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You Need This Tracking for an E-commerce Business

June 14, 2013

If you have an e-commerce business, it’s critical to measure each transaction and how they correlate to your online marketing efforts. Yes, it’s important to measure conversions on your website, but measuring the revenue associated with those conversions is much more valuable.

One way you can measure e-commerce transactions is via Google Analytics. Google’s E-commerce Tracking will measure:

• Revenue associated with AdWords campaigns
• Revenue associated with specific referrals
• The number of transactions associated with organic search
• Average per visit value across all traffic sources

You can gain further insights such as understanding how long the decision making process takes for your customers along with how many website visits it takes to entice them to make a purchase.

It doesn’t take much effort to enable e-commerce tracking, especially considering the tangible revenue reporting you will have access to. You can then obtain even more powerful reporting by tying this data to your multi-channel funnel reporting.

How are you currently gauging the effectiveness of your online marketing efforts in relation to your e-commerce transactions?

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Image credit: D. Laird