image
Google Analytics ecosystem – Pinpoint the effectiveness of Search Engine Optimization, Pay Per Click and other marketing efforts.
Highly experienced online merchants understand the importance of data and analytics, and almost all use Google Analytics to some degree. While we look at some of the same overall numbers like traffic, bounce rates, landing pages, and conversion rates, the slicing and dicing of those numbers is a different matter for just about every merchant we talk to.

While each merchant’s business strategy will drive them to look at different slices of data, almost every merchant would love to have more data, or have it presented in a more-accessible, actionable way.

In this article, we’re going to discuss how to make sure you have a solid foundation upon which to build additional layers of insight using Google Analytics as a base. As you read through the article, you can learn how to do everything we talk about by visiting the resources we provide throughout this article.

What is the Gang of Four?

First off, when we talk about Google Analytics, you are best served when the various Google properties work as a team.
Tying these services together is rarely the purview of a developer, designer or merchandiser. This is one of those areas that merchants or online merchandisers should embrace as part of their craft. While your systems integrator, developer or IT specialist may need to help you with the technical aspects, the vision should come from those responsible for marketing, merchandising and driving sales.

The main properties are:

Note: While we are talking about Google, which dominates the search market, Bing and other major search engines also offer webmaster tools and other service to help you tune your offerings.

Magento Enterprise Edition Makes It Easy

Fortunately for Magento Enterprise Edition merchants your software makes the part that involves adding code to your site extremely simple.

Adding Google Analytics is as simple as opening a free Google Analytics account and copying and pasting that account number into your Magento Enterprise Edition configuration panel.

Finding the Adwords code is a little trickier, but, Magento Enterprise Edition also has a copy and paste solution for that. This article refers to Magento Go, but the steps are the same in Magento Enterprise Edition.

Outside of Magento, if you really want to add more granularity to your Adwords tracking, you should connect your Google Adwords and Google Analytics accounts. Google provides easy-to-follow instructions for this, as well.

You will connect your store to Google Webmaster Tools via your Google Analytics account. This is done by clicking verify when adding an account in Webmaster Tools. From a Magento perspective, you want to be sure to submit your site map so that Google will catalog your store’s pages correctly.

Finally, if you aren’t using Product Listing Ads (PLAs) from Google, you should consider it. This will help ensure that your products show up in Google Shopping search results. The research on the subject we have seen to date shows a strong return on investment for most merchants who use them and manage them wisely. For more information on PLAs, take a look at an article we recently wrote on the subject.

If you aren’t familiar with PLAs, you should read this article about their advantages. If you sell in Europe, Jacques Van Der Walt’s article on the subject is really a must read.

In order to have your products show up in PLAs, you need to open a Merchant Center account, tie it to your Adwords account, and feed the products from your store directly to it.

While there is no core function to feed your products from Magento Enterprise Edition to your Merchant Center account, you might consider a couple of potential solutions:

1. Via an extension: Wyomind sells an extension that helps you map your products to Google and creates the feed for you.

2. Use an external service like DataFeedWatch. Their service allows you to set up a feed quickly and gives you powerful mapping tools that allow you to make exceptions for products based on any attribute in your store and/or content within those attributes.

In short, working with Google Analytics and the Google ecosystem is an absolute necessity for most merchants, but, many have delegated its management to their ‘techies.’ We urge marketers, merchandisers and entrepreneurs to take a more active approach in managing and analyzing the data in order to maximize the analytical power of your Magento store.




image

Back Older article Newer article

New theme released

Responsive Magento Theme - Gala Marcos

A truly impressive Magento template for fashion store from Galathemes, Gala Marcos. It amazes visitors by modern and high-fashion look, and also, neat design.

Read more

Our services

Installation

Magento Custom Development

Magento is the most powerful eCommerce system offering rich customization possibilities by extensions and modules.

We offer custom extension development performed by our full-time Magento experts to ensure the custom extension developed follow Magento code standard, optimized and pass our quality tests.

Read more

design

Magento Custom Design

Design and development a custom Magento template for your Magento store. Our designers and developers are specialists in Magento Commerce and have strong experience in Magento projects.

We provide all design in PSD files, template package and sample data. We also help you install the theme on your store if required. We start your project instantly and with highest priority.

Read more

Magento Template Conversion

PSD to Magento Theme Conversion

PSD to Magento Theme Conversion is a leading strength of us. We have an intelligent process and experienced staff, so you will save much time.

We easily convert a store designs in PSD format into a fully functional Magento commerce template. Quick and convenient for you to create an online store based on Magento is through "PSD to Magento Theme Conversion" service. We bring the flexibility, user friendly modules, and the extensions to improve the functionality of Magento.

Read more

Development

Magento Site Development

We update our Magento knowledge everyday. Having an excellent knowledge on Magento design, Magento programming and server optimization, we guarantee your project get done perfectly.

We apply the philosophy of agile project management to ensure your project always performs on the right way, you'll get updates frequently, any changes of scope of project can be informed early to minimize risks, time and cost.

Read more

Optimization

Magento Server Optimization

We realy provide the best service for you. Among them are optimized for Magento server is very important. Your ecommerce shop will flexibility and agility absolute. Connecting with customers, processing speed, the gentle query and sensitive to the search engine is very easy

Read more