Ecommerce Analytics
Ecommerce tracking in MVMCloud Analytics allows you to go far beyond just tracking how much money is coming in your bank account. In the ecommerce reporting features, you can discover site-specific actions and the traffic sources that lead to sales. This can help you optimize your website and marketing campaigns to increase your profitability.
Linking your analytics with ecommerce reports can also help you spot problems. For example, you might notice that a certain browser is not making sales due to website errors. Or maybe you paid a source of leads to receive thousands of visits, but ecommerce tracking reveals that it didn't result in a single sale. While engagement is important, revenue keeps a business running. Ecommerce tracking can help you assign a sales value to each visitor to your website.
Data Measured by Ecommerce Tracking
In reports, you can check the following metrics:
- Ecommerce orders – track the total number of website sales in aggregate or specific periods.
- Products purchased – you can track the number of products that were purchased in total orders. You can also drill this down further with the Products report for detailed statistics.
- Total revenue – The amount of revenue generated by your sales (including taxes, shipping and discounts subtracted). Quickly see how much you've earned over specific periods.
- Subtotals – The subtotal of the order, excluding shipping and taxes. This can help you get a better understanding of your sales revenue without having to account for regional and international charge variations.
- Tax – The total amount of tax charged on all sales. Tracking or excluding this amount can help you understand your pre- and after-tax profits on your website.
- Shipping – The total shipping costs charged on all sales. When plotted against revenue, you can calculate the effectiveness of free shipping offers.
- Discounts – The total discount applied to all sales. This helps quantify the effective marketing costs of discount campaigns.
- Average order value (AOV) – calculated from total revenue divided by the total number of orders. It can be a useful metric to help you design and track the effectiveness of campaigns to increase the value of your orders and ultimately increase revenue.
- Ecommerce order conversion rate – tells you the percentage of people who visit your website and make a purchase. For an ecommerce-focused website, this will likely be one of your key performance indicators (KPI).
- Abandoned carts – The total number and potential revenue of visits where people added products to their shopping cart but ended up leaving the site without making a purchase. MVMCloud Analytics also tracks this as a percentage. While this may not reach zero, you should always try to lower this number.