Google Analytics Integration
StoreBuilder Google Analytics Integration
Having good analytics data empowers key decison makers with actionable data to help set business objectives and budgets. (Likewise, a lack of good anlaytics data leaveswill leave you 'guessing' where to invest your online marketing and development budget).
The Basics
If you have ever used any kind of analytics software before you will be familiar with the basics of website tracking. Most ecommerce platforms will integrate with common website tracking features such as bounced sessions, measuring engagement with time on site and page view per session, and of course measuring conversion rate.
Bounced Sessions is anytime a visitors arrives at your website (perhaps from a search engine, or a link from another website) and immediately leaves without further browsing on your site. If a particular page on your website has a high bounce rate, it can be an indicator that this page is poor quality or not very engaging to potential customers and may be a good place to invest some resources to improve.
Session Engagement has historically been measured with time on site and page views per session. However with modern websites becoming increasingly dynamic with ajax page refreshes, on page pop-ups or tabbed areas, etc 'page views' is becoming a very loose metric. StoreBuilder will of course continue to allow these basic tracking features to work in Google Analytics (just like everyone else); however, we will introduce some better metrics for tracking user engagement using enhanced ecommerce tracking.
Conversion Rate is the percentage of your visitors who are successfully converted to customers (make a purchase or fulfil other business objective). While conversion rate is a valuable measure of overall website performance, it misses some extremely valuable data: for those visitors who do NOT convert, where or why did the not convert?
Enhanced Ecommerce Tracking
Enhanced Ecommerce Tracking is Google's response to the changing nature of ecommerce websites to fill in the holes where basic analytics don't live up to modern ecommerce tracking demands.
Shopping Behavior Analysis
Shopping Behavior Analysis is Google's answer to measuring customer engagement or interest in your products. While more page views could mean more interest from your audience, that metric is less reliable as websites become more and more dynamic; but also a highly interested visitor may proceed straight the product they want and checkout in very few page views, or a "board browser" may stumble around your website for hours with no intention of purchasing.
Shopping Behavior Analysis breaks down customer engagement into a funnel of steps: All Sessions, Sessions with Product Views, Sessions with Add to Cart, Sessions with Checkout and Session with Transactions.