Enhancing Magento Enterprise Store Performance with 4 Essential Google Analytics Parameters

Today, the Google Analytics ecosystem is strong and capable enough to help online merchants to understand what is happening to their store on the business front. In the present scenario, most experienced online merchants understand the importance of data as well as analytics. Hence, almost all merchants, beginning from the highly experienced segment right down to small and mid-scale eCommerce business owners use Google Analytics to some degree.

Almost all these merchants utilize the various numbers such as traffic, bounce rates, landing pages, and conversion rates for the purpose of business analysis. However, the way they analyze the data to obtain the relevant inferences is a different matter for each business owner. This is because of the varied strategies they utilize to promote their business.

Google analytics can be used as an insight to a merchant’s online business. Every single byte of data that is presented through Google analytics gives the eCommerce merchant a deeper ability to analyze and understand his or her business. Using Google Analytics as a base, the eCommerce merchant can achieve far better results than what are achievable presently.

Google Analytics can be better understood if we examine its various properties that work as a team. Although the four properties are usually taken once in a while together for a thorough analysis, it is important that merchants and online merchandisers should embrace this as a part of their craft, while seeking help from their systems integrator, developer, or IT specialist for the essential technical aspects. At the same time, the vision you seek for your eCommerce venture should come from marketing, merchandising, and driving sales. The main properties that we need to understand are:

  • Google Analytics – Understanding how conversions happen
  • Google Adwords – Tracking how effective your ad campaigns are
  • Google Webmaster Tools – pushing your site map to Google to enable it to report on your website health from a search engine’s perspective
  • Google Merchant Center – The online catalog aspect for Google

While we concentrate on the Google Analytics service offered by Google, there are major search engines such as Bing and others that offer their own version of services to help you tune your offerings.

Fortunately, the entire process as described above becomes easy for Magento Enterprise Edition. Enterprise users just need to open a free Google analytics account and copy and paste that account number in their Magento Enterprise Edition’s configuration panel. For Adwords code, the steps are a bit trickier, however, the Enterprise Edition does provide a solution. A good advice is to, outside of Magento, connect your Adwords and Analytics account, which will add more granularity to Adwords tracking.

Moreover, connect your store to Google Webmaster Tools via your Google Analytics account. From Magento’s perspective, be sure to submit your site-map to Google, so that it can catalog your stores perfectly.

Finally, you also need to consider using Product Listing Ads (PLAs) from Google, which will help your product to show up in the Google Shopping search results. Researchers have concluded that there is a strong return of investment for most merchants who have used and managed them wisely. In order to have your products show up in the PLAs, you will need to open a Merchant center account and tie it to your Adwords account. This will enable you to feed the products from your store directly to the PLA.

You need to know that there is no core function that will allow you to feed your products from the Magento Enterprise Edition to your Merchant Center account. However, you might consider a few potential solutions such as doing this via an extension such as Wyomind or use an external feed such as DataFeedWatch.

Therefore, it is absolutely essential for marketers, merchandisers, and entrepreneurs to take a more proactive approach in managing as well as analyzing the data from Google Analytics as well as the Google ecosystem. However, currently, many have delegated the task to their technical personnel. What is actually needed is a proactive approach so that the analytical power of your Magento store is maximized with the proper management and analysis of the said data.

Vartika Agarwal

Vartika is presently designated as Manager – HR at Krish TechnoLabs Private Limited. She is a seasoned professional who possesses strong exposure in HR Domain which includes Operational and Generalist matters pertaining to HR. Apart from holding PGDM in HR Management she is also a Bachelor of Laws. In her 9+ years of professional experience she has been part of various industries.

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