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Google Analytics - Your Hub For Measuring the Effectiveness of Your Advertising Efforts

August 15, 2014

If you’re investing money in a Wine-Searcher sponsorship or with cost-per-click (CPC) sites you probably want to know your return on the investment (ROI).  Luckily, we create and integrate Google Analytics (GA) accounts with all sites on our network so you can make these assessments.  If you’re not sure what your Google Analytics log-in is, please reach out to us and we can provide you with credentials.


There are many different pieces of information you can look up in GA, but if you want to jump right into the key information on how much traffic and sales come from specific sites you advertise with follow these steps:

 

  1. Log into Google Analytics at http://analytics.google.com (or just follow the link in your website's admin area).
     

  2. Select your store name, and select the report (there is a global icon next to the link).
     

  3. Use the left navigation to select Conversions > Ecommerce > Overview. 
     

  4. When the page refreshes you'll see a section called "Top Revenue Sources".  Select "Source / Medium".

This will give you an overview of the path customers used to reach your website. Some of the entries will be very familiar (e.g. Wine-Searcher).  Others are worth some clarification:
  • (direct) / (none) are visitors who went directly to your site;
     

  • Google Organic refers to people who found the site from Google by performing a natural search query.  The term "organic" specifically applies to search engine queries (vs. ads)
     

  • Google cpc refers primarily to Google Shopping, a paid product feed service.  If you have Google Adwords separately set up, it's possible that data may be listed under this heading as well.
     

  • Email traffic/sales sometimes will appear fragmented under a wide range of referrers.  Usually though if you run a search against the referrals on the word "email" you can consolidate all of those entries together.  

If you click on a specific source, such as Wine-searcher, you will be able to further manipulate the data and even narrow the report to look at what pages on your site do people from Wine-Searcher land on (i.e. the most common items that people from Wine-Searcher look at on your site).  You can also sort by any of the data fields such as Sessions, Bounce Rate, Conversion Rate, or Revenue. 

 

Google Analytics is an extremely powerful tool for analyzing your site traffic and sales.  It can show how site performance changes over time, and it can pinpoint exactly how much value you get from an advertising  source.  

If you have any specific questions about how to access or use Analytics, don't hesitate to reach out to us with questions!

 

All best,

The Bevsites Staff

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