Being able to observe and interact with customers as they shop was always an advantage that traditional brick-and-mortar retailers had over online retail. Until now. With eCommerce analytics and reporting, online retailers can learn just as much from every customer interaction as physical retailers — maybe more. An eCommerce analytics tool can do even more than just show data. These services are essential for tracking the performance of your online store over time. So we’re going to tell you how (and why) to use Google Analytics eCommerce reporting. Introduction to Google Analytics for eCommerce An eCommerce analytics tool can help. . .
Multi-channel marketing has become a dominant model of eCommerce because it lets you meet your audience where they live. But when sales are coming from multiple platforms, it’s hard to know which marketing channels are best at driving conversion. Attribution modeling lets you create a system for assigning conversion value to your sales channels. Normally, this would be complicated, but Google Analytics makes attribution modeling simple. What Is Attribution Modeling? Attribution modeling is about assigning a value to each touchpoint in a conversion path. With attribution modeling, you can see how much a channel adds to your bottom line. Why. . .