Improve Your Jewelry Business Website by Using Google Analytics

Using Google Analytics (GA) is extremely important for jewelry business owners. It can display website visitor’s actions including time on site, purchase information, and where your visitors come from, both geographically and across the Internet.

Creating your own UTM codes and viewing that report is a great place to start. If you want to go beyond that, here are four different reports to view in Google Analytics.

Social Media Network Referrals

GA Path: Acquisition > Social > Network Referrals

This view will display the number of individuals coming to your website from specific social media sites so there are no questions on where to focus your efforts when it comes to social media.

Specific Website Page Traffic

GA Path: Behavior > Site Content > All Pages

When I’m looking to see how many people visited a specific page on a certain day, I’ll look here. I also enjoy filtering the view further by drilling down to “Source/Medium” to see how individuals got the page to begin with. Sometimes it’s very enlightening to see how many (or how few) people are visiting your website pages.

Audience Overview

GA Path: Audience > Overview

This is the default view when you enter Google Analytics, and it’s interesting and important in its own right. Here you can learn where your audience really is, where most of your traffic is coming from, and even what device they use to visit your site. All of this information can help guide your decisions on content and how you spend your resources (which includes your time!).

I personally enjoy drilling down by location. It’s interesting to see where not only the bulk of your audience traffic comes from, but those in second or third place. This is information you can certainly use to your benefit

Specific Product Performance

GA Path: Conversions > Ecommerce > Product Performance

This view is great to check in on individual products in your ecommerce store and see how much money is tied to each; filter by SKU or by product name and you can see the sales for that product. I relied heavily on this when I worked in eCommerce marketing. Just make sure you have a Google Analytics Pixel set up to see this information.

I hope this helps you get started using Google Analytics and you can soon see how you can improve your jewelry business. What other things do you enjoy searching for in the program? What else do you want to learn? Be sure to leave your questions or comments in the notes below!

Ashley Lauwereins is a marketing professional by day and a jewelry designer for her own business Fifth Essence Jewelry by night. She resides in Colorado where she also enjoys hiking, running, and drinking craft beer.


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