Google Analytics Metrics You Should Be Tracking (and Why)
Organic Search Traffic
Acquisition > Keywords > Organic Firstly we recommend drilling down to your organic search visitors based on which types of keywords users are searching for. You may notice quite a lot of the (not provided) keyword. Dont worry, people are not finding your store typing in (not provided) its just Google have decided to hide any search data from you of users who are logged into their Google account. The best part about this section is firstly the Sessions graph which show how many visitors arrive at your website form the search engines on any given day, week or month. By clicking Select a metric a drop down menu occurs where you can compare sessions against any other metric, for example Sessions vs. Bounce Rate, as you can see below.
This comparison tool is great for working out any discrepancies on your website. If bounce rate has increased significantly but youre unsure why just scroll down to the Primary Dimension, click Landing Page and guide yourself through the Bounce Rate column. Any relatively high bounce rate percentage should be investigated further, especially if you have a lot sessions (visitors) to a particular page and especially on top level pages from your navigation menu. For a Shopify store this includes your collections pages and any landing pages that have the opportunity for high conversions. By defining the landing page you can also gain other data on a page per page basis helping you understand optimal ways to tweak your site for improvement across metrics such as bounce rate, pages per session and average session duration. Note: If you would like to see keyword data click Search Engine Optimization Queries. However, take this with a pinch of salt as impressions are rounded up and there is no way to drill down on a page per page basis.
If you havent already, go set yourself some goals. Click Admin, in the View column and then click Goals, +New Goal and choose what you want to set as a goal. One of the most common goals, especially for ecommerce stores is ˜Place an order this can track any orders as defined by users landing on a thank you page after purchase. Of course it can be a different type of metric and just a thank you page such as the amount of pages per session or if a customer clicks play on a video. There are many many choices! OK, lets get back into the Google Analytics console. Go to: Conversions > Goals > Overview With your newly setup goals you can now see them in action in this section. If you have set up more than one goal choose which goal in particular you would like to see by scrolling up to Goal Option clicking All Goals and in the drop down menu choose the one you want to see. Some of the great stats available here include amount of completions, conversion rates and abandonment rates. Note: Dont forget to wait for at least 24 hours to start receiving data when setting up goals.
Most visited pages
Behavior > Site Content > Landing Pages A nice simple way for you to drill down on how users are reacting to each page on your website is in this section. It shows how many visitors are going to which pages and every other metric available so you can compare page with page or metric with metric. Begin with your most visited pages and try to find any outlandish results such as high bounce rates above 80% or unusually low average session durations. Try to work out why they are so high. Could you add better internal links? Explain with more clarity whats on the page? Or create better call to actions? This section offers an incredible scope of how each page is working and how they fit into the greater whole, dont neglect it.
Slow loading pages
Behavior > Site Speed > Speed Suggestions Google have went on record to say site speed is a factor in their search engine algorithms when judging the worthiness of a website. Dont neglect the load up speed of your pages!
Google have even went as far as to offer Page Speed Suggestions for more lagging ones so go ahead and get it fixed. You may find more visitors coming to your store, especially on mobile devices which is increasing in numbers year on year.
Where are users moving through your store?
Audience > Users Flow As potential customers make their way around your store its important to know where people are entering, exiting and moving through. This type of information can start to highlight weaknesses in your functionality and the potential for optimising conversions.
Its expected that the majority of visitors will drop off higher up in the funnel, for example your homepage as usually there are more visitors to this page than any other page on your store. That said, the funnel is particularly useful for pages where you expect conversions or continued through traffic but the pages not meeting expectations. Tweak your site and run A/B tests to fully understand what changes work and those that dont, this will help you gain a better understanding of the user experience. We hope you found these fundamental Google Analytics metrics helpful for your ecommerce store. Were happy to discuss with you any of these over the phone at Shopify Builder on 0121 794 0200 or learn more about what the Shopify experts can do for you, were here to help.