Why Your E-commerce Business Needs a Google Analytics Consultant

If you run a mid-sized e-commerce website, Google Analytics consulting probably seems like a good idea. But, is it really worth investing in? With limited financial resources, you might consider other marketing channels to be more important. However, not properly analysing your customer’s behaviour and the success of marketing campaigns is a costly mistake to make. This article will outline some of the reasons your e-commerce business should invest in a Google Analytics consultant today.

Measuring the Effectiveness of your Marketing Strategy

One of the most important reasons you should be investing in Google Analytics Consulting is to measure your marketing efforts. A good Google Analytics consultant will help you understand which of your marketing channels work and which need more attention.

Social Media

Social media can be a great tool for e-commerce sites. A presence on sites like Pinterest, Twitter, Facebook and Instagram will allow you to connect with your customers. They can also provide you with user generated marketing content.

It is possible to measure aspects of your social media performance on the sites themselves. But metrics like post engagement, followers and mentions do not give you the full picture. If someone likes your picture, it does not necessarily mean they buy your products. Google Analytics allows you to see far more, including which customers come to your site via social media and which of those convert.

Social media is about more than direct sales. Its other benefits such as generating a loyal following and brand awareness should not be undervalued. Nevertheless, it is a good idea to investigate the profitability of your social media efforts. This will allow you to understand it’s full worth and whether or not it needs scaling up or down.

Paid Advertising

Paid advertising can be a fantastic revenue stream if used correctly. However, it is becoming increasingly expensive, so it is important to ensure it is not a costly mistake. There are also many different types of paid online advertisements including paid search, social media advertising and remarketing.

A Google Analytics consultant will be able to help you make data led decisions based on the success of your current and future campaigns.

Email Marketing

Email marketing is back in vogue. It is low cost, highly targetable and can be extremely effective.

But, email marketing can come across as irrelevant and even spammy. With the help of a Google Analytics consultant you will be able to understand the effectiveness of your campaign. Google Analytics will be able to give you the exact percentage of people who visit your landing page via your email campaign and which of those perform a specific action, for example buy your product or subscribe to a newsletter.

You can then act on the data and start to reap the rewards of this brilliant marketing channel.

Understanding Consumer Behaviour

Google Analytics is also an invaluable tool for understanding consumer behaviour. Analysing your customer’s behaviour will allow you to make the necessary, data led tweaks to your marketing strategy.

Set- up correctly, Google Analytics can even help you understand the individual customer’s behaviour. For example, imagine how beneficial it would be to send customers email offers based on what they browse on your website.

Google Analytics can also help you understand:

Shifts in consumer behaviour

When used correctly, Google Analytics will help you understand and analyse shifts in consumer behaviour. The data you collect can provide an insight into your market. What products are people looking at? Which parts of your site are people avoiding? Which locations are the most profitable? Knowing this will allow you to optimise certain products, improve parts of your site and even decide which items to drop.

This will help to avoid costly mistakes and could result in huge profit increases.

Why website users are not converting

Google Analytics can also give you the necessary information to understand why your website users are not converting. This will allow you to make data led changes which could potentially make and save you thousands of pounds.

There are several tools which can help you do this:


Segments allow you to compare your website users. This can be extremely beneficial. For example, you can segment your data according to those who convert and those who don’t. This will allow you to analyse the differences between the user experience of those who convert and those who don’t. By making changes based on this data it is possible to optimise the experience of every user. This will ultimately boost your conversion rate.


The buying funnel is another handy tool for understanding why your website users are not converting. A buying funnel will allow you to determine at which stage of your buying process your customers are dropping off. For example If lots of customers are dropping off at the personal details stage, it suggests you should go back and check the UX of this page.

Goal Tracking

When set up correctly, Google Analytics can be a valuable tool for tracking your business’s goals. Setting up goals in Google Analytics allows you to track the conversion rate of your site. This metric is really important for assessing your marketing and overall business success.

As well as the macro- goal of every e-commerce site, selling products, it is important to track micro- goals. Google Analytics also allows you to assign value to these smaller goals which don’t have an obvious monetary value, for example signing up to a newsletter. It is important to track micro-goals because they often directly lead to a customer’s purchase.

To Summarise

  • A good consultant can help an e-commerce business evaluate their marketing strategies, understand their customer and track the goals necessary to ensure success.
  • Your E-commerce business should invest in a Google Analytics consultant.
Ed Brocklebank (aka Metric Mogul) is an analytics and digital marketing consultant. He helps business of all sizes become more data-driven through measurement, strategy and activation. He works as a Strategic Analytics Director at Jellyfish in London, as well as delivering training on behalf of Google and formerly General Assembly.