0405123696 petra@web-data-analytics.com

ecommerce digital analytics book

About This Book


This book came about when a friend of mine approached me to train some of the advanced modules in her digital marketing courses.

She had found that students in the eCommerce industry often needed more advanced help with their analytics and it was hard to find a single resource for Google Analytics that was specifically relevant to the industry.

I wrote a training course (please contact me if you would like to do the course, it is a live course for students in Adelaide and is extremely valuable as you get the in-person teaching), and my first draft turned out a bit longer than I had initially intended!

I ended up with a full manuscript in addition to a course which ended up being rewritten into a separate online article series. It turns out there is a lot of very interesting things you can do in Google Analytics when you have an eCommerce store.

In my business I specialise in web analytics. This has massive value in the eCommerce industry (well, for any business who attracts and converts visitors on their website to be honest) but if you are in the eCommerce industry you’ve probably realised by now that your industry has some nuances.

For example, if you require high product sales volume to cover your overhead, then you absolutely need to be investing in high ROI digital marketing strategies otherwise you can find that your marketing cost erodes your profit very quickly.

Also, since you sell directly from your website, it is really valuable to set up eCommerce tracking within Google Analytics, so that you can see the revenue from each product you sell, and drill down into your sales funnel in more detail. You’ll want to be able to identify the marketing strategies that are leading to the most, and conversely the least amount of profit for your business.

I think you’ll find this resource very useful for accomplishing that!

Now I haven’t covered any Google Analytics basics here, or at least if I have, I’ve glossed over them. This is primarily because the book has emerged from an advanced training course in which introductory Google Analytics is assumed knowledge. But I plan to develop this book out further.

If you would like me to discuss anything which I have not already covered in depth, or to explain any concepts from an earlier level of understanding, then please contact me directly and give me feedback. I would greatly appreciate it, and I will definitely consider every piece of feedback when developing the next version of the book.

Also, please don’t consider this book to define any limits for web analytics for eCommerce. This book is really only scratching the surface. There is much, much more that you can do if you combine your Google Analytics with other software such as Google Tag Manager.

I love using Google Tag Manager to extract custom data about exactly how your visitors are using your website and then pass that custom data into Google Analytics, Facebook, Adwords and any other marketing platform you may be using. But that is a story for another day, and a whole new book.

If you would like to learn more about custom data collection and blow your mind with cool ways that you can use that for your eCommerce store then please subscribe for email education using any of the subscription contact forms found on this site. Like this one for example.

A word about navigation and style – I have adjusted this book to make it easy to read online, and so you can refer to the table of contents on the left-hand side. Each chapter has been written as a separate article and should make sense on its own, so feel free to share any single post. In some ways this “book” is really a compilation of articles in a set order, so that it is web friendly.

Another note: I can and do change my website, so if you want a stable copy for these articles for your own personal reference then please register your interest in the e-book or physical book format. Alternatively you can download any single article as a PDF. I plan to add the additional formats if there is enough interest – so do register if you would like a copy, otherwise I will assume you’re not interested. If no-one registers I will more than likely move onto a different project!

Now for all you early adopters out there, I am planning to launch this book via email and then follow up with the website version a few weeks later. So if you’re keen to get started, please subscribe to the early email version here.

I think that just about covers it. Please stay in touch and enjoy your reading!

All the best,


Using the Model Comparison Tool in Google Analytics

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How to Use the Segment Builder in Google Analytics

As I mentioned in a previous blog post, segmentation is one of the most powerful tools at your disposal in Google Analytics. So it is vital to make the most of the Segment Builder included in the software. This article will tell you exactly how to achieve that. Now...

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Taking your Segmentation Analysis Further

I'm a big fan of using Google Analytics data in novel ways to help you to understand what is happening on your website. One of these ways is to look at convertibility of each page. Its the equivalent of comparing the percentage of users who converted with the...

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Adding Your Ecommerce Goals to Google Analytics

As I was describing in my last article, Setting Ecommerce Goals in Google Analytics and Why This is So Important, one of the key aspects of Google Analytics is defining your Goals. This is how you tell Google Analytics precisely what you're looking to achieve. This is...

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Ecommerce Google Analytics Book – Table of Contents