• Areeya Lila CEO @ViewN

Build customer understanding from web analytics

Updated: May 19

How marketers grow eCommerce stores with custom Google Analytics reports


I have spoken often of the beauty of online stores in that you actually have the data to know so much about your customer. And some marketers feel like they “know” who the customer is even without the data to prove it. How do they have such knowledge? One essential ay is Web Analytics.


Your web analytics dashboard will track all of your website traffic details, thanks to tools like Google Analytics (GA). Every web application I have come across has out of the box reports. Still, GA has more details and audience information, plus GA gives you plenty of affordable data on your visitors, giving you greater clarity on your audience.

GA provides great pre-configured reports but taking the time to leverage their custom views allows marketers like you to gain valuable insights from the tool based on your business’s nuances. At VIEWN, we find most eCommerce store owners eventually want to see a certain way- a byproduct of having so much data at your fingertips, I suppose. Though, track the number of visitors over time, their behavior in terms of page sessions such as new, returning, time on page, pages per session, the bounce rate, etc. This analysis also gives you an incredible baseline customer journey. Further, more general demographics about your location and device enable you to treat your audience’s behavior as an asset. More than one conversation about which devices to support with a peek into these GA metrics.

Monitoring the traffic sources enables you to tailor time and budget- especially if you have custom work done. But the bottom line is the conversion. You want all of these people coming to your site to take action and convert – in this case, make sales. Technically you can also define conversions as subscription sign-ups or items added to the shopping cart. At least monthly, you should track these conversion rates and see how they perform compared to the campaign and growth initial goals.

Monitoring traffic sources, whether paid, social, referral, or organic, will tell you where your potential buyers are coming from and learn how to improve your eCommerce store to offer the best possible user experience that will, ultimately, increase your conversions. This kind of analysis will also help you understand how your paid ads are performing and how your customer segments behave. GA customer segments may not be all-encompassing, but they do reliable indicators as to who they are.

Here is an excellent example from Supermetrics of building a custom view from the information you get from GA. In this case, they looked at different key eCommerce metrics by channel. They kept a tab on engagement for individual key pages.|To track and website traffic and understand your audience behaviors online is crucial to understanding your customers and customer segments.


In summary, your web analytics dashboard will track all of your website traffic details thanks to tools like GA. When you dig into the Web Analytics details, you grow a better understanding of your customer and key segments. Bring web analytics into a bigger picture of the customer or individually in a customer data platform can give you the demographic and engagement information about your target audience like never before.