Building an Ecommerce Report in Megalytic

Published February 13, 2015
You need to produce a report showing your website’s Ecommerce performance. As long as you have Ecommerce tracking set up in Google Analytics, you’ll have transaction and product data showing up in your account. But, how do you use that data to pull a report together, the kind of report that tracks not only the revenue earned on the website but where that revenue is coming from?
You could cut and paste from Google Analytics. Or, you could export data from Google Analytics to Excel, build your own charts and tables, and pull everything together into a report in MS Word. But, that’s a lot of tedious work. And then, you’ll just have to do it all over again next month.
Luckily, Megalytic allows you to put together Ecommerce reports quickly and easily using widgets specifically designed for Ecommerce reporting. And once the report is created, you can easily keep it up to date each month with just a few clicks.
Go ahead, breathe that sigh of relief.
In this post, we explore the Ecommerce widgets in Megalytic and show how you can use them to construct a report.

Ecommerce Reports with Megalytic


Create a Blank Report and Open the Widget Library

To get started creating your Ecommerce report, simply click on “Create a New Report” on the left side of your dashboard.


Create a New Report in Megalytic


Select “Blank Report” as the template to start with a fresh canvas and begin building your report from scratch. This will also open the widget library in the left hand side of your browser. In Megalytic, reports are created by dragging widgets from the library on the left into the report canvas on the right.

If you would like to follow along by creating your own report, you can open a free Megalytic trial account - no credit card is required.


Megalytic's Widget Library


Megalytic offers a variety of widgets to help digital agencies, marketers and business owners with reporting. To show only Ecommerce widgets, we can search for “ecommerce” in the search bar in the upper right corner of the widget library.


Megalytic's Ecommerce Widgets


At present, Megalytic provides 13 Ecommerce widgets. Twelve (represented by orange icons) are related to Google Analytics dimensions like Channel, Product, Landing Page, etc. One (the yellow icon) is focused on Ecommerce resulting from AdWords campaigns.

What’s Driving Ecommerce?

One of the important questions to answer in an Ecommerce report is to understand what acquisition channels drive revenue. Does traffic from paid search contribute more than referral traffic – or vice versa?

The Ecommerce by Channel widget shows the traffic sources that resulted in online purchases. In the example below, this widget shows that Organic Search provides the most transactions and revenue, while referral traffic has a higher Average Order Value ($527.88 vs $389.63).


Megalytic's Ecommerce by Channel Widget


In addition to looking at revenue by acquisition channel, it is important to look at which campaigns are driving the most revenue. If you are tagging campaigns to track them in Google Analytics, you can use the Ecommerce by Campaign/Keyword widget to identify the campaigns producing the most revenue.

Here, you can see that Campaign A produces by far the most revenue. Interestingly, Campaign B, which produces the second highest number of transactions, has a much higher Per Session Value. The Per Session Value metric can be used to estimate the value of the traffic from a particular campaign. In this case, it tells us the average Session from Campaign B produced $0.73 in revenue, while the average Session from Campaign A produced $0.38 in revenue.

For this we can conclude that Campaign B generates more valuable traffic and that it may be worth shifting some resources from Campaign A to Campaign B. Of course, that judgment depends on the cost of Campaign B, as well. In general, you should aim to spend less per Session for traffic from each campaign than you receive in revenue (the Per Session Value).


Megalytic's Ecommerce by Campaign Widget


Insight into Geography

In addition to understanding what acquisition channels and campaigns are driving Ecommerce, it is often helpful to have a look at the geographic distribution of transactions and revenue.

Megalytic’s Ecommerce by Geography widget enables you to report on both revenue and transactions at a range of geographic levels from Country, to Region, to City. The example below shows Revenue broken out by the Top 10 countries.


Megalytic Widget Showing Revenue by Country


Like all Megalytic widgets, the Ecommerce by Geography widget can be customized. For example, if you want to look at transactions instead of revenue, click on the gear icon in the upper left corner to open the Widget Editor. Then select “Transactions” from the Metric selector.


Ecommerce Metric Selection in Megalytic


You can customize the widget further to focus on a specific geographic region. For example, if you wanted to look at the top states in the USA, you would select “Region” from the Dimension selector, and then United States from the Filter.


Ecommerce by State in USA with Megalytic


The resulting chart now provides a snapshot of transactions, rather than revenue, and is focused in on the United States.


Ecommerce by State - Completed Widget


Maps can be a great way to visualize data, but sometimes your audience will want to see other representations of geographic data, such as tables or bar charts showing the top producing locations. Megalytic widgets are flexible and enable you to easily change the way that you present data – from map, to table, to line, bar, and even pie charts.

Multiple Ways to Represent Data

The map above showing the Top 10 states is useful, but suppose that you want to provide your audience with a full list of the states contributing to Ecommerce revenue? And suppose you want to include more that one metric – maybe looking at Revenue, Transactions and Average Order Value across all states?

In that case, you would want to transform the geographic representation from a map into a table. To do that, again, click on the gear in the upper left corner to open the widget editor. Then click on the Table chart type.


Converting Map Widget to Table in Megalytic


This will transform the representation of the data from a map format to a table format. In the table format, you have room for up to five columns for Ecommerce metrics. In this example, we are showing the default columns: Transactions, Revenue, Average Order Value and Per Session Value.


Table of Ecommerce Metrics by State


If you need to make changes to these default columns, from the Widget Editor you can select the Ecommerce metrics you want to include and deselect the ones you want to remove. For example, suppose that you want to show the Ecommerce Conversion Rate in your tables to highlight states that convert to paying customers at the highest rate. In that case, you would open the Widget Editor and select the “Ecommerce Conversion Rate” metrics from the “Columns” selector.


Selecting Columns for Metric Table in Megalytic



The beauty of Megalytic is that, once you have set up your Ecommerce report, you can easily update it each month to show the latest results. That will enable you to produce your report in minutes, rather than hours. To finish it off with some custom commentary, consider adding a Cover Page to summarize, or individual Notes among the widgets with text to explain the numbers and relate the data to specific business objectives.


When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:



It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.


Remember how your mom told you not to stand too close to the television because it might hurt your eyes?

The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.

Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.