Although at first glance it may seem simple, managing and knowing how to manage an e-commerce effectively is really an arduous task. To achieve the highest number of conversions, it is necessary to know how to analyze and take advantage of a series of analytical metrics such as the users who visit you, the estimated time of the visit, the bounce rate or even the journey they take within the page, among many others. Thus, throughout this article, we will show you what metrics to look at to analyze our ecommerce based on our experience as a digital strategy agency. We will see that it is as important to identify it as it is to know how to optimize it with the Google Analytics tool. 1 Why is it important to know how to control analytical metrics in an ecommerce? 2 Google Analytics Metrics 2.1 Metric to analyze #1: transactions 2.2 Metric to analyze #2: sessions 2.3 Metric to analyze #3: average duration of the session 2.4 Metric to analyze #4: bounce rate 2.5 Metric to Analyze #5.
Output Percentage 2.6 Metric to analyze #6: average ticket or average order value 2.7 Metric to analyze #7: cart abandonment Why is it important to know how to control analytical metrics in an ecommerce? Taking into account the current situation of the digital market, a good analysis of our ecommerce becomes increasingly necessary. And it is that the evolution of electronic commerce in Spain has grown, in recent years, by 217%. e-commerce volume Moreover, according number list to the latest study by the consulting firm PwC, more than half of Spaniards already shop online at least once a month, and 27% up to once a week. The data speaks for itself, since electronic commerce in Spain has not stopped growing for years. For this, as we said, it is extremely necessary to know how to control the metrics of an ecommerce. Take advantage of Google Analytics metrics Google Analytics is one of the ideal tools to analyze the data of our ecommerce. It is essential to use and analyze them, since a quantitative measurement will always give us the opportunity to have room for improvement or aspects that can be changed.
The good thing about Google Analytics is that it directly provides a code that you can include in all the pages of your ecommerce with a basic configuration. Google itself shows us in a simple way how to configure the tracking code of our electronic commerce. Google Analytics Metrics Metric to Analyze #1: Transactions The fundamental KPI for all ecommerce are transactions or sales. With Google Analytics we have the opportunity to measure the number of transactions and income that they have generated in our electronic commerce, during a certain time. Ecommerce Transaction Metrics We can analyze this KPI, through Google Analytics. In the vertical menu on the left, in the conversion part, overview. Of course, it is important not to confuse transactions with conversions. And it is that while the conversion, although it is positive for our ecommerce, it does not have to generate income, unlike transactions. In other words, transactions would be macro-conversions generating income.