Google Analytics [Basics to Enhanced E-commerce]

The basic set-up of Google Analytics might work at the start. After that, you will want to implement more advanced tools like tag manager or Google Optimize.
Thankfully for e-commerce marketers, there's Enhanced E-commerce.
Check out our resources at https://resources.haste.tech/ for more guides.
Or learn more about us at https://www.haste.tech/

Transcript

1. from Basics to Enhanced E-commerce Prepared by haste
2. Overview • Structure of GA • Data Collection & Processing • Types of set-ups • Basic Set Up • Basic Report • Enhanced Ecommerce Set Up • Enhanced Ecommerce Reports • Reports availability • Advanced Functionalities • Follow Author
3. Structure of Google Analytics
4. • Organization: For one business • Account: For one business unit • Property: For different sites (or different sections) • View: For different permission levels Structure of Google Analytics
5. • Organization: For one business • Account: For one business unit • Property: For different sites (or different sections) • View: For different permission levels Structure of Google Analytics
6. Recommended Set Up for Beginners • 1 Organization, • 1 Account, • 1-3 Properties • 3-5 Views Structure of Google Analytics
7. Recommended Set Up for Beginners • 1 Organization, • 1 Account, • 1-3 Properties • 3-5 Views Structure of Google Analytics Account Properties Properties View View View View View View
8. Data Collection & Processing
9. 1. New v Returning Users Data Collection 2. Session 3. Other Data Sources
10. Data Processing 1. Configuration Rules Include, Exclude internal I.P. Examples:
11. Data Processing 1. Configuration Rules 2. Data Grouping Include, Exclude internal I.P. Channels & Content Examples:
12. Data Processing 1. Configuration Rules 2. Data Grouping 3. Custom Dimension/ Metrics Include, Exclude internal I.P. Channels & Content Analyze Offline Data (Sale/square feet) Examples:
13. Set-Up Types
14. Type of Set Up General Purpose Vertical Specific Set-Up Time Low High Difficulty of Use Low High Functionalities Available Good enough VERY advanced Reports Available General [Depends on vertical: Retail, Travel, Blogs…]
15. Basic
16. Insert Tracking Code (Main method) Basic Set-Up
17. Insert Tracking Code (Main method) Basic Set-Up
18. Information Available • Visits (by page) • Browser • Language, Type of Browser, Device, Operating System • Traffic Source Basic Set-Up
19. Information Available • Visits (by page) • Browser • Language, Type of Browser, Device, Operating System • Traffic Source Basic Set-Up Session • “Count” increases with each “unique” visit. Custom Configuration • Irrelevant data will be discarded
20. To understand users: • Audience To view them as a funnel: • Acquisition • Behavior • Conversion Structure Basic Report
21. Basic Report Filter By • Demographics • Interest (need to enable) • Geo • Behavior • Technology • Mobile (Add secondary dimension if required) Audience
22. Basic Report To understand users: • Lifetime Value (additional set-up required) Audience (Extra Features)
23. Basic Report To understand users: • Lifetime Value (additional set-up required) • Cohort Analysis (additional set-up required) Audience (Extra Features)
24. Basic Report To view industry benchmarks: • Benchmarking: • Filter: Industry Vertical, Region, Daily Session Audience (Extra Features)
25. Basic Report To view which pages users are visiting: • User Flow Audience (Extra Features)
26. Basic Report Information Structure • Medium: • Organic (Unpaid search), CPC, Referrals, Email, None (Direct) • Source: • *Group sources if required • Campaign • Required Tags: Medium, Source, Campaign • Optional Tags: Content (e.g. version 1 and version 2), Term • Campaign URL Builder tool • UTM Tracking Template Acquisition
27. Basic Report Check on the various strategies • Google Ads • Search Console • Social Note: Multi-Channel funnels are under Conversions Acquisition
28. Basic Report More Important Information • Site Content: • Landing Pages, Exit Pages • Site Speed: (affects SEO) • Speed Suggestions (Aim for a score above 80) • Site Search: • Search Terms, Search Pages Behavior
29. Basic Report Main Purpose 1. Technical SEO Improvement 2. Content Strategy (Keywords and Page Hierarchy) Behavior
30. Basic Report Goals • Direct Revenue Set Up • Buy Merchandise, Destination, • Set up Funnel (regular expression) • Pro-Tip: Be as specific as possible Conversion
31. Enhanced Ecommerce
32. Enhanced Ecommerce Set Up Generic Event Hit Fields: • Action • Category • Label • Value Hits
33. Enhanced Ecommerce Set Up Transaction Hit Fields: • Products Purchased • Transaction ID’s • SKUs • Other: • Product Category • Products Added/ Removed • Product Views Hits
34. Enhanced Ecommerce Set Up Example 1: Add to Cart on Landing page • Action: Add to Cart • Category: Enhanced Ecommerce • Label: Added from Landing Page • Value: (Product Price * Conversation Rate) Example 2: Add to Cart on Product page • Action: Add to Cart • Category: Enhanced Ecommerce • Label: Added from Product page • Value: (Product Price * Conversation Rate) Event Tracking
35. Site Search Metrics • Search Exits: Search immediately before leaving the site • Search Refinements: Search again after first search Enhanced Ecommerce Reports Track Search Term • Inform Content Strategy • Optimize Navigation • Improve search results • Generate new keywords Set-Up • Admin, View • Turn tracking on, Enter Query Parameter (Strip parameter out) Internal Site Search
36. Enhanced Ecommerce Reports Use Case: • Attribution Scoring • [Found under conversions] Multi-Channel Funnels (need to set-up goals first)
37. Enhanced Ecommerce Reports Use Case: • Attribution Scoring • [Found under conversions] Reports Available • Assisted Conversions • Channel Grouping Path • Time Lag Report • Path Lag Report Multi-Channel Funnels (need to set-up goals first)
38. Enhanced Ecommerce Reports Set-Up • Note: Need to have admin access • Admin, Property, Link Account • Enable auto-tagging Acquisition • Campaign Google Ads
39. Advanced Features
40. Custom Dashboard • Create visualization widgets for yourself Content Groups • Connect Page Hierarchies together Custom Segments: • Create custom segments to track separately • Advanced: Segment based on sequence • (Can also be used for Remarketing) Custom Funnels: • Instead of landing page to purchase page, you might want to track content page (e.g. blog/ vlogs) to purchase Dynamic Remarketing: • Example: Show custom coupon code in ads to users who have added to cart but did not end up purchasing Channel Performance Optimization • Example: Send email promotions based on the likelihood of purchase instead of whenever a campaign is ready Advanced Features
41. Advanced Features • Set-Up • Note: Need to have admin access • Admin, Property, Audiences, • New Audience Or Import Segment • Dynamic • Advertise the same product back to those users • Steps: • Find remarketing attributes • Create custom dimensions • Update site tags • Create Dynamic Remarketing Audiences • Create Dynamic Remarketing Attributes • Create Dynamic Remarketing Campaigns Dynamic Remarketing
42. For more resources… About the author Co-Founder of Haste Twitter: @SymbolOfFlight