Best analytics tools to optimize e-commerce sales
Nowadays, to optimize sales funnels and increase the number of buyers, retailers should be provided with correct data from analytics. It helps monitor crashes, improves usability, increases user retention, and optimizes mobile marketing and advertising.
At the beginning of our cooperation with large German retailer Lesara, we integrated several analytics providers. Let’s take a closer look.
Adjust
- Gives the tools for end-to-end app analysis
- Tracks user behavior from installation of the app to their initial and following purchases
- Provides data in real-time and KPIs for all types of events
- Adjust’s cohort analysis allows segmentation of users by creative, install date, location, device type and more, and then discover and identify their behavioral patterns.
Adjust is a great mobile real-time tracking software for medium-sized companies. But pay attention to the fact that it lacks the ability to do web attribution. Adjust’s pricing is based on install volume as well as features. Basic plan starts at 100€.
Emarsys
- Helps to target customers using the intuitive marketing intelligence platform
- Provides a complete view of everything that happens in a marketing platform on a dashboard
- Gives an opportunity to compare performance across different marketing campaigns using any number of key metrics
Emarsys provides handy marketing features, which significantly increase sales:
- It generates a list of related product recommendations
- Interacts and sends personal push notifications
Emarsys is the largest marketing platform company. It provides powerful tools that automate the data collection process from all sources, including all communication channels, behavior analysis, offline data, and CRM information among others. You can find out the pricing only after talking to Sales. Сonsidering the numerous amount of features, Emarsys is perfect for large or mature companies, which really need them.
Google Tag Manager
- Enables developers to measure tags and pixels in mobile applications and websites easily
- Helps to analyze customer engagement: crash reports and events, screen and page views as well as sessions
- It also helps with purchase analysis: payment currency, territory, and number of viewed products
Google Tag Manager is a free analytics tool, but it has a limit of maximum container size. So heavy tags might decrease the capacity to less than 100 tags or triggers. But for individuals and small companies, it’s more than enough.
Firebase
- The analytics tool is designed specifically for apps
- Event-based, but not screen view-based
- Provides unlimited data collection and real-time conversions
There is no limit on the total volume of events your app logs and you can log up to 500 different Analytics Event types. You can start to use Firebase for free and then pay for some additional features.
Google Analytics’ Enhanced Ecommerce
Enhanced Ecommerce is a term which was coined by Google to measure user interaction when customers go through a shopping experience.
This plugin lets you collect the data, which have never been accessible with Google Analytics:
- Impressions
- Shopping Cart actions
- Internal Promotions & Coupon Information
So, when you integrate analytics you should pay attention to some important characteristics:
- Complete data. Because of limits, some analytics providers ignore a part of events, but it’s really important to understand the user behavior in details.
- Analytical skills. AI Marketing lets you minimize human efforts and target your customers more effectivity.
- Real-time data analysis. The sooner you can see your data, the quicker you can react to it, and the more valuable it can be.
- Price. Free tools attract owners of small startups. But when your business is growing, the price becomes less of a factor.
Analytics integration should be considered as an important step in running a business even at the early stage. When you learn about features of some analytics providers you can start to integrate them as quickly as you need to.
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