Post on 28-Nov-2014
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Eliminating the guesswork
Dara Fitzgerald@darafitzgerald
Analytics Director@measurelab
Enhanced Ecommerce & Data Import for GA
Features we will cover.
#1. End-to-end funnel reporting with Enhanced Ecommerce.
#2. Import offline data into GA using Data Import.
#3. Drive performance with Segmentation & Remarketing.
Eliminating the guesswork
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
User visits your site
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
Views product list page
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
Views product detail page
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
#1. Enhanced Ecommerce
Eliminating the guesswork
Without Enhanced Ecommerce
#1. Enhanced Ecommerce
Eliminating the guesswork
Page Tracking
Event Tracking Ecommerce Tracking
Goal Funnel Tracking
Without Enhanced Ecommerce
#1. Enhanced Ecommerce
https://support.google.com/analytics/answer/6014841?hl=en-GB
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Shopping Behaviour Analysis
#1. Enhanced Ecommerce
https://support.google.com/analytics/answer/6014841?hl=en-GB
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Shopping Behaviour Analysis
Checkout Behaviour Analysis
#1. Enhanced EcommerceNew product focused metrics
Track impressions on product list and search results pages
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#2. Data Import
https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580
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Perfect for data that doesn’t exist on the website or is business sensitive
#2. Data Import – Cost Data
Source & Medium (mandatory) are used as keys to match imported data with collected data
Select the metrics to be imported
Additional columns for campaign, keyword, etc.
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#2. Data Import – Cost Data
The correct CSV template can simply be downloaded!
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#2. Data Import – Cost Data
Eliminating the guesswork
ROI analysis can be performed for all paid channels all within GA
#2. Data Import – Custom Data
https://support.google.com/analytics/answer/6066714?hl=en-GB&ref_topic=6066740
•This joins GA hit data with external data that youupload (manually or via API).
•Custom Data Import does not apply to historical data.
•This is irreversible. Hits already joined with uploadeddata cannot be disjoined.
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Key is used to define what dimension/s will be widened from
Widen-To Dimensions define the data that will be imported
Again the correct CSV template is provided
#2. Data Import – Custom Data
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#2. Data Import – Refund Data *
Full refundTo refund an entire transaction, use a row that includes only the Transaction ID.
Partial refundTo refund a partial transaction, use a row that includes Transaction ID, Product SKU and Qty Refunded.
* Refund Data Import is only applicable for Enhanced Ecommercehttps://support.google.com/analytics/answer/6014861?hl=en-GB
Eliminating the guesswork
#3. Segmentation & Remarketing
Access your new custom dimensions and metrics (including widened data) for segmentation
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#3. Segmentation & Remarketing
Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports
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#3. Segmentation & Remarketing
Click #2 Choose this segment for a remarketing list
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#3. Segmentation & Remarketing
Click #4 Choose AdWords account
Click #5 Save!
Click #3 Name the remarketing list
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Summary
#1. Migrate to Enhanced Ecommerce for better product performance reporting and Refund Import functionality.
#2. Import additional, offline data into GA with Data Import.
#3. Improve targeting with Segmentation & Remarketing.
Eliminating the guesswork
THANK YOU!
Dara Fitzgerald@darafitzgerald
Analytics Director@measurelab
Eliminating the guesswork