B2B vendors are already in the holiday marketing swing to help their retailers fulfill inventory, while B2C brands are brainstorming and executing holiday campaign strategy for their stores, websites, emails, and more.
Everyone wants a piece of that huge holiday pie. Last year, holiday sales during November and December increased 5.5% over 2016 to $691.9 billion.
A smart digital strategy is step one to getting a big, fat piece of that seasonal spending. Of course, the best way to map out a winning digital strategy is to first look back at what worked last year.
To get started, we’ve outlined 3 Google Analytics metrics to benchmark from last season to help you develop this year’s marketing plan.
Conversions + most popular shopping days
First, identify the days your website saw the highest conversions last year.
To benchmark high-level conversion numbers from last season in Google Analytics, navigate to Conversions > Ecommerce > Overview.
The Overview graph at the top of the page displays the E-commerce Conversion Rate by default, but can be modified by clicking the dropdown. You can click “Select a Metric to add additional metrics, like Average Order Value, Quantity, Revenue, Transactions, and Unique Purchases. We selected Revenue and E-commerce Conversion Rate.

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