A Clearer Picture with Google Analytics Enhanced Ecommerce A Clearer Picture with Google Analytics Enhanced

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  • A Clearer Picture with Google Analytics Enhanced Ecommerce

    Jonathan Meck - @jmeck Technical Marketing Manager

    LunaMetrics - @lunametrics

  • DRIVE TRAFFIC

    MEASURE ACCURATELY

    FIND INSIGHTS

  • YOUR WEBSITE

  • GOOGLE ANALYTICS

    By default, Google Analytics tells us: • How someone came to our website

    • Organic

    • Paid

    • Referral

    • Information about the User • Geo

    • Device

    • Behavior

    • Information about Page Behavior • Landing Page

    • Pages Visited

    • Time on Site & Behavior Metrics

  • WE CAN

    CUSTOMIZE GOOGLE

    ANALYTICS.

  • WE SHOULD

    CUSTOMIZE GOOGLE

    ANALYTICS.

  • EVENTS

    Track interactions that occur in between page loads

    • Downloads

    • Scrolls

    • Hover

    • Calculators

    • Add To Cart

  • GOALS

    Tell Google Analytics what is important to you.

    • Fare estimates

    • Sign Up For Email

    • Complete Purchase

    • Save Itinerary

    • Forward To Friend

  • ECOMMERCE

    Track transactions and ecommerce behavior within Google Analytics.

    • Viewed Product

    • Click on Promotion

    • Add To Cart

    • Checkout Steps

    • Transaction

  • Imagine a connect-the-dots image. With only a few dots, the image is unclear.

  • THE MORE DATA WE

    SEND, THE CLEARER THE PICTURE.

  • Google Analytics

    Ecommerce Tracking Comes in Two Flavors

  • Tracking Options Ecommerce Enhanced Ecommerce

    Transactions  

    Product Impressions  

    Actions (add/remove from cart)

     

    Product Lists  

    Internal Promotions  

    Shopping Behavior Funnel

     

    Checkout Behavior Funnel

     

    Nested Categories  

    ECOMMERCE VS ENHANCED

  • We have the option to send more data, and in return we get a clearer picture of our users and how they interact with our products/checkout.

  • ARRIVE ON SITE (All Sessions)

    SHOPPING BEHAVIOR

    VIEW PRODUCT PAGE (Sessions with Product Views)

    ADD TO CART/SELECT PRODUCT (Sessions with Add To Cart)

    STARTS CHECKOUT PROCESS (Sessions with Check-Out)

    PURCHASES PRODUCT (Sessions with Transactions)

  • SHOPPING BEHAVIOR

  • SHOPPING BEHAVIOR

  • CHECKOUT BEHAVIOR

  • CHECKOUT BEHAVIOR

  • MORE TRACKING

    Enhanced Ecommerce can tell us more than just purchase behavior:

    • Product Lists

    • Recommended Products

    • People Also Purchased

    • Promotions

    • Homepage Rotator

    • Sidebar advertisements

    • Modals and Popups

    • Nested Categories

    • Support for Hierarchy

  • MORE TRACKING

    With development work, we can make Enhanced Ecommerce better.

    • User ID Feature

    • Connect a logged in user across devices, apps, and web

    • Offline Transactions

    • Track purchases made offline and connect back to website behavior

    • Custom Dimensions

    • Add custom details about your products, your business

  • WHAT’S THE CATCH?

    IS IT REALLY FREE?

  • WE NEED TO DO

    MOST OF THE WORK.

  • ENHANCED ECOMMERCE

    GIVES US A CLEARER PICTURE.

  • GREAT RESOURCES

    • FAQ About Google Analytics Enhanced Ecommerce

    • Quick Tips for Google Analytics Enhanced Ecommerce

    • Google Analytics Enhanced Ecommerce: The Order of Implementation

    • Tracking Offline Purchases with Enhanced Ecommerce and Google Forms

    http://www.lunametrics.com/blog/2014/09/18/faq-enhanced-ecommerce/ http://www.lunametrics.com/blog/2015/07/20/quick-tips-for-google-analytics-enhanced-ecommerce/ http://www.lunametrics.com/blog/2016/06/13/google-analytics-enhanced-ecommerce-the-order-of-implementation/ http://www.lunametrics.com/blog/2015/11/19/measurement-protocol-enhanced-ecommerce-form/