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.