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Google Analytics – How to build Custom Reports for E-commerce

In this video let's go over e-commerce custom reports that you can use and in particular we're going to use Justin's Daily e-commerce traffic reports We'll go ahead and import it by clicking on this link

And once it's imported it will bring it into it looks something along the lines of this the very first thing we're going to do of course is take a look at behind the scenes to see how this report was built So we see the title of the report here We see the type of report So in this case and explore a report then there is the metric So these are numbers the number of sessions again the visits coming to the site

We've got the number of those the percentage of those that are new We've got a bounce rate pages per session These are really good engagement metrics to kind of give us an idea of how people are actually interacting with our site and the behaviors that are happening Then we've got more results oriented metrics like revenue average order value and per session values amount of money we're making per session or per visit in Google Analytics and then it's sorted in this case by dimensions of source medium that is the brand of traffic that's sending us the traffic and then the medium which is the type of traffic And then when we click onto that It'll drill down and break it down by campaigns so we can see the actual specific campaigns that are sending us those results were going in click and save and take a look at what this report shows us here

So as we scroll down we've got our source mediums and we're going to start with Google CPC let's start here So do Google CPC, this is our Google Ads traffic coming in and we can see the number of sessions of 7 30 in about 5 percent of our users four point three percent of our users coming in here About a little more than half In this case are new which means there's a problem You know it's a pretty good amount of returning

So about 48 percent returning or 38 percent returning So it's pretty decent and we've got a bounce rate that shows us 38 percent now in and of itself does this mean anything Not really Well what it means is when you start comparing it it starts getting context when you give things context that's when you can start figuring out the patterns and the trends So in this case this one is a much better bounce rate than this one so a higher bounce rate

So we've got our DFA traffic coming in here So that's bringing a much higher bounce rates of not as engaged but these other sites they're referring traffic definitely have a lower bounce rate So these are a little bit more engaged but overall not doing too bad pages per session same concepts here right and see some of these other traffic sources have quite a bit more pages per session So six pages eight pages This one is almost five, this one's quite a bit lower

So you see they're not really interacting as much the behaviors aren't as engaged with from these particular traffic sources And then we take a look at the results That's what matters we're spending money on Google Ads so we've got Google CPC all this traffic that type of behaviors that they're engaging with our site And then we've got the revenue So what are the actual results here? So in this case we've got 300 bucks a little bit more than that coming through in revenue which brings us an average order of 25 per session and we're making about 45 cents from this particular traffic source

Not too bad not as good as the other one we're making almost seven dollars But this is a referral site and this is another type of traffic source so traffic sources comparatively this particular traffic source or Google CPC traffic source it's great It's making us some money but it's not anywhere near as good as this particular traffic source Right You can tell that just by the numbers when you compare the two together

That said let's drive further down to see if we can improve the efficiency of this Google CPC campaign or Google ads campaign So as we scroll down we see it's now listed by campaign This is because the customer report was built to show us the campaign So I can see this YouTube brand So this is the Google ads campaign for the YouTube brand

We've got the number of sessions coming in So it's about a third of all of our traffic coming in And you can see it doesn't really result in a lot of revenue So our per session Wurley making nine cents But if you look at office the campaign for office equipment still sends a decent amount of traffic not as much but a decent amount

And we see our engagement metrics are actually quite a bit better So YouTube 63 percent bounce rate but this was only 18 percent So again don't get caught up in the numbers themselves But look at the pattern here The bounce rate there's definitely a lot less people that are bouncing

And you can also see here that in the pages per session where they've got almost seven pages per session this one barely hits the two Right Then you look at the results revenue You could see that in the revenue results you got 123 dollars sold here Average order volumes higher on this other traffic source and per session value is 72 cents compared to barely a dime

So automatically with this report you can start to understand how you can improve your own e-commerce performance based on analyzing the traffic coming in Let me know how you are actually using what you've learned in this video to improve your own marketing efforts and also of course if you like topics like this be sure to like this video and also subscribe to the CXL channel that we will be notified whenever a new video is available

Source: Youtube

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