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Many of Google's services are related to e-commerce, so it's a good idea to know what services are available and what you can do with them. Below is a brief overview of the most important Google services related to e-commerce.
With this service, you can track visitors to your online shop on a general level, such as how many people visit your shop, where they come from, what devices they use and how many of them shop. It's usually a good idea to enable Google Analytics as soon as you open your online shop so that it starts collecting visitor data right from the start.
Google Search Console
With this service, you can see what type of keywords people are using to get to your online shop from Google searches and how Google has crawled your pages. You should also enable this service as soon as you open your online shop. You can also add a sitemap to the store to ensure that Google can find every single page of your shop.
Google Merchant Center (Google Shopping)
This service allows you to control how your product range is displayed on Google. Product information can be copied from the online shop to the service. This can be done by first building a Google Shopping product portal, ie product feed, in the shop. The Google Shopping interface in the shop administration provides various settings and the store collects certain product information and builds a file that can be read by an external service. Then, in the Google Merchant Center, you can add this as a new product feed and specify in its settings where it can be found and how it can be read.
Google Tag Manager
This is a so-called tag management system. Different code sections can be built there and then triggered in different situations. The service allows you to add a variety of tracking codes and other codes to your pages without having to customise the site itself. Instead, they are stored in and run from the Google Tag Manager settings. Google Tag Manager is mainly used to track marketing, but it can also be used to e.g. add code from an instant messaging service to the pages of the online shop.