- If you run a handmade business,
I'm guessing that you know
you need to track important stats for your shop.
And you've heard Google Analytics is the best
of the best out there.
And you know what, it's true.
It really is amazing.
It tracks everything and more.
And because of that, it's both fantastic
and it can also be quite overwhelming.
When you first log into Google Analytics
and start clicking around it can make you freeze
because there's just so much information there.
And you don't know where to find the information
that you are actually looking for.
And most importantly,
you don't know how to use the data that you see
inside of Google Analytics to make better decisions
for your business.
So in this video, what I want to show you
is that you do not need to know everything
about Google Analytics to get some really good insights.
And in fact, there is one report
that I want you to know about
that can very likely tell you 90% of the things
that you need to know, because even the pros
don't use all the reports inside of Google Analytics.
It's really about knowing where to find the info
that you need.
And the report that I'm going to show you
is a very very good first step.
So why don't we just take a look at which report that is
and I'll show you how you can use it
to make important decisions for your handmade shop.
Ready?
Let's dive in.
(upbeat music)
Bonjour, my name is Deb
and I'm the founder of Tizzit.Co
a membership community for makers and handmade shop owners
just like your fabulous self.
You can learn more about our community Tizzit HQ
via link below this video,
but for now let's jump straight into today's conversation
the one Google Analytics report
every handmade business owner needs to know about.
So what I want to do today is share my screen with you
so that you can see exactly how I get to the report
and then we can look at the report together
and talk through the different stats that are there
and how they can help you make decisions.
So let's take a look.
Okay, so here we are inside of Google Analytics
and this is the Google Analytics account
of the Google Merchandise Store.
So Google has a store where they sell, you know,
this what you can see on screens,
definitely nothing handmade,
but that's kind of not the point.
The point is that this is an eCommerce website
and they give us access in the backend to the data
so that we can play around Google Analytics
for reasons like me right now recording a video for you.
So it's handy,
and the reason I wanted to use this account
rather than my own, for example
is that they have eCommerce conversions set up
which I want to talk to you about in a little bit.
And I don't have that in my own account.
So this is why we are using the Google account here.
So you'll see on the left, you have your main section.
So we have real time data.
So who's on the website right now.
Audience acquisition, behaviour, and conversion.
And under each of those, you'll find a bunch more reports,
and this is where it starts being a little overwhelming
when you click everywhere and you get curious
but the end of like, you know, an hour in there
you still don't really know how to put the data together
in a way that makes sense for you
so that you can actually make decisions
and improve your shop and your shop's results.
So what I like to say is find the source and medium report.
This is the one report I wanted to tell you all about
because it actually will include
just the right data that you would need under acquisition,
just the right data that you would need under behaviour,
and just the right data that you would need under conversion
inside one simple report.
So where is that report?
It's actually hidden under acquisition.
So you're gonna click on acquisition here
then under all traffic here,
and then here ta-dah, this is your magic report,
source medium.
So let's click on it and see what we can see here.
So obviously at the top, you always have your date range,
a little graph that represents the data visually
but really what I wanna pay attention to
is this table here at the bottom.
Now here, you'll see source and medium.
Now, what does this mean?
Typically, this is telling you
where the traffic is coming from.
And after that we have acquisition, behaviour and conversion.
So acquisition will tell you
how many users have been on your website.
How many sessions there has been.
Behaviour will tell you if they bounced straight away.
So if they stayed on your website
or if they landed on the page and then left straight away.
How many pages of if every user on average
seen on your website per session
and how long on average they stay on your website as well.
And then under conversions here, we have different option.
And either you're gonna pick eCommerce,
if you have eCommerce conversions set up
inside of your Google Analytics,
but typically you can either set up eCommerce conversions,
which you'll find under here
or you can set up what's called goals.
And once you have those goals set up
and that could be anything to someone landed
on my checkout page to someone landed on my confirmation,
thank you for your order page or anything in between,
you will see all your goals listed down here.
And so you can actually look at, okay, well
I want to know people coming from Google CPC.
So that's traffic from Google cost per click.
So that's Google Ads, essentially.
How many people over, this is the last week,
have actually visited my website
and here it's gonna tell me, well, 1800 have,
and out of those people, what was, for example
the conversion rate for that traffic source.
And here I know that it's gonna be 1.1%.
Now Google Merchandise Store
is gonna have some traffic sources
that you're not necessarily gonna see yourself
because you're gonna have
a very different marketing strategy
than what they are doing.
So I actually have a screenshot here just to show you
cause it will look a little bit more understandable, I think
and a bit more like what you guys would be able to see.
So you can see here in the source medium
we have first Google and that's organic traffic.
So it's not paid ads.
It's Google sending me traffic.
And after that, we'll see things like ConvertKit and email.
So the source is ConvertKit
which is my email service provider.
That's what I use to send my newsletter.
And so it's an email.
And then after that, we'll see YouTube
and we'll see Pinterest, referral and Pinterest Social.
Now don't obsess over the difference between the two here.
Typically this is often something
that's gonna come from Tailwind
and this is actually coming from Pinterest itself,
but I know that these are my Pinterest efforts essentially
over whenever that time range was.
So, this is what I wanted to show you.
Source medium tells you exactly where the traffic comes from
and then for each of those traffic sources you get clarity
on how many people actually visited your website
or your shop from this specific traffic source.
How do they behave once they were on your site
and the key metric that you really wanna keep in mind,
and how do they convert?
So do they actually purchase?
Do they not?
Is one traffic source better suited than in others?
So for example, you might see
that Instagram people purchase at a higher rate
than people coming from Facebook, for example.
So that might mean that even if you have less traffic
coming from Instagram,
it might be worth investing a little bit more
time and effort into it
because you can see that the conversion rate is better
or vice versa.
So this is really all the main info that you would want
from Google Analytics is in this report.
After that, of course, there's more that you can do,
but this is a really, really good starting point.
And if you sell on your own website
and you have the eCommerce conversion setup
you also get data like the transactions and the revenue
which obviously gives you even more clarity
as to where to focus your efforts.
I hope that you feel a little bit more confident now
and are excited to take that first step
and jump into Google Analytics.
Now there are of course other stats in Google Analytics
that are very very helpful to know about
and I'm very, very excited to tell you
that you can learn all about them in our full course
inside of Tizzit HQ
taught by Google Analytics expert, Leslie Hayes
from Artisan Analytics.
She takes the overwhelm
out of the whole Google Analytics things
and shows you the important stats and reports
to hone in on and how to use them
to figure out what's working in your handmade business,
and what things you need to change.
The course comes in two versions.
One, if you sell on Etsy because, yes
Google Analytics works with Etsy too.
And one, if you have your own website.
Just click the link below to check it out.
Thanks for watching.
Make sure to check the links below,
and until next time, au revoir.