Tracking conversions for your business/website is a vital part of understanding your customers, site usability, and performance of marketing campaigns. A conversion, even for an e-commerce business, isn’t exclusive to a sale. A conversion is simply an action that you’d like your user to take.
Google Analytics is fantastic for e-commerce sites, as it enables you to easily track both e-commerce specific conversions (such as transactions) and more general conversions (such as page views), as well as being free to use and easy to set up.
Google Analytics enables you to look at the performance of your site on both a macro and micro level. For example, you can look at your entire site's conversion rate, or you can look at more specific data for channels, audiences, products and website pages. An example of this would be the conversion rate for a specific Google Ads keyword or the conversion rate of women aged between 45-54 in Lincoln.
For an e-commerce site, you will definitely want to keep track of your:
E-commerce conversion rate
Average order value
Shopping cart abandonment rate
Customer lifetime value
As well as keeping track of these e-commerce specific metrics, you will want to monitor your general site traffic, bounce rates and time on site, among others.
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