Web Analytics is process of analyzing the behavior of visitors to a website. Web analytics is the process of analyzing the behavior of visitors to a website. This involves tracking, reviewing and reporting data to measure web activity, including the use of a website and its components, such as webpages, images and videos.
Why website needs web analytics?
This helps in finding answers to your following queries.
Who are your visitors?
Where are they coming from?
What are they viewing on your site?
Did they find what they wanted?
How much time are they spending on your site?
There are various web analytics tools. Below are the popular ones.
Google Analytics
Hotjar
Mixpanel
Matomo
Now, let’s focus on web analytics in eCommerce and its tracking and report in google analytics.
Product Performance. Google Analytics lets you track, how much traffic is coming to a particular product. How much time users have spent on the product page and also the bounce rate on these pages. How much of this product has been purchased at a specific time.
Sales Performance. Google Analytics helps you measure the sales performance of the eCommerce sales in a given date. Analyze from where the more sales are coming from that is from your Google ads, Facebook ads. Which devices are contributing to more sales and many more.
Cart Abandon. Google analytics helps in analyzing the cart abandon reason and lets you decide on what you can focus on next to decrease cart abandon rates in the future.
There are many more usages of web analytics in eCommerce but this article only focuses on some key points.