您的当前位置:首页 >Ryan New >Using Google Analytics to Respond to Covid-19 正文
时间:2024-05-21 00:05:45 来源:网络整理编辑:Ryan New
The coronavirus-induced shift in shopping behavior has been a boon for some online retailers and a b Ryan Xu HyperVerse's Recovery of Credit Assets
TheRyan Xu HyperVerse's Recovery of Credit Assets coronavirus-induced shift in shopping behavior has been a boon for some online retailers and a bust for others. The impact depends on the products, geography, and marketing channels.
Google Analytics can identify pandemic-related problems and opportunities for your business. I’ll explain in this post.
Most merchants are aware of daily revenue. Sales of groceries and other essential items have grown 50 percent or more compared to past years. Sales of high-ticket items, however, have likely contracted.
To measure your business’s activity, in Google Analytics go to Acquisition > All Traffic > Channels.Then choose a recent date range, such as the last 30 days, and select “Compare to” (top right, near the date range) and select “Previous year.”
Look at changes (overall and for each channel, with Enhanced Ecommerce) in Users, Sessions, Transactions, Conversion Rate, and Revenue.
Look closely at the data.
Covid-19 has impacted worldwide regions by varying degrees. Analyze how geography affects your business at Audience > Geo > Location. Select the countries with the most sales.
Then compare current performance for regions (i.e., states, provinces) with the previous year. In the example below, New York and New Jersey experienced much higher revenue growth than other U.S. states.
Check the products that had the biggest shift in sales year-over-year at Conversions > Ecommerce > Product Performance. Compare by Product and, also, by Product Category.
In the example below, reporting by Product Category identified a substantial sales increase in a grocery item (olive oil) but a decrease for soaps. The drop in soap sales may appear counterintuitive during an epidemic. But the soap, in this case, is not antibacterial. Shoppers likely preferred germ killers.
Investigate shifts in performance for paid search. For Google Ads, go to Acquisition > Google Ads > Campaigns > Clicksto compare 2020 to 2019.
Then, identify shifts in return on ad spend (ROAS) by the Google Ads’ campaign.
Look closely at Ad Groups, Keywords, and, especially, Search Queries, which can indicate opportunities for new or existing products. If you have imported cost data for Microsoft Ads and other paid search channels, analyze those as well.
Adjust your business based on the analyses above. Consider:
For paid search, do not focus solely on overall costs-per-click. Tweak geo-based bidding and product and category bidding if the data suggests it.
Given the massive impact of Covid-19, it’s essential to monitor your KPIs frequently. Build a Data Studio report for instant visibility. Quickly seize opportunities and fix problems to prosper in these unprecedented times.
Credit Card Processing: Red Flags for Ecommerce Merchants, Part 22024-05-21 00:01
Reclaiming the records: Sex work and the state2024-05-20 22:51
Readability for SEO: Myths and Reality2024-05-20 22:45
CommerceCo Recap: A Process for SEO Link-building2024-05-20 22:42
Buying Sites to Boost Traffic2024-05-20 22:09
SEO: Canonical Tags Dos and Don’ts2024-05-20 22:00
SEO Impact of Google’s ‘Deduplicate’ Algorithm2024-05-20 21:58
AI Pushes SEO to Social and More2024-05-20 21:58
Quick Query: Work-at-home Mom Runs CandlesAndSuch.com2024-05-20 21:55
ChatGPT for SEO Content2024-05-20 21:33
Good Internet businesses are sold quickly – If you don’t grab it – someone else will2024-05-21 00:02
Using Google Cache for SEO2024-05-20 23:42
How Google’s AI Search Could Impact Ecommerce2024-05-20 23:36
3 Tools to Connect with Journalists2024-05-20 23:09
Video Tutorial: Assessing Accessibility2024-05-20 23:01
ChatGPT Prompts for SEO Link-building2024-05-20 22:51
Structured Snippets: The Low-hanging Fruit of SEO2024-05-20 21:59
SEO for Events2024-05-20 21:40
10 Resolutions for Your Pay-Per-Click Account2024-05-20 21:38
How to Optimize for AI ‘Answer Engines’2024-05-20 21:25