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How to Track and Boost Amazon Sales Using Google Analytics


Ashley Stander

 on September 5, 2022. 
Reviewed by 

Kirsty Macdougall

Person using laptop and holding cash surrounded by boxes

Amazon is undoubtedly a powerhouse for selling products online across continents. That's its strength. But Amazon does have a few weaknesses. One of those weaknesses is that it doesn't harness external traffic. It is so effective in harnessing internal traffic that external traffic becomes the proverbial "runt of the litter."

Internal vs. External Traffic

You may be wondering what we mean by internal and external traffic. Internal traffic covers the 3.11 million customers that regularly buy from Amazon. It's like rent-a-crowd, only better because they actually buy products from you—there's no act.

External traffic is the world outside of Amazon.

Imagine you had the best of both worlds. But how? You use Google Analytics to gain valuable metrics and insights into your sales strategies, and then you keep working on it until your internal and external traffic are both performing. Your bank balance will likely follow suit.

Why Is Tracking Your Amazon Sales So Important?

Tracking your sales is vital for any e-commerce company, regardless of what platform you use or the industry you are in. So, it goes without saying that tracking your Amazon sales is critical to the success of your business.

Did you know that almost 40% of first-time sellers lose money on Amazon? This is because they haven't calculated their true profit.

Amazon FBA calculator can help with this. Amazon offers the FBA calculator and a wide variety of other tools to help you track your sales funnel achievements. For one, the Amazon ads reporting tool measures and reports advertising campaigns, while dropshipping on Amazon can altogether remove your logistical burden.

These tools are available (some for free) and can really help you understand your internal Amazon traffic and sales, so use them to your advantage. But for maximum effect, you can use Google Analytics with Amazon functionality.

Using Google Analytics Can Boost Your Amazon Sales

Google Analytics opens your eyes to a bigger picture—the whole picture. You can calculate COGS (cost of goods sold), promote your Amazon products, and most certainly boost your sales using the analytics provided by GA.

Google Analytics:

  1. Identifies the best referral sites and then aggressively pursues them: it's targeted, not just spray and pray methods.
  2. Finds keywords and uses those keywords to drive more conversions
  3. Optimizes your content with on-site searches that work. This will help your customer to get what they are looking for as fast as possible and supports the sale.
  4. Helps you to understand the customer journey so that you can optimize sales. It's about tracking their habits and then gently directing them to buy your products.
  5. Gives you a look into what your customers are thinking and what their interests are. If you know what their interests are, you can give them more of what they want.
  6. Gives you a path report with timelines, so you know how long it took for your customers to convert. It shows how many interactions happened before the sale and what those interactions were. This all gives you clues to removing obstacles to sales.
  7. Tells you your customer's lifetime value, as loyalty is key to retaining customers. This tells you how loyal they are and how long they are expected to stay a customer.

These are just some ways that Google Analytics can help boost sales on your Amazon store. There are so many more benefits—it all depends on the products you sell and your industry.

How to Track Amazon Sales in Google Analytics

  • Step 1 Open your free Google Analytics account if you don't already have one.
  • Step 2 Copy your Google Analytics tracking script. To do this, you need to go to Admin.
  • Step 3 Once you have opened Admin, click on Tracking Code. Copy the script that you find under the heading Website Tracking.
  • Step 4 The script you copied now needs to be pasted into your landing page Scripts section. You can do this for all the landing pages you want to track.
  • Step 5 If you want to track promotions, paste the code script you copied into your thank you page scripts.
  • Step 6 View your data and metrics to analyze sales and more.

You Can Have Your Cake and Eat It Too

In simple terms, having an Amazon e-commerce site and using Google Analytics to track and boost sales is the best way to grow a successful and sustainable company. It's a powerful combination that simply cannot be ignored.

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