Ecommerce reports show data collected for your online store. To view these reports, you need to set up ecommerce tracking with dedicated JavaScript elements and turn on ecommerce reports in Analytics. It takes some time to code the tracking correctly, but once it’s done, all valuable data appear in this section.
To view ecommerce reports, follow these steps:
- Go to Menu > Analytics.
- Navigate to Ecommerce.
Ecommerce reports are grouped under four categories: orders, audience, acquisition, and behavior. Reports in those categories are similar to core reports in Analytics, and they show you web data combined with ecommerce metrics. Let’s look at each category.
Order reports
In this section, five reports show detailed data about orders made in your online store. Among them, you’ll find:
- Ecommerce overview: It shows basic information about your online store performance.
- Order list: It shows all purchases on your website including a product count and revenue for each purchase.
- Product: It shows which goods sell well in your store. It combines data about product revenue, quantity, purchases, and price.
- Days and sessions to purchase: It shows how quickly visitors buy something on your website.
- Customer loyalty: It shows how many days have passed since the last buy.
In all ecommerce reports, you may find the following ecommerce metrics:
- Orders: The number of all completed orders.
- Ecommerce conversion rate: The percentage of sessions during which visitors made an ecommerce order.
Ecommerce conversion rate = Sessions with an ecommerce order / Sessions * 100% - Revenue: The revenue from all completed orders.
- Average order value
- Abandoned carts: The number of uncompleted orders.
- Lost revenue: The revenue lost due to abandoned carts.
Audience reports
In this section, five reports show detailed data about customers of your online store. Among them, you’ll find:
- Session log: It shows all visits during which visitors bought something on your website. It’s a detailed view of all actions that a visitor performed before the buy.
- Devices & software: It shows devices that visitors use to browse your website. It’s similar to a core report in Analytics with the same name. The only difference is that it combines web data with ecommerce data such as ecommerce conversion rate, purchased products, order value, and revenue.
- Locations: It shows in which country, city, or other specific place visitors buy products on your website.
Acquisition reports
In this section, four reports show traffic sources to your online store. Among them, you’ll find:
- Channel: It shows data about the traffic channel combined with ecommerce conversions related to that traffic.
- Search engine: It shows data about traffic from various search engines combined with ecommerce conversions related to that traffic.
- Websites & social: It shows data about traffic from websites and social media that link to your online store combined with ecommerce conversions related to that traffic.
- Campaigns: It shows data about traffic from your online campaigns combined with ecommerce conversions related to that traffic.
Behavior reports
In this section, three reports show how people behave in your online store. Among them, you’ll find:
- Pages: It shows pages through which visitors entered your website and the value of purchases they made after seeing those pages. Additionally, it illustrates page speed for all pages and ecommerce metrics related to those pages.
- Abandoned carts: It shows detailed information about carts that visitors left and didn’t complete orders.
- Products in abandoned carts: It shows detailed information about products in carts that visitors left and didn’t complete orders.
