Web analytics is data about website traffic. Author Justin Cutroni breaks down this data into four categories in his blog post entitled Creating an Ecommerce Tracking Plan for Google Analytics. According to Cutroni, the four categories of data that are included in web analysis are:
- Acquisition Data - information about how customers got to the website. i.e. which marketing channels generate the most data.
- Engagement Data - data about what visitors do on a visit to the website. i.e. which pages they visit, and what they do on a visit. metrics such as bounce rate and newsletter signups.
- Conversion Data - for ecommerce sites, the goal is to "convert" a visit to a sales order. metrics such as average order value and revenue by repeat customer. To arrive at these metrics, ecommerce data needs to be included.
- Foundational Metrics - outside of the purchase life-cycle there are other data metrics that can be very helpful to understand the business performance. Foundational metrics include such things as website visits before purchase and site performance.
|Web analytics data marries ecommerce data|
Google analytics, for example, can receive ecommerce data using the eCommerce Tracking feature. The ecommerce platform needs to be able to pass the transaction information to Google Analytics. All reputable ecommerce platforms can accommodate this.
In conclusion, if you operate an ecommerce website, make sure that when you set up your web analytics tool, that you also set up the ecommerce tracking feature and integrate this data from the ecommerce platform.