• 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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    Time to Purchase Report in Google Analytics

    What is the Time to Purchase Report in Google Analytics Used For?

    The Time to Purchase Report is another of the many eCommerce-specific reports that appears in Google Analytics. It’s worth considering how long it takes your customers to purchase after first discovering your website as this helps you with your remarketing strategy.

    The Time to Purchase Report is located within the Ecommerce Conversions menu, and is only available to you if your Google Analytics Ecommerce configuration is set to “Standard Ecommerce”.

    This report tells you, once a visitor has come to your website for the first time, how many days or how many sessions that it typically takes them to commit to a purchase, depending upon the chart that you select (See ‘Days to Transaction’ and ‘Sessions to Transaction’ below).

    You can then view a bar chart for this data, with percentage figures also indicated, as in this image:

    google analytics time to purchase report

    The benefit to having this information is that if you know that a large portion of your buyers tend to come back within a certain amount of time to complete the purchase, you can set up a remarketing campaign to gradually decrease in intensity as you approach and pass that timeframe. Typically you would find that if you sell smaller-priced, higher volume items you would tend to have a large number of sales in the first 0-2 days after seeing the offer. In this case you would only need a short remarketing cycle if you were remarketing just that one product, and then you could move on to marketing other products that are similar to draw them back.

    But if you sell a complex or higher priced product it may take several weeks or even a month or more for your customers to make the buying decision. In that case, you want to extend your remarketing schedule over a longer timeframe to keep the product or service, along with your brand, front of mind.

    Alternatively if you find that it typically takes a number of sessions before your customers buy, you can intensify your remarketing efforts as the number of sessions per user increases. If your customers generally buy in only one session then you can remarket anxillary products less aggressively and over a longer time period, to pick up the occasional impulse buy.

    Ultimately you want to set your marketing up to encourage repeat visiting by marketing in a regular cycle that makes sense based on the speed of purchase of your particular products and customer-base.

    Want to get 8-10X ROAS from Google Ads?