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Why Your Ecom Data Sucks! How to transform your GA Ecom data into actionable insights. Stephen McAllister Absolute Digital Media @AbsoluteDMedia
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Forgetting to Implement Tracking
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Tracking by Design
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Lets Talk When GA4 Ecom is 3rd Party Ready
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5 Moving Beyond The Default View
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6 Start Thinking About Sales Funnel Content Grouping Attribution Segments Filters Customisation
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Not Tracking The Whole Funnel
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Each Missing Chain Will Impact Your Strategy
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9 When in Doubt, Get it All in the Datalayer to Push. The More Data The Better.
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Crucial to Ecom Data is Making Sure You Have A Full Funnel View
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11 Now we have data lets look at what is converting
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12 Not Refining Channel Groupings (Before)
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13 (After)
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The Fix
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Not Setting Up Referral Exclusions Before After
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Exclude Out Payment Providers to Keep Your Data Clean
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The Fix
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18 Why You Should Use Content Groupings
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19 Understand How Your Site Flows
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20 Map all Urls and Group Your Content to See The Bigger Picture
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21 Identify Which Areas Are Most/Least Performing. Product Type
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22 Identify Which Areas Are Most/Least Performing. Product Attribute
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23 Now We Have A Framework Lets Dive Into Product Data Tools
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24 Product Brand Performance (Not Set) (After) (Before)
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25 Product List Performance (Not Set) A Potential Goldmine of Info. Most of us Ignore
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26 Product List Performance See Which Categories work
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27 Select Product To See How Your Individual Products Perform
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28 Analyse The Funnel Add To Basket Purchases Revenue Checkouts
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29 What’s Missing Lets Add Product Views to The Mix
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30 See More Data With Custom Reports
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31 Product Sales Funnel
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32 Starting Look at The Bigger Picture
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33 Multi-Channel Views Top Conversion Paths
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34 Review Your Paths to Help Set Your KPIs
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35 The Importance of Assists
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36 Check Each of Your Channels For Assists
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37 Why You Should Look at Model Comparison Tools
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38 What Else to Look Out For?
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39 Don’t Forgot to Look at Your Devices
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40 GA - Audience Segments
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41 Splice and Dice Your Data For More Insights
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42 Demographic Data Look at Who is on Your Site
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43 In-Market and Affinity Data Apply Filters and Segments to Dive into Your Audiences.
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@SophieBrannon 44
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45 1. Tracking by Design. Have the full funnel
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46 2. Segment out your site content
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47 3. Build custom reports to see your product data
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48 4. Check under the hood. Look at each channel
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Thank you Calendly: https://absolute.digital/meeting-with-jodie-whittle/ Twitter: @AbsoluteDMedia