Google Analytics Tutorial

After registering on Google Analytics it's time to learn how to use it with the help of this tutorial

This Google Analytics article, as well as the video below, is a tutorial to give you a basic overview on your shop statistics and how you can interpret them.

We also give you two simple examples on how to make use of this information in order to profit from it.

Google Analytics Data

In the last video we showed how to create a google analytics account and then bind it to a JTL-Shop 5. If you missed this video you can get the link for it on the top right of your screen. In this video we show you what data you can collect with it and how it can be useful to you. First off, you can select your analytics account on the left and then select the website for which you want to display the statistics.

Real-time Data

On the homepage you can see the real time data of the time period that you had set. We’ll take a closer look at the real time data for a visitor that was on our website in the last 30 minutes, and how for how long that visitor stayed on our website. We see that he used a desktop to get access. On the map we see the visitor’s location and in the lower fields we get more detailed information. That includes pages of our website that were loaded, length of stay in our shop, and conversions. We placed a test order earlier, which is now shown here as “purchase” in the event name. Furthermore, we can distinguish between the total number of visitors and those who purchased something. Let’s go back to our homepage for a better overview of our shop.

Google Analytics Monthly Balance

Although it is good and helpful to be able to see what is happening in real time, we get a more valid informative value on the Monthly balance. You can set it here if you wish. Of course there is no real change for us since our account was connected to the shop earlier. You have to set this time period for every single statistic to display the precise data. This way you could, for example, see the best traffic source. That can include organic google searches, google ads or social media. If you want to have a closer look at this statistic, you can click the blue arrow below and get a detailed overview of it. Therefore, the homepage itself gives you tons of information, such as how your customers came across your shop, at what times you have increased traffic, the location of your customers, which pages get loaded the most and which products have a better conversion rate.

Take advantage of your data

Now we want to show you two ways an online retailer can make profit with the help of the generated data, and understand what a powerful tool google analytics is.

A first approach is by activating specific marketing campaigns. For example, if you know that your product sells much more outside of Europe, you can set your advertising options to target a specific demographic or even entire areas with the use of Facebook ads.

A second approach is to go to the detailed view of your pages and see which pages receive the most visitors and for how long. For example if that includes a product page where visitors stay only for a short time, you could potentially add a product video to this page that can convince visitors to stay longer and have a better look at it. If you dont know anything about product videos and require help to make one, feel free to contact us. Furthermore, the longer a visitor stays on a page, the better it get rated by googles algorithm, which in turn helps you to rank higher in the search results.

Access to statistics through the sidebar

You probably wonder now what the different menus on the left column have to offer. As you probably noticed, the individual sub-menus, are basically the same as the detailed overview for every statistic of our homepage. One example could be the e-commerce purchases. You want to have a look at the sold listings, it would be the same as clicking on e-commerce under the monetization menu. In other words, using the menu on the left you can access every statistic of your homepage.

Need any help?

And that’s all about the statistics and reports of your google analytics account. Hopefully you have now a basic understanding to make use of this information. Of course there can be dozens of other things that you have to take into account. You as an online retailer should take the time to learn how to interpret the statistics of your shop. If you require any help or lack a proper marketing strategy, you can contact our SEO experts.

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Mohamed Ali Oukassi is founder and CEO of eBakery and has over ten years of experience in E-Commerce. He advises companies on ERP solutions, Warehouse Management, Online-Marketing and Social Media. For this purpose he also administrates the Facebook groups JTL User Community and eCommerce Küche and gives advice for retailers on both Facebook and Youtube. On the eBakery Youtube channels he also posts regularly interviews with many stars of Germany's E-Commerce Scene.

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