Preston Pilgrim
Author Preston Pilgrim
Digital Marketing PM
December 6, 2016
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Google Analytics: 3 Metrics to Measure to Improve Your Ecommerce Sales

Google Analytics is a very powerful tool. The data you can gather, track and measure using analytics is priceless. It gives business owners a huge opportunity to improve their marketing efforts in many different ways.

Most businesses have Google Analytics installed on their site but never use it or understand how to use it properly. I get it, it's confusing, there is a huge interface, and you don't want to learn how to use a platform when you're busy with other important tasks.

That's fine, but in this quick post, I want to lay out 3 different metrics you should be watching in your Google Analytics account if you're serious about the growth of your ecommerce business.

Mobile vs Desktop

Most of our clients receive roughly 40-50% of their traffic from mobile & tablet. Your business probably receives something similar to this as well.


What does this tell us?

You shouldn't just focus on creating a great user experience on desktop. You should be putting a MASSIVE focus on creating a great user experience on mobile design as well.

And NO, just because you have a responsive website it doesn't mean your mobile experience is enjoyable. Most mobile designs need to be customized in order to create the best possible experience.

Look at your bounce rates & conversion rates on desktop, mobile and tablet and see how they all perform.

Your bounce rate is a good indicator of how people are interacting with your website and which version is creating the best user experience. If there is a significant difference in bounce rate between desktop, mobile and tablet, that could be telling you something.


Typically, mobile will convert lower than desktop, but that doesn't mean you shouldn't put effort into creating a great mobile experience. A year from now over 50% of your traffic will probably be coming in from mobile. Take advantage of this and create a great mobile user experience. 

Traffic Acquisition

If you're like most ecommerce businesses, you are putting effort into many different marketing channels: email marketing, social media, PPC, content writing, etc.

Have you ever wondered how these traffic channels perform and how much revenue they actually bring into your business? Analytics gives you the answers. This is great because now you can see what type of traffic actually converts and what traffic does not.


Have a look at your analytics. See where your traffic is coming from, check the conversions and check the revenue. Then conclude which channels are working for you and which ones aren't.

You can try to improve on the channels that aren't performing as well or you can just put more focus on the channels that are already performing the best. Or do both. The choice is yours.

Funnel Visualization & Your Ecommerce Checkout Flow


Google Analytics allows you to create a funnel visualization for your checkout flow. This is great because now you can see how people are interacting with your checkout, what pages are causing the most dropoffs and what your checkout conversion rate is.

Once you know what pages are causing dropoffs, you can run new tests and work on improving your checkout funnel.

Please note that this funnel visualization is only displaying your checkout conversion rate (the percentage of people that complete a purchase after landing on the checkout page) and not your entire site conversion rate (the percentage of the entire site’s traffic that ends up completing a purchase).

Most people only measure their site conversion rate. But that can be misleading.

Ecommerce brands that are active content producers and have a large following have a lot of visitors coming to the site only to consume the content being produced (blog posts, videos, etc). Because visitors are only coming to the site for content purposes, it will reduce the overall site conversion rate. So the checkout conversion rate is equally as important as the entire site conversion rate.


There are endless opportunities to use analytics to help grow your business. I have given you three metrics that are definitely worth looking into, and I hope they help you improve your business over time.

Your next order of business is to make sure you have analytics installed on your site. Learn how to use this awesome platform and use the data is provided to help grow your digital marketing efforts!

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