10 Google Analytics E-commerce Metrics You Should Be Tracking

E Commerce

By Tigran Mirzoyan, CEO at Smarketa.com 

Building an eCommerce website is very attractive in terms of convenience for both buyers and sellers. For marketers, however, it promises high sales only if the website is well-optimized. It means that while building a website, you need to consider all the strategies that can bring you sales and calculate the possible risks that can harm your business. It will keep you away from eCommerce SEO mistakes and will drive your website to become a trustworthy business in this hugely competitive market. Learn more about how to audit the SEO health of your webstore here.

How to find out the website performance?

Well, a good-working website is a goal for all the businesses. Marketers hire a professional marketing agency, implement different DYI tactics to get high results. Nevertheless, for finding out how well your website performs and get information about the real-time traffic to your website you can use one of the most powerful analytics software tools, called Google Analytics.

Do you track the most important eCommerce metrics?

When it comes to the decision-making process, businesses use some metrics in order to get aware of strong and weak parts of their websites and make some improvements, if needed.  As these metrics are countless, it is important to go deeper into the most working ones that can promise success to your business.

Although the list of valuable metrics is not over by this, however, let’s detect 10 of them that are worth attention:

1.Conversion Rates

Marketers spend much time and effort to increase conversion rates. Imagine, someone visits your website and abandons it without any action.

Which is your benefit?

Even in terms of eCommerce SEO, your business has no benefit in this case. Your website’s conversion rates give the percentage of your website visitors, who make an action. The higher your conversion rate is, the higher your website ranking will be.

You can implement Conversion Rate optimization by several actions, among them:

        A/B testing;

        Optimize your content and headlines;

        Use videos;

        Create text-based CTAs;

        Improve speed, navigation and “go mobile”.

2.    Total Revenue

The number of your total revenue gives you an idea about your business performance. You can measure your business growth and success. It can be a good indicator of the effectiveness of your tactics and strategies. The role of it is really critical, as it is toughly connected to all the activities that you implement for your business.  For growing your total sales you need to:

        Understand your Business Niche;

        Cover Customer Needs;

        Target and Retarget;

        Use Ecommerce SEO tactics.

3. Return on Advertising Spend

While ROI is the return on your total investment, ROAS it connected to advertisements that you have paid. Any type of advertisement requires result and not only return of money but high revenue.

Using advertisements can be great tools for your business success if you do it correctly and effectively. Use the platforms where you can meet the target market. Create a buyer persona. Avoid using the same ads on all platforms. You can even test, to find out which of them give the desired results.

4. Analysis of Traffic Metrics

As online business wholly depends on an effective web presence, you need to show your clients the value of your brand and make a great relationship with your customers. Google Analytics will give you an insight into the details of your customer’s actions, and if you manage to give them the relevant information and cover their expectations.

5. “Add to Card” eCommerce Metrics

“Add to card” can seem an ordinary action, but the reality is different: it is a powerful indicator, which shows and estimates your chances and ability to convert visitors into clients. The success of this metric depends on a lot of factors, i.e. user experience, price, payment options, etc. If you monitor it, you will manage to fix some problem with conversions and increase your sales.

6. Cart Abandonment

This metric is an indicator, which shows the percentage of visitors, who have wanted to make sales, but did not come to their final goal. It can be measured by a simple action: Just divide the complete number of successful purchases by the total shopping card. A high rate is not good for your business. It can happen for several reasons. In order to find out the reasons, you can use email marketing tools, to remind them about their purchasing decision and target them to complete their action.

7. Cost per Acquisition

While you want to get informed about the total cost of including new customers using a special channel or campaign, the CPA comes into help. This metric gives you the total percentage of website traffic that comes from your paid ads or other media. It informs about the impact of revenue of a marketing campaign.

8. Brand’s Online Visibility

This is a very crucial metric regardless of a brand type. Without having high visibility, you will not manage to reach your buyers. Brand metrics allow finding out the strong points of a brand and implement them to gain a larger audience.

9. Organic Traffic Metrics

It can give you the number of website visitors from organic search. People hire an SEO agency to develop this metric. The reason is that traffic that comes from organic search has more chances to increase your brand reputation, awareness and it is more promising when it comes to sales.

10. Social Media “reach” Metrics

Almost all businesses have an active business performance in different social media channels. Measuring the activities and their effectiveness will help to develop better social media marketing strategies. For this, you need to take into consideration:

        The number of conversions;

        Customer engagement and reach;

        Likes and shares;


Using Google Analytic ECommerce metrics help you in getting sufficient information about your website traffic. Due to this information, any marketer or a digital marketing agency can build strong marketing strategies for targeting potential buyers. Understanding what is useful, valuable and important for your customers, you will easily make them your customers and manage to increase their trust towards your business.