Sometimes e-commerce reporting in analytic solutions can be intimidating place to start. An e-Commerce business or an organization with an e-Commerce group faces many reports combined with many products for a visitor to view. So on first blush, considering what details to manage at first seems confusing.
To develop analytic reporting, consider these activities to build best reporting practices.
Monitor speed to purchase
Visits to purchase and days to purchase are valuable metrics in determining how quickly purchases are being conducted. This is a different perspective than the standard goals and recency reports shown in Google Analytics. Goals usually reflect the current within a visit clicking on a button playing a video for reaching for page referred time on the website. Multiple actions are typical for e-commerce site, given the number of items made available. Thus E-commerce goals differ by representing both a conversion in a visit or actions with a visit.
Match analytic reporting to territory to better track sales by currency
It is best to have a profile for each country in which you intend to operate. The reason is currency differences. Most analytic solutions have no means to combine currencies within one profile. So to make retail reporting easier, establish an analytic profile that contains data for local websites serving a specific region.
Watch for discrepancies in the visitor data
Some decay in data can occur as traffic is examined from a click of a tagged form to a conversion goal. This error is usually represented as a difference between visits and orders forfilled. The error comes about due to tracking concerns. Browser settings, blocked cookies, and multiple clicks within a visit increases the likelihood of an error count. Users can use Charles or Fiddler to confirm that there are no consistent client-server issues with the website that could be causing the error. Errors over 10% are a concern worth seeing a correction.
Check the item details that go into the E-commerce Javascript tag
Details such as SKU codes are usually required in the Javascript tag. These details are necessary for the E-commerce analytics reports to capture metrics and data. Make a list of what should be included
Check Javascript syntax where possible
Another area to check in the syntax used in the Javascript tag. Watch for unique symbols that do not work well in a Javascript syntax, such as currency symbols. Sometimes a symbol is not interpreted in the script well, causing a misfire of a code.
To make an inspection easier, set a master profile where unfiltered data can be examined. This can provide a check for setting changes and help validate proper code. A web developer can verify and dig into the code details for errors or possible mismatch within the Javascript syntax.
Maintain a roll up account
Just as with filters, where maintaining an "unfiltered" account is important, E-commerce should maintain a roll up account that covers all related e-commerce reporting. This is particularly useful when purchases are handled through various territories and there needs to reporting unfiltered to detect reporting and in some cases diagnostic concerns.
