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Creating an Ecommerce Report from Google Analytics Data with Megalytic

Published October 17, 2014
Has a boss or client ever asked you to create an “Ecommerce Report?”
I know. It’s a common and frustratingly vague request. But, if a business has invested in implementing Google Analytics Ecommerce tracking, chances are they expect regular reporting to track progress and deliver insight about what’s working and where improvement is needed (if they don’t, that’s a whole other concern…).
A good Ecommerce Report not only tracks revenue earned on the website, but delivers insight into where the revenue is coming from – which demographics, marketing channels, geographies, etc. This information is all available in Google Analytics, however, it is a lot more difficult to put it into a report format that would please a boss or client.
That’s where Megalytic can help. Megalytic provides a set of Ecommerce widgets that you can customize for your needs and arrange into a comprehensive Ecommerce report.

google analytics and megalytic for ecommerce reporting

 

Watch the Video

The video below demonstrates how to create the report discussed in this post. Watch it to get a quick overview before reading the rest of this post.

https://www.youtube.com/watch?v=85OatGsiNP8&feature=youtu.be

Monthly Revenue

A good chart to lead off your report is a monthly revenue bar chart. This basic chart provides context for the remainder of the report, and answers the all-important question – is revenue increasing or decreasing?

Use the “Metric Timeline” widget to create this chart, and select the “Revenue” metric from the series selector as shown below.

creating a monthly revenue chart with megalytic

Use the date picker to set the time period to “Monthly” and you are done! You’ve created a basic bar chart showing monthly Ecommerce revenue.

Looking at this chart immediately raises the question, “What happened in June?” We see there was a big jump from the April/May revenue levels to the June/July levels.

Good analytics report involves anticipating the reader’s questions and providing data and insights to answer them. To help us do that, next we will look at widgets that can be used to break down the revenue jump from May to June to identify the drivers.

Any subsequent charts we add to the report should provide insight into that question.

Sources of Revenue

To identify the source of the jump in revenue from May to June, use the “Ecommerce by Source Category” widget. This widget breaks down revenue by marketing acquisition channel: Organic Search, Paid Search, Referral, Email, Direct, etc.

Select the table chart type, and use the date picker to compare May with June.

monthly revenue comparison segmented by channel chart built with megalytic

Here, we can see the Organic Search channel experienced a 100% increase in revenue from May to June, while Email was flat and Direct dropped by 16%. We also know at the end of May, a search engine optimization (SEO) campaign was undertaken to improve the organic search visibility of this web site. The chart above shows the SEO effort paid off.

Annotating the Report with Notes

Not every insight you wish to communicate within your Ecommerce Report can be conveyed via a chart or table. Sometimes, as in the case of the SEO campaign information, you want to include notes in the report that provide background and explain the data being presented.

Use the Megalytic Notes widget to add text to the report. As shown below, we can simply drag a Notes widget between the two just created.

dragging a widget on to a megalytic report

Once the Notes widget is placed in the report, we can edit the text to describe what the chart and table are showing. Here’s the finished note as it appears in the report.

a note, or text comment, inserted into a megalytic report

Regional Ecommerce Results

Marketing campaigns often vary across geographies, so it makes sense to report Ecommerce results by region, as well. This enables you to determine the regions where demand for your product or service is strongest and compare against the marketing efforts for those regions. Areas that lag may indicate a need for changes in local marketing, while areas that generate the most revenue may be using marketing campaigns that can be copied in other geographies.

Megalytic provides the “Ecommerce by Geography” widget for this type of reporting. Below, you can see the map version of this widget, showing the top 10 revenue-producing regions around the world.

a megalytic map chart showing worldwide revenue by country

This widget can easily be customized, using the widget editor, to zero in on a particular country or city.

Demographics and Ecommerce

If you have enabled demographics tracking in Google Analytics, then you can use the Megalytic “Ecommerce by Demographics” widget to segment revenue by age group, gender and interests.

It is useful to know your audience and, in particular, the audience buying the most from you. Include a breakdown of Ecommerce by demographics in your report so your marketing colleagues can see if the revenue results line up with their expectations of the company’s target buyers.

As shown below, the default presentation of this widget shows revenue and transactions by age group. Using the widget editor, you can display other metrics such as conversion rate and average order value.

a megalytic chart showing revenue by age demographic

Other Ecommerce Widgets

In addition to the examples shown above, Megalytic provides a number of Ecommerce widgets to slice up your revenue data along a variety of dimensions. To see all the available Ecommerce widgets, open the widget library and enter “ecommerce” in the search field, as shown below.

image showing the library of megalytic ecommerce widgets

Here Megalytic provides widgets to analyze Ecommerce revenue by Source Category (marketing channel), Product, Landing Page, Geography, Campaign, Keyword, Social Network, Platform/Device (mobile, tablet, etc), Custom Variable, Segment, Source/Medium and Demographics.

There is also an AdWords Ecommerce widget that enables you to combine AdWords data with the revenue tracking available in Google Analytics.

megalytic table showing revenue by adwords campaign

In this table, you can see – at a glance – which campaigns are producing the most revenue, how much was spent on those campaigns, the clicks generated and the number of transactions.

By default, this widget shows the Revenue by AdWords campaign, but it can be edited to show revenue by Keyword, Ad Group, or Ad Content. The default columns can be adjusted, as well, to show other metrics such as Cost per Click (CPC) or Return on AdWords Spend (ROAS).

Conclusion

Megalytic provides a powerful set of widgets that enable you to create Ecommerce reports that show high-level trends and drill down into the campaigns, geographies, demographics, and other factors driving revenue. In addition to providing readers with the data they need, take advantage of the Megalytic Notes widget to annotate your report with text that explains the data and highlights important insights.

ALSO IN THIS BLOG

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.
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.
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.