• 1. About this Book
  • 2. 10 Reasons why Ecommerce Businesses Need to Have Google Analytics Set Up Correctly
  • 3. Quick Overview of Your Google Analytics Admin - Before You Set Up Your Ecommerce
  • 4. Setting Up Your “All Web Site Data” View in Google Analytics
  • 5. What the Heck are Parameters... And What do I do with the "Exclude Query Parameters" Field in Google Analytics?
  • 6. Adding Filtered Google Analytics Views Gives You Access to Better Marketing Data
  • 7. Setting up an “Include My Domain” Filter in Google Analytics
  • 8. Using Google Analytics Filters to Rid Yourself of Rage-Inducing Referral Spam
  • 9. Formulating Your IP Address Filter in Google Analytics
  • 10. Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters
  • 11. How to Remove Slashes From The End of your URLs in Google Analytics
  • 12. Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics
  • 13. Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics
  • 14. How to Turn your Ecommerce Parameters into Custom Dimensions in Google Analytics
  • 15. Using your Parameter Custom Dimensions to Discover Ecommerce Opportunities
  • 16. Key Google Analytics Settings You Might Have Overlooked for your Ecommerce Configuration
  • 17. What are the Google Analytics Ecommerce Settings For and How are They Set Up?
  • 18. How to Turn on Ecommerce Tracking in Google Analytics
  • 19. Google Analytics Enhanced Ecommerce on popular Ecommerce Platforms
  • 20. Manually Adding Google Analytics Standard Ecommerce Transaction Tracking Code
  • 21. Manually Adding Google Analytics Enhanced Ecommerce Transaction Tracking Code
  • 22. Implementing Enhanced Ecommerce Features to Collect Game Changing Data For Your Ecommerce Store
  • 23. How Do You Use the Ecommerce Reports Built into Google Analytics?
  • 24. What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?
  • 25. What is the Shopping Behavior Report and What Should You Use It For?
  • 26. The Importance of the Checkout Behavior Report in Google Analytics
  • 27. What is the Product Performance Report Used for in Google Analytics?
  • 28. This post has been deleted
  • 29. How can you see Individual Ecommerce Transactions in Google Analytics?
  • 30. What is the Time to Purchase Report in Google Analytics Used For?
  • 31. Deep-dive your Product Sales with the Google Analytics Product List Report
  • 32. Setting Ecommerce Goals in Google Analytics and Why This is So Important
  • 33. Adding Your Ecommerce Goals to Google Analytics
  • 34. Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate
  • 35. Using the Model Comparison Tool in Google Analytics
  • 36. Segmenting Users - A Powerful Tool for Providing Data Insights
  • 37. Building Segments Using the Shopping Behavior Report
  • 38. How to Use the Segment Builder in Google Analytics
  • 39. How to Build Specific Criteria using Google Analytics' Segment Builder
  • 40. Google Analytics Segment Examples to Enhance Your Ecommerce Sales
  • 41. How to use Segmentation Analysis to Identify Opportunities and Increase Conversion
  • 42. Making the Most of the Demographics of Users When Looking at Ecommerce Data
  • 43. Google Analytics Segmentation Example - Transacted vs Did Not Transact
  • 44. Taking your Segmentation Analysis Further
  • 45. Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager
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    Google Analytics Ecommerce Overview Report

    What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?

    In this article, we’re going to be looking at the Ecommerce Overview report. The overview report shows you important metrics for your eCommerce Activity. In the image below, you can see how to access the Overview report.

    By default the graph shows you your Revenue and Ecommerce Conversion Rate (although this can be changed). On this graph you can adjust the scale depending on the time frame that you want. You can select between hourly, daily, weekly or monthly results depending on how much detail you need.

    Revenue is how much you’re earning from your website, and the Ecommerce Conversion Rate is what percentage of your visitors are purchasing; i.e. what percentage of the sessions to your website are being converted into sales. You can compare any other two metrics if you wish to do so.

    Below the graph you are provided with some metrics that you can use to quantify the totals over whatever period of time you select. Your total Revenue, Ecommerce Conversion Rate, Transactions and Average Order Value for the time period you have selected are all displayed. The Average Order Value is equal to the Revenue divided by the number of Transactions.

    The Overview report also gives you some data about your marketing campaigns and which ones led to successful eCommerce results. This Marketing section tells you how many of your transactions, revenue and average order value are associated with a particular type of marketing association.

    Campaigns shows you how many of your transactions, revenue and average order value are associated with a campaign, such as Adwords or Google Display Network. You need to have Campaign tagging turned on (UTM parameters) on links to make use of this if you’re not using a platform that has auto-tagging enabled.

    Internal Promotion shows you how many impressions of your own banner ads you have had during the time period, but only if you use promotion impressions in Enhanced Ecommerce. Not all eCommerce platforms have this functionality in-built, and so if this is a feature you’re keen to use you may need a developer to write the code for you.

    Order Coupon Code shows you how many of your transactions, revenue and average order value are associated with a coupon.

    Affiliation shows you how many of your transactions, revenue and average order value are associated with an affiliation (i.e. store name is set). Usually all your transactions would have an Affiliation, so you can consider this a total.

    Finally, the Top Sellers section enables you to rank your top ten Products, Product Categories and Product Brands. It shows you the percentage of your sales that are comprised of each of these top ten. If you click any of the links for more details it takes you to the Product Performance report.

    So that’s a general guide to (an overview of?!) the overview report, and the various ways that it can be used. This is a useful one to check in on regularly to make sure that you are hitting all your targets; but don’t use it for in-depth analysis.

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