Where can you find it? In the well-known interface Google Analytics complemented with Enhanced Ecommerce which we will set for free before the official app start-up. What is different from a standard module Ecommerce?
- Ecommerce module measures the conversions in your online store. It allows you to track how much your customers spend and on which products
- Enhanced Ecommerce measures the online store data in more detail. It gives you the overview of the whole shopping process – from the customer entering your mobile application to them leaving. You can see if they left your m-shop during the catalogue browsing or in one of the steps in the basket.
Google Analytics Enhanced Ecommerce for mobile applications
The information in Google Analytics about customers are almost the same for webs (online store) and apps. A few differences can be found, though: the overview titles or the data applicability itself. It makes no sense to follow, for example, versions of installed applications on the web.
Thanks to the Enhanced Ecommerce module you can collect many valuable data about app customers’ behaviour which would help you to come up with more effective marketing strategies.
To make your beginning with the Enhanced Ecommerce easy, we have prepared a few tips – what to focus on and how to deal with the data.
5 types of data worth watching in the app analytics
How to learn about the shopping habits of your customers and adjust the app to them? Watch the important data and interpret them properly. In Google Analytics you can find:
Where do new app users come from
Google Analytics can track where a user came from to an app. You can easily learn which campaign convinced most users to install and actively use the mobile app. Was it the one on social networks, your web or in PPC campaign?
You can easily find out with UTM parameters. Just place them into links to the application stores Google Play and App Store where the users install your app from.
In practice.
Imagine you are preparing a newsletter to support the mobile app download.
- Copy the URL of the teaser on App Store and then on Google Play from the m-shop administration (bookmark Advertisement and propagation).
- Generate tagged addresses in Google URL builder.
Like these:
https://itunes.apple.com/cz/app/id960304255?utm_source=newsletter&utm_medium=e-mail&utm_campaign=promo-mshop-1
https://play.google.com/store/apps/details?id=com.asymbo.metalshop&utm_source=newsletter&utm_medium=e-mail&utm_campaign=promo-mshop-1
Which products or categories are the most visited
You can find out in your app, like you do on your web, which pages in the app do customers visit the most. In Google Analytics overviews in the section „Behaviour” don’t look for a bookmark „Web Content” but „Screens”.
How can you use these figures? There is, for example, a premium product you’d like to sell more. You aren’t successful yet. That is why you should learn from the GA whether customers actually visit the product detail. If not, you may highlight it somehow – put in higher in the product list or add it to you homepage banner.
How do the customers behave in the app and why they abandon the basket
What is the ratio of customers who visited the app and those who placed an order? All you can see in your intern system is a number of orders, conversion rate of your mobile app can be found only in Google Analytics.
„Shopping Behaviour Analysis” module show you the customer behaviour in the app: from beginning to end. It registers everything they do.
It tracks the behaviour in 5 levels:
- „All visits“ which are classified into those without any additional activity and those who visited a product.
- „Users who visited a product“ are separated into those who just saw a product and those who placed it in a basket. It’s narrowing down.
- Of the „Users who placed a product into a basket“ only those who continued to the payment are taken into account.
- Of the „Users who continued to the payment“ those who from various reasons abandoned the order at payment and delivery details are excluded.
- „Visits with transactions“ will tell you the real number of customers and conversion rate in an app.
An interesting group of „lost” customers are those who didn’t complete the ordering process. Checkout Behaviour Analysis will show you them passing through the basket step-by-step. It identifies the point with the most pressing problem in your app. On the grounds of this information you can make the shopping process easier or more transparent. How? You may offer free shipping when the total exceeds 29 € or implement a new payment method. The options are unlimited.
Which products are of the most economic value
You can acquire this information from the accepted orders. But why should you? You can find it in a well-arranged chart in Google Analytics. You can also learn of it which campaigns are contributing the most to the sales of the products. Where can you find it?
Watch the bookmark „Conversion“ / „E-commerce“ / „Product Performance“.
It will help you:
- reveal interesting statistics of sales or unique purchases,
- separate the shipping costs,
- count the average amount of products in an order,
- and as a bonus you can connect everything with specific campaigns or traffic sources through secondary dimensions.
What is the success rate of banner campaigns
If you are dealing with making your app visible you should be interested in the marketing module. You can find it in a bookmark „Conversion“ / „E-commerce“ / „Marketing“. You can track the success rate of discount coupons, banners or homepage or category carousels with it.
In practice? Imagine that you had done a special banner for St. Valentine campaign and want to know how successful it was. In this bookmark you can see the number of visits and the conversion rate. In one line you can connect it with the actual amount of transactions which were made thanks to the banner. Satisfied? Next time you may promote the banner in more places or inform users with a PUSH notification.
Advice: Always choose unique titles when creating a banner (in the app administration). Reading the statistics will be easier.
What is the success rate of banner campaigns
If you are dealing with making your app visible you should be interested in the marketing module. You can find it in a bookmark „Conversion“ / „E-commerce“ / „Marketing“. You can track the success rate of discount coupons, banners or homepage or category carousels with it.
In practice? Imagine that you had done a special banner for St. Valentine campaign and want to know how successful it was. In this bookmark you can see the number of visits and the conversion rate. In one line you can connect it with the actual amount of transactions which were made thanks to the banner. Satisfied? Next time you may promote the banner in more places or inform users with a PUSH notification.
Advice: Always choose unique titles when creating a banner (in the app administration). Reading the statistics will be easier.
Final tip
If you use Adwords campaigns, connect the Google Analytics account of your m-shop with your Adwords account. You will gain more interesting information about your m-shop campaigns effectivity. You will find out which campaign brought most users into the mobile app, which keywords are efficient or whether your customers respond to the adds during the morning breakfast or before they go to sleep in the evening.