytics has built in support for “utm” parameters to answer these questions. All parameters are prefixed with
Some example URLs for Famme would be:
We can find a report of the traffic for different source and mediums in Google analytics: Acquisition -> All traffic -> Source/Medium:
For us, UTM source will in large part be:
- Direct, which means people are directly typing famme.no, OR that we are missing tracking parameters from the URL
Those are the largest, then we might get some traffic from Linkedin, Youtube, Pushowl (app for push notifications), Klaviyo.
One thing we know is that we get traffic from influencers, that are not attributed to them as we do not provide links to influencers. For example we could ask an influencer to use this link:
That would make it possible for us to track how much traffic came from the influencers in total, and also per influencer.
Since we, as of this writing, do not do that, a lot of our organic traffic is probably the work of influencers.
- Organic, most of this is probably branded searches, but we are getting more and more non-branded organic traffic
- CPC, search and shopping ads, mostly Google, but there are other marketing platforms offering CPC as well
- Referral, simply means the traffic comes from another website
There are many “mediums” that can drive traffic, GA offers a nice way to see how medium for example is related to conversion rate and other metrics.
One might need to differentiate which traffic from FB is driving traffic that converts.
If you have 2 campaigns in ads manager, 1 which promotes leggings with sale, and the other that focuses on benefits, you could compare with
utm_campaign which one has highest conversion rate.
When running Facebook ads, you might have several ads with different creatives for each campaign. Knowing which creative is converting best can be done through a different
This is only relevant for search ads, the reports in ads.google.com gives you all the information needed with regards to search terms performance, so there is no need to “manually” look at UTM tags with regards to
utm_term in most cases.
- Check that Klaviyo flows has UTM parameters enabled and look at the conversion rate for the back in stock flow, why is it high?
- Use Google analytics to find the source/medium that has the highest conversion rate
- Find the source/medium with the highest bounce rate and traffic over 100 within a month
- Which source/medium has driven the most revenue according to GA?