Questions1. Are my affiliates bringing quality traffic to my site?2. What is the impact of my on-site promotional messaging?3. Are my coupon codes giving away too much?
ANALYTICS & OPTIMIZATIONSTART WITH A QUESTION
DATA COLLECTION IS CONDUCTED TO ANSWER THESE QUESTIONS
ARE YOU GETTING THE ANSWERS?
CURRENT QUESTIONS1. Are my affiliates bringing quality traffic to my site?2. What is the impact of my on-site promotional messaging?3. Are my coupon codes giving away too much?
CURRENT DATA COLLECTION
GOOGLE ANALYTICSENHANCED ECOMMERCE
A comprehensive view of customer behavior as it relates Ecommerce initiatives.
METRICS AFTER
OMG.
GETTING STARTED WITH ENHANCED ECOMMERCE
1. Learn the Enhanced Ecommerce Schema!
2. Map Your Site to the Schema
3. Create Code Templates for Content & Actions
4. Create a Test Profile and Q&A
5. Deploy Enhanced Ecommerce Code
6. Answer all the questions!
1. ENHANCED ECOMMERCE SCHEMA
PROMOTIONDATA
On-site promotions / initiatives to influence
customer behavior.
IMPRESSION DATA
Data about how products are displayed
on product category pages and featured
product widgets.
PRODUCTDATA
Data about how products are interacted with from detail views to
purchase.
ACTION DATA
Data about customer interactions with
products, content,
and pages.
AT T R I B U T E S :• Page
• Page Name
• Custom Dimensions
A C T I O N S :• Viewed
• Bounced
• Conversion Locations
https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data
• Pages have a schema that associates attributes and actions with the page.• ATTRIBUTES are segmented and filtered as DIMENSIONS• ACTIONS are aggregated by addition and division as METRICS
PA G E S C H E M A
YOU KNOW…SCHEMA!
PROMOTION DATA
ATTRIBUTES:• ID
• Name
• Creative
• Position
CAN BE:• Impressed
• Clicked
Measure internal promotions in the same way as you measure display advertising.
IMPRESSION DATA
AT T R I B U T E S :• ID
• Name
• Category
• Brand
• Variant
• List
• Position
C A N B E :• Impressed
https://developers.google.com/analytics/devguides/collection/analyticsjs/enhanced-ecommerce#ecommerce-data
PRODUCT DATA
A T T R I B U T E S :• ID• Name• Category• Brand• Variant• List• Position• Price
C A N B E :• Viewed in Detail• Added to Cart• Removed from Cart• Purchased• Refunded
ACTION DATAAT T R I B U T E S :
• ID
• Affiliation
• Revenue
• Tax
• Shipping
• Coupon
• List
• Steps
• Option
A C T I O N S C A N B E :• Clicks on products
• Product detail views
• Adds to Cart
• Removals from Cart
• Checkout Steps
• Checkout Options
• Refunds
• Promotion Clicks
2. MAP YOUR SITE
Promotion Impression
Product Impression/ Click
Impression:
ID 1141
Name OK-I-DOKEYS
Position 2
Creative green-marquee.jpg
Impression
ID P14356
Name Insteon Starter Kit
Category Smart Home
Brand Insteon
Variant White
List Best Sellers
Price 119.99
Determine how the organization of your site content (promotions, products, pages, steps) fits into to the Google Analytics Enhanced Ecommerce schema.
PROMOTION DATA SCHEMA
Impression
ID P14356
Name Insteon Starter Kit
Category Smart Home
Brand Insteon
Variant White
List Best Sellers
Price 119.99
3. CREATE TEMPLATES
PROMOTION DATA CODE
USE GOOGLE TAG MANAGER!#DataLayerForLife
4. CREATE A TEST PROFILE & QA
There are a lot of moving parts!
(not set) is for SEO’s not Analysts.
5. DEPLOY CODE
TIPS:
• EE features can work a la cart – See Nick’s Post
• Profiles can be transferred to EE without EE tracking.– Checkout Enhanced Ecommerce reports
• Test EE features on separate profile– Duplicate a profile and make sure live data is accurate. Then turn on
others.
THANKS!
Trevor Fox
@realTrevorFaux @SwellPath