Ashley Agee

How to Set up a Custom Report for eComm Conversion Rate per User

Est. Reading Time: 2 minute

I love analytics and all the information that can be extracted from the data. I happen to work with quite a few ecommerce clients and we are always looking for ways to improve online revenue. Each month we comb through the data and most of the time are always concentrating on revenue and eCommerce conversion rate. While this metric is great, I feel like it doesn’t provide enough insight into the users of the site.

As a reminder – eCommerce Conversion Rate = sessions / transactions

Sessions are generated by Users. 1 user can have multiple sessions. However you can’t have 1 session with multiple users. So I wanted to see what the ecommerce rate looked like based on Users of the site and not just sessions. In order to extract this information, I had to set up a few things in Google Analytics.

 

Steps for Setting up eCommerce Conversion Rate per User

1st Set up a Calculated Metric

  1. Go to the admin section of your account then open up your default view.
  2. Click on Calculated Metrics
    • Click to add a new calculated metric
    • Fill in the form:
        • Name = eComm Conv Rate Per User
        • Formatting Type = percent
        • Formula = {{Transactions}} / {{Users}}
        • Click Save

      calculated metric in GA

2nd Set up a New Custom Report

  1. Now go to the Customization Tab. (Top Navigation beside Admin)
  2. Click to add a New Custom Report.
  3. Now you need to fill in this form and choose your metrics.
    1. Title: eComm Rate per User
    2. Name: You can name this whatever you want to call the tab. I used the title over.
    3. Metric Groups: Choose Sessions, users, ecommerce conversion rate, and then ecomm conv rate per user (the metric you set up).
    4. Add a dimension: I choose to add medium, but you can choose any dimension you want to see Source/medium, campaign, source, etc.
    5. Next, choose the views you want this report to be available for and click Save.

 

custom report

Now your new custom report will generate and you can compared the metrics.

Here’s an example:

ecomm_conv_rate_metric Pretty cool huh?! Now try setting it up yourself.