Analyzing Your Data to Better Understand Your Shoppers

Image illustrating analyzing web data to better serve your customers

I challenge you to think about what you put in your online window. Is what you put there the same as what you put in your storefront when holiday season approaches? With no physical windows for shoppers to stroll by online, how can you create an atmosphere that invites your shoppers to delight in your products? The way retailers approach online marketing is crucial, since 41% of shoppers make monthly online purchases. In this blog post, I’d like to discuss how you can track your data using Google Analytics to better understand which platforms give you the best return on investment.

Google Analytics

First things first: you should sign-up for Google Analytics. it’s free! After signing up, you will be given a code that needs to be placed on every single page of your website before the end of your </head> script.

Google AdWords

After that, if you have Google AdWords, you will want to sync your accounts together so that you are tracking the data through both of the platforms. By syncing the two together, you will get a more accurate understanding of how much of your traffic comes from each of the platform, how many people visit certain pages, how long they stay, and more.

Google’s URL Builder

You now have two data points to compare: Google Analytics will show you all of your website data, and Google AdWords will show you your PPC data. But what if you have more channels, such as newsletter, social media, and email campaigns? You will want to use Google’s URL Builder to track your data. You simply place your original link, fill in the blanks, and click “Submit”. A link at the bottom of the page will populate that you simply copy and paste into wherever you need. This will create UTMs (user tracking methods) that you can access within your analytics. On the right side of your analytics, click Acquisitions -> Campaigns, and you will be able to see the data for all of the URLs you have submitted.

Listing showing the types of data available from Google Analytics

Figure 1 - Listing showing the types of data available from Google Analytics

The more data you track, the better insight you will have into what works and what doesn’t. So what are you putting in your online window? Is it working? Let the data tell you.

Have any questions about tracking your data or comments on how you use analytics? Let me know in the comments! I spend more time than I’d like to admit in Google Analytics and PPC, so perhaps I can help!