The data that you can find in Google Analytics is second to none, but with a virtually limitless amount of figures for you to pull from it can be very difficult to navigate your way through the gold mine of information.
Whilst Google Analytics offers you a simple eCommerce dashboard as is, this might not be the right setup for your business, and can often mean that you are missing out on valuable pieces of information.
So what’s the solution?
Creating a Custom eCommerce Dashboard
You can create snapshots of custom reports by developing an eCommerce dashboard for your Google Analytics account which suits you and how your business runs. Offering 12 separate widgets, with ten rows per box, you can get instant access to key information the second you load your analytics account.
We find this to be a perfect way to give our clients who find it difficult to wade through the data a clear and concise way of understanding how their eCommerce website is faring.
Our Google Analytics eCommerce Dashboard Examples
As we’re a generous bunch as Spot Studio, we thought we would share with you some of our dashboard examples for you to copy, or use as a model for create your own.
The Where, How & When
As the name suggests, this eCom dashboard gives you a simple breakdown of the locations in which people are purchasing. It also shows what device or medium they are using and when they make the purchase. This then tallies up with a summary of total revenue and conversion rate, etc..
We find that this dashboard gives businesses that are looking at geo-located adwords campaigns a great insight into how they can optimise their campaigns.
- Top Location (Cities)
- Revenue and eCommerce conversion – Apple
- Revenue and eCommerce conversion – Non Apple devices
- Revenue and eCommerce conversion – Social media
- Revenue and eCommerce conversion – Source
Ok, so we’re not very inventive at coming up with names for our eCommerce dashboards, but this custom screen shows users an overview of their revenue alongside the various channels which brought them to the website, and the revenue each channel has generated.
This is ideal for eCommerce businesses to gauge which of their advertising streams is the most profitable, where to focus and where they can make improvements.
- Page views
- Visitors – Users
- Visits & Revenue
- Visits by Channel
- Revenue by Channel
- Top Referrers
- Top Landing Pages
- Engagement – Page Depth
The Platform Conversion Dash
Simple and straightforward, this eCommerce dashboard shows the user which devices and sources generate the most revenue and the highest conversion rate.
Understanding how your audience engages with your platform across devices demonstrates which might need improvement and what your best revenue streams are. In the above example, the lower conversion rate on mobile devices demonstrates that the mobile application might need improvement for example. Whilst we can immediately see that the email campaign has a far larger conversion rate than other sources.
- Transactions by City
- Revenue and Average Order Value by Social Network
- Revenue and eCommerce Conversion Rate by Device Category
- Revenue and eCommerce Conversion Rate by Apple Mobiles and Tablets
- Revenue and eCommerce Conversion Rate by Non -Apple Mobiles and Tablets
- Revenue and eCommerce Conversion Rate by Source
As you can see, the above dashboards give you an immediate starting point when you come to evaluate how your eCommerce business is doing. They point out figures which immediately leap from the page and show areas that need improvement with startling clarity. If you’re not using them, you’re missing a trick!
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Our Favourite Third Party Google Analytics eCommerce Dashboard Examples
There are some really excellent third party Google Analytics Dashboards for eCommerce out there, which, really, there is no need for us to replicate ourselves. They’re as good as they get. Have a little look below, and then click the links to have the dashboards immediately installed on your Google Analytics account. Nice.
The Social Media Dashboard
Justin Cutroni (the maker) is an Analytics Advocate for Google – so you know it’s going to be good.
Often overlooked by eCommerce companies, social is an extremely important way of engaging with users and developing brand awareness. This dashboard not only breaks down the engagement across your social channels, but helps you understand the worth of each platform. Tied to your conversion goals, this will give you a great understanding of just how effective your social marketing campaigns are.
Content Analysis Dashboard
At the core of your marketing strategy has to be your content strategy. There’s just no two ways about it. So what better to understand how well your content works than a content analysis dashboard? None – I say.
Giving you express data on which pages are performing best in terms of visits, and which pages lead to your goal conversion. This dash will give you quick insights into which pages are underperforming and where to focus your attention.
The Enhanced eCommerce Dashboard
To be used in conjunction with ‘Enhanced eCommerce’, this analytics dashboard will give you a complete understanding of your customer journey. Helping you understand precisely where there are bottlenecks and lead losses, it’s a keen eagle eyed tool to focus on turning those losses into wins.
E-Commerce SEO dashboard
Like Ronseal this does exactly what it says on the tin. Unlike Ronseal, it doesn’t protect your fences from inclement weather. An excellent tool for marketeers who want to demonstrate the ROI for their SEO efforts. What this eCommerce SEO dashboard does is track and export data on non-branded organic traffic and the profit this channel generates.
The eCommerce Email Dashboard
If you’re not using abandoned carts or email sequences as part of your eCommerce strategy then what on earth are you doing? This handy dashboard will monitor the efficiency of your email campaigns and the break down of revenue generate per hour. Conversion and bounce rates come as standard.
Return on Ad Spend (ROAS) & RPC eCommerce Dashboard
This is a nice, clean and easy way to track how well your PPC advertising campaigns are running. Displaying which medium the campaign comes from, it marks the impressions and clicks you receive, so you can see whether the advert itself is generating the right amount of interest. This is then compared to the PPC spend, revenue generated and the return on ad spend (ROAS), finally with the return per click (RPC). Straightforward.
eCommerce Speed Dashboard
As we recently explained on our guide to everything you need to know about accelerated mobile pages, 53% of mobile phone users will tend to leave your website if it takes more than 3 seconds to load. And with an increasing amount of users completing their buyers journey on mobile (it’s 7% in the UK), it is extremely important that your online store is loading as fast as possible. Thankfully, this handy eCommerce speed dashboard will outline:
- how long your pages are taking to load
- how this varies by operating system
- how long pages take to load on mobile devices
- how load time correlates to conversion rate
- how the amount of sessions correlate with load time
- the specific load time of your site’s most important pages
This will help you understand how your website’s speed if affecting your business performance, and can be used to demonstrate the returns changes to your website (such as using a CDN) can achieve.
We offer free assessments for businesses looking to improve their conversion rates!