In the dynamic world of eCommerce, where every click holds the promise of a transaction, staying ahead of the curve is the key to success. As we said goodbye to 2023, now’s a good time to look back at the trends that shaped the eCommerce world in that year. What lessons can we glean for a successful path in 2024? Let’s explore!Read more
When it comes to eCommerce, the performance of your PPC campaigns heavily relies on the quality of your landing pages. Assessing their quality is important to ensure they effectively convert visitors into customers. That is a key factor in every PPC audit for an eCommerce business. Regular optimization of your landing pages boosts conversions and improves user experience, leading to a better return on investment. Here is a short guide on how to assess the quality of your landing pages.Read more
After the most significant sales days and the madness of Black Friday and Cyber Monday, we haven’t even had time to take a breather, and the Holiday season is already upon us. Numerous brands release colorful new ads during Christmas, offering users products and special deals. If you’re worried that you won’t know how to stand out from the crowd, don’t worry; we’ve got you covered. The following article contains valuable tips we have prepared to help you stay on top of your game during this hectic period.Read more
We already talked about the main reasons to prioritize PPC Audit, and we also published a quick guide for PPC Audit. Sometimes, one of the most valuable lessons, along with the previously mentioned ones, is also what to avoid. That leads us to today’s topic, where we dive into the most commonly found PPC mistakes while auditing clients’ campaigns. Having done many of them, we decided to detect the mistakes we see repeating among clients, for which we did a PPC audit. And also to help you avoid making the same with your campaigns.Read more
The biggest sale of the year is just around the corner. It’s not only a great chance for users to save money on their favorite brands but also a golden opportunity for businesses to boost sales and revenue. With some effort with your PPC campaigns, you can catch more conversions and users and achieve results in a short period of time. If you still didn’t start to prepare for it, now is the time! This blog post will reveal our strategies for Black Friday, and early planning is definitely the first one.Read more
Magento, a global name in the eCommerce platform arena, has been the backbone for countless online stores since the year of Inchoo’s inception – 2008. Yet, despite its robust backend capabilities, Magento’s frontend has historically been its Achilles’ heel. In this article, we’ll delve into why Hyvä theme has emerged as the premier choice for many Magento stores.Read more
In the fast-paced world of eCommerce, where every click and conversion counts, ensuring your pay-per-click (PPC) campaigns are performing at their best is critical. Before we jump into the ‘why,’ let’s take a moment to understand the ‘what.’ A PPC audit is an in-depth analysis of your PPC campaigns. It’s the equivalent of examining a high-performance engine, ensuring it runs at peak efficiency. Achieving success with your digital advertising goes hand in hand with it.Read more
Funnels are a visual representation of the customer journey, illustrating the process from initial discovery of your business to the development of loyal client relationships. In this post, we’ll share 3 different ways to use the funnel exploration report in Google Analytics to track and understand your customer journey better.Read more
Google Ads for Amazon products is definitely not a new advertising strategy but has recently become more popular among Amazon sellers. As the Amazon marketplace becomes more competitive, sellers are looking for new ways to find customers and drive traffic directly to their listings without battling it out on crowded Amazon search results pages.Read more
Google Analytics 4 is a powerful tool that allows businesses and website administrators to track, measure, and analyze various aspects of their online presence. It’s very likely that you have GA4 and you probably use it. However, like most users today, you are probably not aware if it is used to full potential. We hope that this article will help in answering whether it is time to seek for expert assistance.
Our goal with this post is to help you audit your GA4 and identify some of the gaps. Areas that need attention. GA4 has to be set up correctly so you can track the performance and effectiveness of your marketing campaigns effectively. Otherwise, you risk making important business decisions based on inaccurate and false data.
Identify a gap in monetization reports
When doing a Google Analytics self-audit, a good first step is identifying the gaps in monetization reports. Compare the monetization numbers in GA4 and your website’s reports. It’s normal for GA data to be slightly lower than the actual numbers. However, if the difference is more than 10%, it means that you should seek assistance from an expert and figure out whether something that can be done. Please note that if you are using “Ecommerce purchases report” in GA4, the item revenue metrics show the total revenue from items only, excluding tax and shipping.
Event tracking in Google Analytics 4 allows you to track specific actions that users perform on your website link clicks, purchases, file downloads, etc. You can use that data to track which buttons perform best or which ones don’t perform well at all. You can also track how far down the page users scroll, amongst other things.
Google Analytics allows you to create up to 500 events in your account. There are a few different types of events. First, we have events that GA automatically collects when you set up GA for a website. They are triggered when users perform basic interactions like click or form_submit. Another type that’s automatically collected is Enhanced measurement events. They offer more information on how users interact with your website.
Next, there are two types of events you must implement yourself, recommended and custom events. Recommended events have predefined parameters, while Custom events don’t, you set them up yourself based on your specific needs.
How to ensure you’re making the most out of this GA4 feature? By using custom events for your specific needs. Custom events are the best way to track your customers’ journey. They allow you to track specific things that are relevant to your business.
To check the events you have set up, go to your GA4 dashboard > Reports > Life Cycle > Engagement > events. There you can see all your events. If you have less than 10 events, you’re likely not utilizing event tracking in the best way. Without setting up custom events, you can’t track your customers’ journey as well as you could.
Google Analytics 4 Audiences
Audiences in GA4 let you segment users that visit your website in ways that make the most sense for your business. For example, you can create an audience of users who are from the US or an audience of users who visited a specific page on your website. The audiences can be as broad or as specific as you need them.
Audiences come in handy, especially for advertising. You can connect Audiences to your Google Ads account and use them in remarketing campaigns. That means your ads will be shown to users who have already engaged with your website, making the ads more effective.
If you haven’t created audiences yet, this is your friendly reminder to do it, otherwise you’ll miss out on everything you could do with them. Our guide on creating GA4 Audiences can help you with that.
GA4 Audiences can help you understand your website users better and create more effective marketing campaigns. But what if the audiences you created aren’t right for you and your business? Think of audiences as different groups of users that are your target audience. For example, if you have an online shop and only ship to the US, create an audience with users from the US. Users from other countries aren’t relevant to your business if you don’t ship there.
How to ensure you’re making the most out of this feature:
- Go to your GA4 dashboard > Reports > Life Cycle > Engagement > Audiences. There you can see all the audiences you created and analyze the data
- Review the data to make sure your audiences aren’t too narrow or too broad – how can you make them more fitting for your marketing campaigns?
- Archive audiences that aren’t relevant anymore
GA4 Content Grouping
Content grouping in GA4 is a way to organize pages on your website based on different topics. For example, if you have an online store, you can organize your content based on product categories so that each category would be one content group. Or, if you’re a service-based business, you can create a group for each service you offer, etc. Content grouping is helpful as it allows you to track the performance of each group separately.
Content grouping allows you to:
- track the performance of each group on its own
- analyze the behavior of users who visit the group (e.g., new vs. recurring, location, etc.)
- compare different content groups based on performance
If you’re not sure whether you have content groups set up, go to your GA4 dashboard > life cycle > engagement > Pages and screens: Page path and screen class > in the left drop down menu click on “content group”. If you have set up content groups, they will appear here. If not, the table will be empty. By not having any content groups, you’re missing out on the valuable information they could provide.
Content grouping sounds great, but what if it’s done incorrectly? What if the content groups don’t make sense for your business? Content groups aren’t predefined on GA4, you have to set them up yourself. If you don’t effectively arrange them, they won’t be as useful as they could be.
Take a look at your content groups and ask yourself these questions:
- Do my content groups make sense? How are the pages inside one content group related?
- Are these content groups relevant to my marketing goals?
- Does comparing data from these groups tell me anything important?
If your content groups aren’t giving you answers to these questions, it means they aren’t organized well, and you need to rethink your content grouping strategy.
In conclusion, Google Analytics 4 offers many tools and features that help you track your website’s performance, but it’s useless if it’s not set up properly. That’s why it’s essential to perform a GA audit regularly to ensure it’s used to a full potential and tracking the right data.
Does performing an audit on your own sound like too much work for you? Does all this work feel overwhelming? Don’t worry, you’re not alone. We can help you! You can sit back and relax while we audit your Google Analytics for you.Read more
When was the last time you cleaned up your GTM containers? You’re not alone if you don’t remember. Many e-Commerce managers often overlook the importance of regularly reviewing them, leading to various issues and challenges for the website. In this article, we will discuss how to know when is the time for your GTM containers to be purified and what benefits you’ll get from that. Let’s begin!Read more
What is a PPC Audit?
A PPC audit is an analysis of PPC efforts to determine whether the account is being optimized correctly and to achieve a better return on investment in advertising by improving low-performing elements.Read more
Amazon is a leading retail eCommerce company with a US market share of almost 40% in 2022. At the same time, Google is the biggest search engine, with 93% of the search engine market share worldwide. Unsurprisingly, both companies have an advertising platform that plays a massive role in the online advertising market. We decided to share the knowledge learned from our experience providing eCommerce PPC Services. In this article, we’ll touch on key differences in how advertising works on each platform, and the pros and cons.Read more
Oh my, seeing how many years have passed in our collaboration is incredible. Once again, we are honored to be part of such an amazing journey. It was only possible with the help of our dear colleagues and professors. We greatly thank Antun Biloš, PhD, Full professor, and Bruno Budimir, mag.oec., Research and teaching assistant, for the given trust in all these years. Before discussing our side of the story and the things we cherish, here is what the professor said.Read more
In our blog section, we’ve covered a wide range of topics related to our full-service eCommerce business. However, one area we haven’t explored in depth is project management. In this article, we’re excited to take you behind the scenes at Inchoo and shed light on our project management practices. Specifically, we’ll delve into why we’ve chosen the Kanban methodology as our preferred approach for managing workflows effectively.Read more
Let’s face it; if you’re running shopping ads, the reality is that you’ve probably gone through product disapprovals and maybe even account suspension warnings in Google Merchant Center. Sometimes the solutions are straightforward and easy, but oftentimes – that isn’t the case. It requires a lot of patience and work, and since the clock until account suspension is ticking, it can get really frustrating and stressful. That’s where Google Merchant Center feed rules can come in handy and provide a quick fix until the core of the issue is completely resolved.Read more
As the 1st of July approaches, now is the last call to set up Google Analytics 4. For those still unfamiliar with the new property, it may be confusing when it comes to creating segments, audiences, etc. If you want to know more about GA4 audiences and how to set them up so they can be useful, keep reading.Read more
Last week, on May 7th, we celebrated our 15th birthday. Choosing the beautiful Orlov Put as our birthday location in nature allowed us to truly relax and enjoy our celebration. You’ll get the details of our birthday celebration, but first, we’d like to reflect on our previous 12 months.Read more
You probably got a few hints from the headline, but you must have been wondering what’s going on here. The spring served us more energy this year, as some unusual things are going on in the office. Here’s a quick introduction.Read more
Some webshops cannot use Google Merchant Center due to the specifics of the site structure or the market in which they are located. Regardless, they can still have dynamic remarketing campaigns by creating a custom feed. If you are one of them, here is how to set them up.Read more
Have you ever wondered if it’s possible to modify currency and customize currency display in Magento 2 price boxes? I thought a backend developer should implement this modification, but on the contrary, we are talking about a config change!Read more
Everyone already knows that in order to bring traffic to your site, you have to work hard. Having put so much effort into a site, who would want it to turn into a ghost town? We’re betting no one… If you agree, your options go in two ways (more or less), you can pay for your traffic or work on optimization a bit harder. Both PPC and SEO bring their value. That means you need the best of both worlds.Read more
Some things are just better together — like Inchoo and Magento. If you want to learn how this powerful duo can grow your eCommerce business and your bank account, keep reading.Read more
Follow these clear steps to connect your Google Analytics 4 to Magento 2 store through Google Tag Manager.Read more
When it comes to automotive sites (eg. webshops that sell vehicle parts), it’s good to track additional events that can give more insights into visitor behavior, their actions, and needs. In this article, we will summarize and explain additional tracking events that we use in automotive eCommerce sites as a foundation for conversion rate optimization of those sites.Read more
Almost every webshop owner heard about Google Analytics, if not using it already as many of them do. And it’s obvious why the Google Analytics tool is so widely used. It’s free, it’s easy to connect to the webshop, and relatively easy to use. It can give the webshop owner/merchant insightful data on user behavior and answers to many questions like who their visitors are and what’s going on in their webshop in general. But, the full benefit of Google Analytics comes together with the use of Google Tag Manager.Read more
Automotive parts website design has its challenges and they are revolving around parts search & fitment. Being in this industry for a long time, we’ve learned so much from observing an infinite number of visitors, converters, and returned buyers. We will be sharing our best practices in this blog post so keep reading!Read more
Although Google Analytics 4 era is approaching rapidly, we’ve wanted to share the most common Universal Analytics & GTM mistakes we’ve encountered while auditing numerous Google Analytics accounts.
Feel free to take a sneak peek into our most common recommendations that come from the audit report.Read more