Once it defines the objectives of its business or marketing campaign, an ecommerce company should decide how to measure outcomes.
“There is one difference between winners and losers when it comes to web analytics. Winners…have a well structured Digital Marketing Measurement Model. Losers don’t,” wrote Avinash Kaushik, co-founder of Market Motive, on his blog, “Occam’s Razor.”
Planning and documenting how to measure outcomes from a marketing or business effort should include specific metrics in Google Analytics.
This Google Analytics measurement plan is a means by which you can align business objectives with Analytics reports and configuration.
Conversions
To begin developing a Google Analytics measurement plan, first think about conversions — macro and micro.
A macro-conversion is the most important and most broad. For ecommerce, likely that is a sale.
Smaller conversions that lead a shopper to completing a sale are called micro-conversions. Examples are adding a product to a wishlist, signing up for
Article source: https://www.practicalecommerce.com/whats-your-plan-for-measuring-marketing-outcomes
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