Key Performance Indicators of Google Analytics for Store Performance

Importance of Evaluating E-commerce Website Performance

1. Identifying strengths and weaknesses: Evaluating performance indicators helps  businesses understand which aspects of their e-commerce website work well and which ones need improvement. This enables businesses to allocate resources effectively and prioritize areas that require attention.

2. Optimizing user experience: A well-performing e-commerce website ensures a seamless and enjoyable user experience, leading to higher customer satisfaction and increased conversions. Regular performance evaluations help identify usability issues and guide necessary improvements.

3. Maximizing revenue: By monitoring key performance indicators (KPIs) such as conversion rate, average order value, and cart abandonment rate, businesses can identify trends and implement strategies to maximize revenue and profitability.

4. Improving marketing effectiveness: Evaluating e-commerce website performance allows businesses to measure the success of their marketing efforts, adjust marketing strategies, and allocate marketing budgets more effectively.

5. Retaining and acquiring customers: Performance evaluations help businesses understand consumer behavior and preferences, enabling them to develop strategies for retaining existing customers and acquiring new ones, ultimately boosting the customer lifetime value.

Key Figures of Store Performance by Google Analytics

• Sessions
• Users
• Page Views (PV)
• Engagement Rate
• Average Engagement Time
• Conversion Rate (CVR)
• Average Order Value
• Channel

Sessions

The number of sessions helps to quantitatively assess the traffic to a website. The more sessions there are, the more interest in and visitors to the website. Identify trends by looking at changes in the number of sessions over time, and confirm the effectiveness of measures by looking at the correlation between the number of sessions and measures.

Users 

The number of users is also helpful in identifying trends, as is the number of sessions. It is essential to determine not only the overall number of users, but also whether there is a sufficient influx of new users.

PV（PV/Sessions , PV/Users）

The number of page views, like the number of sessions, is also useful for identifying trends, but look at the number of page views per session or user. If the number of page views per user is close to one, it means that only one page is being viewed. Improvements to this metric include better site navigation, internal link review, and personalization.

Engagement Rate

The engagement rate in Google Analytics measures how active website visitors are on the site. Engagement reflects how much time users spend on a website and their interest in its content. A high engagement rate may indicate that users are satisfied with their website experience and are more likely to convert or make repeat purchases.

Avg.Engagement Time

This indicator shows the average time spent by users on a website. This metric helps evaluate whether a website's content and design engage visitors. When evaluating average engagement time, make sure to keep in mind that engagement time can be combined with metrics such as incoming routes and pages to help improve.

Conversion Rate (CVR)

The conversion rate is the number of purchases divided by sessions. You can also work backward from the Conversion Rate to estimate how many sessions are needed to achieve your site's sales goals. You can also compare the conversion rates of different products to determine which ones are more appealing to users.

Average Order Value

Order Value is the amount of money spent per purchase divided by the number of purchases, and shows how much money is spent per purchase on average. To increase average order value, you can run promotions that encourage multiple purchases, or encourage customers to buy sets of products with other products.

Channel

Channel is an indicator that reveals the paths users take to a site, and by combining channel with other indicators, it is possible to determine the paths most likely to lead to site visits and purchases, leading to consideration of measures to increase the inflow of visitors through specific channels.

Get the Store Performance Dashboard

You can easily see the indicators needed to view the report templates provided by 88studio. We provide a Looker Studio template. Other indicators than those listed here can also be found in the report.

GA4 EC Standard Report Template[4012]

You can use this template as many times and  as many sites as you wish after you make a purchase. Data is automatically updated, streamlining the process of creating reports for clients and internal use.